Nova Fusion Plum Shampoo 250ml

Anyone using liquid haircare products, as water is a core component.

It helps create a workable texture and allows surfactants, conditioners and other actives to perform effectively.

People looking for mild, low-foaming cleansers that are generally considered suitable for sensitive or dry hair types.

It is often used as an alternative to stronger surfactants to create a softer, more conditioning lather. It can also support formula stability and mildness in blended surfactant systems.

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.

Those who prefer richer lather or products that cleanse efficiently.

It is often used in small amounts to improve texture, foam and viscosity in cleansing formulas. Its use is regulated in many regions to ensure products meet safety standards.

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.

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 who prefer shampoos with a richer, creamier foam.

It is made from fatty acids derived from coconut oil and monoethanolamine and is commonly used to stabilise foam and improve texture. It can also help thicken surfactant-based formulas.

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

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

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

Widely used in shampoos and conditioners for slip and softness.

People looking for improved slip, reduced frizz or easier detangling.

It is commonly used in shampoos, conditioners and styling products to enhance manageability and provide a light, non‑heavy feel. It is well known for offering conditioning benefits without weighing the hair down.

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.

Those seeking added strength, light conditioning, or improved elasticity in their hair.

It provides a lightweight form of protein that can help support the hair’s structure without heavy build-up. Many formulations use it to enhance overall feel and resilience.

Those wanting added nourishment or antioxidant support in their haircare routine.

Tocopherol is commonly included to help protect oils in a formula from oxidising and to offer light conditioning benefits. It is widely used in both skincare and haircare products.

Most hair types, especially dry or dull hair.

A versatile, well-tolerated conditioning ingredient.

Most hair types as part of a balanced formula.

Usually present in small amounts to balance the formula.

Those looking for products with effective cleansing or evenly dispersed ingredients.

It is commonly used at low levels to support texture and clarity in shampoos and styling products. Despite being a surfactant, it is often included for solubilising rather than strong cleansing.

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.

All products, especially in hard-water areas.

Used in tiny amounts to keep formulas performing reliably.

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 products with robust preservation, particularly in rinse-off formulas.

It is widely used in small amounts to protect formulas from microbial growth. Some people with sensitive skin or scalps may prefer to patch test products containing isothiazolinone preservatives.

Those needing products with reliable protection against product spoilage.

It is effective in very small amounts to support product longevity. Some people with sensitive skin or scalps may prefer to patch test products containing this preservative.

People who enjoy a scented product.

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

People using colour-depositing shampoos, conditioners or masks may find it relevant.

It is commonly used in purple and violet toning formulas to help reduce the appearance of brassy or yellow tones in lightened hair. It is present in very small amounts to achieve precise colour effects.

Those who prefer products with visually appealing colours.

It is used at low levels to enhance the look of a formula without affecting hair performance. Colourants like this are common in shampoos, conditioners and styling products.

Those who prefer products with a specific colour or enjoy visually distinctive formulas.

CI 42090 is widely used in personal care for consistent, stable colour effects. It does not affect how the product performs on the hair.