Clinically tested for fine, thinning hair
A brand-run study. We report it as stated and do not repeat the number as fact.
—
Stated by brand
Only the brand’s testing shows this.
Personal fit
Is this right for you?
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Factor
Your profile
Fit
Best for hair types
All types
Not in your profile
Moisture level
None found
Not in your profile
Expected lather
Moderate
Not in your profile
Slip / detangling
High
Not in your profile
Silicone / wax buildup
None
Not in your profile
Clarifying wash needed
Low
Not in your profile
Sulfates
Not determined
Not in your profile
Parabens / preservatives
Not determined
Not in your profile
Essential oils
Not determined
Not in your profile
Vegan / cruelty-free
Vegan · label statesCruelty-free · label states
Not in your profile
Show all 17 factors we check
The rest of what your plan weighs on this product.
Animal-derived ingredients
Vegan · label states
Not in your profile
Heavy humectants
Not determined
Not in your profile
UV filter
None listed
Not in your profile
pH adjusted
Adjusted
Not in your profile
Ingredient list
35 ingredientsA long list
Not in your profile
Price tier
Salon
Not in your profile
Where to buy it
Target · Costco +1Widely sold
Not in your profile
The consultation builds your hair profile, then reads every factor in this table against it — and tells you where this product fits, or what to use instead.
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Your avoid-list
Upper-mid price for a shampoo
$1.66/oz at 16 oz — more than 55% of the 805 shampoos , which mostly run $0.81–3.01/oz. The cost less.
Great for
Maximum slipfor hair that tangles the moment it is wet
Cuticle-smoothing pHa pH adjuster brings it to the acidic range hair prefers
Vegan and cruelty-freeour researched record has it as both
Easy to findsold through several channels
Maybe skip if
Tight budgetsit sits in the upper price tiers
What the formula actually does
Read from the label, not the marketing
Each row says where it comes from: F means we derived it from this product’s own ingredient list, S means it is a claim the brand makes that the formula neither confirms nor contradicts.
Expected lather
Moderate
An ordinary shampoo lather.
Slip and detangling
High
Conditioning agents sit high in the list — this is a detangling formula.
Water-binding (humectants)
None found
No humectants found — nothing here pulls water into the hair.
Scalp active
None
No over-the-counter scalp active.
Needs detergent to remove
No
Nothing here needs a detergent wash to remove.
from the formula
stated by the brand
reported by reviewers
Scale: 1 dot low · 5 dots high, within this product type.
Ingredients that matter
The ingredients that change a decision
The workhorse ingredients plus anything lower down that changes a decision. These chips name what an ingredient does — they are not safety scores, and no ingredient here is rated good or bad on its own.
| Ingredient | What it does | Why it matters | Chip |
|---|---|---|---|
| Decolorized Aloe Vera (Aloe Barbadensis) (Leaf) Juice | — | — | Neutral |
| Sodium Laurylglucosides Hydroxypropylsulfonate | mild anionic cleanser | — | Cleanses |
| Hydroxypropyl Bis-Hydroxyethyldimonium Chloride | conditioning agent | Puts conditioning back as it washes | Detangles |
| Cocamidopropyl Hydroxysultaine | amphoteric cleanser | — | Cleanses |
| Sodium Cocoamphoacetate | amphoteric cleanser | — | Cleanses |
| Polyquaternium-73 | conditioning agent | Puts conditioning back as it washes | Detangles |
| Cocamide MIPA | secondary cleanser | Softens the main detergent | Cleanses |
| Tea Tree (Melaleuca Alternifolia) (Leaf) Oil | — | — | Neutral |
What the list leaves out, and what it carriesVegan and cruelty-free.
Full ingredient list (35)
US labelling rules put ingredients above 1% in descending order of amount; below 1% they may be listed in any order. Annotations keep three readings separate: the ingredient's general function, its role in this product type, and what its position can support.
- 1 Decolorized Aloe Vera (Aloe Barbadensis) (Leaf) Juice
-
2
Sodium Laurylglucosides Hydroxypropylsulfonate
General function
A sugar-based cleanser given an anionic group so it foams more like a conventional detergent while staying mild.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
May suitCurls or waves needing flexible holdThe detergent class most curl routines are built around: it lathers and cleanses without stripping the strand back to bare.
May suitDry, coarse, or high-porosity hairA gentler detergent leaves more of the surface oil that slows water loss from coarse or porous hair.
May suitVery dry or highly damaged hairCleanses with less sebum removal than a sulfate detergent, so hair that is short of moisture keeps more of it through the wash.
- mild anionic cleanser
- cleanser
-
3
Hydroxypropyl Bis-Hydroxyethyldimonium Chloride
General function
A positively charged conditioning agent. Damaged hair carries a negative charge, so it deposits where the damage is and makes wet hair comb through.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
May suitFrizz-prone, damaged, or high-friction hairA cationic conditioning agent: it binds to the damaged, negatively charged parts of the cuticle and lowers combing friction there.
May suitVery dry or highly damaged hairThe class that does the detangling in a conditioner. It deposits lubrication where the cuticle is worn.
DependsBuild-up-sensitive routinesSubstantive by design. A routine with no detergent wash gives it nothing to leave with.
- conditioning agent
-
4
Cocamidopropyl Hydroxysultaine
General function
A mild co-cleanser that keeps foam stable in hard water.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
May suitDry, coarse, or high-porosity hairMild cleansing leaves more surface lubrication in place on hair that dries out quickly.
May suitVery dry or highly damaged hairOne of the mildest detergent classes. It is usually there to let a formula lather without a harsher detergent doing the work.
May not suitBuild-up-sensitive routinesThe mildest detergents are also the least complete: a routine that deposits films needs something stronger periodically.
- amphoteric cleanser
- secondary cleanser
- cleanser
-
5
Sodium Cocoamphoacetate
General function
A very mild cleanser common in baby and sensitive-scalp shampoos.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
May suitDry, coarse, or high-porosity hairMild cleansing leaves more surface lubrication in place on hair that dries out quickly.
May suitVery dry or highly damaged hairOne of the mildest detergent classes. It is usually there to let a formula lather without a harsher detergent doing the work.
May not suitBuild-up-sensitive routinesThe mildest detergents are also the least complete: a routine that deposits films needs something stronger periodically.
- amphoteric cleanser
- secondary cleanser
- cleanser
-
6
Polyquaternium-73
General function
A styling polymer used for hold with a light, non-tacky feel.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
May suitCurls or waves needing flexible holdCationic polymers hold a curl loosely and stay soft, which is why they turn up in definition products rather than firm-hold ones.
May suitFrizz-prone, damaged, or high-friction hairA cationic polymer stays on the hair through rinsing, which is what keeps static and combing friction down after the wash.
May suitMaximum-hold stylingFilm formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
- conditioning agent
- film former
- polymer
-
7
Cocamide MIPA
General function
A coconut-derived thickener that stabilises shampoo foam and gives the liquid its body.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
May suitDry, coarse, or high-porosity hairMild cleansing leaves more surface lubrication in place on hair that dries out quickly.
May suitVery dry or highly damaged hairA sugar-derived non-ionic detergent, among the gentlest in use. It cleanses with little foam of its own and little sebum removal.
May not suitBuild-up-sensitive routinesGentle cleansing leaves water-insoluble deposits largely in place; they come off with a stronger wash, not this one.
- secondary cleanser
- nonionic cleanser
- thickener
- 8 Tea Tree (Melaleuca Alternifolia) (Leaf) Oil
- 9 Argan (Argania Spinosa) (Kernel) Oil
-
10
Biotin
- vitamin
- 11 Black Cumin (Nigella Sativa) (Seed) Oil
- 12 East Indian Lemongrass (Cymbopogon Flexuosus) (Leaf) Oil
- 13 Amla (Phyllanthus Emblica) (Fruit) Oil
- 14 Red Korean Seaweed (Grateloupia Elliptica) Extract
- 15 Stinging Nettle (Urtica Dioica) (Leaf) Extract
- 16 Saw Palmetto (Serenoa Serrulata) (Fruit) Extract
- 17 Cedarwood (Cedrus Atlantica) (Bark) Oil
- 18 Rosemary (Rosmarinus Officinalis) (Leaf) Oil
- 19 Clary Sage (Salvia Sclarea) (Flower/Leaf) Oil
- 20 Fo Ti (Polygonum Multiflorum) (Root) Extract
- 21 Lemon (Citrus Limon) (Peel) Oil
- 22 Grapefruit (Citrus Paradisi) (Peel) Oil
- 23 Hibiscus (Hibiscus Sabdariffa) (Flower) Extract
- 24 Niacin
- 25 Pumpkin (Cucurbita Pepo) (Seed) Oil
- 26 Pygeum (Prunus Africana) (Bark) Extract
- 27 Zinc Gluconate
- ▾Below about this point, order stops being meaningful — these are typically used at 1% or less.
-
28
Tocopheryl Acetate
· Vitamin E (Tocopheryl Acetate)
- antioxidant
- vitamin
- 29 Soy Isoflavones
- 30 Beta-Sitosterol
- 31 Green Tea (Camellia Sinensis) (Leaf) Extract
-
32
Xylityl Sesquicaprylate
General function
A fatty ester. Esters give slip and a smooth after-feel; lighter ones read dry and silky, heavier ones read rich.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
May suitFine or easily flattened hairA light emollient: it softens the surface with noticeably less weight than an oil or a butter.
May suitFrizz-prone, damaged, or high-friction hairSpreads thin and lowers friction between strands without the heaviness of a fixed oil.
- light ester
- emollient
-
33
Lactobacillus Ferment
- preservative
- botanical extract
- 34 White Willow (Salix Alba) (Bark) Extract
-
35
Citric Acid
General function
Used to bring the product to a slightly acidic pH, which helps the cuticle lie flat. It is almost always near the end of the list.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
International Journal of TrichologyMay suitBuild-up-sensitive routinesHolds hard-water minerals in solution so they rinse away instead of depositing on the hair.
May suitFrizz-prone, damaged, or high-friction hairThe acid side of pH adjustment, and the reason it matters is measured: alkaline formulas raise the fibre's surface negative charge, increase friction between strands and lift the scales, while lower-pH ones do the reverse.
May suitGray, silver, or brass-prone hairWhere a warm cast comes from water minerals rather than from the hair itself, holding those metals in solution is what removes it.
- pH adjuster
- hard-water chelator
What the whole list adds up to
- 3 cleansers
- 3 secondary cleansers
- 2 conditioning agents
- 2 amphoteric cleansers
- 2 vitamins
- 1 mild anionic cleanser
- 1 film former
- 1 polymer
- 1 nonionic cleanser
- 1 thickener
- 1 antioxidant
- 1 light ester
- 1 emollient
- 1 preservative
Drug facts actives
- undefined
This product is an over-the-counter drug as well as a cosmetic. It treats a cosmetic scalp condition; it does not diagnose or treat disease.
Ingredient list captured 2026-09-05. Formulas change — check the package in your hand when an ingredient matters to you.
Price · 16 oz
Seen at
$26.49
Good value under
$9
Priced above the products that do the same job. Stores sell it above the $9 line; products that do this job typically go for about $11 at this size.
Show the price ladder
Where we’ve seen it1 listing · 1 store
-
Target
$26.4916 oz · $1.66/ozSep 5Lowest per oz
Sorted by price per ounce. Dated observations from our research, not live prices. Direct store pages, no affiliate links. We don’t sell this product.
How we work this out
- 16 oz is the size stores list most often; every comparison on this page is made at it. Other sizes are shown in the Sizes row and the store list.
- Seen at $26.49 is the price we have observed for the 16 oz. We need three stores before we call a price commonly seen.
- Good value under $9 comes from the 8 products we score as doing the same job as this one. A quarter of them cost less than $0.57/oz; at 16 oz that is $9. Under that line you are paying less than most of them.
- About $11 is what those same products typically cost at this size — the midpoint of their prices per ounce, scaled to 16 oz.
Formula
9
Formula score
9 of 10
A complete read of the format at an ordinary price: mid-range per ounce among shampoos, with the working systems present.
How the score is counted
- 6 products that do the same job cost less per ounce
- Costs more per ounce than 55% of the 805 shampoos we’ve priced
- Covers 6 of the 7 things a shampoo should do
- Salon tier, sold at Target and Costco
- A working detergent systemWhat actually removes oil and product.3 pts
- Slip for detanglingReduces the force it takes to comb wet hair.2 pts
- A humectantBinds water into the hair.1 pt
- A hard-water chelatorBinds the minerals that dull hair in hard water.1 pt
- A pH adjusterBrings the formula to the acidic pH hair prefers.1 pt
- No detergent-dependent filmNothing that needs a clarifying wash to remove.1 pt
- Fragrance kept out of the top eightScent as a finishing touch, not a major share.1 pt
The formula score is completeness for the job: the share of the systems this product type is normally built around that we can find in this list, weighted. It is not efficacy, not quality, and it never compares across product types.
Does the same job, for less
Same derived functions — what it cleans, conditions, coats or holds — at a lower cost per ounce. Scent, texture and where you buy it can still differ.
Not Your Mother'sClosest function
Naturals Ultimate Nutrition Shampoo
$0.66/oz $1.00/oz less
- Sulfate-free
- Protein-free
- Deep clean
- Differs
Head & ShouldersClose function
BARE Pure Clean 2in1 Dandruff Shampoo and Conditioner, Anti-Dandruff Treatment
$1.23/oz $0.43/oz less
- Budget
- Function
- Also
AussieLowest cost per oz
Aussie Kids Curly Sulfate-Free Shampoo
$0.31/oz $1.35/oz less
- Sulfate-free
- Protein-free
- Deep clean
- Function
- Also
See more alternatives in the product library
These are functional neighbours, not personal recommendations — they are close on formula, not chosen for anyone. Get the one that fits your hair, routine, and budget
Final decision
Should you buy it?
A solid pick for the hair it suitsBest user
People who want maximum slip, looking for real detangling slip and a formula brought to an acidic pH
Biggest tradeoff
Worth skipping for people shopping on a budget
Best alternative if not
Not Your Mother's Naturals Ultimate Nutrition Shampoo — for similar results at a lower price
We do not sell products or take placement fees. This page states what the formula and the prices show; the consultation is what matches it to a person.
Claims check
What the brand says, against what the formula shows
Claims are quoted from the brand. We only mark one supported, partly supported, or conflicting when the ingredient list actually speaks to it; everything else stays "stated by the brand", which is not a criticism — most claims simply cannot be read off a label.
0
SupportedBacked by ingredients
0
Partly supportedSome supporting logic
3
Stated by brandNo clear evidence
0
Potential conflictFormula works against claim
2X the Concentrated Key Ingredients help reduce hair thinning due to breakage
A brand-run study. We report it as stated and do not repeat the number as fact.
—
Stated by brand
Only the brand’s testing shows this.
Multi-purpose: 3-in-1 Shampoo, Conditioner & Body Wash
We cannot read weight on the strand from what is recorded.
- Polyquaternium-73
Stated by brand
Can’t be confirmed from label.
How to read this
We look at the first 10–15 ingredients and what they do in a formula — not marketing. If the list doesn't speak to a claim, we don't assume.
Reviewers
What people report
Recurring themes our researchers wrote in their own words from sourced reviews. We do not store or scrape star ratings.
A few reviewers who had used the product for a while suspect the formula changed, citing worse results than before.
A recurring complaint is that the shampoo leaves hair feeling dried out or stripped.
Many reviewers say their hair feels softer and thicker and holds a style longer after switching to this shampoo.
Several long-term users report a visible reduction in hair shedding and some describe new regrowth.
More from Pura d'or
How this page was made
- Everything above is generated from our researched product record — identity, the ingredient list as printed, the brand's own claims, dated price observations, and review themes written in our researchers' own words. No part of this page is written per product.
- The value band is a fixed label over two stored numbers: this product’s cost per ounce as a percentile of every product of this type we have priced, each at the size it is most often sold in, and how many products we score as doing the same job cost at least a quarter less per ounce.
- Both scores out of ten are defined on this page. The formula score is completeness for the job, computed from a fixed per-format checklist shown beneath the gauge; the price score is cost per ounce against every product of this type we have priced.
- The "Is this right for you?" panel reads only your own consultation answers, and it applies exactly the filters our recommendation engine applies. It is computed when you load the page and is never stored on it.
- 3 sources consulted for this product (1 manufacturer or regulatory, 1 retailer, 1 editorial), last checked 2026-09-06.
- Ingredient references are linked for 1 of 8 product-aware annotations on this page. Fit notes are conditional formulation guidance, not a conclusion about the finished product or about you.
- We have not tested this product in a lab and we do not physically test your hair. Formula readings come from the ingredient list; behaviour claims are labelled as the brand's.
- Ingredient order tells you relative amount only above roughly 1%. Prices are observations on the dates shown and change without notice.
- Ingredient names link to our ingredient library, where each entry shows what it does, which product types use it, and where it usually sits on a label across everything we have researched.
- This is cosmetic information, not medical advice, and nothing here diagnoses or treats a health condition.
- Formula readings: derivation v22. Record last updated 2026-09-06.