Aloe Juice + Sodium PCA + Coconut-Derived Cleansers
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A shampoo built on organic aloe leaf juice rather than water — aloe is the first ingredient and Aqua doesn't turn up until fourth. That's unusual, and you can check it on the INCI further down this page.
The cleansing is shared across five surfactants, four of them mild sugar and amino-acid types, with a coconut-derived one carrying the lather. Sodium PCA, glycerin and glyceryl oleate stay on the hair afterwards, which is the difference between clean and stripped. 99% of natural origin, certified COSMOS Natural by Ecocert.
Wet your hair properly first — most people underdo this, and shampoo won't lather on damp hair. Work it into the scalp with your fingertips rather than your nails, and let the run-off clean the lengths on its way down.
Rinse until the water runs clear. If you've been wearing a lot of product, a second short wash is more effective than one long one. Follow with conditioner on the ends.
Dehydrated hair, hair that feels squeaky and tight after washing, and anyone who wants a proper lather without a harsh one. It suits regular washing rather than the occasional deep clean.
It isn't sulfate free — sodium coco-sulfate is third on the list, and we'd rather say so plainly than let you find out later. Gluten free, nut free and vegan. Only two fragrance allergens are declared, linalool and limonene, which is a short list for a scented shampoo.
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If your order arrives damaged, defective, incorrect, or missing an item, please contact us within 30 days of delivery with your order number and photos where applicable. We'll review the issue and arrange a replacement or refund where appropriate.
Washing your hair shouldn't leave it feeling like straw before you've even reached for the conditioner.
The problem — shampoo that's mostly water
Ingredients are listed strongest first. Organic aloe leaf juice opens this one and Aqua doesn't appear until fourth. Three things come before the water, which is rare on a shelf full of bottles that start with it.
The problem — gentle shampoos that won't foam
Sugar and amino-acid surfactants are kind to the scalp but lather badly on their own. Spreading the job across five, with a coconut-derived one carrying the foam, gets you a real lather without leaning on any single harsh one.
The problem — squeaky clean means stripped
Sodium PCA, glycerin and glyceryl oleate are in there to stay on the hair after the rinse. That tight, squeaky feeling is water loss, not cleanliness, and it's what this formula is built to avoid.
Properly wet, not damp. Shampoo won't lather on half-wet hair and you'll end up using twice as much.
The scalp is what needs washing. The lengths get cleaned by the run-off on the way down.
Then conditioner on the ends. Two short washes beat one long one if you've worn a lot of product.
Between a standard supermarket shampoo and a strictly sulfate-free one, this sits deliberately in the middle.
| Feature | AVNOIA | Typical supermarket shampoo | Strictly sulfate-free shampoo |
|---|---|---|---|
| First ingredient | Organic aloe leaf juice | Usually water | Usually water |
| Cleansing system | Five surfactants, four of them mild | Usually SLS or SLES led | Sugar surfactants only |
| Lather | Full | Full | Often low |
| What stays on the hair | Sodium PCA, glycerin, glyceryl oleate | Varies | Varies |
| Declared fragrance allergens | Two | Varies | Varies |
| Natural-origin ingredients | 99% | Varies | Varies |
| Independent certification | Ecocert COSMOS Natural | Varies | Varies |
| Money-back window | 60 days, full refund | Varies by retailer | Varies by brand |
Comparison columns describe the category in general, not any specific brand.
Twenty-one ingredients, 99% of natural origin, certified COSMOS Natural by Ecocert. Gluten free, nut free and vegan, no GMO ingredients, recyclable packaging.
The base of the formula in place of water, and the first of twenty-one ingredients. It's the reason the shampoo feels soft going on rather than sharp.
Sugar-derived and coconut-derived cleansers, including two cocoyl glutamates. Spreading the work across several mild ones is what keeps the wash gentle without killing the lather.
Humectants that hold water in the hair, with organic ginkgo and burdock root and sea kale extract alongside. This is the part that's still there after the rinse.
No, and we'd rather be straight about it. Sodium coco-sulfate is third on the list — a coconut-derived sulfate, not SLS or SLES. It sits alongside four milder sugar and amino-acid cleansers that carry most of the work. If you need a strictly sulfate-free shampoo, this isn't the one.
Yes, properly. That's the trade-off being made: gentle shampoos built only on sugar surfactants tend to foam poorly, and people end up using three times as much. Make sure your hair is fully wet before you start.
Not directly. Work it into the scalp with your fingertips and let the lather rinse down through the lengths. Scrubbing at your ends is how they get dry and split in the first place.
Yes. There's nothing clarifying or stripping in it. Every shampoo fades colour eventually, so wash with lukewarm rather than hot water and space your washes out if you want colour to last.
For the ends, yes. Shampoo cleans the scalp; conditioner looks after the older hair at the bottom. A mask once a week on top of that if your hair is very dry.
No. Phthalates are synthetic raw materials and the fragrance compositions used in our products are made from natural raw materials instead.
Juicy fruit over warm woods. Only two fragrance allergens are declared on the INCI, linalool and limonene, which is a short list for something scented — worth knowing if you usually react.
Either side of one. Use it after a scrub to cleanse and settle the scalp, or before as a mild prep. It isn't harsh enough to cause a problem in combination with one.
Yes to vegan and cruelty free, and it's certified COSMOS Natural by Ecocert Greenlife at 99% natural origin. It's also gluten free, nut free, free of GMO ingredients, and the bottle is recyclable.
This washes the scalp. What comes next looks after the ends.
Thoughtfully formulated skincare and haircare designed to make your daily routine feel simple, effective and enjoyable.
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