It's A 10
Store & Pickup Availability
How to Use
Shipping & Coupon Restrictions
Rated 4.36 out of 5 stars
I love this shampoo! I purchased this product because I wanted to keep my hair healthy and devoid of split ends after getting it cut short. This shampoo has certainly delivered! My hair feels SO soft, and it's shinier than ever before. It smells great. I have not had any problems with lather. I actually find it lathers quite well compared to other sulfate free shampoos I have used in the past. I was a little scared to switch shampoos, because I have terrible skin allergies and I never know what is going to set them off, but I haven't had any allergic reaction, and I've been using this product for 2 or 3 weeks now. I definitely recommend this product. It is well worth the higher price!
I honestly wanted to Love this shampoo reading all the great reviews and i love it's a 10 products, the leave in treatments and their deep conditioner are staples in my hair routine!!! Thought the shampoo was going to be just as amazing but for me and my hair it was the total opposite. It left my ends dry and weird frizzy and my scalp was SUPER greasy it felt horribly heavy and as if i poured straight oil on my scalp after my shower.. I wanted to think it wasn't the shampoo and gave it a few chances but it was and i am so sad i really wanted it to work.. i washed my hair with my Bumble and bumble shampoo and it was super clean and as always felt so nice then tried the it's a 10 again next time i washed my hair and nope it is definitely the shampoo... but just as it has good reviews it must be because it works for others, it's a 10 has great products and i am sure this shampoo works wonders but unfortunately it didn't for me.
AJC from Arlington, VA
I was curious why my Keratin-treated hair didn't love this and my hair would always be sticky... After a bit of digging learned that Sodium C14-16 is basically organically derived Salt. Salt is salt whether it's from so I think I'm going to stick with Theorie and Living Proof. :-(
Too bad I love the smell of this
Sandi from Arizona
I love how much stronger my hair has gotten, very little breakage and few split end. Just soft managable hair.
Cassie from North Carolina
This stuff is amazing!!!!! Literally feels like silk. Lathers so good, a Little goes a long way. And I got it on sale. I was skeptical 🤨but I was blown away🤯 just give it a tray, you will love it. Js🤷🏻♀️
Liz from Oxnard
I bought this shampoo because I have the miracle leave in treatment that I use on a daily basis and I Lovee it !! ! And I have to say I'm disappointed in this shampoo! It left my hair all tangeled and dry ! I don't recommend ! And the conditioner was really bad too and It had a strong Flowerysmell was very disappointing If you're willing to spend this kind of money you're better off buying pureology shampoo!
Jax from Oak island, NC
I really wasn't at store
To buy anything. My friend was
, but said lemme try this. My hair is about to my butt, and I have a LOT of hair. I only wash every 2-3 days. Hasn't been color treated in 2 years. With other shampoo n conditioners I need a lot. Not this! I Used maybe a quarter sized amount and was pleasantly surprised that was enough. Same with conditioner! Started at ends and worked way up to mid and then just enough to roots so I can run a comb through it. I'll definitely buy this again
Shay from Virginia
I used to just use the Suave Keratin and moroccan oil shampoo/ conditioner for color treated hair. They quit selling the color treated versions, which is lower in sulfate, so I started using the regular suave with high sulfates. Sulfates are horrible for your hair, especially if it is color/ bleach treated and my hair ends had completely dried out. Most shampoos could not clean out my roots without drying my hair out.
My hair is fine in texture, but thick in that there is a lot of hair, so it is very easily tangled. I tried many different redken sets to no avail. I recently bought It's a 10 shampoo and conditioner with Keratin. The conditioner didn't really do anything for me, and at first I shampooed, conditioned, and though it was still better than my redken experience, it still left a few slightly greasy spots in the back of my head.
I started using Hask Keratin deep conditioning hair mask before shampooing, which has also really helped as far as my ends and detangling goes, but realized that I needed to shampoo a little after.
Any shampoo that does not have sulfate is far better for your hair, but does not lather well. This brand of shampoo actually lathers much better than redken, or my attempt to use formulate and other non-sulfate shampoos. This is pretty important for those of us with thick hair that is easily tangled.
One tip if helpful: instead of lathering starting from the top and running my fingers through the back of my head and the underneath layers, I had to add a seperate pump or two to the underneath of the back and scrub up. For those that try this shampoo once and thought that it left some oil/ grease, try this and shampoo after conditioning. Once I changed this part of the routine, my hair finally felt clean AND hydrated!!!!
I have hardly had to brush my hair after using this shampoo. Another unexpected benefit is that I can now go up to three(!!!) days of not washing my hair and it still feels as clean as the first day.
Sam from Honolulu, HI
I'm Asian with coarse and VERY volumized hair (I HAVE A LOT OF HAIR & IT'S NOT STRAIGHT). I usually use Morrocanoil hydration shampoo & conditioner (RECOMMEND), but I wanted to try this line just to switch it up a little. The shampoo and conditioner do NOT have any scent, which is disappointing. The next day, my scalp was oily, and the conditioner left mid-to-ends hella dry. I usually wash my hair every other day or every 2 days. So junk!!
It's a 10! from Wisconsin
I have wavy/curly hair and this product makes my hair feel soft immediately when i apply it to my hair.I have never had a shampoo like this before. I definitely recommend if you have wavy and curly hair! The conditioner worked amazing too FYI!!
Taylor from Houston, Texas
Let me begin by saying my hair is naturally wavy, medium-thick, prone to damage (heat & color), somewhat frizzy, dry & dry scalp. I highly recommendED and even had friends and family buy as well, but my theory is my hair got used to the formula and I can no longer revive it with this product. I am extremely sad because at one point it left my hair was so shiny and had a beautiful wave to it. I have been using this specific bottle for about 4-5 33oz bottles. So I've used quite a lot. When I first transitioned from the regular It's a 10 shampoo (it began to dry out my hair) to this one, I loved it! However, within the last year or so I have noticed my hair has began to get the same dry/dull feeling and split ends like I did when I was using my cheaper shampoos. I also use It's a 10 conditioner and leave in conditioner every time I wash my hair (2-3 times/week). For the price of the shampoo, I expect it to look like it did when I first started using it. I am afraid to use anything else, but for the results this one has given me recently, it's worth the risk. I can speak for both sides when I say this product WAS worth more than 5 stars and also a 3 star product (simply because the price, if it was cheaper it would get a higher rating).
Katie from New York City
I've been using this shampoo for years and it have transformed my hair and scalp! If it go back to using any other product, my hair becomes try and my scalp flakey. I love the entire Keratin line from It's a Ten! Definitely recommend.
Reo from Stl
This shampoo makes my hair fall out in handfuls both in the shower and throughout the day. My hair gets a mushy, waxy feeling while using this, then is extremely tangled after it's rinsed out. Using conditioner afterward makes zero difference. It does make my hair look smoother once it dries.
Volumizingpossibilities from Fresno, Ca
I really expected miracles from this shampoo since it's other products work so great. Unfortunately I did not get the same effect from this product. It does not lather in your hair at all making me feel as if it's not doing anything. After I use it I literally go in a second time just because I feel it didn't do it's cleaning job. I feel like my hair is use like dried up grass after I use it like it does nothing for me. The conditioner works great and I had no doubts about that but the shampoo needs some tweaks here and there. I ignored the other bad reviews and jumped on this product but the other reviews were spot on about the losses this product has. Not for me
Petunia50 from Wa state
Simone from Winter Garden, FL
My hair got too heavy.
Laner from California
I didn't get the same feel as I did the silk. This one didn't make my hair as soft as the silk did. Will be switching when I'm done with the keratin. Maybe it depends on the type of hair you have?
Eve from Americus, GA
Use this product to soften hair and hold the color longer.
Teacherjan from Mount Laurel NJ
I use this shampoo every other day and find it keeps my hair soft and manageable. Ulta offered a great price for the large size, so it was a no brainer to purchase it/
Ulta Junky from Indianapolis, IN
I love the It's a 10 spray and think the world of it so I figured why not expand and try more of the line. I typically use purology but needed something more cost efficient for now. I have really thick hair no matter how much my hair stylist tries to take out. It's hard for me to get something that thoroughly clean it all without using a lot of expensive product. I got this on the liter sale and think it does a good job.
Les from Texas
After using this for 2 weeks, I noticed my hair started shedding more than usual. I wanted to love this shampoo and conditioner so bad, but unfortunately it is a no from me. This combo left my long hair so tangled it was a battle to detangle every time I washed.
Nikki from Tinton Falls, NJ
I heard so many good things about this brand so I purchased both the shampoo & conditioner. I will never purchase again. I barely lathers & it just made my hair all tangled. The conditioner making those tangles worse. I gave it one star bc the smell is very pleasant & after I lost clumps of hair just trying to get all the tangles out it did feel extremely smooth. Definitely not what I expected from a Shampoo especially at this price point. Have had way better from more affordable shampoos. Back to my L'oreal for now.
🌻 from 😇
My hair has been dry due to bleaching (lightening) it, so I needed something that would help with that. I thought this would end up drying my hair due to too much keratin, but that was not the case. It kept my hair looking soft and healthy. This shampoo claims to be sulfate free, which it is because it hasn't stripped my colored hair. It does not contain sodium laureth/lauryl sulfate, which is the most damaging to color treated hair. The other ingredients sound like they are sulfates, but they are not. My sister is really picky with her shampoos, but after she tried this one, she bought another bottle for herself! She also has colored hair. A bit pricey, but worth it. Just buy it a bit cheaper from the Ulta liter sale.
Cyn from Boston
I have thick curly hair, that I either pull back into a bun or take the time to blow dry and straighten. So I have been looking for a shampoo and conditioner that had keratin in it to help smooth and protect my hair. So far I really like this shampoo as well as the conditioner that goes along with it. The shampoo didn't tangle my hair and left it feeling soft and clean. The conditioner left my hair so silky. It also smells really good. Definitely worth a try. The good thing about Ulta is you can always return or exchange if it doesn't work for you !
Renee from Menifee
I would like to know why this is advertised as Sulfate Free, but Sulfate is listed as the 3rd ingredient. That is pretty much fraud and false advertising. Please enlighten me.
Bug from GEORGIA
Not for fine hair. My hair has not responded well. Feels and looks dryer. And it stains - the shower liner, my white towels, everything. Threw it all away.
Alex from Miami, FL
The combo of this and the conditioner is AMAZING. First time I've used this and my hair feels and looks amazing!! Don't doubt it just try for yourself! You will not be disappointed