Natural Shampoo

All hair and skin types.

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

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 effective cleansing with a gentler feel than traditional sulphate surfactants.

It is often used in shampoos where a rich, foamy lather is desired without a stripped feel. Its molecule is larger than some classic sulphates, which can give it a milder profile on the hair and scalp.

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 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.

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

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

People wanting smoother, more manageable hair or lighter-feeling silicone conditioning.

PEG-modified silicones are designed to be more water-dispersible than traditional silicones, making them easier to rinse out. They are commonly used to enhance spreadability and a silky feel in haircare formulas.

People who enjoy a scented product.

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

Anyone who prefers products that feel smooth and non-greasy on the hair and scalp.

It is commonly used to enhance spreadability and support a light, silky finish in leave-in and rinse-off formulas.

Those looking for softer, easier-to-detangle hair.

It is derived from guar gum and is commonly used to enhance conditioning in shampoos and conditioners. It can also reduce static and improve manageability.

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 as part of a balanced formula.

Usually present in small amounts to balance the formula.

Those looking to improve hair hydration, softness, or manageability.

It is a component of the skin and scalp’s natural moisturising factors and is well tolerated in most formulations.

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 seeking added hydration, improved manageability, or support for dry scalp.

It is a salt of lactic acid often used to enhance moisture retention and support a balanced formula. It can also contribute mild pH-buffering benefits depending on the product.

Those looking for formulas that help with hair resilience or hydration.

Arginine is naturally present in the hair’s keratin structure and is commonly added to strengthening or repairing products. It is also used in some formulations to help support scalp comfort.

Those looking for formulas that help improve softness or replenish amino acids in chemically treated or dry hair.

It is often included as part of amino acid blends that help maintain the hair’s moisture balance. Its effects are subtle but can contribute to an overall conditioning system.

Those who enjoy invigorating, minty formulas or products designed to refresh the scalp.

Peppermint oil is commonly used in small amounts for its sensory benefits and perceived scalp‑refreshing qualities. As with many essential oils, sensitivity varies between individuals.

Those with dry or dehydrated hair seeking improved softness and manageability.

PCA is related to naturally occurring moisturising factors found in skin and hair. It is often used alongside other humectants for balanced hydration.

Most hair types, especially dry or dull hair.

A versatile, well-tolerated conditioning ingredient.

Those looking to improve hair manageability or support moisture balance.

Glycine is often included as part of amino acid blends used to condition and reinforce the hair fibre. It can also appear in gentle cleansing systems and care-focused formulations.

People looking for gentle conditioning ingredients or formulas designed to support softness without heaviness.

Amino acids like alanine are often included in haircare to complement protein or moisture-focused formulas. They can contribute to a smooth, hydrated feel.

Those seeking lightweight hydration or formulas that help smooth and soften hair.

Amino acids like serine are often included in conditioning or strengthening blends to complement other hair-hydrating ingredients. They can be used in many types of haircare from shampoos to treatments.

Those interested in formulas that include amino acids to help maintain soft, manageable hair.

Amino acids can complement conditioning systems by supporting moisture balance and hair feel. They are often included in small amounts as part of complex ingredient blends.

Those looking for formulas that help improve hair manageability or support lightly replenishing treatments.

Amino acids like proline are often included in small amounts to complement conditioning systems and support the hair’s natural protein structure.

Those looking for formulas that help maintain softness and support the hair’s protein structure.

Amino acids are often included in haircare to help improve the feel and manageability of the hair fibre. They can complement other conditioning and strengthening ingredients in a formula.

Those looking to support hair softness or maintain the integrity of damaged or chemically treated hair.

Amino acids like isoleucine can contribute to formulas designed to help maintain the hair’s moisture balance and resilience.

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 looking for formulas that include amino acids for lightweight conditioning or strengthening benefits.

Amino acids like phenylalanine are often included in haircare to complement other conditioning or repair-focused ingredients.

Those looking for formulas that help reinforce hair structure or support colour-treated or weakened hair.

Amino acids like histidine can complement protein-based routines by helping maintain the hair’s natural building blocks. It is often included in small amounts to support overall formula performance.

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.

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 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.

Those looking for gentle botanical additions or scalp-comforting formulas.

Sage extract is commonly included to support a balanced scalp environment and complement other conditioning ingredients. Its benefits can vary depending on the concentration and formulation.

People looking to enhance softness, reduce frizz or improve the feel of damaged or porous hair.

These amino acids are derived from rice and are commonly used to support the hair’s natural structure. They can also help boost moisture retention and shine.

Those looking for formulations enriched with vitamin-derived ingredients for scalp comfort or hair vitality.

It is commonly included in small amounts to help support the conditioning profile of a formula. Its role in haircare is typically supportive rather than transformative.

Those looking for plant-based ingredients that can provide gentle nourishment or antioxidant support.

Apple fruit extracts are commonly added to haircare for their natural sugars, vitamins and antioxidant properties. They are generally well tolerated in most formulations.

Those looking for botanical ingredients that help support hair softness or scalp comfort.

It is commonly included for its naturally occurring antioxidants and soothing properties. Its role varies depending on formulation and concentration.

People who prefer lightweight, mattifying or oil-controlling formulas.

Rice starch is commonly used in dry shampoos and styling products for its soft, non-gritty feel. It can help add slight volume without weighing the hair down.

Those looking for gentle botanical support in scalp‑care or conditioning formulas.

Goldenseal extract is commonly included to complement calming or protective blends in hair and scalp products. Its benefits depend on the overall formulation.

People looking for botanical ingredients that help support hair softness and overall hair vitality.

Açaí fruit extract is rich in naturally occurring antioxidants, which can complement other conditioning or protective ingredients in a formula. It is commonly included in treatments, shampoos, and masks to enhance the sensory feel of the product.

Those looking for botanical ingredients in their hair or scalp care routines.

It is commonly included in formulations for its traditional association with strengthening and revitalising properties. Its benefits depend on the overall formula rather than the extract alone.

Those who enjoy naturally derived citrus fragrances in their hair products.

Lemon peel oil is commonly included in formulations for its bright aroma and is also considered a botanical source of antioxidant compounds. Its scent profile can support the overall fragrance blend of a product.

Those interested in soothing or antioxidant-rich botanical ingredients.

It is commonly used in haircare for its calming and conditioning properties. Its gentle nature makes it suitable for a wide range of formulations.

Those interested in soothing or antioxidant-rich botanical ingredients.

It is commonly used in haircare for its calming and conditioning properties. Its gentle nature makes it suitable for a wide range of formulations.

People using clarifying or colour-care products may appreciate its ability to support brightness and maintain product performance.

It can also function as an antioxidant, helping protect formulas from oxidation. Its presence does not typically affect how a product feels or performs on the hair.

Those looking for botanical-based support for scalp comfort or lightweight conditioning.

Burdock root extract is commonly included in formulations aimed at maintaining a balanced-feeling scalp environment. It pairs well with other botanical ingredients in gentle or restorative blends.

Those looking for gentle, plant-derived ingredients that support scalp comfort and light conditioning.

Marshmallow root extract is valued for its naturally softening and calming qualities in hair and scalp products.

Those seeking gentle hydration or added softness from plant-derived extracts.

Algae extracts vary by species, but they commonly supply moisturising polysaccharides and minerals that support a smooth feel.

Those looking for gentle, plant-based ingredients in their haircare routine.

It is often included for its soothing and antioxidant properties in cosmetic formulas. As with most botanical extracts, its exact benefits can vary depending on concentration and formulation.

Those wanting lightweight hydration without heaviness.

It is often used as a gentle alternative to glycol-based humectants and can also help improve product texture and absorption.

Those looking for plant-based supporting ingredients or gentle conditioning benefits.

Sunflower seed extract is often included for its naturally occurring compounds that can help enhance the overall conditioning profile of a formula. It is commonly used alongside other emollients and botanical ingredients.

Those who enjoy subtly sweet, complex fragrance profiles in their haircare products.

It is one of the fragrance components that must be listed individually when present above certain levels, as some people may prefer to monitor specific scent materials. Its presence does not indicate the overall strength of a product's fragrance.

Those who enjoy floral-scented hair products or are checking for specific fragrance components.

It is naturally found in essential oils such as rose and geranium and is commonly used to enhance scent profiles. It must be listed on labels when present above certain trace levels.

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.