Ingredient Guide to Our Shampoos & Conditioners

We’re pulling back the hood and diving deep into what makes up our performance-packed shampoos and conditioners. We pride ourselves in creating our formulas with clean, nourishing ingredients and want to share what exactly that means for you and your hair.. Keep reading to find out!

let’s demystify “clean”

To start, what does “clean” really mean? This means our shampoos and conditioners are formulated without parabens, sulphates, sls and sles, phthalates, mineral oils, and more.

key ingredients in hydro rush intense moisture shampoo + conditioner

Squalane – proven to help protect from dehydration and restore lipid barriers, squalene helps to prevent moisture loss while restoring hair’s suppleness.

Hyaluronic acid – typically a naturally found substance in skin, hyaluronic acid helps plump up dry hair by attracting moisture from the air around you.

Polyglutamic acid – known to promote moisture retention.

Bio-fermented coconut water – contains various electrolytes, monolaurin, lauric acid, and plant hormones to add natural hydration to hair.

Blue/green algae – provides essential fatty acids, amino acids, as well as vitamin A and beta-carotene.

Sea buckthorn – one of the most potent natural ingredients on the planet, sea buckthorn is one of the few known plant sources of the fatty-acid omega 7. The superfruit is loaded with 15 times more vitamin C than an orange and 3 times more vitamin A than a carrot, making it the ultimate holy grail ingredient for healthier hair and scalp. Even better, our sea buckthorn is sustainably sourced from Tibet!

key ingredients in normcore signature shampoo + conditioner

Coconut acid – helps to provide excellent lathering and conditioning.

Shea butter – loaded with vitamins, minerals + five fatty acids to provide deep nourishment + softness.

Sea buckthorn – one of the most potent natural ingredients on the planet.

key ingredients in the kure bond repair shampoo + conditioner

Bond Cure Technology – an innovative complex that targets the most abundant bonds in hair.

Plant Butters – rich in nutrients like omega fatty acids, vitamins, and minerals.

Vegan Proteins – made up of essential amino acids which can provide keratin-like benefits from a plant source.

Sea buckthorn – one of the most potent natural ingredients on the planet.

key ingredients in mirrorball high shine + protect antioxidant shampoo + conditioner

Red wine + raspberry leaf extract – say goodbye to pollutants thanks to help from the active antioxidants in this protecting extract.

Grape leaf extract – derived from red vine leaves, this reviving extract is loaded with antioxidants known to help combat damage.

Magnolia + ginger root extract – helps dial up shine + hair vitality with natural antioxidants + photoprotective molecules.

Sea buckthorn – one of the most potent natural ingredients on the planet.

key ingredients in bust your brass cool blonde repair shampoo + conditioner

Bond Cure Technology – an innovative complex that targets the most abundant bonds in hair.

Plant Butters – rich in nutrients like omega fatty acids, vitamins, and minerals.

Vegan Proteins – made up of essential amino acids which can provide keratin-like benefits from a plant source.

Ultra-violet pigments – counteracts yellow and brassy tones to bring out the best shades of blonde, silver, and grey.

Sea buckthorn – one of the most potent natural ingredients on the planet.

Now you know all about our kind and nourishing ingredients, so why not find the perfect shampoo and conditioner for your hair type with our in-depth guides, because good hair days start in the shower.