MAXI.WASH 250ml

All hair and skin types.

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

People looking for a gentle, low-irritation cleansing option or those using sulphate-free shampoos.

It is known for being milder than many traditional surfactants and is often used in formulas designed to maintain softness after washing.

Those looking for a mild cleansing option that supports a gentle shampoo feel.

It is often used to provide a balanced cleanse without leaving hair feeling stripped. Its texture and lather profile make it popular in modern, gentle shampoo formulas.

Those looking for mild cleansing, including people with dry, curly or colour-treated hair.

It is commonly used alongside other surfactants to create a balanced, gentle cleansing system. It can also help improve the texture and thickness of formulations.

People looking for gentle, sulphate‑free cleansing that still provides a rich foam.

It is often used in low‑irritation or moisturising shampoo formulas because it cleanses without feeling overly stripping. Common in solid shampoo bars and creamy cleansers.

People who like a rich, stable lather in their cleansing products.

It is often used alongside primary surfactants to enhance texture and mildness. Its viscosity‑boosting effect can also improve the feel of rinse‑off formulas.

Anyone who prefers products with a richer, creamier feel or improved spreadability.

It is often used in conditioners and styling products to enhance texture and keep formulas stable over time. It also helps emulsify oil and water components for an even finish.

Those looking for gentle cleansing or improved product slip and rinse-off.

It is part of the ethoxylated fatty alcohol family, often used to fine‑tune the mildness and texture of cleansing formulas. It can also help solubilise other ingredients.

People looking for enhanced styling hold or frizz control.

It is widely used in styling products to help shape and set the hair without feeling heavy. It also contributes to product consistency and spreadability.

Most hair types, including those wanting a gentler wash.

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

Those using products that blend oils with water-based formulas, such as lightweight cleansers or treatment sprays.

It is often used to help create stable, uniform textures and to support gentle cleansing or dispersion of conditioning oils. Its PEG content also helps products rinse easily.

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 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.

People looking for smoother, easier-to-detangle hair without a heavy silicone feel.

Because it is water-dispersible, it tends to rinse out more easily than many traditional silicones. It is commonly used in both rinse-off and leave-in formulas for added manageability.

Those looking for products that support a balanced, comfortable scalp.

Tea tree oil is valued for its naturally purifying properties and is commonly included in scalp-focused formulas. It is typically used in low concentrations to provide a fresh, cleansing feel.

People looking for gentle, plant-derived ingredients that can complement scalp‑care routines.

White willow bark naturally contains salicylates, which can contribute to mild exfoliating or soothing benefits depending on the formula. Its effect varies based on concentration and product type.

Those looking for mild exfoliation to support a clearer, balanced scalp environment.

Enzyme-based exfoliants like papain can offer a gentler alternative to scrub-based or acidic exfoliants. It is typically used in low concentrations to refresh the scalp without physical abrasion.

People looking for plant-based ingredients that can offer gentle scalp support or lightweight conditioning.

Pineapple extract is often included for its natural fruit enzymes and moisturising components, which can help enhance product feel and performance.

Dry or dehydrated hair, and many curl and moisture routines.

A very common, well-tolerated humectant used across countless products.

Most hair types as part of a balanced formula.

Usually present in small amounts to balance the formula.

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 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.

Those interested in how product pH affects scalp comfort or hair cuticle behaviour.

It is used in very small amounts to bring a formula to the desired pH range. Once adjusted, it does not act as a strong alkaline agent in the finished product.

Those looking for hydrated, smoother-feeling hair or lighter-feeling formulations.

It is commonly used to help ingredients dissolve and to give formulas a soft, glide-on texture. It appears in many leave-in and rinse-off products due to its versatility.

All products that need protecting from spoilage.

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

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 a preservative system.

Often paired with other preservatives for broad protection.

Those using stylers, treatments or serums that rely on smooth, even application.

It is commonly used in both leave-in and rinse-off products to support stable, easy-to-apply textures. It can also assist with product absorption and consistency.

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.

People who enjoy a scented product.

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