Hydrate Shampoo is Pureology's best-known moisture shampoo for dry, color-treated hair: a sulfate-free, vegan formula with conditioning silicones and polymers, hydrolyzed plant proteins and green tea extract. Ulta lists it for normal to thick hair and says the concentrated formula gives 75 or more washes per bottle. Wavy and curly Reddit users with dry or dyed hair call it a favorite, while some with fine waves switched away for more volume. It is expensive up front, and one YouTube reviewer disliked its minty scent.

Best for

Dry, color-treated hair of normal to thick texture
Vivid or bleached hair that needs a gentle, moisturizing wash
Pairing with the matching Hydrate conditioner

What we love

Sulfate-free and vegan
Rich moisture for dry, color-treated hair
Concentrated: Ulta says a bottle lasts 75+ washes
Widely available at Ulta and salons

Worth knowing

Expensive up front
Silicones and polymers can weigh down fine waves
Contains MCI/MI preservatives and fragrance

How it scored

The breakdown.

Five factors, weighted for formulas. Here’s our working.

7.5Good

Beauty score out of 10. Brands can’t pay for placement — ever.

Results30%7.9
Reddit users with dry, curly or vividly dyed hair credit it with softer, better-behaved hair, though fine-haired users report more wave and volume after switching away.
Formula & ingredients20%7.3
Gentle sulfate-free cleansers with silicones, polymers and hydrolyzed proteins suit dry hair; it also contains MCI/MI preservatives and benzophenone-4.
Texture & experience15%7.6
Creators praise its moisture, but one disliked the minty scent and fine waves can feel weighed down.
Value20%6.8
At $39 for 9 fl oz it is pricey, partly offset by Ulta's claim of 75+ washes per bottle from the concentrated formula.
Community love15%7.9
A long-running salon favorite that wavy, curly and color-treated Reddit users still recommend, with honest reports of fine hair doing better elsewhere.

Beauty profile

Inside the bottle.

Texture

Rich, concentrated sulfate-free shampoo; Ulta says one bottle gives 75+ washes

Format

Shampoo

Fragrance

Contains fragrance

Size

9 fl oz / 266 ml

Key ingredients

Ingredient encyclopedia →

What’s in it: Sulfate-free isethionate and sulfosuccinate cleansers with amodimethicone and polyquaternium conditioners, hydrolyzed wheat and soy proteins, and green tea, rose and aloe extracts; Ulta's key-ingredient list also names jojoba and sage.

How to use

Apply a dime-sized amount to wet hair at the scalp, lather and work down to the ends, then rinse; repeat for extra cleansing.

Free from (brand-stated)

SLS/SLES sulfates
parabens
formaldehyde-releasing agents
phthalates
mineral oil

Claims & certifications

Vegan
Sulfate-free
Paraben-free

Full ingredient list (INCI)62 ingredients · key actives highlighted · as listed by the brand

Aqua/Water/Eau,
Sodium Cocoyl Isethionate,
Disodium Laureth,
Sulfosuccinate,
Sodium Lauryl Sulfoacetate,
Sodium Lauroyl,
Sarcosinat,
Glycol Distearate,
Cocamidopropyl Betaine,
Glycereth-26,
Decyl Glucoside,
Coconut Acid,
Sodium Hydroxide,
Sodium Isethionate,
Parfum/Fragrance,
Citric Acid,
Ppg-5-Ceteth-20,
Divinyldimethicone/Dimethicone Copolymer,
Sodium Chloride,
Polyquaternium-7,
Amodimethicone,
Coco-Betaine,
Polyquaternium-10,
Propylene Glycol,
Peg-55 Propylene Glycol Oleate,
Linalool,
Carbomer,
C11-15 Pareth-7,
Benzoic Acid,
Laureth-9,
Butylene Glycol,
Glycerin,
Limonene,
Geraniol,
Tocopherol,
Benzyl Alcohol,
Trideceth-12,
Salicylic Acid,
Sodium Benzoate,
Helianthus Annuus Seed Extract/Sunflower Seed Extract,
Magnesium Nitrate,
C12-13 Pareth-23,
C12-13 Pareth-3,
Benzophenone-4,
Tetrasodium Edta,
Phenoxyethanol,
Hydroxypropyltrimonium Hydrolyzed Wheat Protein,
Wheat Amino Acids,
Hydrolyzed Vegetable Protein Pg-Propyl Silanetriol,
Ci 60730/Ext. Violet 2,
Methylchloroisothiazolinone,
Hydrolyzed Soy Protein,
Sorbic Acid,
Magnesium Chloride,
Methylisothiazolinone,
Potassium Sorbate,
Disodium Edta,
Helianthus Annuus Seed Oil/Sunflower Seed Oil,
Ascorbic Acid,
Camellia Sinensis Leaf Extract,
Rosa Centifolia Flower Extract,
Aloe Barbadensis Leaf Extract.

Formulas change. Always check the packaging, and patch-test if your skin is reactive.

Official product page

Creator video reviews

Watch it in action.

Real reviews, try-ons and wear tests from independent creators — verified with TikTok and YouTube and labelled when sponsored.

We don’t pay creators for reviews, and they don’t pay us. Nothing from TikTok or YouTube loads until you press play.

What people say

Straight from the source.

Verbatim from Reddit, forums, blogs and the beauty press — linked, so you can read the whole thread.

4 verbatim quotes · 3 positive · 1 mixed

r/Wavyhair

After trying a ton pureology hydrate is my favorite though not a crowd favorite.

u/eyeshadowlover101r/Wavyhair · 2026-051Source

r/curlyhair

I switched to Pureology Hydrate shampoo and conditioner and that’s helped too.

u/mlmlm0309r/curlyhair · 2026-102Source

r/FancyFollicles

Pureology hydrate shampoo/conditioner and olaplex # 3 is their best friend.

u/PookPookr/FancyFollicles · 2026-057Source

r/Wavyhair

I have fine wavy hair and used Pureology Hydrate for a long time because my hair would be dry with anything else. I've been wanting to ditch bottle products so I recently switched to Kitsch shampoo and conditioner bars and my hair has more wave and volume than before.

u/jackie9643r/Wavyhair · 2026-011Source

Price & value

Is it worth it?

Typical price

$39.00

for 9 fl oz / 266 ml

Per ounce

$4.34

DrugstoreMid-rangePrestigeLuxury

About 13% more per ounce than the typical wash day we review. Our value score: 6.8/10 for a mid-range pick.

Price checked November 2026 at a non-Amazon retailer. Prices change — retailers show the current one.

Where to buy

Check price on Amazon Buy from the brand$39.00 USee it at Ulta

We may earn a commission when you buy through links on this page. It never affects our scores or what we recommend. How we make money

Community

What members noticed.

Ratings, skin types and the benefits people actually saw — logged on the Benefit Wheel.

No member ratings yet.

Tried it? Your score — and your skin or hair type — helps the next person decide.

Highlighted: what it’s built to do.

Discussion

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Tried Pureology Hydrate Shampoo? Ask a question or share how it’s working for your skin or hair — you’ll be the first.

FAQ

Good questions.

Is Pureology Hydrate Shampoo sulfate-free?

Yes. Ulta lists it as formulated without SLS and SLES sulfates, parabens, phthalates and mineral oil; it cleanses with milder surfactants such as sodium cocoyl isethionate.

Is Hydrate Shampoo good for fine hair?

Ulta positions it for normal to thick dry hair, and some Reddit users with fine waves report more wave and volume after switching to lighter products. Pureology also makes Hydrate Sheer for fine, dry hair.

Does it contain silicones?

Yes. The ingredient list includes amodimethicone and a divinyldimethicone/dimethicone copolymer, which add slip and shine but can build up on fine hair.

How much should I use?

Ulta's directions call for a dime-sized amount applied at the scalp, lathered down to the ends and rinsed, repeating if extra cleansing is needed.

Sources we checked (8)