Do You Really Need to Switch to a Sulfate-Free Shampoo? Here's the Truth (2025)

A GH Beauty Award winner, this strengthening shampoo from Joico earned top testing scores for making hair feel stronger, clean, more manageable, gentle on color and adding volume and fullness. “I genuinely feel like my hair is so much healthier after using this product for only a few weeks,” one tester said. “My hair feels stronger, looks stronger, it’s shinier and just all-around in better condition.”

Just note that some didn’t like how much it lathered during shampooing and thought that rinsing hair took a while.

Not only does this Aveeno shampoo offer the best bang for your buck, it also packs the soothing power of oatmeal extract, the brand’s hero ingredient, to help calm the scalp. Even though it’s sulfate-free, it lathers well. It feels fresh on the scalp, thanks to the inclusion of peppermint and rosemary oils and has a crisp fragrance.

“My hair feels clean and cared for after use,” says GH Institute Contributing Product Reviews Analyst Lynn Redmile. But some shoppers said it left their hair limp and flat.

Nabbing the best overall spot for color protecting by our Beauty Lab, this pick earned the top score for color fade resistance and easy combing of hair. It also had the second best score for making hair color last longer and conditioning. Testers reported soft, shiny and clean hair, with color looking richer.

“I feel that these products did help my hair color to last longer as it did not start to fade after a few washes,” a tester said. Another shared, “I liked how these products worked for my hair. They made my hair feel clean, but still soft and hydrated. The smell was pleasant as well!”

To restore smoothness and strengthen from within, this GH Beauty Awards winner fills holes and cracks in the outer cuticle layer, according to the brand. It also prevents frizz, even in high humidity. “My hair was sleek and shiny but a bit flat; my daughter's thicker and denser hair was amazing — silky, smooth, shiny and easy to comb through. [It] was a refreshing change,” says GH Beauty Lab Director Sabina Wizemann. “The experience was pleasant, the shampoo itself was silky in texture and it rinsed quickly.”

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Gentle yet effective, this clarifying shampoo removes product buildup, excess oil and environmental impurities for strands that are shinier, more voluminous and softer. Olaplex is known for its reparative formulas, and this shampoo contains their patented hero ingredients, bis-aminopropyl diglycol dimaleate, which helps repair damaged hair bonds.

“Pricey but honestly very worth it,” one Amazon reviewer said. "It is extremely cleansing without having to agitate the scalp/ hair too much, and it does not feel stripping. My hair is soft and has a nice shine to it after each use. As a kinky-haired girl, I can say that this has proven very worthy of my 4C hair texture.” However, another Amazon shopper with thin hair said it was too drying.

Pattern is the brainchild of actress and former GH cover star Tracee Ellis Ross. Specifically formulated for curly hair, particularly 3B through 4C hair types, this creamy, gentle formula contains biotin and 10 oils to nourish, including coconut, olive, avocado and sweet almond oils. It lathers to remove buildup, excess oils and dirt without stripping.

“The shampoo was rich and creamy, and my hair loved it,” an Amazon reviewer said. “It was like a fresh drink of water. My hair was also effortless to detangle.” Just keep in mind that those with finer hair may find the formula too heavy.

Pureology's formula performed well in our GH Beauty Lab's conditioning tests. Per the brand, it features two key ingredients, keravis, a strengthening complex and golden marula oil hair to help support a healthy scalp and softer hair.

“I liked the way my hair felt light after washing. Usually, it feels tangled and very coarse, but this time it did not. The hair is definitely smoother and shinier,” reported one tester.

“When blow drying, I found it easier to style, and hair was more manageable, but I did not notice volume,” said another tester.

Do good for your hair and the planet with this Aveda shampoo that was a winner in our very first Sustainable Packaging Awards and won accolades from our judges for its bottle made of recycled plastic and for not having any secondary packaging. We also like that you can recycle the press-caps at the curb and that the design lets it dispense the right amount of product so you won’t use too much.

The shampoo is formulated with the uplifting scent of rosemary and mint, leaving hair feeling refreshed and squeaky clean. “I love this clarifying shampoo!” an Amazon shopper shared. “The mint makes your scalp tingle as if you were in a cool breeze, the rosemary gives hair shine and smell. Great product also for super clean hair. Goodbye buildup!” But some shoppers said it left their hair dry.

Treat your hair to Oribe's luxurious nourishing shampoo. It’s a “worth-it splurge for its incredible silkening effects," says GH Senior Beauty & Style Director April Franzino. The iconic fragrance of the Oribe brand leaves strands as if spritzed with “a rich, amber-y high-end fragrance," she raves.

The reparative formula works to clarify and hydrate, helping damaged hair. It contains biotin to strengthen strands, amino acids for moisture, argan oil for hydration and to fight frizz and maracuja oil sourced from passion fruit to replenish hair’s natural moisture.

Additionally, shampoos are assessed by consumer testers across the country with a range of hair types. They are first label-masked to remove brand bias before being used in testers' at-home hair routine. Consumers evaluate shampoos based on their performance, including how well they cleanse hair, how they make hair look and feel, and ease of use, including how they dispense, lather, and rinse, as well as irritation level and other factors.

Both sets of data are collated to decide the best shampoo formulas, collecting thousands of data points in total.

✔️ Shop by your hair type. “Look for claims on the packaging that speak to your hair’s needs, such as moisturizing and nourishing for dry hair, clarifying for oily hair, volumizing for limp hair and so on,” Butler says.

✔️ Consider skipping fragrance. “If you’re going to be picky about the shampoo and avoid sulfates, you may also want to avoid fragrances,” Dr. Kobets says, because they can be harsh on sensitive scalps.

The GH Beauty Lab has decades of experience testing the best shampoos and hair products. Good Housekeeping Institute Beauty Lab Reviews Analyst Chiara Butler has researched, tested and evaluated thousands of beauty products, and reviewed this story for accuracy.

Celia Shatzman has two decades of experience researching, writing and editing hair-related content. We also consulted Kseniya Kobets, M.D., the director of Cosmetic Dermatology at Montefiore Einstein Advanced Care, for her expertise on sulfate-free shampoos.