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.
Shown: 16 fl oz
Pura d'or
Clinically Formulated Biotin Shampoo
Shampoo / Everyday cleanser, balanced
- Shampoo
- Sulfate-free
- Silicone-free
- Vegan · label states
- Cruelty-free · label states
Size8 fl ozusual store size · 2 sizes
Price$26.49 Good valueseen at one store · 16 oz
Price / oz$1.66/ozat 16 oz
Where to buy1 store
Add it to your products. We’ll tell you if it’s ever recalled.
Scent:
No added fragrance on the label, but it contains scenting botanicals. Essential oils have a smell even when they are not labelled as fragrance.
Manufacturer page: purador.com
Personal fit
Is this right for you?
Complete the consultation to see how well this product fits your hair and your goals. With 6,000+ products in our library, we can match you to the right ones.
- About 20 minutes, and your answers save as you go.
- Every product matched against your hair across the 22 factors we check.
- A personalized routine built around your schedule, styling habits, and local weather.
- Find products that do the same job at a lower cost.
- Your goals, scalp, damage history, water, budget, and scent preferences all shape your plan.
$49 with 60 days of follow-up questions and plan updates
$99 with 12 months. Pay once; the year renews only if you choose.
Factor
Your profile
Fit
Best for hair types
All types
Not in your profile
Moisture level
High
Not in your profile
Cleansing strength
Moderate
Not in your profile
Slip / detangling
High
Not in your profile
Weight on hair
Medium
Not in your profile
Fragrance
None listed
Not in your profile
Protein
None
Not in your profile
Silicone / wax buildup
None
Not in your profile
Clarifying wash needed
Low
Not in your profile
Sulfates
None listed
Not in your profile
Show all 22 factors we check
The rest of what your plan weighs on this product.
Parabens / preservatives
None of these listed
Not in your profile
Essential oils
Present
Not in your profile
Fast-drying alcohol
None
Not in your profile
Vegan / cruelty-free
Vegan · label statesCruelty-free · label states
Not in your profile
Animal-derived ingredients
Vegan · label states
Not in your profile
Heavy humectants
Heavy
Not in your profile
Hard-water defence
None
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, checks every factor in this table against it, and tells you where this product fits or what to use instead.
Start your consultation$49 once, with 60 days of follow-up questions and plan updates. Nothing renews, and you never have to buy a product.
Your avoid-list
Upper-mid price for a shampoo
$1.66/oz at 16 oz, more than 53% of the 1544 shampoos , which mostly run $0.79–3.04/oz.
Great for
no fragrance (parfum) on the label, but still scented
Colour-treated hairthat fades faster in a sulfate wash
Protein-sensitive hairthat stiffens when protein is added
Maximum slipfor hair that tangles the moment it is wet
Curly-method routinesno sulfates and no water-insoluble silicones
Fine hairthat flattens under most products
Maybe skip if
this product has a scent
Hair that needs proteinthere is none in this list
Dry or very humid airwhere heavy humectants work against you
Hard waterno chelator here to bind the minerals
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.
Cleansing strength
Moderate
Removes oil and product; leaves some conditioning behind.
Expected lather
Moderate
An ordinary shampoo lather.
Slip and detangling
High
Conditioning agents sit high in the list, so this is a detangling formula.
Water-binding (humectants)
High
Humectants near the top: binding water is one of its main jobs.
Scalp active
None
No over-the-counter scalp active.
Hard-water defence
None
No chelating agent in the list.
Needs detergent to remove
No
Nothing here needs a detergent wash to remove.
Protein
None
No protein or amino acids in the list.
Fragrance
None listed
No fragrance is listed.
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. The 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 Barbadensis (Aloe Vera) Leaf JuiceDecolorized Aloe Vera (Aloe Barbadensis) (Leaf) Juice | botanical extract | A plant extract, there as much for marketing as for function | Moisturizes |
| 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 |
| Melaleuca Alternifolia (Tea Tree) Leaf OilTea Tree (Melaleuca Alternifolia) (Leaf) Oil | botanical extract | A trace plant extract | Fragrance |
| Zinc Gluconate | active | A secondary active | Active |
What the list leaves out, and what it carriesThe list carries no sulfates, silicones, or drying alcohols. No protein: a moisture formula, not a repair one. Vegan and cruelty-free.
Full ingredient list (35)
In the US, ingredients above 1% are listed from most to least. Below 1% they can appear in any order. Each note keeps three things apart: what the ingredient generally does, its role in this type of product, and what its position can tell you.
-
1
Decolorized Aloe Barbadensis (Aloe Vera) Leaf Juice
· Decolorized Aloe Vera (Aloe Barbadensis) (Leaf) Juice
General function
Aloe leaf juice filtered to remove its yellow latex fraction. Used for light moisture and slip, often in place of some of the water.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
- botanical extract
- humectant
-
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
- ▾Below about here, the order stops meaning much. These are usually used at 1% or less.
-
8
Melaleuca Alternifolia (Tea Tree) Leaf Oil
· Tea Tree (Melaleuca Alternifolia) (Leaf) Oil
General function
Tea tree essential oil, used in scalp products for its sharp scent and traditional clarifying reputation.
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 not suitFragrance-sensitive routinesEssential oils are fragrance. Several carry constituents on the EU list of declared fragrance allergens, so a label with no fragrance line can still be a scented product.
- botanical extract
- essential oil
- fragrance
-
9
Argania Spinosa Kernel Oil
· Argan (Argania Spinosa) (Kernel) Oil
General function
Argan oil. A medium-weight oil used for shine and softness on the outside of the strand.
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 suitDry, coarse, or high-porosity hairCoats the surface and slows water leaving the strand, which is usually what coarse hair that dries out fast is missing.
May suitFrizz-prone, damaged, or high-friction hairA thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
- oil
- emollient
-
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
- conditioning agent
- vitamin
- 25 Pumpkin (Cucurbita Pepo) (Seed) Oil
- 26 Pygeum (Prunus Africana) (Bark) Extract
-
27
Zinc Gluconate
- active
- mineral
-
28
Tocopheryl Acetate
· Vitamin E (Tocopheryl Acetate)
- antioxidant
- vitamin
- 29 Soy Isoflavones
- 30 Beta-Sitosterol
-
31
Camellia Sinensis (Green Tea) Leaf Extract
· Green Tea (Camellia Sinensis) (Leaf) Extract
- botanical extract
- antioxidant
-
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
- 4 botanical extracts
- 3 cleansers
- 3 secondary cleansers
- 3 vitamins
- 2 conditioning agents
- 2 amphoteric cleansers
- 2 emollients
- 2 antioxidants
- 1 humectant
- 1 mild anionic cleanser
- 1 film former
- 1 polymer
- 1 nonionic cleanser
- 1 thickener
Ingredient list captured 2026-09-05. Formulas change, so check the package in your hand when an ingredient matters to you.
Price · 16 oz
Seen at
$26.49
Good value under
$33
Usually a good value. Most stores sell it under the $33 line, and products that do this job typically go for about $47 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 $33 comes from the 8 products we score as doing the same job as this one. A quarter of them cost less than $2.08/oz; at 16 oz that is $33. Under that line you are paying less than most of them.
- About $47 is what those same products typically cost at this size: the midpoint of their prices per ounce, scaled to 16 oz.
Formula
10
Formula score
10 of 10
A complete formula at an ordinary price: mid-range per ounce among shampoos, with the working systems in place.
How the score is counted
- 1 products that do the same job cost less per ounce
- Costs more per ounce than 53% of the 1544 shampoos we’ve priced
- Covers 7 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 measures completeness for the job: a weighted share of the systems this product type is usually built around that we find in this list. It does not rate how well the product works or its quality, and it never compares across product types.
Does the same job, for less
Formulas that do the same things (cleanse, condition, coat or hold) for less per ounce. Scent, texture and where you buy them can still differ.
DoveLowest cost per oz
Curl Nourishment Baby Shampoo
$0.65/oz $1.01/oz less
- Sulfate-free
- Protein-free
- Curly method
- Function
- Also
See more alternatives in the product library
These products do a similar job. We haven’t matched them to you. Find 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 sensitive to fragrance, looking for a formula with no added fragrance and washing without sulfates
Biggest tradeoff
Worth skipping for anyone sensitive to fragrance, soft, over-stretchy hair that needs protein, or very dry or very humid climates
Best alternative if not
Dove Curl Nourishment Baby 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, and what the formula shows
Claims are quoted from the brand. We mark a claim supported, partly supported or conflicting only when the ingredient list speaks to it. Everything else stays "stated by the brand". That isn’t a criticism: most claims can’t be checked from a label.
1
SupportedBacked by ingredients
0
Partly supportedSome supporting logic
2
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
It reads light on the strand, which is what volume claims depend on.
- Polyquaternium-73
Supported
Leaves room for lift.
How to read this
We look at the first 10–15 ingredients and what they do in a formula, not at the marketing. If the list doesn't speak to a claim, we don't assume.
Reviewers
What people report
Themes that come up again and again in sourced reviews, written by our researchers in their own words. We don’t 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 comes from our researched product record: identity, the ingredient list as printed, the brand's own claims, dated prices and review themes our researchers wrote in their own words. No part of this page is written by hand for one 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 10 product-aware annotations on this page. Fit notes are general formulation guidance. They aren’t a verdict on the finished product or on you.
- We haven’t tested this product in a lab, and we don’t physically test your hair. Formula readings come from the ingredient list. Claims about how it behaves are labelled as the brand's.
- Ingredient order tells you relative amount only above roughly 1%. Prices are what we saw on the dates shown and can change.
- 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 v23. Record last updated 2026-09-06.
