daily shampoo 400ml
Gentle cleanse. Daily ritual.
A daily shampoo formulated to cleanse gently while sealing in moisture — leaving hair soft, smooth, and easy to comb. Powered by coconut, melon, argan, keratin, avocado and aloe with a botanical fragrance that revitalises every wash.
Three jobs. One bottle.
Gentle daily cleanse
Removes daily build-up — sweat, oil, product residue — without stripping or drying the strand.
Locks in moisture
Argan and coconut seal the cuticle so hair stays hydrated wash to wash, not just for the first hour.
Botanical lift
Fruit and plant extracts revitalise tired-looking hair — softer, smoother, easier to comb.
The actives that actually do the work.
Premium ingredients — same standards as salon brands.
Coconut
Penetrates the strand to seal in moisture and reduce protein loss between washes. Adds slip without weight.
Argan Oil
Tames flyaways, restores shine, and protects against heat damage. The Moroccan classic for a reason.
Keratin
Rebuilds the protein structure of damaged hair — softer feel, stronger strand, less breakage.
Avocado
Rich in fatty acids and vitamins A, D and E. Deep moisture for thirsty mid-lengths and ends.
Aloe Vera
Calms the scalp and balances oil production. Gentle enough for daily, sensitive enough for fragile hair.
Melon Extract
Antioxidant-rich botanical that revitalises dull, tired hair. Adds the signature fragrance you'll want to keep smelling.
Three steps. That's it.
Wet hair
Saturate from roots to ends with warm water — open the cuticle so the cleanser can do its job.
Massage in scalp first
A coin-sized amount, worked into the scalp for 30 seconds. The lather travels down the strand naturally.
Rinse, then condition
Rinse thoroughly. Follow with the Ethan Thomas Daily Conditioner for the full routine.
Salon quality, side by side.
What people actually say.
"Cleans properly without that squeaky-stripped feeling. My scalp doesn't get oily by day two, which is honestly the only test that matters."
"Smells gorgeous. Big bottle. Lasts forever. I don't know why I ever paid more for less."
"Use it with the matching conditioner — the combo is honestly better than what my hairdresser was upselling me."
