Daily Cleansing Shampoo

All hair and skin types.

Almost always the first ingredient listed in water-based products.

Oily scalps, heavy product users and people who like a strong cleanse.

May feel too cleansing for some dry, curly, colour-treated or sensitive hair types. This depends on the full formula and your hair needs.

Most hair types, including those wanting a gentler wash.

Often paired with other surfactants to make a formula feel milder.

People looking for a milder alternative to traditional sulphate surfactants.

It is often used in gentle or colour-care formulas because it provides effective cleansing with a softer feel. Despite the name, it is typically considered milder than many common sulphate surfactants.

Those interested in how a product’s texture and lather are achieved.

It is a simple mineral salt that helps create a familiar shampoo feel and can influence how a cleanser spreads through the hair.

Those looking for mild cleansing with a smoother, less stripped feel.

It is often included to make cleansing formulas feel more conditioning and to help solubilise oils or fragrances. It pairs well with stronger surfactants to create a more balanced wash.

People looking for gentle yet effective cleansing or a rich, creamy lather in shampoos.

It is often used alongside other surfactants to improve mildness and enhance foam quality. It also helps stabilise formulations and improve rinsability.

Those who prefer products with a smoother, creamier consistency.

It is often used to create uniform, easy-to-spread formulations and can also contribute mild surfactant properties. It is commonly found in shampoos, conditioners and styling products.

People who enjoy a cooling effect or want products that help soothe a tired or congested scalp.

Menthol is often included in shampoos and scalp treatments for its sensory feel and refreshing aroma. It can enhance the perception of cleanliness and comfort during use.

Most hair types, especially dry or dull hair.

A versatile, well-tolerated conditioning ingredient.

Those interested in botanical ingredients or products aimed at maintaining a balanced, refreshed scalp.

Rosemary leaf extract is widely used in haircare for its traditional association with invigorating and clarifying properties. It can be included in both everyday and specialised scalp-focused formulas.

Those looking for botanical ingredients that help keep the scalp feeling balanced and refreshed.

Thyme extract is commonly included in haircare for its traditional use in scalp care and its naturally aromatic qualities. It can complement cleansing or scalp-focussed formulas.

Those looking for botanical ingredients that support scalp comfort or add gentle conditioning benefits.

It is commonly included in formulations to complement other conditioning and calming agents. Its benefits can vary depending on extract concentration and product type.

Those looking for botanical ingredients that may help maintain a balanced scalp environment.

Nettle extract is traditionally included in haircare for its soothing and invigorating properties. Its effects vary depending on formulation and concentration.

Those seeking added nourishment, smoothness or protection for dry or coarse hair.

It is valued for its natural vitamin and fatty acid content, which can support hair softness and shine. It is commonly used alongside other plant oils in conditioning and treatment formulas.

Most hair types as part of a balanced formula.

Usually present in small amounts to balance the formula.

Most hair types wanting smoother, easier-to-manage hair.

Widely used in shampoos and conditioners for slip and softness.

Those in hard-water areas who want shampoos and conditioners to rinse more cleanly.

Chelating agents can support formula consistency and help prevent minerals from depositing on the hair or interfering with product texture. They are widely used in many rinse-off and leave-in formulations.

All products that need a preservative system.

Often paired with other preservatives for broad protection.

Anyone who uses water-based products that benefit from reliable preservation.

It is commonly used alongside other preservation systems to maintain product freshness and extend shelf life. It is generally well tolerated in rinse-off and leave-in products.

All products that need protecting from spoilage.

A very common, well-studied preservative used at low levels.

Those interested in understanding preservative systems or identifying potential fragrance allergens.

Benzyl Alcohol is commonly used in professional haircare to support product stability and texture. It can also naturally occur in some essential oils.

Those interested in understanding supporting ingredients that help a formula achieve the right texture.

Sodium Sulfate is an inorganic salt commonly used to control viscosity or support processing in cleansers and shampoos. It does not act as a cleansing sulphate like Sodium Lauryl Sulfate.

People who enjoy a scented product.

Fragrance preference is personal. Some people prefer fragrance-free formulas by choice.

A fragrance component that must be listed separately on labels because a minority of people can be sensitive to it. Its presence is normal, required disclosure and is not a quality signal.

A fragrance component that must be listed separately on labels because a minority of people can be sensitive to it. Its presence is normal, required disclosure and is not a quality signal.