People with fine, normal or flat, limp hair who want extra volume and root lift from their everyday shampoo. It's a consumer at-home product suited to all genders. It is not intended for very dry, coarse or heavily damaged hair, since milk_shake positions its separate Moisture Plus line for that need.

The reason to reach for this shampoo over a general-purpose one is the sugar-derivative and protein combination it uses instead of a heavier conditioning base: it cleans and lifts fine hair at the root without leaving the coating that makes flat hair fall flatter by evening. Pairing it with the matching Volume Solution conditioner keeps that lightweight effect intact through the rest of a wash routine.

Wet hair thoroughly, distribute the shampoo evenly and massage into the scalp and lengths, then rinse. Repeat if hair is very oily or product-heavy. Follow with milk_shake Volume Solution Volumizing Conditioner rather than a heavier moisturizing conditioner, which can reduce the volumizing effect.

Pros:

• Sugar- and protein-based volumizing formula avoids weighing hair down the way heavier moisturizing shampoos can
• Paraben-free and formulated without SLES specifically
• Hydrolyzed milk, quinoa and rice proteins are included to help hair hold body after rinsing

Cons:

• Still contains ammonium lauryl sulfate, so it isn't a true sulfate-free shampoo despite being SLES-free
• Not formulated for dry, damaged or very coarse hair; using it there can leave hair under-conditioned
• Contains hydrolyzed milk protein, an animal-derived ingredient, so this specific formula is not vegan