I bought this on a recommendation from my mother, who has been using it for years on her brunette colored hair. I was worried at first because it contained sulfites, but the sulfate-free shampoo I was using (giovanni 2chic moist) wasn't giving me the results I wanted; my hair seemed brittle and dry on the ends with product buildup on the scalp at the same time! I noticed no color preserving benefits with giovanni, so I tried John Frieda Radiant Red which COMPLETELY STRIPPED MY COLOR it was bad. And so when this went on sale, I bought both liters of the shampoo and conditioner. From the first use I noticed my hair to be silkier, shinier and the color actually was enhanced because of it! I didn't need to use a hair serum on my ends because it was so conditioned. I have had minimal fallout of my color, hardly any compared to the last two; using it nearly every day, and I have had my hair look fresh for 3 weeks without having to touchup! Once I switched to this shampoo, I have gotten nonstop compliments on my color. Needless to say, this is now my go-to shampoo and conditioner, and will be rebuying when I run out! I'm assuming there are less sulfates in this, as there is a coconut based cleanser as the third ingredient. I presume they include sulfates to lessen buildup on the hair, but the low ph keeps it from stripping! Don't be scared this stuff is awesome!