Manufactured by Aveda, Shampure shampoo is touted as a “pure” shampoo. The manufacturer's website states that the product contains 25 flower and plant essences to help cleanse and fortify hair. Aveda shampoo, a daily shampoo recommended for all hair types by the manufacturer's website, contains 30 ingredients.
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Three cleansers are present in Aveda Shampure shampoo. Ammonium lauryl sulfate is both a detergent and surfactant. It changes how water interacts with the product, allowing the shampoo to easily glide onto hair. Disodium laureth sulfosuccinate is a cleansing agent with foaming properties, according to “Milady's Skin Care and Cosmetic Ingredients Dictionary.” Disodium laureth sulfosuccinate allows the Shampure shampoo to lather. Lauramidopropyl betaine is an ingredient used as a surfactant and cleansing agent. Like disodium laureth sulfosuccinate, it has foaming properties. Lauramidopropyl betaine also works as a conditioner and antistatic agent, as stated by “A Consumer's Dictionary of Cosmetic Ingredients.”
Two silicone-derived moisturizers are present in Aveda's Shampure shampoo. Dimethicone isostearate and disodium dimethicone copolyol sulfosuccinate act as emollients, adding moisture to dry hair follicles. Glycerin is a hygroscopic moisturizer found in Shampure. It draws moisture from the environment to the hair. Basassuamidopropyl betaine is another name for babassu oil. Babassu oil is derived from the seeds of the babassu palm tree, Attalea speciosa, from the Amazonian rainforest. Hydroxypropyltrimonium hydrolyzed wheat protein is a modified substance made from wheat. Used as a hair conditioner, it also has anti-static properties that keep hair follicles from sticking together for a more voluminous appearance. Wheat amino acids are extracted from wheat germ, according to "A Consumer's Dictionary of Cosmetic Ingredients." Wheat amino acids act as a conditioning agent for Aveda Shampure shampoo. Hydrolyzed Brazil nut protein is the key ingredient touted by manufacturers. The manufacturer's website claims the product contains Mokure, a Brazil-nut byproduct according to the Conservation International website.
Though the manufacturers claim there are 25 plant and flower extracts included in the shampoo, only five are mentioned by name. The other 20 alleged extracts are listed simply as “aqueuos (water, aqua purificata, purified) extracts,” leaving consumers to wonder just what is in Aveda Shampure. Among the named extracts are lavender, Lavandula angustifolia, aloe, Aloe barbadensis and rosemary Rosmarinus officinalis. These ingredients have little proven benefit to hair, as outlined in “Cosmetics Unmasked.” All are purported to be moisturizing and soothing. Also listed is grapefruit, Citrus grandis, seed extract, a conditioning agent. Persea gratissima oil, or avocado oil, adds moisture to the hair, as outlined in “Milady's Skin Care and Cosmetic Ingredients Dictionary.”
Emulsifiers and Preservatives
PEG-6 cocamide is a propylene glycol-derived substance mixed with cocamide, a coconut-derived substance. PEG-30 Castor oil is another propylene-glycol derived substance. These two ingredients act as emulsifiers, ensuring the products integrity by preventing oil and water-based ingredients from separating. Polysorbate 80 is an emulsifier and surfactant. Disodium EDTA is a chelating, keeping Aveda Shampure from oxidizing. Methylchloroisothiazolinone and methylisothiazolinone have anti-bacterial, anti-fungal and anti-microbial properties, preventing potentially harmful microorganisms from forming in Aveda's Shampure shampoo. Potassium sorbate and sodium benzoate are both preservatives, as outlined in "Cosmetics Unmasked."
Other ingredients included in Aveda's Shampure shampoo include a nondescript listing for fragrance. Tocopheryl acetate, or vitamin E, is also listed among the ingredients. Ascorbyl palminate, or vitamin C, is included in Shampure, as is retinyl palmitate, or vitamin A. These vitamins are included as conditioning agents. Guar hydropropyltrimonium chloride is an anti-static agent found in Shampure. It is also a film-forming substance, locking moisture into hair, even after the product has been washed away. Annatto, or CI 75120, is a plant-derived coloring agent that has an orange hue.