So Pure Clarify Shampoo 1 Litre

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.

Most hair types, including those wanting a gentler wash.

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

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

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

Useful for those who prefer haircare products with clear, consistent textures or evenly dispersed fragrance and oils.

It is widely used in shampoos, conditioners and styling products to keep formulations stable and smooth. It also offers mild surfactant properties that support product rinse-off.

People who enjoy a scented product.

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

People looking for gentle or low-foaming cleansing options.

It is commonly used in sulphate-free formulas due to its mildness and compatibility with sensitive scalps. It can also help improve the spreadability of a formula.

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.

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 looking for softer, smoother-feeling hair or gentle hydration.

Betaine is a naturally occurring molecule often used to improve hair feel and support moisture retention. It can also help enhance the overall mildness of cleansing formulas.

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

Common in gentle and sulphate-free shampoos.

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.

All products that need a preservative system.

Often paired with other preservatives for broad protection.

Those who prefer products with a smooth, uniform texture or need easier application and distribution.

It is derived from cellulose and is widely used because it provides viscosity without weighing hair down. It also helps improve the feel and spreadability of many water-based products.

Those looking for gentle cleansing or lightweight formulations.

It is commonly used to stabilise formulas and support soft, conditioned feel in hair products. It is considered a gentle option compared with stronger cleansing agents.

Most hair types as part of a balanced formula.

Usually present in small amounts to balance the formula.

Those who prefer products with a rich, gel-like texture or improved spreadability.

It is widely used in gels, creams and styling products to help keep ingredients evenly dispersed. It can also support formula pH adjustment and enhance product feel.

People looking for gentle, botanical-based ingredients that may support scalp balance or overall hair feel.

Fermentation can enhance the availability of beneficial compounds and make botanical extracts more easily absorbed. It is commonly used in modern haircare for its gentle, multi‑benefit profile.

Those looking for smoother-feeling hair or products that apply and spread easily.

It is a lightweight ester often used to reduce greasiness and enhance the feel of conditioning formulas. It can also support fragrance and oil distribution within a product.

Those looking for gentle scalp-supporting ingredients in shampoos or treatments.

It is derived from black willow bark and is often included to complement scalp‑care formulas. Its composition can vary naturally depending on plant growth conditions.

Those looking for smoother-feeling hair or lightweight conditioning without heaviness.

It is commonly sourced from larch trees and is valued for its ability to enhance spreadability and reduce moisture loss. Its lightweight film can support smoother styling.

Those looking for gentle, plant-based ingredients that support softness and hydration.

Chia seed extract is rich in natural polysaccharides and antioxidants, which can help enhance hair feel and manageability. It is commonly included in formulations aimed at promoting smoother, more hydrated strands.

Those with dry, brittle or damaged hair seeking lightweight hydration.

It is a sugar-derived ingredient valued for its ability to support moisture retention without heaviness. Trehalose is also known for helping protect hair from dehydration during styling or environmental stress.

Those seeking hydration support for dry hair or a comfortable, balanced scalp.

It is a sugar-derived ingredient often used to support moisture retention and scalp comfort. It can also complement other hydrating ingredients in a formula.

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.

Most hair types, especially dry or dull hair.

A versatile, well-tolerated conditioning ingredient.

Those interested in products that use fermentation-derived preservation systems.

It provides mild antimicrobial activity and is commonly used in modern, gentle preservation blends. Its use does not change how the product performs on the hair.

Those interested in balanced formulations that stay consistent over time.

It is commonly used as a buffering ingredient to keep haircare formulas stable and effective. It does not impact hair feel or styling performance.

Those looking for added hydration or smoother-feeling hair.

It is also commonly used as a preservative booster to help maintain formula freshness. It is well tolerated in most haircare products.

Those who enjoy subtly floral-scented haircare or are monitoring specific fragrance allergens.

It is one of the fragrance allergens that must be listed individually on product labels when present above certain levels. Its presence does not indicate product strength or quality, only that it contributes to the overall scent profile.

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 scented hair products or want a light floral note in their routine.

It is one of the fragrance allergens that must be listed on labels when present above certain thresholds. People who are monitoring fragrance components for sensitivity may find this information useful.

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.