surface clarifying shampoo

How We Created the Best Natural Shampoo & Conditioner

Looking for affordable natural shampoo that actually works? Our haircare products require fewer washes while providing incredible manageability & shine.

What Is Cocamidopropyl Betaine? Reading How We Created the Best Natural Shampoo & Conditioner 4 minutes Next Is Puracy Cruelty-Free?

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 duo is proof of that.”

- Martha Lynn Kale

Our Goals When Creating the Best Natural Shampoo & Conditioner

Back in 2019, our R&D team was tasked with developing the best, most affordable natural shampoo and conditioner possible.

Washing your hair everyday strips hair of necessary oils – and it can also be a massive chore. We wanted a sulfate-free shampoo that provided all hair types with a 3-day, non-washing window and a plant-based conditioner formula that offered a smooth and silky shine (without dimethicone and silicone).

Natural Shampoo & Conditioner for All Hair Types

affordable natural shampoo

Targeting an entire hair market is incredibly complex. That’s why most hair care companies tend to focus on single hair types (e.g. color-treated, thinning, curly).

Puracy always aimed for our plant-based products to work on as many hair types as possible.* Safe for dry, normal, and oily scalps, this pH-balanced haircare gently cleanses without leaving oil, static, or frizz behind.

And even though 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.

natural shampoo that actually works

* “I’d recommend that people with thicker and/or 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 Hair Care Expert, April Kayganich

The Star Ingredient in Our Natural Shampoo & Conditioner

natural shampoo that actually works

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 had to produce something truly remarkable without resorting to questionable ingredients.

The biggest change to our formula was the key ingredient, Lexfeel N-5. This 100% plant-based texture enhancer and emollient seamlessly smooths and creates shine. Plus, it's biodegradable!

How Industry Experts Gave Us the Edge on the Competition

replacing silicone in shampoo formulation

Puracy wanted to understand how our biggest competitor’s products were formulated and how their ingredients were utilized. We went beyond our usual MIT-trained chemistry staff and consulted (confidentially) with one of their lead chemists to understand why:

  • the product ranks so highly and has such a passionate customer base
  • customers choose performance over a “clean” ingredient list.

Real-World Testing Provided Real-World Insight

mirror mirror austin texas

Mirror Mirror | Austin, Texas

We wanted real-world results. That's why Puracy formalized an agreement with Martha Lynn Kale, the award-winning senior stylist and owner of Austin’s Mirror Mirror. Her team of stylists and beauty experts used clean, eco-friendly hair products, so we knew they’d be honest about what worked (and what didn’t).

To get the balance right, we began testing countless iterations in the salon. After six months of altering and balancing our hair care ingredients, we discovered that our shampoo was slightly too clarifying. This triggered a scalp response to create more sebum, so we increased the foaming of shampoo, obviously without the use of sulfates.

affordable natural shampoo

As soon as we made that change, we got the feedback we were waiting for. Mirror Mirror was thrilled with the results:

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

- Martha Lynn Kale

Puracy Natural Shampoo & Conditioner Were Made for Each Other

puracy natural shampoo

When used together, Puracy Natural Shampoo and Conditioner offer gentle cleansing, a silky shine, and more time between washes.

When switching to a natural hair care regime, don't be disheartened if you don't see bouncy, shiny hair after your first use: It takes about 2-4 weeks to remove hair product buildup and regulate sebum production.

Remember that we offer a Pure Love Guarantee. That means if you aren’t 100% in love with these products – for whatever reason – we’re happy to provide a full refund.