Purify Volume Shampoo

All hair and skin types.

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

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 plant-derived ingredients that help smooth and support hair without weight.

Bamboo extracts are commonly added to formulas to complement conditioning agents and help maintain hair feel and manageability.

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.

People looking for botanical ingredients that support scalp care or the appearance of hair vitality.

Ginseng extracts are commonly included in haircare for their traditional association with invigorating and conditioning properties. They can be blended with other botanical or conditioning ingredients for complementary effects.

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 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 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 or lightweight conditioning in shampoos, conditioners, and leave‑ins.

It is commonly paired with fatty alcohols to create stable, creamy formulations. It contributes to slip and spreadability without weighing hair down.

Useful for dry, coarse or chemically processed hair needing extra softness and moisture retention.

Its PEG modification makes it easier to incorporate into water‑based formulas while still offering lanolin-like conditioning benefits. It also helps improve spreadability and texture in hair products.

People who enjoy a scented product.

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

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

Widely used in shampoos and conditioners for slip and softness.

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.

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

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

Those who prefer creamy, stable formulations that offer light conditioning.

It is a self-emulsifying form of glyceryl stearate, commonly used to create uniform textures in creams and conditioners. It can also contribute mild softness to the hair fibre.

People who prefer products with a richer or more gel-like texture.

It is a polysaccharide widely used in cosmetics to keep formulas uniform and easy to apply. It works well alongside many other common ingredients.

People looking for lightweight conditioning benefits without a heavy silicone feel.

This is a modified silicone designed to be more dispersible in water, which can make it feel lighter on the hair. It is commonly used in modern conditioners and treatments for slip and detangling.

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.

Most hair types as part of a moisturising formula.

A widely used humectant and carrier ingredient.

People looking for gentle cleansing or improved product spreadability.

It is often used to support mild cleansing systems and to help keep formulas stable and evenly mixed.

Those with dry or dehydrated hair types looking for extra moisture retention.

It is a sugar-derived ingredient often used alongside other moisturisers to improve hair softness and manageability. It can also support product texture and stability.

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.

Most hair types as part of a balanced formula.

Usually present in small amounts to balance the formula.

Those interested in product appearance or opacity, such as in creams or conditioners.

It is commonly used to create a uniform, opaque look and can also help stabilise formula appearance. Its presence does not affect how the product performs on the hair.

Those who want products with reliable preservation, especially in water-rich formulas.

It is a widely used preservative that works by slowly releasing small amounts of formaldehyde to maintain product stability. This is common in many cosmetic preservatives and is regulated for safe use.

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 who enjoy lightly floral-scented haircare products.

It is one of the fragrance allergens that must be listed on labels when present above certain thresholds. Its presence does not indicate product quality, but can help those monitoring specific fragrance components.

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.