When I first discovered the dangers/effects of sulfate/parabens in shampoo, I immediately began searching for alternatives, preferably ones that were free of these toxic ingredients. After doing some searching and considering my budget, I came across this brand which seemed very promising. I looked into the few ingredients that are used in these shampoos, and was so impressed to see how clean this product really is. I started using it and reaped the benefits of the switch within the first few washes. This shampoo is super creamy and lathers very well for one that is sulfate free. I love that it cleanses the hair without stripping it, much like sulfate-based shampoos tend to do. I really enjoyed how soft and hydrated my hair felt after each wash, and I really appreciate that this shampoo doesn't trigger an overproduction of natural oil in my scalp, which happened to me constantly with the sulfate-based shampoos, as my scalp tried to replenish my skins moisture. So, with all of this being said, I love this brand and think it is a great choice for anyone opting to go sulfate free.