Rated 3.99 out of 5 stars
Most Helpful Positive Review Holy Grail
After having moved from desert heat, to humid wasteland, and then on to winter wonderland, my hair was going through the seven stages of grief in less than a three year timeframe.
When I lived in Nevada, my hair never had problems before, and took to nearly any and all products I introduced it to (with the exception of Herbal Essences, for some reason?). It wasn't until I moved to Texas that I decided to switch to Organix/OGX when I noticed my hair was flat and drying out. As it would turn out, after having using OGX with no change for nearly two years, I was devastated to find out that the harsh winters of Michigan took their own toll on my hair. Not only was my hair dull, lusterless, and dry... now I had dry scalp issues (flakes, but not dandruff) AND my hair was *FALLING OUT*! I was now pulling out a neat little palm full of hair after every shower, and my hair was thinning and simply NOT growing back! And my hair has -always- been notorious for being thick, full, course, and strong. This was just unacceptable.
Then, out of the blue, my sister-in-law gifted me four packets from 'It's a Ten' products; two shampoos and two conditioners. I used them on a whim, because why the heck not? And it saved my hair... on the FIRST. USE.
My hair was soft, detangled smoothly, was radiant, nourished my scalp, and somehow gave hydration back to my hair. It was as if I had just washed my hair with unicorn tears.
The shampoo alone was gentle, moisturizing, and smooth. It doesn't lather, because it has no sulfates. It doesn't leave behind any residue, because it's smooth and absorbs into the hair. It smells distinctly like my grandma's old perfume, but I will take it if it repairs my hair. And it did.
It touts aloe, vitamin E, and keratin in it... and it shows. It has done the unthinkable and saved my hair. And I couldn't be happier.
Most Helpful Critical Review Not all that!
I highly recommend that the product is purchased from a salon! I bought my first bottle at Kroger and it was water. I purchased the second bottle (very next day) and it was the right consistency. YAY! Shampoo lathered well and the conditioner smelled amazing. However, on my naturally straight and untouched hair, it dried it out and made my scalp itchy. I have zero chemicals in my hair; no bleach, color, or waves, and this made my hair frizzy and my fly aways could predict the weather. I am sure it works well on other hair types, just now mine. I recommend a trial and you decide.
Reviewed by 153 customers I have already orders the larger size.
"Guns" from West Bloomfield, Michigan.
This product delivers according to its claim, when it comes to moisturizing it has raised the game!
Not Great for Fine Hair
Erin from Portland, ME
I have a thick head of fine, straight hair. I've used (and loved) the leave-in conditioner from this brand for a few years now, so I thought I'd give this shampoo and conditioner a try. It has a nice smell and texture, but doesn't lather all that well. My ends were soft and shiny for the first day or two when combined with the miracle daily conditioner. However, I don't think this shampoo was cleansing enough for my fine hair -- I had a lot of build up after just a couple of washes. I would probably recommend this for other hair types that are less susceptible to oil and build up, but if you have fine hair like me, I'd probably find something else.
Fine hair stay away!!
Dani from Nevada
I was so surprised at my results with this profit to. Their leave in conditioners work wonders, but this was the complete opposite. Not only did it leave my hair greasy and heavy, but it started to thin or my hair!! And I already have fine hair so I loosing even more hair made me freak out. As soon I switched shampoos I noticed less hair fall out right after the first use. Never using this shampoo again.
It's all I will use.
Sheree from Sheree The Nurse
It makes my hair shiny and soft .
Worth the money
DawnP from Point Pleasant NJ
Best Shampoo I have ever used,also most expensive but worth it!
Do not buy this product
Cassie from MA
I bought this product because I wanted to try something different as I have been using Living proof products for years and wanted a little bit of a change up. HUGE MISTAKE.
The shampoo does not lather into hair, made my hair greasy and my scalp itchy & flaky (I had to use dry shampoo right after I dried my hair, the grease was unbearable.)
Like putting gel in your hair
Monica from Louisville
I have been a loyal it's a 10 consumer for 15 years and this was the first time trying this shampoo and it is awful!!!! It provides zero moisture for my hair and doesn't lather in the slightest. Will not big again.
Never again. Thinned hair.
Robin from Maine
I thought I had an illness the way it thinned my hair. Never again. Horrible. Made my hair thin, lifeless and dry. I have blonde, fine hair and it made me look like I was sick. Yuk!!
Keeps my color longer
ElEcTra from Nonya
It isn't as susdsey as most shampoos which may turn some people off but it's my holy grail. Keeps my color fresh looking longer and hair feels clean 🧼
I love this product! Will use often! Good find!
It's a 10!! from Knoxville, Tennessee
Love the way it feels!
Not sulfate free
Melissa from San Diego, Ca
Both sodium coco sulfate and SLS are synthetic detergents and should never be part of any natural cleanser. Natural products that are kind to your skin, and environmentally friendly, will not contain lauryl sulfate, laureth sulfate, coco sulfate or any of the long list of other synthetic detergents. --when you look up in the google machine what "sodium coco sulfate" is.
Here is the description advertise on this website - "It's a 10 Miracle Moisture Shampoo - a sulfate free formula. Effective and intensely moisturizing, with a cleansing formula that is mild enough to safely use on even the most delicate color-treated hair. From the very first wash, hair is smoother, less damaged, and is visibly more bouncy and full of body. Key Ingredients: Vitamin C, sunflower seed extract, acai extract, ginger extract, pomegranate extract, Tahitian noni extract, moringa extract, aloe vera, rooibos tea extract, comfrey extract."
Here are the ingredients listed on this website: Water (Aqua), Sodium Cocoyl Isethionate, Cetearyl Alcohol, Sodium Coco Sulfate, Sodium Methyl Cocoyl Taurate, Cocamidopropyl Betaine, Stearamidopropyl Dimethylamine, Euterpe Oleracea (Acai Fruit) Extract, Glycerin, Morinda Citrifolia (Noni Fruit) Seed Oil, Moringa Oleifera Seed Extract, Tetrasodium EDTA, Sodium Ascorbyl Phosphate (Vitamin C), Symphytum Officinale (Comfrey) Leaf Extract, Butylene Glycol, Ascorbyl Palmitate (Vitamin C), Helianthus Annuus Seed Extract (Sunflower), Polyquaternium 10, Punica Granatum Fruit Juice, Aloe Vera (Aloe Barbadensis) Leaf Juice, Aspalathus Linearis (Rooibos/Red Tea) Leaf Extract, Zingiber Officinale (Ginger) Root Extract (Ginger), Methylparaben, Propylparaben, Diazolidinyl Urea, Caramel, Citric Acid, Linalool, Geraniol, Fragrance (Parfum).
Sodium Coco Sulfate, according to this website is the 4th ingredient.
Like putting glue in my hair
Jennifer from Minneapolis
I'm so shocked at my experience with this shampoo after reading all the glowing reviews all over the web. It lathered beautifully in my hands and when I put it in my hair -poof- it disappeared. It was as if I just had water in my hair. I continued to try to massage my scalp and my hair just tangled and stuck together. I added a bit more water to see if I could get the lather to spring up again - I'm a sulfate-free veteran - and it was useless. I grabbed another dollop of shampoo to cleanse the back half of my hair - since the original dollop didn't make it past my crown before it disappeared and same. thing. happened. Gone. And a tangled matted mess. What the heck? This product had NO slip to it. I have fine, medium density naturally straight hair that has so much natural slipperiness that it's tough to keep it in a curling iron. The conditioner improved it a bit that I could at least somewhat finger comb the matted mess.Ultimately, it was the leave in that made my hair somewhat normal. The leave in and the serum I will keep - they are fantastic! The shampoo and it's corresponding conditioner? They're going back immediately.
JMichelle from Alexandria, La
I have long, thick, naturally curly hair & I love the It's a 10 Leave in Conditioner so I was super excited to use this Shampoo as well as the Miracle Moisture Conditioner. These products smell great, made my hair soft and shiny. But....it made my head itch so bad & gave me horrible flakes! I read several reviews with the same reports of itching & flakes but I was so hoping that wouldn't be my story. I love trying different products & was so sure this would help my damaged hair which it did but I cannot stand the itching/flaking so I will be returning this to Ulta!
Kris from South Carolina
I have never used a sulfate free shampoo, when I have I did not like that it did not lather the way I am accustomed too. So I of course would quit using it basically two days after. I decided to just take the leap of faith and give it a try until the end of the bottle with this brand. I already use the Its a 10 Miracle leave in treatment, so I did have high hopes. The shampoo and conditioner met my expectations as well. I did have to do some research into how sulfate shampoos actually work and how to get the most out of the product. After the learning curb and getting use to not having a big bubbly mess on top of my head, I fell in love! You just need to use more water to spread it evenly with sulfate free shampoos! My hair has NEVER looked better. It is more manageable, soft and moisturized, controls my oil productions and I can now go longer in between washes. Plus, I have notice that my color treated hair looks more vibrant. The color does not look dull and my hair shines! I love it :D. I will NEVER go back to shampoos that lather and strip your hair of natural oils.
Superb product. I got it at a really good price.
DPW from Portland Oregon
Works so well I only need to use it twice a week.
Absolutely! This shampoo is fabulous!
Kittyk from SA TX
I have no complaints
Great shampoo! Soothes my curly, damaged hair!
Bacon Bohemian from Ventura County
Love everything about this shampoo. Paired it with the conditioner. I straighten my hair and with this shampoo , I am able to go 5-6 days between washes.
Wish I discovered it sooner!
Mel from West Palm, FL
Im absolutely in love with Its a 10 miracle moisture shampoo and conditioner. I first tried a sample of the product and loved the way it made my hair look and feel, it adds body and shine and make your hair look very healthy. I was a bit reluctant though to purchase because it's a bit pricey, but after I finished my sample and back to my usual shampoo by Redken, I immediately noticed a huge difference, my hair started looking limp and dry again. That's when I decided to splurge and buy Its a 10 and I'm so happy I did, my hair never looked better!
This is a great product!
Mrs.Mod from Grandville, MI
I use this shampoo every morning. It cleans really well without drying out my hair.
Love this shampoo ! Using daily along with Its a 10 leave in
Dressdoc from Burlington NC
Use daily or weekly . Works great even with hard water !
Ten Moracle Shampoo
Kat fun from San Antonio TX
Great Shampoo! Does everything it says! Have no cons to show!
Do not buy !
Emily from Maryland
I have wavy hair and it made my hair look greasy and also made my hair extremely dry and itchy
not this one
nl from sacramento
This version of It's a 10 left my hair heavy and oily.
I will never buy this product again.
Brit from Brownsville, TX
This product was a waste of money. I didn't return it since I already used it.
10is a WIN!
Gee from DeKalb, Illinois
My go to shampoo.