Purify & Plump Wash 350ml

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 gentle, sulphate‑free cleansing that still provides a rich foam.

It is often used in low‑irritation or moisturising shampoo formulas because it cleanses without feeling overly stripping. Common in solid shampoo bars and creamy cleansers.

Those looking for a mild cleansing option that supports a gentle shampoo feel.

It is often used to provide a balanced cleanse without leaving hair feeling stripped. Its texture and lather profile make it popular in modern, gentle shampoo formulas.

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.

Those looking for lightweight hydration or gentle botanical ingredients.

It is valued for its mineral and electrolyte content, which can support moisture balance in formulations. Often used in place of plain water to add a subtle conditioning boost.

People interested in soothing or supporting the scalp microbiome.

Fermented ingredients like this can help condition the scalp and support its natural barrier. They are commonly used in modern scalp-care formulas.

Those looking to support scalp comfort, strengthen hair, or maintain a healthy-looking scalp barrier.

It is commonly used in both skincare and haircare for its soothing and barrier-supporting properties. It pairs well with many other ingredients and is generally well tolerated.

Those looking for formulas that help maintain a healthy-feeling scalp or the appearance of stronger hair.

In topical products it is used in small amounts to complement other strengthening or scalp-care ingredients. Its effects are supportive rather than dramatic on its own.

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 reinforce hair structure or support hair vitality.

It is often included alongside other amino acids or peptides to enhance hair-conditioning blends. Its role is typically supportive rather than a main active on its own.

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.

People looking for gentle botanical ingredients that support scalp comfort and overall hair condition.

It is commonly included in formulations aimed at maintaining a balanced scalp environment. As with most botanical extracts, benefits can vary depending on concentration and formulation.

Those looking for products featuring marine or botanical ingredients for added hydration or scalp comfort.

This extract is derived from green algae often referred to as sea grapes and is used for its moisturising and conditioning properties. Its benefits vary depending on the overall product formulation.

People with weakened, chemically treated, or breakage-prone hair may appreciate its reinforcing effect.

Hydrolysed proteins are broken into smaller fragments so they can more easily interact with the hair’s surface. They are commonly used alongside conditioners and humectants for a balanced feel.

People looking for formulas that support softness and general hair manageability.

It is related to panthenol (provitamin B5) and is used for its conditioning and supportive properties in hair and scalp products.

People with oily scalps or those seeking gentle scalp‑care benefits.

It is a zinc salt often included for its soothing and balancing properties in hair and scalp formulations. It can complement other scalp‑care ingredients in targeted treatments.

Those looking for formulas that include amino acids to support smoother, more manageable hair.

Amino acids are often added to haircare to complement conditioning systems and support the hair fibre’s feel. Ornithine is one of several amino acids that may be included for this purpose.

Those looking for lightweight hydration or formulas enriched with amino acids.

Amino acids like citrulline are often included to complement conditioning systems and enhance softness without weight.

People looking to maintain moisture balance or support smoother-feeling hair.

As an amino sugar, it is sometimes included to enhance moisture retention or support the feel of conditioning formulas. Its presence is typically complementary rather than a primary active.

Those seeking added softness, shine and frizz control without a heavy or greasy feel.

It is often derived from plant sources such as sugarcane and is valued for its stability and non-greasy texture. It is suitable for most hair types, including fine hair, due to its lightness.

Those looking for gentle botanical ingredients or products aimed at scalp comfort.

Red clover extracts are often included for their soothing and antioxidant properties. They are commonly used alongside other botanicals to support overall scalp and hair care routines.

People looking for botanical ingredients that may support scalp vitality or help protect hair from environmental stressors.

Coffee seed extracts are commonly included in haircare for their energising reputation and antioxidant content. Their effects are generally mild but can complement a broader formula.

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

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

People looking for smoother, easier-to-detangle hair without a heavy silicone feel.

Because it is water-dispersible, it tends to rinse out more easily than many traditional silicones. It is commonly used in both rinse-off and leave-in formulas for added manageability.

People looking for improved manageability, frizz control or soft styling hold.

It is commonly used in both shampoos and styling products because it enhances slip and helps hair feel smoother. It can also support curl definition and reduce static.

Those who prefer products with a smoother, creamier consistency.

It is often used to create uniform, easy-to-spread formulations and can also contribute mild surfactant properties. It is commonly found in shampoos, conditioners and styling products.

People looking for improved styling performance, definition or longer-lasting hold.

This polymer is commonly used in gels, mousses and creams to create flexible films around the hair fibre. It can also support formula thickness and product stability.

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.

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.

Most hair types as part of a balanced formula.

Usually present in small amounts to balance the formula.

People who enjoy a scented product.

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

All products that need protecting from spoilage.

A very common, well-studied preservative used at low levels.

Those looking for products with reliable preservation, especially in creams, lotions or styling formulas.

It is commonly used in cosmetics at low levels to help maintain product quality over time. It works alongside other preservatives to support formula stability.

All products that need a preservative system.

Often paired with other preservatives for broad protection.

Anyone who uses water-based products that benefit from reliable preservation.

It is commonly used alongside other preservation systems to maintain product freshness and extend shelf life. It is generally well tolerated in rinse-off and leave-in products.

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 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 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.