This shampoo is aimed at people with dry, damaged, color-treated, or brittle hair looking for a gentler daily cleanser that also delivers keratin protein. Because It's a 10 itself warns that fragile or highly bleached hair can become more prone to snapping with overuse of keratin-based products, it's best suited to moderately damaged or color-treated hair rather than extremely over-processed or chemically fragile strands, which may do better alternating with a non-keratin shampoo.

Damaged or color-treated hair is often caught between shampoos that clean effectively but strip color and moisture, and heavier ones that leave residue behind. This shampoo's sulfate-free isethionate base is designed to cleanse without the harsh strip of a traditional sulfate detergent, while the added keratin and keratin amino acids work to reinforce strand strength with every wash rather than just providing slip.

Apply to fully wet hair, working the shampoo through with flat hands rather than scrubbing, which helps minimize tangling. Rinse thoroughly with warm water. Follow with It's a 10 Miracle Conditioner Plus Keratin as part of the regular wash routine.

Pros:

• Genuinely sulfate-free — no sodium lauryl or laureth sulfate in the formula, gentler for daily washing
• Hydrolyzed keratin and keratin amino acids reinforce strands rather than just coating them
• Amodimethicone conditioning agent adds smoothness and shine during the wash itself

Cons:

• The brand's own warning: overuse of keratin-based formulas can make already fragile or heavily bleached hair more prone to snapping
• Contains fragrance and preservative components (including methylchloroisothiazolinone/methylisothiazolinone) that can irritate sensitive scalps
• Gentle, non-clarifying formula, so heavy styling-product buildup may need an occasional separate clarifying wash