VO5 Moisture Milks Moisturizing Shampoo - Strawberries and Cream — 15 oz container

VO5 · Moisture Milks

Moisture Milks Moisturizing Shampoo - Strawberries and Cream

Shampoo / Clarifying, deep-cleaning

Shampoo
Silicone-free
Protein-free
Lightweight

Size15 fl oz

Price$1.99 Good valueseen at one store · 15 oz

Price / oz$0.44/ozat 15 oz

Where to buy2 stores · $1.99–12.86

Scent:

Notes: herbal, sweet.

Strength: Light

Listing used for research: walmart.com

Personal fit

Is this right for you?

Factor Your profile Fit

Best for hair types All types Not in your profile

Moisture level Low Not in your profile

Cleansing strength Strong Not in your profile

Slip / detangling High Not in your profile

Weight on hair Light Not in your profile

Fragrance Prominent 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

Scent Mint & herbal · Sweet & vanillaLight strength Not in your profile

Show all 23 factors we check

The rest of what your plan weighs on this product.

Sulfates Sulfate detergent Not in your profile

Parabens / preservatives Present Not in your profile

Essential oils Present Not in your profile

Fast-drying alcohol None Not in your profile

Vegan / cruelty-free Not yet verified Not in your profile

Animal-derived ingredients Not yet verified Not in your profile

Heavy humectants Not 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 32 ingredientsA long list Not in your profile

Price tier Value Not in your profile

Where to buy it Grocery / massOne channel 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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$49.00 once, for your consultation and hair profile. No subscription, no required purchases.

Lower cost than most shampoos

$0.44/oz at 15 oz — less than 92% of the 817 shampoos , which mostly run $0.81–3.01/oz.

Price and stores

Great for

Protein-sensitive hairthat stiffens when protein is added

Fast-oiling scalpsthat need a real reset wash

Maximum slipfor hair that tangles the moment it is wet

Hard waterand swimmers dealing with mineral deposit

Fine hairthat flattens under most products

Silicone-free routinesno silicones appear in the list

Maybe skip if

this product carries a light scent

Sulfate-free routinesit uses a sulfate detergent

Dry or damaged haira strong detergent system strips as it cleans

Hair that needs proteinthere is none in this list

Picking it up locallywe have it recorded in one channel only

Whether this much cleansing is right for you depends on how fast your scalp oils, how much product you layer, and your water — that is what the consultation works out.

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 Strong

Removes oil, buildup, and most residue — a reset wash.

Expected lather High

Thick foam that spreads quickly through the hair.

Slip and detangling High

Conditioning agents sit high in the list — this is a detangling formula.

Water-binding (humectants) Low

Humectants appear, but low enough to be a minor part.

Scalp active None

No over-the-counter scalp active.

Hard-water defence Chelators present

Chelators are present — they bind hard-water and pool minerals.

Needs detergent to remove No

Nothing here needs a detergent wash to remove.

Protein None

No protein or amino acids in the list.

Fragrance Prominent

Fragrance sits in the first eight ingredients — a larger share of the formula.

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
Water	solvent	The base everything else is dissolved in	Neutral
Sodium Laureth Sulfate	sulfate cleanser	—	Cleanses
Sodium Chloride	salt	Thickens the formula	Stabilizes
Cocamidopropyl Betaine	amphoteric cleanser	—	Cleanses
Sodium Lauryl Sulfate	sulfate cleanser	—	Cleanses
Fragrance	fragrance	The scent	Fragrance
Sodium Benzoate	preservative	Keeps the product from spoiling	Stabilizes
Polyquaternium-7	conditioning agent	A little conditioning left behind	Detangles
Rosmarinus Officinalis (Rosemary) Leaf Oil	botanical extract	A trace plant extract	Fragrance
Anthemis Nobilis (Chamomile) Flower Oil	botanical extract	A trace plant extract	Fragrance

What the list leaves out, and what it carriesNo silicones or drying alcohols. Protein-free: this is built for moisture rather than for strengthening. Contains fragrance. Chelators for hard water.

Full ingredient list (32)

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 Water

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 ingredient
Listed in the first three ingredients, it is likely a structural part of this formula.
- solvent
2 Sodium Laureth Sulfate

General function
A strong, high-foaming cleanser and the most common shampoo detergent. It removes oil and product efficiently, which can be more than dry or colour-treated hair wants.

Leading ingredient
Listed in the first three ingredients, it is likely a structural part of this formula.

May suitBuild-up-sensitive routines
A sulfate detergent removes deposited silicone, wax and styling films in one wash, which is what resets a routine before build-up is visible.

May suitFine or easily flattened hair
Fine hair that goes limp under conditioning films usually reads a full detergent wash as volume returning.

May not suitDry, coarse, or high-porosity hair
Coarse and high-porosity hair loses water quickly on its own; an efficient detergent removes the surface oils that were slowing that down.

Indian Journal of Dermatology
- sulfate cleanser
- cleanser
3 Sodium Chloride

General function
Table salt. In shampoo it is used to thicken the liquid, not to treat the hair.

Leading ingredient
Listed in the first three ingredients, it is likely a structural part of this formula.
PubChem
- salt
- thickener
4 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.

Supporting ingredient
Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

May suitDry, coarse, or high-porosity hair
Mild cleansing leaves more surface lubrication in place on hair that dries out quickly.

May not suitBuild-up-sensitive routines
The mildest detergents are also the least complete: a routine that deposits films needs something stronger periodically.

DependsVery dry or highly damaged hair
Among 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.

Indian Journal of Dermatology
- amphoteric cleanser
- secondary cleanser
- cleanser
5 Sodium Lauryl Sulfate

General function
A high-foaming, strongly cleansing detergent. It clears build-up thoroughly and is the harsher of the two common sulfates.

Supporting ingredient
Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

May suitBuild-up-sensitive routines
A sulfate detergent removes deposited silicone, wax and styling films in one wash, which is what resets a routine before build-up is visible.

May suitFine or easily flattened hair
Fine hair that goes limp under conditioning films usually reads a full detergent wash as volume returning.

May not suitDry, coarse, or high-porosity hair
Coarse and high-porosity hair loses water quickly on its own; an efficient detergent removes the surface oils that were slowing that down.

Indian Journal of Dermatology
- sulfate cleanser
- cleanser
▾Below about this point, order stops being meaningful — these are typically used at 1% or less.
6 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 zone
It 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 routines
Declared fragrance. On a fragrance-sensitive routine this is the line that decides it, wherever it sits on the label.
- fragrance
- declared fragrance
7 Sodium Benzoate

General function
A food-grade preservative that works only in acidic formulas, which is why it usually appears alongside citric acid.

Estimated lower-concentration zone
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
PubChem
- preservative
8 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 zone
It 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 hold
Cationic 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 hair
A cationic polymer stays on the hair through rinsing, which is what keeps static and combing friction down after the wash.

May suitMaximum-hold styling
Film 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
9 Glycol Stearate

General function
A wax that makes shampoo look pearly and adds a slightly richer feel.

Estimated lower-concentration zone
It 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 hair
Emollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.

PubChem
- opacifier
- emollient
10 Glycol Distearate

General function
A wax that gives shampoo its pearly look and a slightly richer feel.

Estimated lower-concentration zone
It 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 hair
Emollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.

PubChem
- opacifier
- emollient
11 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 zone
It 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 routines
Holds hard-water minerals in solution so they rinse away instead of depositing on the hair.

May suitFrizz-prone, damaged, or high-friction hair
The 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 hair
Where a warm cast comes from water minerals rather than from the hair itself, holding those metals in solution is what removes it.

International Journal of Trichology
- pH adjuster
- hard-water chelator
12 Disodium EDTA

General function
Grabs metal ions from hard water so they cannot dull the hair or destabilise the formula.

Estimated lower-concentration zone
It 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 routines
Binds 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 hair
Copper 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.

PubChem
- hard-water chelator
13 Propylene Glycol

General function
A small humectant and solvent that keeps formulas stable and helps active ingredients spread.

Estimated lower-concentration zone
It 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 hair
Light and water-binding rather than oily, so it hydrates without contributing weight.

May suitVery dry or highly damaged hair
A small water-binding solvent. It holds moisture and helps the rest of the formula spread evenly over the strand.

DependsClimate-sensitive or frizz-prone hair
A 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.

PubChem
- humectant
- solvent
14 Soymilk
15 Methylchloroisothiazolinone
- isothiazolinone
- preservative
16 Methylisothiazolinone
- isothiazolinone
- preservative
17 Polysorbate 20
- solubilizer
- emulsifier
18 Fragaria Vesca (Strawberry) Leaf Extract
- botanical extract
19 Helianthus Annuus (Sunflower) Seed Oil

General function
A light, widely used oil that softens without much weight.

Estimated lower-concentration zone
It 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 hair
Coats 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 hair
A thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.

International Journal of Trichology
- oil
- emollient
20 Mangifera Indica (Mango) Seed Oil

General function
The oil pressed from Mango (Mangifera Indica). It is one of the heavier plant oils — rich on coarse or dry hair, and enough to flatten fine hair.

Estimated lower-concentration zone
It 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 hair
Coats 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 hair
A thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
- oil
- emollient
21 Prunus Amygdalus Dulcis (Sweet Almond) Oil

General function
A medium-weight oil used for softness and slip.

Estimated lower-concentration zone
It 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 hair
Coats 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 hair
A thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
- oil
- emollient
22 Rosmarinus Officinalis (Rosemary) Leaf Oil

General function
Rosemary essential oil, used for scent and its traditional scalp reputation.

Estimated lower-concentration zone
It 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 routines
Essential 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
23 Anthemis Nobilis (Chamomile) Flower Oil
- botanical extract
- essential oil
- fragrance
24 Ascorbic Acid · Ascorbic Acid (Vitamin C)
- antioxidant
- vitamin
25 Panthenol · Panthenol (Vitamin B5)

General function
Provitamin B5. It draws in water and penetrates the strand a little, which is why it is the standard ingredient for softness and shine claims.

Estimated lower-concentration zone
It 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 hair
It hydrates without adding oil or a film, which is the combination fine hair usually needs.

May suitFrizz-prone, damaged, or high-friction hair
Deposits a lubricating layer that makes combing easier, which is most of what stops mechanical damage adding to frizz.

May suitVery dry or highly damaged hair
A humectant that also penetrates the cuticle, so it holds water inside the strand rather than only on the surface.

PubChem
- humectant
- conditioning agent
- vitamin
26 Tocopheryl Acetate (Vitamin E)
- antioxidant
- vitamin
27 Biotin · Biotin (Vitamin H)
- vitamin
28 Niacinamide · Niacinamide (Vitamin B3)

General function
Vitamin B3, used in scalp products for conditioning claims.

Estimated lower-concentration zone
It 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 hair
Deposits a lubricating layer that makes combing easier, which is most of what stops mechanical damage adding to frizz.

PubChem
- vitamin
- conditioning agent
29 Benzophenone-4

General function
A UV filter added to keep the product itself, and dyed hair, from fading in light.

Estimated lower-concentration zone
It 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 hair
Sunlight 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.

PubChem
- UV filter
30 Red 4
- colourant
31 Red 33

General function
A certified colour used to tint the product. It does not colour hair.

Estimated lower-concentration zone
It 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 hair
A 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
32 Red 40
- colourant

What the whole list adds up to

5 emollients
5 vitamins
3 cleansers
3 fragrances
3 preservatives
3 botanical extracts
3 oils
3 colourants
2 solvents
2 sulfate cleansers
2 opacifiers
2 hard-water chelators
2 humectants
2 isothiazolinones

Ingredient list captured 2026-08-21. Formulas change — check the package in your hand when an ingredient matters to you.

Price · 15 oz

Seen at $1.99 1 store · checked Aug 30

Good value under $9 Under $0.57/oz it costs less than three-quarters of the 8 products we score as doing the same job

Usually a good value. Most stores sell it under the $9 line, and products that do this job typically go for about $18 at this size.

Show the price ladder

Price for 15 ozlower is better

Where we’ve seen it2 listings · 2 stores

15 ozmost listed

Target
$12.86

15 oz · $0.86/oz

Aug 21Lowest per oz

125 ozBest per ounce

Beauty Depot Online
$1.99

125 oz · $0.02/oz

Aug 30Lowest per ozSale · was $2.49

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

15 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 $1.99 is the price we have observed for the 15 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 15 oz that is $9. Under that line you are paying less than most of them.
About $18 is what those same products typically cost at this size — the midpoint of their prices per ounce, scaled to 15 oz.

Formula

Formula score

9 of 10

This formula covers the systems a shampoo is built around, and it costs less per ounce than most of the shampoos we have researched.

How the score is counted

1 products we score as doing the same job cost less per ounce
Costs less per ounce than 92% of the 817 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 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.

ORSLowest cost per oz Olive Oil Professional Neutralizing Shampoo $0.27/oz $0.17/oz less

Deep clean
Hard water

· Close function

Function: Slip and detangling
Also: Cruelty-free
Masstige tier
33.8 oz bottle

Compare

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 suits

Best user

Hair that stiffens on protein — for a protein-free formula and a proper reset wash

Biggest tradeoff

Less suited to anyone sensitive to fragrance, sulfate-free routines and fresh keratin treatments, or dry or damaged hair

Best alternative if not

ORS Olive Oil Professional Neutralizing 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.

SupportedBacked by ingredients

Partly supportedSome supporting logic

Stated by brandNo clear evidence

Potential conflictFormula works against claim

Designed to cleanse hair while helping maintain softness and manageability

Conditioning agents that reduce combing force sit high in the list.

Polyquaternium-7

Supported

Easier detangling, less breakage.

Removes buildup (excess oil, dirt, styling residue)

The detergent system is strong enough to strip build-up.

Sodium Laureth Sulfate
Cocamidopropyl Betaine
Sodium Lauryl Sulfate

Supported

Resets a coated scalp.

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 reviewer reports moisturizing results, pleasant scent, and good value.

Florinda M, Influenster reviewer

Reviewers report soft, light, manageable hair with a sweet lasting scent.

Doris O, Influenster reviewer

Users report a clean refreshed scalp, good lather, and gentle cleansing.

Avi G, Influenster reviewer

Sticker-shock at current price relative to VO5's historically cheap positioning

Single reviewer, 1-star, no hair-type context given

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.
5 sources consulted for this product (0 manufacturer or regulatory, 5 retailer, 0 editorial), last checked 2026-08-25.
Ingredient references are linked for 12 of 18 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 2026-08-25.