What it is: A strengthening shampoo that prevents breakage and increases hair elasticity to restore weak, fragile, and brittle hair. Hair Type: Straight, Wavy, Curly, and Coily Hair Texture: Fine, Medium, and Thick Hair Concerns:- Dryness- Frizz- Damage, Split Ends, and Breakage Key Benefits: - Strengthens and reinforces fragile hair- Reduces hair fall caused by breakage- Improves elasticity and strength Highlighted Ingredients:- Curative Blend (Chia Seed, Bio-Fermented Bamboo Leaf, and Plant-Based Protein): Penetrates the hair cortex to build strength from within while forming a protective scaffold around strands to reinforce cuticle strength and structure, as well as prevents breakage caused by brushing, styling, and external aggressors.- Multi-Action Hyaluronic Acid Complex: Hydrates from within to deliver a surge of moisture and increase elasticity.- Daisy and Honeysuckle Extracts: Help to strengthen hair from the root while fortifying brittle ends, improving overall hair health, and encouraging length. Ingredient Callouts: Free of parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, sulfates SLS & SLES, triclocarban, and triclosan. It is also vegan, gluten-free, cruelty-free, and comes in recyclable packaging. What Else You Need to Know: This nourishing cleanser strengthens weak, brittle, and breakage-prone hair. It is made with chia seed, bamboo, and plant-based protein, which form a protective shield around each hair fiber to help reinforce strands, lengthen locks, prevent breakage and hair fall by brushing and styling. Clinical Results: In a consumer-panel survey of 106 women, after just 1 week: - 87% felt their hair was more resilient In a clinical test of Hair Alchemy Shampoo, Conditioner and Fortifying Treatment when used as a system vs. non-conditioning shampoo after 5 uses: - Hair is 2.9x more elastic - Hair is 133% stronger This product is an Allure Best of Beauty award winner.