Nourishes dry, color treated hair
It avoids sulfate detergents, which are the usual cause of fast fade.
- Ascorbic Acid
- Benzophenone-4
- Camellia Sinensis (Green Tea) Leaf Extract
Supported
Less fade per wash.
Sizes & containers
9 fl oz (266 ml) · No store price at this size yet
Pureology · Hydrate
Hydrate Shampoo
Shampoo / Gentle cleanser, gentle
- Shampoo
- Sulfate-free
- Cruelty-free · PETA-listed
Size9 fl oz (266 ml)usual store size · 2 sizes
Price$59.76seen at one store · 33.8 oz
Price / oz$1.77/ozat 33.8 oz
Where to buy3 stores · $43.69–79.95
Add it to your products. We’ll tell you if it’s ever recalled.
Scent:
Reviewers describe it as patchouli.
Listing used for research: target.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 23 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
Gentle
Not in your profile
Slip / detangling
Moderate
Not in your profile
Weight on hair
Medium
Not in your profile
Fragrance
Present
Not in your profile
Protein
Minor
Not in your profile
Silicone / wax buildup
High
Not in your profile
Clarifying wash needed
High
Not in your profile
Scent
Woody & earthyStrength not recorded
Not in your profile
Show all 23 factors we check
The rest of what your plan weighs on this product.
Sulfates
None listed
Not in your profile
Parabens / preservatives
Present
Not in your profile
Essential oils
None listed
Not in your profile
Fast-drying alcohol
None
Not in your profile
Vegan / cruelty-free
Cruelty-free · PETA-listed
Not in your profile
Animal-derived ingredients
Not yet verified
Not in your profile
Heavy humectants
Heavy
Not in your profile
Hard-water defence
High
Not in your profile
UV filter
Present
Not in your profile
pH adjusted
Adjusted
Not in your profile
Ingredient list
60 ingredientsA long list
Not in your profile
Price tier
Salon
Not in your profile
Where to buy it
Salons · Ulta +2Widely 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
$1.77/oz at 33.8 oz, more than 56% of the 1544 shampoos , which mostly run $0.79–3.04/oz. The cost less.
Great for
Colour-treated hairthat fades faster in a sulfate wash
Frequent washerswho want gentler cleansing
Hard waterand swimmers dealing with mineral deposit
Very dry hairno fast-drying alcohol in the list
Sun and colour fadea UV filter is in the list
Cuticle-smoothing pHa pH adjuster brings it to the acidic range hair prefers
Maybe skip if
this product has a scent
Curly-method routinesthese silicones need a detergent to remove
Heavy product buildupthis is not a clarifying wash
A squeaky-clean feelthis deliberately leaves conditioning behind
Dry or very humid airwhere heavy humectants work against you
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
Gentle
Removes light dirt and oil without stripping.
Expected lather
Moderate
An ordinary shampoo lather.
Slip and detangling
Moderate
Conditioning agents are present, lower in the list.
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
Chelators present
Contains chelators, which bind hard-water and pool minerals.
Needs detergent to remove
Yes
Water-insoluble silicones or waxes: a detergent wash is what removes them.
Protein
Minor
Protein appears, low enough to be a supporting ingredient.
Fragrance
Present
Fragrance is listed; it sits below the working ingredients.
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 |
|---|---|---|---|
| Aloe Barbadensis Leaf Extract | botanical extract | A plant extract, there as much for marketing as for function | Moisturizes |
| Amodimethicone | silicone | Smooths the cuticle and adds shine | Buildup |
| WaterAqua/Water/Eau | solvent | The base everything else is dissolved in | Neutral |
| Ascorbic Acid | antioxidant | Protects the formula | Stabilizes |
| Benzoic Acid | preservative | Keeps the product from spoiling | Stabilizes |
| Benzophenone-4 | UV filter | A trace UV filter | Neutral |
| Benzyl Alcohol | preservative | Keeps the product from spoiling | Stabilizes |
| Butylene Glycol | humectant | Adds a little water-binding | Moisturizes |
| Divinyldimethicone/Dimethicone Copolymer | silicone | A little smoothing and shine | Buildup |
| Geraniol | fragrance | The scent | Fragrance |
| Hydrolyzed Soy Protein | film former | A supporting film former | Protein |
| Hydrolyzed Vegetable Protein PG-Propyl Silanetriol | film former | A supporting film former | Protein |
What the list leaves out, and what it carriesNo sulfates or drying alcohols. Contains fragrance. The silicones here need a detergent wash to come off. Chelators for hard water.
Full ingredient list (60)
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
Aloe Barbadensis Leaf Extract
General function
A concentrated aloe extract used for light moisture and a soothing claim.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
May suitFine or easily flattened hairHydration with no oil attached, so it adds very little weight even high on a list.
May suitVery dry or highly damaged hairAloe is mostly water carrying sugars that bind more of it, which is why it turns up as the base of moisture-first formulas.
DependsClimate-sensitive or frizz-prone hairA humectant follows the air: it holds water in humid conditions and can give it up in very dry ones. Climate decides what it does more than the label does.
- botanical extract
- humectant
-
2
Amodimethicone
General function
A silicone modified to stick where hair is damaged, so it smooths selectively instead of coating everything. It resists rinsing more than plain dimethicone.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
International Journal of TrichologyMay suitClimate-sensitive or frizz-prone hairA surface film slows how quickly humidity reaches the cortex, which is what limits swelling-driven frizz in damp air.
May suitFrizz-prone, damaged, or high-friction hairAmino-functional silicone carries a positive charge, so it binds where the cuticle is worn rather than coating evenly. Damaged areas get most of it.
May suitMaximum-hold stylingFilm formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
- silicone
- conditioning agent
- film former
-
3
Water
· Aqua/Water/Eau
General function
The base of almost every rinse-off and cream hair product. It carries everything else and is normally the first ingredient on the label.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
- solvent
- ▾Below about here, the order stops meaning much. These are usually used at 1% or less.
-
4
Ascorbic Acid
General function
Vitamin C, used as an antioxidant and, in some treatments, to help remove mineral build-up.
Estimated lower-concentration zonePubChemIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
- antioxidant
- vitamin
-
5
Benzoic Acid
General function
A food-grade preservative that only works in acidic formulas, which is why it usually appears next to citric acid.
Estimated lower-concentration zonePubChemIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
- preservative
-
6
Benzophenone-4
General function
A UV filter added to keep the product itself, and dyed hair, from fading in light.
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.
PubChemMay suitGray, silver, or brass-prone hairSunlight oxidises hair pigment, and on gray, silver or lightened hair that shows up as yellowing. A UV filter on the label absorbs some of the light that drives it.
- UV filter
-
7
Benzyl Alcohol
General function
A preservative and solvent that also occurs naturally in some essential oils.
Estimated lower-concentration zonePubChemIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
- preservative
- solvent
-
8
Butylene Glycol
General function
A light humectant and carrier that helps extracts dissolve.
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.
PubChemMay suitFine or easily flattened hairLight and water-binding rather than oily, so it adds less weight than oils or butters do.
May suitVery dry or highly damaged hairA small water-binding solvent. It holds moisture and helps the rest of the formula spread evenly over the strand.
DependsClimate-sensitive or frizz-prone hairA humectant follows the air: it holds water in humid conditions and can give it up in very dry ones. Climate decides what it does more than the label does.
- humectant
- solvent
-
9
C11-15 Pareth-7
- emulsifier
- solubilizer
-
10
C12-13 Pareth-23
- emulsifier
-
11
C12-13 Pareth-3
- emulsifier
-
12
Camellia Sinensis (Green Tea) Leaf Extract
· Camellia Sinensis Leaf Extract
- botanical extract
- antioxidant
-
13
Carbomer
General function
A thickener that turns a liquid into a clear gel. It also contributes a light hold.
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 suitClimate-sensitive or frizz-prone hairA set polymer film is a physical barrier to humidity, so a style keeps its shape longer in damp conditions.
May suitMaximum-hold stylingSynthetic film formers dry into a continuous film, which is what holds a shape against movement and against humid air.
DependsBuild-up-sensitive routinesSome acrylate copolymers rinse with water and some need a detergent; the label alone does not say which one a formula used.
- thickener
- polymer
- film former
-
14
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
-
15
Cocamidopropyl Betaine
General function
A mild coconut-derived co-cleanser that boosts foam and softens the effect of stronger detergents. It appears in most shampoos, gentle or not.
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.
Indian Journal of DermatologyMay suitDry, coarse, or high-porosity hairMild cleansing leaves more surface lubrication in place on hair that dries out quickly.
May not suitBuild-up-sensitive routinesThe mildest detergents are also the least complete: a routine that deposits films needs something stronger periodically.
DependsVery dry or highly damaged hairAmong the mildest detergents in use — it is what baby shampoos are built on — but it is almost always the second detergent in a formula. How much a wash strips is still decided by the primary detergent listed above it.
- amphoteric cleanser
- secondary cleanser
- cleanser
-
16
Coco-Betaine
General function
A coconut-derived mild cleanser that boosts foam and softens stronger detergents.
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 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
-
17
Coconut Acid
- emulsifier
- salt
-
18
Decyl Glucoside
General function
A sugar-derived, low-foam cleanser used in gentle and curly-method shampoos.
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.
PubChemMay 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.
- nonionic cleanser
- cleanser
-
19
Disodium EDTA
General function
Grabs metal ions from hard water so they cannot dull the hair or destabilise the formula.
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.
PubChemMay suitBuild-up-sensitive routinesBinds the calcium and magnesium in hard water, which is what stops mineral deposits accumulating on the strand wash after wash.
May suitGray, silver, or brass-prone hairCopper and iron carried in tap water deposit on the strand and read as a dull, warm cast on gray or light hair. A chelator holds those metals in solution so the wash carries them off.
- hard-water chelator
-
20
Disodium Laureth Sulfosuccinate
General function
A mild cleanser used to soften a formula built on stronger detergents.
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 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
-
21
Divinyldimethicone/Dimethicone Copolymer
General function
A silicone network that forms a smoothing film with better staying power than plain dimethicone.
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 suitClimate-sensitive or frizz-prone hairA surface film slows how quickly humidity reaches the cortex, which is what limits swelling-driven frizz in damp air.
May suitFrizz-prone, damaged, or high-friction hairLays a smooth film along the cuticle, which lowers combing friction and flattens the surface irregularities that read as frizz.
May suitMaximum-hold stylingFilm formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
- silicone
- film former
-
22
Ext. Violet 2 (CI 60730)
General function
A certified colour that tints the product itself. It does not colour hair.
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 suitGray, silver, or brass-prone hairA violet or blue colorant sits opposite yellow on the colour wheel, so a trace of it deposited on the surface makes a warm cast read cooler. It washes out over the following few washes.
- colourant
- direct dye
- violet dye
-
23
Geraniol
General function
A rose-scented fragrance component, listed on its own because some people react to it.
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 routinesOne of the 26 scent components the EU requires to be named individually above a threshold. It is named because it is a known contact allergen, not because it is unusual.
- fragrance
- named fragrance allergen
-
24
Glycereth-26
General function
A glycerin derivative used as a light humectant and carrier.
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 hairLight and water-binding rather than oily, so it adds less weight than oils or butters do.
May suitVery dry or highly damaged hairA small water-binding solvent. It holds moisture and helps the rest of the formula spread evenly over the strand.
DependsClimate-sensitive or frizz-prone hairA humectant follows the air: it holds water in humid conditions and can give it up in very dry ones. Climate decides what it does more than the label does.
- humectant
- solvent
-
25
Glycerin
General function
Glycerin, also called glycerol, attracts moisture and mixes completely with water.
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.
Scientific ReportsMay suitDry, coarse, or high-porosity hairHigh-porosity hair loses water fast; a humectant holds some of it in place for longer than the wash itself would.
May suitVery dry or highly damaged hairBinds water into the outer layers of the strand, and water is what makes dry hair flexible again rather than brittle.
DependsClimate-sensitive or frizz-prone hairWater moves both ways. Measured across concentrations, glycerin solutions give water up in some conditions and take it from the air in others. What it does for you depends on how much of it is there and on the air around it.
- humectant
-
26
Glycol Distearate
General function
A wax that gives shampoo its pearly look and a slightly richer feel.
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.
PubChemMay suitFrizz-prone, damaged, or high-friction hairEmollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.
- opacifier
- emollient
-
27
Helianthus Annuus Seed Extract/Sunflower Seed Extract
- botanical extract
-
28
Helianthus Annuus Seed Oil/Sunflower Seed Oil
General function
The oil pressed from Helianthus Annuus's flower. It is one of the lighter plant oils, absorbing faster and leaving less residue.
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
-
29
Hydrolyzed Soy Protein
General function
A plant protein used for body and moisture retention.
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 suitFrizz-prone, damaged, or high-friction hairFilling surface gaps evens out the cuticle, which is part of what makes damaged hair comb and reflect light more like undamaged hair.
May suitMaximum-hold stylingFilm formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
May suitVery dry or highly damaged hairHydrolysed fragments are small enough to sit in the gaps of a worn cuticle for a wash or two, temporarily restoring stiffness and cutting breakage in combing.
- film former
- protein
- hydrolysed protein
-
30
Hydrolyzed Vegetable Protein PG-Propyl Silanetriol
General function
A plant protein modified to bind more firmly to hair than a plain hydrolysed protein. Used for strength and body claims.
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 suitFrizz-prone, damaged, or high-friction hairFilling surface gaps evens out the cuticle, which is part of what makes damaged hair comb and reflect light more like undamaged hair.
May suitMaximum-hold stylingFilm formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
May suitVery dry or highly damaged hairHydrolysed fragments are small enough to sit in the gaps of a worn cuticle for a wash or two, temporarily restoring stiffness and cutting breakage in combing.
- film former
- protein
- hydrolysed protein
-
31
Hydroxypropyltrimonium Hydrolyzed Wheat Protein
General function
A wheat protein given a positive charge so it sticks to damaged areas. It conditions and adds temporary strength in one ingredient.
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 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 suitMaximum-hold stylingFilm formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
May suitVery dry or highly damaged hairHydrolysed fragments are small enough to sit in the gaps of a worn cuticle for a wash or two, temporarily restoring stiffness and cutting breakage in combing.
- conditioning agent
- film former
- protein
- hydrolysed protein
-
32
Laureth-9
- emulsifier
- solubilizer
-
33
Limonene
General function
A citrus-smelling fragrance component that EU rules require to be named separately because some people react to it.
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.
PubChemMay not suitFragrance-sensitive routinesOne of the 26 scent components the EU requires to be named individually above a threshold. It is named because it is a known contact allergen, not because it is unusual.
- fragrance
- named fragrance allergen
-
34
Linalool
General function
A floral fragrance component listed separately as a recognised contact allergen.
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.
PubChemMay not suitFragrance-sensitive routinesOne of the 26 scent components the EU requires to be named individually above a threshold. It is named because it is a known contact allergen, not because it is unusual.
- fragrance
- named fragrance allergen
-
35
Magnesium Chloride
- salt
-
36
Magnesium Nitrate
- salt
-
37
Methylchloroisothiazolinone
- isothiazolinone
- preservative
-
38
Methylisothiazolinone
- isothiazolinone
- preservative
-
39
Fragrance
· Parfum/Fragrance
General function
An undisclosed blend of scent ingredients. Regulations let it stay unlisted, so a fragrance-free product is the only way to be certain what is not in it.
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 routinesDeclared fragrance. On a fragrance-sensitive routine this is the line that decides it, wherever it sits on the label.
- fragrance
- declared fragrance
-
40
PEG-55 Propylene Glycol Oleate
General function
An emulsifier that softens a cleanser and helps it rinse without a stripped feel.
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 suitFrizz-prone, damaged, or high-friction hairEmollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.
- emulsifier
- emollient
-
41
Phenoxyethanol
- preservative
-
42
Polyquaternium-10
General function
A cellulose-based conditioning polymer that leaves a thin, static-reducing film. Very common in shampoos as the ingredient that keeps them from stripping.
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 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
-
43
Polyquaternium-7
General function
A conditioning polymer that improves wet combing and adds body. Repeated use can build up on fine hair.
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 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
-
44
Potassium Sorbate
- preservative
-
45
PPG-5-Ceteth-20
- emulsifier
- solubilizer
-
46
Propylene Glycol
General function
A small humectant and solvent that keeps formulas stable and helps active ingredients spread.
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.
PubChemMay suitFine or easily flattened hairLight and water-binding rather than oily, so it adds less weight than oils or butters do.
May suitVery dry or highly damaged hairA small water-binding solvent. It holds moisture and helps the rest of the formula spread evenly over the strand.
DependsClimate-sensitive or frizz-prone hairA humectant follows the air: it holds water in humid conditions and can give it up in very dry ones. Climate decides what it does more than the label does.
- humectant
- solvent
-
47
Rosa Centifolia Flower Extract
- botanical extract
-
48
Salicylic Acid
- active
- exfoliant
-
49
Sodium Benzoate
- preservative
-
50
Sodium Chloride
- salt
- thickener
-
51
Sodium Cocoyl Isethionate
General function
A mild cleanser that gives a creamy lather and leaves hair less stripped than sulfates.
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 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
-
52
Sodium Hydroxide
General function
A strong base used in trace amounts to raise pH; fully neutralised in the finished product.
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 TrichologyDependsFrizz-prone, damaged, or high-friction hairThe alkali half of a pH-adjusting pair, used in small amounts to bring a formula up to its target rather than to make it alkaline. Alkaline conditions raise the fibre's surface charge and lift the scales — but the finished pH is not on the label.
- pH adjuster
-
53
Sodium Isethionate
General function
A mild cleanser that comes along with sodium cocoyl isethionate and helps it dissolve.
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 suitBuild-up-sensitive routinesCleansing is what lifts deposited films off the strand. How completely depends on which detergent it is and how high on the list it sits.
DependsVery dry or highly damaged hairEvery detergent removes some sebum along with the product it is there to wash out. Which detergent it is matters more than that there is one.
- cleanser
-
54
Sodium Lauroyl Sarcosinate
General function
A gentle cleanser that leaves a soft after-feel; often paired with stronger detergents.
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.
PubChemMay 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
-
55
Sodium Lauryl Sulfoacetate
General function
A moderate cleanser that foams well without the stripping reputation of sulfates.
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.
PubChemMay 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
-
56
Sorbic Acid
- preservative
-
57
Tetrasodium EDTA
General function
Binds the metal ions in hard water so they cannot dull hair or destabilise the formula.
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.
PubChemMay suitBuild-up-sensitive routinesBinds the calcium and magnesium in hard water, which is what stops mineral deposits accumulating on the strand wash after wash.
May suitGray, silver, or brass-prone hairCopper and iron carried in tap water deposit on the strand and read as a dull, warm cast on gray or light hair. A chelator holds those metals in solution so the wash carries them off.
- hard-water chelator
-
58
Tocopherol
- antioxidant
- vitamin
-
59
Trideceth-12
- emulsifier
- solubilizer
-
60
Wheat Amino Acids
General function
Wheat protein broken into amino acids, used for lightweight moisture binding.
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 suitVery dry or highly damaged hairAmino acids are the smallest protein fraction and bind water as well, so they add far less stiffness than a hydrolysed protein does.
DependsProtein-sensitive hairThe lightest option in the protein family, but still protein — worth watching if protein reliably stiffens your hair.
- protein
- amino acid
What the whole list adds up to
- 8 film formers
- 8 preservatives
- 8 emulsifiers
- 8 cleansers
- 5 humectants
- 5 solvents
- 4 botanical extracts
- 4 solubilizers
- 4 salts
- 4 mild anionic cleansers
- 4 fragrances
- 4 proteins
- 3 antioxidants
- 3 polymers
Ingredient list captured 2026-08-21. Formulas change, so check the package in your hand when an ingredient matters to you.
Price · 33.8 oz
Seen at
$59.76
Good value under
$31
Priced above the products that do the same job. Stores sell it above the $31 line; products that do this job typically go for about $48 at this size.
Show the price ladder
Where we’ve seen it3 listings · 3 stores
33.8 ozusual store sizeBest per ounce
-
BeautyPlusSalon.com
$59.7633.8 oz · $1.77/ozAug 30Lowest per oz
-
Target
$79.9533.8 oz · $2.37/ozAug 21
9 oz
-
ShopRite
$43.699 oz · $4.85/ozAug 30Lowest 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. and 1 listing we don’t count, from grey-market or unverified sellers.
How we work this out
- 33.8 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 $59.76 is the price we have observed for the 33.8 oz. We need three stores before we call a price commonly seen.
- Good value under $31 comes from the 8 products we score as doing the same job as this one. A quarter of them cost less than $0.92/oz; at 33.8 oz that is $31. Under that line you are paying less than most of them.
- About $48 is what those same products typically cost at this size: the midpoint of their prices per ounce, scaled to 33.8 oz.
Formula
9
Formula score
9 of 10
The formula carries the systems a shampoo is built around, and it sits in the middle of the range for shampoos per ounce.
How the score is counted
- 2 products we score as doing the same job cost less per ounce
- Costs more per ounce than 56% of the 1544 shampoos we’ve priced
- Covers 6 of the 7 things a shampoo should do
- Reviewers mention 3 things they like about how it performs
- 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.
TIGI Bed HeadLighter feel
Serial Blonde Purple Shampoo
$1.29/oz $0.48/oz less
- Sulfate-free
- Deep clean
- Hard water
- Function
- Also
Function of BeautyLowest cost per oz
Wavy Hair Shampoo
$0.91/oz $0.86/oz less
- Sulfate-free
- Protein-free
- Hard water
- 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
Colour-treated hair who want washing without sulfates and gentle cleansing without foam
Biggest tradeoff
Less suited to anyone sensitive to fragrance, curly-method routines, or heavy buildup that needs a clarifying wash
Best alternative if not
TIGI Bed Head Serial Blonde Purple 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.
3
SupportedBacked by ingredients
0
Partly supportedSome supporting logic
0
Stated by brandNo clear evidence
0
Potential conflictFormula works against claim
Moisturizes without making hair feel heavy or greasy
Humectants or rich emollients sit in the first eight ingredients.
- Aloe Barbadensis Leaf Extract
- Butylene Glycol
Supported
Helps hair feel hydrated.
Sulfate-free formula for bleached or chemically colored hair
No sulfate detergents appear in the ingredient list.
—
Supported
Gentler on colour and coils.
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.
Reviewers note the shampoo lathers well and leaves hair feeling clean without stripping
color-treated and damaged hairReviewers report reduced frizz and overall improved hair health/condition
Reviewers describe strong moisturizing/hydrating effect and improved slip during detangling
dry and color-treated hairSome reviewers find the patchouli-forward fragrance off-putting or inconsistent between shampoo and conditioner
A minority of reviewers report scalp itchiness/irritation after use
More from Pureology
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.
- 4 sources consulted for this product (0 manufacturer or regulatory, 3 retailer, 1 editorial), last checked 2026-08-25.
- Ingredient references are linked for 16 of 35 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 2026-10-19.
