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Milk Shampoo is one of MooGoo's most popular products. It was originally made for a family member who had a scalp so itchy they went to bed with olive oil on their scalp and cling wrap around their head. It took MooGoo 6 months of trialling until they were able to banish the cling wrap to the kitchen for good. MooGoo combine small amounts of 5 different natural cleaners as this can be gentler on the hair than one concentrated cleanser. MooGoo chose natural cleansers that wash and foam up fairly well, although the foaming action isn’t quite as intense as it would if MooGoo used a synthetic detergent like SLS (or other common culprits that end in –fate). But MooGoo are happy to make this small trade-off to use more natural ingredients that are healthier for us and the environment. This just means a little more agitation required to build up the lather, which if you look at it another way, a great excuse for a head massage. One thing MooGoo hear a lot about shampoo is how lovely the smell is. MooGoo couldn’t agree more. For this, MooGoo sourced a Phthalate-Free Fragrant Oil so you can have beautiful smelling hair without the sensitivity. Let MooGoo know if you have any questions about shampoo and they will do their best to wash concerns away. Want to know more? Check out blog post: Debunking Shampoo for an interesting read. Made with a combination of Coconut and Glucose based cleansers Free from harsh synthetic detergents (SLS) that can dry out the hair Milk Protein helps protect hair fibres and revitalises its natural protective layer Free from Silicone-based ingredients that can build up and weigh hair down Skin Type: Dry Dermatologically tested Sodium Lauryl Sulphate (SLS) Free

Best for: Medium-to-thick hair needing gentle cleansing, nourishment, softness and improved manageability without stripping moisture. What is Amika Normcore Signature Shampoo? Amika Normcore Signature Shampoo 275ml is a nutrient-rich, sulphate-free shampoo designed to gently cleanse while leaving hair soft, nourished and manageable. Formulated with sea buckthorn, coconut acid, vitamins and antioxidants, this everyday shampoo helps maintain moisture while removing impurities. When used with Amika Normcore Signature Conditioner, the routine is clinically proven to leave hair 7 times more conditioned, making it an ideal choice for maintaining healthy-looking, soft and shiny hair. Who is it best for? Ideal for medium-to-thick hair types seeking everyday nourishment and gentle cleansing. Particularly suitable for anyone experiencing hair that feels dry, rough or lacking softness. Its colour-safe formula is also suitable for colour-treated and chemically treated hair. What problem does it solve? Amika Normcore Signature Shampoo helps cleanse hair without stripping away essential moisture. Its nourishing formula addresses hair that feels dry or difficult to manage, leaving it feeling cleaner, softer and more conditioned. Benefits Gentle Cleansing: 94% of participants agreed that the shampoo gently cleanses without stripping moisture in a consumer at-home test. 7 Times More Conditioned Hair: Clinically proven when using Normcore Shampoo and Conditioner together as a system. Nourishing Formula: Packed with vitamins and antioxidants to support soft, healthy-looking hair. Improved Softness: Helps leave medium-to-thick hair feeling softer and more manageable. Moisture-Friendly Cleansing: Removes impurities while helping maintain hair moisture. Colour Safe: Suitable for colour-treated and chemically treated hair. Vegan Formula: Certified vegan, cruelty-free and free from sulphates, parabens, phthalates, silicones and mineral oil. Key Ingredients Sea Buckthorn: Rich in omega-7