About the effectiveness:- Enough cleans and conditions the hair. As an added bonus, my hair looks shinier than usual. To say this is a safe color is an outright lie. It uses SLS as a surfactant. About the ingredients: - Greenwashing in all its glory! - Uses SLS as a cleanser like any other cheap shampoo. synthetic fragrances, like any other shampoo. About the company: Dove is owned by Unilever. Unilever owns Axe. Unilever tests other brands on animals, but not this one! A sad attempt to lure animal sympathizers at a higher price point than other brands. I'm also curious how it claims not to be tested on animals but doesn't include a jumping rabbit seal?
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