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The Best Shampoo to Try in 2023, According to Your Hair Type

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The best new shampoo options recreate the salon experience without their user having to step foot outside. “Salon stylists are known to cocktail shampoos to benefit that particular head of hair,” explains Dhairius Thomas, the celebrity hairstylist who’s worked with stars like Rihanna, Jazmine Sullivan, and Normani. “Now, you can achieve that same result with just one product.”

Jenna Perry, who Dua Lipa and Bella Hadid turn to for custom color, is particularly familiar with bringing the salon experience home during client house calls. “It’s always a funny moment when I have to ask them to lay on the kitchen counter in order to wash their hair!” When choosing a cleanser, she has a motto: “Treat your hair like you would your skin. When the seasons change, our hair has different wants and needs.” French hairstylist Julien Farel, whose namesake salon can be found in Manhattan’s Regency Hotel, agrees. “The scalp is more than just the place where your hair grows,” he says. “The same way that you cleanse, moisturize, and exfoliate the rest of your skin should apply to your scalp.” Los Angeles native Iggy Rosales, hairstylist to celebs like Kali Uchis and Paris Hilton, suggests that identifying what your hair needs, today, is step one. “Do you have colored hair? Do you have breakage? Do you use heat on your hair?” he asks. “This will allow you to pick the perfect cleanser for your hair type and give you the best results.” Then, there’s the importance of cleansing without stripping. “Curly hair is in a class of its own!” says hairstylist and braid specialist Janelle Sands, an educator for CURLS (the brand that celebs like Cardi B and Doja Cat relied on for Grammy Award prep). She looks for hydrating plant-based ingredients and steers clear of sulfates because “wavy, curly, and coily hair all have one specific need: moisture.

Mirroring our current lifestyles, our hair needs are ever-evolving. Those experiencing stress-related changes may benefit from “a routine that includes a healthy hair diet, supplements, and topicals as well as nourishing, hydrating, keratin-boosting, and pH-balancing products,” says hair restoration expert Dr. Rae Lynne Kinler, noting that over 30 million women in the U.S. suffer from genetic or female-pattern hair loss, a topic driving demand for growth-stimulating actives (like TikTok’s rice water promises) and supplements like Nutrafol. According to Naeemah LaFond, Amika’s global artistic director, “reading labels and looking for shampoos with not only healing and reparative claims, but also the powerful ingredients to back those claims, is how we should always shop.” 

Below, hair experts explain the best new shampoo to consider weaving into your 2023 routine.

For Hyper-Specific Hair Solutions

Prose Custom Shampoo 

Prose’s bespoke blends are made to order—what’s fresher? At a price point that rivals off-the-rack shampoos, they develop formulas in a Paris lab, which are ultimately customized for each user to specific concerns (“like prebiotics for dry scalp, or charcoal to detox”) based on data gained from a fairly quick online survey. Sustainably harvested ingredients and a carbon-neutral environmental impact are added perks to the line that’s gaining reviews from customers seeing a change in their hair that’s “obvious right away.” 

For Dullness

Alo Glow System Shine Shampoo

Alo Yoga’s 2022 launch was a totally new category for the industry-favorite activewear brand, and designed to help all hair types shine with vitamin C-packed amla berry and multitasking avocado oil. “The fatty acid-filled avocado oil is super penetrative and won’t just sit on your stands and weigh them down,” says LaFond. “Avocado oil smooths and seals the strand, locking in the moisture that is needed for preventing breakage. When your hair is healthy, shiny, and moisturized, your styles will look better and last longer.”

Viori Hair Shampoo Bar 

It seems like everyone is talking about this shampoo bar right now. “Using rice water on your hair may be one of the latest TikTok trends, but this practice has been used to bring vitality to dull strands for ages,” says LaFond. “In an era where we are seeking the latest in innovation, I think it’s important that we look back and explore more ancient beauty practices.” Five percent of proceeds are donated to initiatives that support the Red Yao tribe’s community in the Huanglo mountains of China. An eco-forward option thanks to lighter packaging and shipping footprint, waterless shampoo ingredients work just as well when activated in the shower.

Sangre de Fruta Garden of Earthly Delights Shampoo

Sangre de Fruta’s chicly packaged shampoo pumps can be topped up with a refill pouch carrying twice as much product. Its star ingredient, camellia seed oil (also known as tsubaki seed), is believed to be a dull hair remedy. “In searching for the right hair products, it’s important to dispel the myths that surround oils in the hair,” LaFond explains. “For one, not all oils are created equal. Some oils do indeed make your hair look and feel greasy by just coating the hair shaft, but others like tsubaki seed oil, actually penetrate the cuticle and melt into the hair. Lightweight oils like this leave you with tresses that are moisturized and glossy, and not weighed down and greasy.” 

Sangre de Fruta Garden of Earthly Delights Shampoo Refill

For Everyday Use

Crown Affair The Ritual Shampoo 

Thomas and Perry both agree on Crown Affair’s Ritual Shampoo, for different reasons. Thomas points out that it works for all hair types, and “the coconut-based surfactant lifts grease and removes dirt pollution” without stripping hair’s natural moisture. Plus, its a complete sensorial experience. “I love the look of the Crown Affair packaging in my shower,” says Perry. “It’s so chic, and the scent is so light and amazing.

Crown Affair Ritual Shampoo

R+Co Bleu’s Essential Shampoo

“I’m not supposed to pick favorites, but literally the only shampoo I care about right now and that I wholeheartedly recommend for tout le monde is R+Co Bleu’s Essential Shampoo,” says Sarah Brown, Vogue alum and executive director of Violet Grey’s Violet Lab. “I use it daily (yes, I wash my hair daily) with the attendant Essential Conditioner. If my hair does not look great after that, it’s for some other reason. This shampoo is exactly what its name implies: that essential, easy, do-it-all staple that is geared across the board toward all hair types (I have fine, wavy, short hair) and delivers glossy, bouncy, hydrated hair that smells subtly great. What else do we want?”

R+Co Bleu Essential Shampoo

For Damaged 

Olaplex No.4 Bond Maintenance Shampoo

“This shampoo is my go-to for a standard wash,” says Thomas of this industry-favorite that he carries in his kit. “It works for all hair types, and ingredients like avocado and grapeseed oil will leave the hair soft and shiny.”

Olaplex No. 4 Bond Maintenance shampoo

Bumble and Bumble Bond-Building Repair Shampoo 

“A kit staple that always goes fast is my Bumble and Bumble Repair Shampoo—this is my number recommendation for combating frizz,” says Thomas, who loves its scent and pearlescent tint. “This caters to all hair types—I specialize in wigs, and this is the only shampoo that can wash all of them,” he says. “It has a honey bond-building complex that promotes elasticity, heals split ends, and prevents breakage. I actually need more of this!”

Bumble and Bumble bond-building repair shampoo

Julien Farel Jumbo Vitamin Restore

This water-activated treatment cleanses and conditions in a single step and blends skin-care ingredients like hyaluronic acid, resveratrol, and echinacea stem cell extracts into your scalp-care routine. “Restore fortifies and nurtures [the] hair, scalp, and roots,” says Farel of his signature wash. “With proprietary technology, every time you use Restore, whether your hair is oily or dry, it gives a moisturizing and volumizing effect. It also restores your hair and scalp back to the ideal pH level of 5.5, creating a healthier skin barrier for your scalp.”

Julien Farel Jumbo Vitamin Restore Shampoo

For Reactive Scalps

Jupiter Balancing Shampoo

“The key to having healthy hair strands is nourishing the scalp,” Thomas says, recommending balancing shampoos for clients with reactive, sensitive scalps. “This is also infused with zinc, which helps keep the oil glands around the hair follicles functioning properly.” 

Jupiter Balancing Shampoo

Nécessaire The Shampoo

With Sephora’s clean and planet-positive seal of approval, Nécessaire’s niacinamide and hyaluronic acid-infused wash is like skin care for the scalp that also hydrates all hair types.  Color-safe and keratin-safe, it’s designed to cleanse buildup and minimize irritation.

Ranavat Mighty Majesty Regenerative Veda⁴ Bond Repair Shampoo

After a single use, Ranavat’s ashwagandha-infused cream wash has been clinically tested and proven to improve scalp barrier function and reduce scalp redness, flakiness, and itchy irritation. Plus, it has the potential to stimulate hair growth—and shine. 

Ranavat Mighty Majesty Regenerative Veda⁴ Bond Repair Shampoo

For Gray Hair

Arey Wash Shampoo

To offer another delivery system for its clinically effective peptide designed to delay grays, Arey launched this clean shampoo. Thanks to its ability to stimulate cell production, it has the potential to benefit hair quality beyond just repigmenting early signs of graying. 

Better Not Younger Silver Lining Purple Brightening Shampoo for Grey & White Hair 

“I love Better Not Younger Silver Lining shampoo,” says Thomas. Rather than cutting brassiness with recipes for bleach blondes, “now we have a shampoo that caters just to silver and white hair tones without turning them lavender,” he says of the bamboo-infused formula, which “promotes moisture retention while helping to strengthen the hair.”

Better Not Younger Silver Lining Purple Brightening Shampoo

For Brunettes 

Matrix Dark Envy

For those test-driving the “expensive brunette” look, green shampoos can neutralize brassiness and red tones for brown hair. “This is a favorite of mine for brunettes,” says Perry of Matrix Dark Enve Color-Depositing Shampoo. “It’s kind of like bringing your colorist into the shower with you.”

Matrix Total Results Dark Envy Color-Depositing Green Shampoo

Rahua Classic Shampoo Lush Pump

For all-natural and bottled brunettes alike, Rahua’s classic formula offers a non-toxic safe zone. “I love the Rahua shampoo and conditioners for color-treated hair,” says Perry. She suggests the line for anyone in need of moisturizing color retention with ultra-natural ingredients. “I find that my clients’ hair doesn’t fade when they are using it, and it is as pure as it gets.

Image may contain: Bottle, and Shampoo

Rahua Classic Shampoo Lush Pump

For Natural Textures

Pattern Hydration Shampoo 

Tracee Ellis Ross’s fan-favorite wash uses the power of aloe, biotin, and jojoba oil to gently cleanse hair without stripping. On top of enhancing curls and coils, even wavy hair types have reported great results. 

Pattern Hydration Shampoo

Bread Beauty Supply Hair Wash

“For anyone who wants a gentle cleanse or a product with nourishing key ingredients, I highly recommend Bread Beauty Supply Gentle Milky Hair Cleanser,” says Thomas, who points out that it caters to curl patterns ranging from 3a to 4c. “This is where co-wash meets cleanser, filled with hair-loving ingredients like aloe vera, argan oil, and vitamin E.”

Beauty Beauty Supply Hair-Wash

Oribe Cleansing Cream for Moisture & Control

“Oribe’s Cleansing Cream for Moisture and Control Shampoo is by far my favorite,” says Thomas of the foam-free wash. “It smells luxurious and is great for all hair types, but the curly community will really appreciate this one because it caters to a full head of hair by boosting manageability and protection from natural elements.”

Oribe Cleansing Cream for Moisture & Control

For Dry Hair

Gisou Honey Infused Hair Wash Shampoo

With Sephora’s clean seal of approval, Gisou’s Mirsalehi honey offers dry strands a natural humectant that magnetizes and retains moisture for shinier hair. Not to mention, the brand also maintains its own bee garden in the Netherlands for an ethically-sourced star ingredient. That said, the shampoo is safe for all hair types and is made of 92% natural ingredients.

Gisou Honey Infused Hair Wash Shampoo

Monday Moisture Shampoo

“In the fall and winter, hair seems to feel drier; therefore, it’s a really good time for a moisturizing shampoo,” says Perry. Monday’s hydration-gripping recipe (thanks to hydrolyzed rice protein and coconut oil) works for frizzy and fragile types, as well as curls up to category 4. “Plus, it has the most gorgeous scent,” she says of its soft gardenia notes. 

Monday Haircare Moisture Shampoo

For Super-Fine Strands

Philip Kingsley Density Shampoo

“If you have hair issues or just wish your limp or sometimes-limp hair had a little more life, try this,” says Brown. “I swear it works. My husband, who notices very little in the shower and only likes the three things he likes, got so obsessed that he very rudely plowed through our entire bottle, so now I (we) need another.” 

Philip Kingsley Density Thickening Shampoo

Augustinus Bader The Shampoo

“My new favorite shampoo,” says Rosales. “It uses new technology developed called Trigger Factor Complex that provides nutrients to the hair and scalp. It cleanses out any impurities in the hair while keeping the hair soft and voluminous! This shampoo is great, especially if you have fine, oily hair that gets weighed down by product.” 

Augustinus Bader The Shampoo

Ouai Fine Hair Shampoo

“I figured I’d put it to the test,” says Thomas of Ouai’s Fine Hair shampoo, which now comes in a refill package that works just as well as a standalone vessel. “This shampoo is formulated to instantly increase volume at the roots, which gives you that lift after a great blow dry,” he says. “If you’re struggling with flat hair, this isn’t a permanent solution, but it’ll give your hair a fuller appearance for at least three days.”

For Thinning Hair

Vegamour GRO Revitalizing Shampoo

“This shampoo is great for everyday use,” says Thomas, who recommends its color-safe, sulfate-free recipe for anyone looking for increased density and fullness. 

Vegamour Gro Revitalizing Shampoo

Virtue Flourish Shampoo for Thinning Hair 

“Another shampoo that’s great for thin hair is the Virtue Flourish Shampoo,” says Thomas. “This alpha keratin-infused formula binds instantly to damaged strands to repair them, leaving the hair thicker and more luscious—it also stimulates growth.” Dr. Kinley confirms that a protein-rich shampoo like this can “help fortify and bond to our hair strands and bind to damage so we see less breakage, better growth, and all-around vibrancy.” 

Virtue Flourish Volumizing Keratin Shampoo

For Protective Styles

Ceremonia Papaya Scalp Scrub Shampoo

“Because the texture can last longer in between washes, I suggest washing with a clarifying shampoo after any protective style to remove all product build-up,” says Thomas. Ceremonia’s purifying whipped shampoo uses Bolivian mountain salt to exfoliate and prickly pear extracts to hydrate for a gentle clarifying option that works for multiple hair types. 

Ceremonia Papaya Scalp Scrub Shampoo

Curls Hair Under There Detox Tea Cleansing Shampoo

Celeb hairstylist Tokyo Stylez has reported that Cardi B loves the Hair Under There Collection for scalp maintenance and recovery before and after in-depth styling.“What is wonderful about this shampoo is that it is specifically formulated for protective styling,” says Sands of the clarifying, sulfate-free wash. “When I wear my braids or wigs, this is perfect for cleansing the palate after takedowns and before installs.”  

Curls Hair Under There Detox Tea Cleansing Shampoo

For Blondes

Amika Bust Your Brass Cool Blonde Repair Shampoo 

“Using Bust Your Brass Cool Blonde Repair Shampoo feels like the ultimate hair hack when you learn that you can literally hold off a bit longer before you head to the salon for a color refresh,” says LaFond. “It feels like having a custom toning formula right there in your shower.” 

Amika Bust Your Brass Blonde Purple Shampoo

Davines Heart of Glass Silkening Shampoo

“This is really exciting for me because I color a lot of blondes,” says Perry. The formula works for natural and cosmetic blondes to check the boxes. “It clarifies, brightens, and balances the hair to help illuminate all blonde shades. This shampoo is going to be my number one recommendation for all of my blondies.”

Davines Heart of Glass Silkening Shampoo



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