Shampoo & Conditioner

The Best Clean Shampoos from Independent Brands

Unilever owns SheaMoisture, Living Proof, and Love Beauty and Planet. Mielle Organics went to P&G in 2023. JASON is Hain Celestial. Aveda has been Estee Lauder since 1997. Here are the shampoos and conditioners from brands that are still truly independent.

Our Trusted Picks

Sulfate-free, silicone-free, and independently owned. Every brand below has been researched and scored on both ingredients and independence.

Buyer Beware

These "Clean" Shampoo Brands Aren't Independent

These brands built their reputation on being natural and founder-led. But they've all been acquired — and your money now goes to the same corporations that make conventional, chemical-laden hair products.

Shampoo

SheaMoisture

Owned by Unilever

Acquired 2017
Shampoo

Mielle Organics

Owned by Procter & Gamble

Acquired 2023
Shampoo

Living Proof

Owned by Unilever

Acquired 2017
Shampoo

Love Beauty and Planet

Owned by Unilever

Acquired Created in-house (never indie)
Shampoo

JASON

Owned by Hain Celestial

Acquired 2004
Shampoo

Aveda

Owned by Estee Lauder

Acquired 1997

About Love Beauty and Planet: Unlike most brands on this list, Love Beauty and Planet was never independent. It was created by Unilever in 2018 to look like an indie brand. The botanical packaging, the sustainability messaging, the founder-esque name — all designed in a corporate boardroom. It's the purest form of manufactured authenticity.

What to Look for in Clean, Independent Shampoo

Sulfate-free actually matters

Sodium lauryl sulfate (SLS) and sodium laureth sulfate (SLES) are the most common detergents in conventional shampoo. They create thick foam but strip natural oils, irritate the scalp, and can cause color-treated hair to fade faster. Clean alternatives include cocamidopropyl betaine, sodium cocoyl isethionate, and decyl glucoside — all plant-derived surfactants that clean effectively without the harshness.

Silicone-free: the long game

Silicones (dimethicone, cyclomethicone, amodimethicone) create an illusion of healthy hair by coating each strand in a slippery film. They make hair feel smooth but prevent moisture from actually penetrating. Over months, silicone buildup leaves hair limp and dependent on sulfate shampoos to strip the coating — creating a vicious cycle.

Switching to silicone-free products takes 2-3 weeks of adjustment. Your hair may feel different initially, but once the buildup washes out, your natural texture and volume return.

The fragrance loophole

"Fragrance" or "parfum" on a shampoo label can represent 50+ undisclosed chemicals under trade secret protection. Many contain phthalates (endocrine disruptors) and synthetic musks that persist in the environment. Clean brands either disclose their full fragrance composition, use essential oils (which must be individually listed), or are fragrance-free.

Certifications that mean something

  • EWG Verified — Every ingredient meets strict safety thresholds. The gold standard for hair care.
  • B Corp — Certified ethical and sustainable business practices (Innersense, Plaine Products).
  • USDA Organic — Strict organic sourcing requirements. Hard to achieve for shampoo; Rahua is a standout.
  • Leaping Bunny — Cruelty-free certification with supply chain auditing.

Frequently Asked Questions

What does "SLS-free" actually mean, and does it matter?

SLS (sodium lauryl sulfate) and SLES (sodium laureth sulfate) are harsh sulfate detergents that create lots of foam but strip natural oils from your hair and scalp. "SLS-free" means the product uses gentler surfactants like cocamidopropyl betaine, decyl glucoside, or sodium cocoyl isethionate. These clean just as effectively without the irritation. All of our recommended brands are sulfate-free.

Are silicones in shampoo and conditioner bad?

Silicones (dimethicone, cyclomethicone, amodimethicone) coat your hair in a plastic-like film that makes it feel smooth. The problem: they build up over time, block moisture from penetrating the hair shaft, and require harsh sulfates to remove — creating a cycle of strip-and-coat. Silicone-free products may feel different at first, but your hair's natural texture and health will improve over time.

Why is SheaMoisture problematic if the ingredients are still decent?

SheaMoisture built its brand on being Black-founded, community-focused, and natural. In 2017, Sundial Brands (SheaMoisture's parent) sold to Unilever for an estimated $1.6 billion. Since then, formulations have changed, pricing has fluctuated, and profits go to Unilever — the same company behind Dove, TRESemme, and Suave. The brand identity remains, but the independence that earned consumer trust is gone.

What's the deal with "fragrance" in shampoo?

The word "fragrance" (or "parfum") on an ingredient list is a loophole. It can represent dozens of undisclosed chemicals, including known endocrine disruptors like phthalates. The FDA allows companies to hide these under trade secret protection. Clean brands either use essential oils (which must be individually listed) or are fragrance-free. If you see "fragrance" without further disclosure, the brand is hiding something.

Do shampoo bars work as well as liquid shampoo?

Modern shampoo bars (like HiBAR) use the same surfactant technology as premium liquid shampoos — they're just formulated without water. They lather well, rinse clean, and last 2-3x longer than a bottle. The key is finding one formulated with gentle surfactants (sodium cocoyl isethionate is the gold standard) rather than old-school soap bars, which have too-high pH and leave residue.