I discovered this brand after I starting shopping at ulta about 4 months ago. I always get their shampoo/conditioner samples in my orders. For the price this shampoo is great! This shampoo is $5.99 for 12 ounces, yes its more expensive than your regular drugstore shampoo but its nicer. Also if you buy it at Ulta they have buy one get one 50% off plus you can use coupons I believe all of their products are sulfate and paraben free. This made my hair soft, great for dry, damaged, or brittle hair.