Nounou Shampoo

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.

Most hair types, including those wanting a gentler wash.

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

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 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 looking for mild, low-irritation cleansing or formulas suited to sensitive scalps.

It is often used in sulphate-free shampoos because it provides effective cleansing without a strong stripping effect. It can also help improve the mildness of cleansing blends.

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

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

Most hair types, especially dry or dull hair.

A versatile, well-tolerated conditioning ingredient.

All products that need a preservative system.

Often paired with other preservatives for broad protection.

People looking for smoother, easier-to-detangle hair, including those with dry, damaged or textured hair.

It is commonly used in shampoos and conditioners to improve slip and manageability without adding heaviness. Its cationic nature helps it adhere lightly to the hair surface for a conditioning effect.

Those looking for formulas that help smooth the cuticle or gently refine the scalp surface.

Lactic Acid can also provide mild hydrating and smoothing benefits in haircare. Its pH-balancing role helps support product stability and performance.

Those living in hard-water areas or using products designed to maintain formula clarity and effectiveness.

By binding minerals, it can help reduce the impact of hard water on hair feel and product behaviour. It is commonly used in modern, mild formulations.

Those who like creamy, luxurious-feeling shampoo or conditioner textures.

It also provides a mild conditioning feel, helping formulas spread smoothly through the hair. Its use is common in many everyday cleansing products.

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.

Those wanting softness and frizz control without a heavy oil finish.

It is a medium-chain triglyceride that absorbs quickly and is often used to improve product texture and slip.

Those who prefer products with plant-derived structuring ingredients.

Cellulose is a natural polymer typically sourced from plants and is widely used to improve texture and consistency in many cosmetic products.

Those who prefer products with a smoother, more consistent texture and improved spreadability.

It helps keep formulas uniform and enhances the feel of gels, creams and conditioners. It is widely used in both haircare and skincare due to its reliable performance and gentle nature.

Sensitive scalps and people seeking a gentle, sulphate-free cleanse.

Common in gentle and sulphate-free shampoos.

Those looking for a silicone-like feel without using traditional silicones.

It is derived from coconut fatty acids and is valued for providing slip and shine without heaviness. It is commonly used in modern formulations for a light, dry-touch finish.

Those using sprays or styling products that benefit from fast evaporation.

In haircare, this typically refers to ethanol or denatured alcohol, which helps formulas feel lighter and dry faster. Its effect depends on the overall product balance and supporting conditioning ingredients.

Those looking for added softness, slip or reduced frizz in conditioners and shampoos.

It is an ester of glycerin and oleic acid and is commonly used to boost conditioning performance in cleansing products. It can also help reduce the stripping feel of some surfactants.

Those who like richer conditioners or masks that feel smooth and spread easily.

It also offers light conditioning and can help soften the feel of hair. It is widely used in both skincare and haircare for its reliable stabilising properties.

Most hair types as part of a balanced formula.

Usually present in small amounts to balance the formula.

People who want formulas that perform consistently in hard-water environments.

It is a plant-derived option often used as a gentler alternative to traditional chelators. It can also support the effectiveness of preservatives and surfactants.

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.

Those who enjoy naturally inspired, aromatic formulas.

It is a naturally occurring component of several essential oils and is often used to create balanced, pleasant scents in formulations. Its presence does not affect the performance of the product on the hair.