Pumped Up Volumising Shampoo is formulated without Sulphates (Sodium Lauryl Sulphate (SLS), Sodium Laureth Sulphate (SLES)) that are regularly used in conventional haircare. SLS and SLES are known to be be drying, scalp-irritating, we want to ensure you get optimum performance and result but with mild formulas. Instead, our shampoos' performance is driven by an innovative blend of botanical cleansers (surfactants) derived from coconuts* such as Cocamidopropyl Betaine, Sodium Cocoyl Methyl Isethionate, Sodium Lauroyl Sarcosinate. These mild and gentle cleansers are kind to all hair types including fine hair in need of a boost, power packed to attract surplus oil and dirt, meticulously eliminating impurities from the hair ensuring easy rinsing with water. It is important to us at Noughty we only use synthetic materials if absolutely necessary for performance, stability and safety. Pumped Up Volumising Shampoo includes a polymer that helps to create volume in hair by forming a lightweight, flexible coating around each strand, which increases the thickness and stiffness of the hair. As the hair dries, the polymer coating holds the strands apart, creating a fuller, more voluminous appearance. Furthermore, this clever ingredient has the ability to absorb moisture and expand the hair strand slightly, further enhancing the hair's body and volume. This process not only adds volume but also helps maintain the style throughout the day by providing a light, flexible hold. *source maybe changed from time to time to ensure natural resources are protected.Surfactant Chemistry: Surfactants are the primary cleansing agents in shampoo. They are molecules that have two ends: one that is attracted to water (hydrophilic) and one that is attracted to oil and grease (lipophilic or hydrophobic). When shampoo is applied to wet hair the surfactants surround the oil and dirt on your scalp and hair. The hydrophobic end of the surfactant molecule attaches to the oil, while the hydrophilic end attaches to the water. When the shampoo is rinsed out, the water pulls the surfactants along with the oil, dirt, and other impurities, leaving hair clean, conditioned and refreshed.