Incredible Milk 150ml

All hair and skin types.

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

People looking for smoother, more manageable hair or richer, creamier product textures.

Despite the name, fatty alcohols are moisturising and conditioning rather than drying. They also help stabilise and thicken many haircare formulas.

Most hair types as part of a moisturising formula.

A widely used humectant and carrier ingredient.

People looking to reduce frizz, enhance gloss or improve slip in styling products.

It forms a lightweight, breathable film that helps minimise flyaways and improve manageability. It is commonly used in serums, conditioners and finishing products for a polished finish.

People wanting a light, non-greasy smoothing or shine finish.

Often used in serums and oils for a weightless feel. Some prefer silicone-free options depending on routine.

Most hair types, especially tangle-prone or coarse hair.

A common conditioner ingredient despite the chloride name, which simply describes its chemistry.

People seeking improved manageability, reduced frizz or a silkier feel in their hair.

It is a cationic ingredient that deposits easily on the hair surface to enhance slip and detangling. Commonly used in conditioners, masks and leave-ins for a smoother finish.

Those wanting smoother, easier‑to‑detangle hair or lightweight shine.

It evaporates after application, making it useful for delivering spreadability without long‑term buildup. Commonly paired with other conditioning agents in styling and treatment formulas.

Dry, coarse or curly hair types that benefit from extra softness and moisture retention.

It is valued for its lightweight yet nourishing feel and is widely used in conditioning and styling products. It can help enhance slip and reduce frizz without feeling heavy.

Those looking for botanical extracts to support scalp comfort or antioxidant-rich formulas.

Bilberry extract is commonly included in haircare for its naturally occurring antioxidants and gentle conditioning properties.

Those looking for gentle plant-based ingredients that help maintain moisture and visual hair softness.

Botanical extracts like mango are often included for their naturally occurring vitamins and antioxidant compounds. Their effects are typically supportive rather than highly concentrated.

Those looking for gentle botanical ingredients that support scalp comfort and hair softness.

Papaya fruit extracts are commonly used for their naturally occurring enzymes and sugars, which can help support moisture balance. Their benefits vary depending on how the extract is prepared and included in a formula.

Those looking for plant-based ingredients that support hair softness and overall formula nourishment.

Raspberry extract is often included to complement conditioning agents and enhance the sensory feel of a formula. Its benefits can vary depending on the concentration and the type of product.

Those who spend time outdoors or want to help maintain colour-treated hair.

It is widely used in suncare and some hair products to support protection against UV exposure. In haircare, it mainly helps reduce colour fade rather than providing full sunscreen performance.

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 interested in formulas that use multifunctional ingredients for preservation and hair feel.

It is often used alongside other preservation systems to help maintain product quality. It also adds a soft, conditioned feel to hair without heaviness.

Those interested in products formulated with gentle, multifunctional preservative systems.

It is often used alongside other preservatives to maintain product freshness and stability. It can also contribute a light emollient feel to haircare formulas.

People with hair that feels weak, brittle or lacking in body may appreciate its strengthening effect.

Hydrolysed proteins are broken down into smaller components so they can more easily interact with the hair surface. They are commonly used in both rinse-off and leave-in formulas to support a conditioned feel.

Those looking for mild, low-foaming cleansers including sensitive scalps or dry hair types.

It is derived from coconut fatty acids and glutamic acid and is commonly used in gentle or sulphate‑free cleansing formulas.

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 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 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.

People who enjoy a scented product.

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