I have been using this shampoo continuously for a month. The damage to my hair was a combination of breakage and hair loss, most likely due to the whole series of highlights my stylist did. I wasn't expecting a miracle, but I was hoping to reduce hair loss in the shower. I think the consistency of the shampoo is normal, not at all thick and not heavy as some wrote in negative reviews. It's sulfate and paraben free, which is great, and it still lathers well. I massage it into my scalp, gather my damp hair and let it sit (like a conditioner) while I do the rest of the shower. I don't mind the taste; I don't find it too aromatic. After rinsing, I use a leave-in conditioner (also an anti-breakage formula), which I apply liberally from root to tip and comb through. I'm definitely seeing MUCH less hair on my arms and drain cap even when I go a day or two between shampoos. I love that it's plant-based, certified cruelty-free, and contains several of the same organic ingredients that you find in HSN (Hair, Skin, Nails) oral formulas. This isn't a magic potion. If you go bald, a shampoo is unlikely to cure you. This review clearly indicates that it helps **reduce** the appearance of thinning hair **due to breakage**. And it really is! By the way, my order had a code for a free bottle which I didn't receive.
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