Written by Tenley Haraldson. Reviewed by Sean Busch.


“A lot of people think that a clean hair care line can’t perform, but that’s not the case: People don’t have to let go of things in the name of ‘clean’ – this shampoo and conditioner is proof of that.”
-Martha Lynn Kale

What Puracy Customers Wanted 

Whether through social media, direct messages, reviews, or phone calls, Puracy applies every piece of customer feedback to our product development. After poring over hundreds of reviews, we kept coming back to the same customer requests: 

  • A sulfate-free shampoo that provided clients with more time between washing 
  • A conditioner that offered a smooth and silky shine without dimethicone and silicone

It’s no secret that most people shouldn’t have to wash their hair every day. Not only does frequent washing strip hair of necessary oils, but it’s also a massive chore – especially for longer and/or color-treated hair. Therefore, our goal was to create products that allowed a 3-day, non-washing window for all hair types.

The Challenges of Creating the Best Natural Shampoo & Conditioner

Puracy for all hair types

Targeting an entire hair market is incredibly complex. That’s why most haircare companies tend to focus on single hair types (e.g. color-treated, thinning, curly). Puracy is different: We’ve always aimed to work for as many hair types as possible while providing natural formulas.

Though we weren’t totally convinced that we could meet our own high standards, it was absolutely a goal worth pursuing. That’s why our R&D team received zero cost or time constraints. 

The R&D Behind Our Puracy Shampoo & Conditioner

The 3rd formulation of Puracy Natural Shampoo and Conditioner are the culmination of six months of formula trials, advice from salon experts, and guidance from one of the most accomplished hair care chemists in the business.

Puracy shampoo natural formula

1. Maintaining Our 99.3% Plant-Based Formulas

If you look at the side of your shampoo and conditioner bottles, you’ll probably spot dimethicone (or some other type of silicone). These ingredients create a silky, frictionless texture that natural haircare products usually fail to replicate. As a company that’s committed to sustainable efforts we knew that we could produce something truly remarkable – without resorting to questionable ingredients. 

2. Real-World Testing = Real-World Insight

We wanted real-world results, so we went to experts who specifically work with “green” hair products.

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mirror mirror salon Austin texas
Mirror Mirror Salon | Austin, TX

Puracy formalized an agreement with Martha Lynn Kale, the award-winning senior stylist and owner of Austin’s Mirror Mirror. Since her talented team of stylists and beauty experts use clean, eco-friendly hair products every day, they’d be honest about what worked, what didn’t, and what they needed from a natural shampoo and conditioner. 

3. Industry Experts Gave Us the Edge on the Competition 

To gain greater insight, we went beyond our usual MIT-trained chemistry staff and consulted with a chemist from a confidential competitor (with a higher price point). Our competitor consistently ranks highly, its customers are passionate about it, and though it doesn’t have a 100% “clean” ingredient list, people are willing to make a sacrifice for performance. 

We wanted to understand how our competitor’s products were formulated and how their ingredients were utilized – then applied this understanding to our plant-based products. 

Finding the Right Balance

find the right formula

The biggest change to our formula was the key ingredient, Lexfeel N-5. This brand new, 100% plant-based texture enhancer was specifically designed to replicate the effects of dimethicone and silicone. 

But we still had to get the balance right. We began testing countless interations in the salon and didn’t stop until our natural formulas achieved everything on our checklist. Mirror Mirror staff were asked to provide feedback until there was no more feedback to give. And if the products weren’t better than earlier formations, we went straight back to the drawing board. 

The Results We’d Been Waiting For

After six months of altering and balancing our hair care ingredients, we discovered that our shampoo was a bit too clarifying. This triggered a scalp response to create more sebum, so we increased the foaming of shampoo.

natural shampoo that actually works

As soon as we made that change, we got the feedback we were waiting for: Martha Lynn’s salon was thrilled with the results and couldn’t wait to start using our natural hair products.

“Before [this reformulation], the shampoo was too clarifying and made hair feel stripped of moisture. This clarifying shampoo and smoothing conditioner are ideal partners – they’ve actually been created to use together.”
-Martha Lynn Kale

Introducing the Best Natural Shampoo & Conditioner Anywhere

Our Shampoo and Conditioner was designed for all hair types* and are both safe for dry, normal, and oily scalps. This pH-balanced haircare gently cleanses without leaving oil, static, or frizz behind.

Note: Through client feedback, our Natural Conditioner may require a slightly thicker consistency for medium-to-coarse hair types.

great results with Puracy products

“I’d recommend that people with thicker/curly hair let this conditioner formula sit for at least 5 minutes before trying to detangle. Adding a little water can also help spread the conditioner more thoroughly.”
-Natural Haircare Expert, April Kayganich

Extends the Time Between Washes 

While our shampoo’s cleansing power lasts for 3+ days between washes (even more for certain hair types), it’s also safe enough for daily use. 

Environmentally Friendly 

Unlike non-biodegradable silicone-based ingredients, our new plant-based emollient seamlessly replicates their smoothing effects. The best results take between 2-4 weeks (while hair product buildup is removed), so don’t feel disheartened if you don’t immediately see bouncy, shiny hair.

Puracy: Affordable Natural Shampoo & Conditioner That Work Beautifully

affordable natural shampoo that works

We encourage you to give this new duo a try for between 2-3 weeks to rebalance sebum production and clean away product buildup. When used together, Puracy Natural Shampoo and Conditioner offer gentle cleansing, more time between washes, and a silky, smooth shine.

As if that’s not enough, we always offer a Pure Love Guarantee. If you aren’t 100% in love with these products – for whatever reason – we’re happy to provide a full refund.