To practice what you preach must be the hardest thing to do.
At least for me.

On and on I go about the importance of ingredients, about ALWAYS reading the INCIs and knowing what is good for you, but what do I do?

I quickly browse the beauty isle of TKMaxx, spot a shampoo saying it contains no SLS (Sodium Laureth Sulfate) and without even glancing at the ingredients throw it in my basket.

Organic Surge Moisture Boost Shampoo

Risky business, I tell you!
The one to distract me from my resolutions? Organic Surges “Moisture Boost Shampoo”.

I try to stay clear from Sulfates in shampoos, partly because they reduce the longevity of coloring, but mostly because they are very stripping, withdrawing moisture from the strands and leaving them frizzy and prone to breakage.


What Organic Surge claims:
Moisture Boost Shampoo cleanses your hair and scalp without removing their natural protective oils. Grape vine extract and wheat protein combine to soften and smooth the hair while antioxidant olive leaf extract and natural moisturizers work to restore silkiness and manageability.
This gentle formula cares and protects to leave your hair feeling revitalized and healthy.
98% of the ingredients are from organic sources, not tested on animals.

Facts:
A bottle contains 250 ml and used to retail for around 17 € on Amazon. I can’t provide you with an actual link, as this specific shampoo is currently reformulated and no longer available.
The smell is a little herbal, a little sweet, but almost not noticeable, the product itself clear and quite runny.

Spot the drops…

Favorable ingredients:
– Aloe Leaf Extract: Moisturizing
– Glycerin: Moisturizing
– Hydrolyzed Wheat Extract: Strengthening, Smoothing, Moisturizing
– Olive Leaf extract: Moisturizing
– Citrus Limon Peel Extract: Brightening
– Vitis Vinifera Leaf Extract: Promotes Hair Growth
– Thymus Vulgaris Leaf Extract: Nourishing
– Foeniculum Vulgare Seed Extract: Protects from Hair Loss
– Piper Nigrum Fruit Oil: Preventing Hair Loss
– Citrus Sinensis Peel Oil: Improves Collagen production and thus hair´s strength

Unfavorable Ingredients:
– Silicones
– Limonene
– Ammonium Lauryl Sulfate (listed second from above)

Now let me quickly fill you in on Ammonium Lauryl Sulfate.
Just like Sodium Laureate Sulfate, it is a tenside, creating the foam we all love in our shampoos. It isn’t as widely known as SLS, but it is even more stripping.

Does it live up to its claims?
Technically, yes.
It has a lot of great and nourishing ingredients, and it does not contain SLS.
But as it contains ALS, as bad as SLS, I feel beguiled.
I grabbed it assuming it was Sulphate free, which it, technically, didn’t claim.
My bad.
Read the ingredient list!

Will I rebuy?
No.
After using it my hair feels intensely cleansed, almost stripped (might be my imagination), and I am looking for a gentle, non drying formula.
I will use it after I did my monthly Coconut Oil Hair Mask, as this is a little harder to remove.

Who do I recommend it to?

If, however, the new formula is truly sulphate free, I am tempted to get it again. The blend of oils is great, there are a lot of things I like on my scalp.

Have you ever been misled by a products claims?
Or are you a pro in checking the ingredient lists?