I love It's a 10 products because all their products are sulfate free. Sulfate is bad for your hair, so try to stay away from products with sulfate for your hair. What I love about this shampoo is that it smells wonderful and it lathers really nice in my hair. Makes my hair soft, shiny, and smelling good. I use only 1 pump for every time I wash my hair. I know it's a small bottle, but it lasts a while. It is on the pricey side, you can find cheaper ones at Marshalls and Tj Maxx.