Why? Because shampoo can contain the same detergent found in industrial cleansers. When you put it on your head, what happens (aside from sudsing up)? Do you break out? Perhaps. Do you itch? Quite likely. Does your hair get dry and frizzy? Of course. Does the color that you just spent a lot of money on wash out? Absolutely. Your scalp feels under attack because it is, and it pumps out oil to protect itself, and your hair doesn’t behave well. It’s no big mystery why hairdressers advise their clients to wash less often.

The evolution of shampoo and hair products in general has been so painfully slow that we launched a full-scale revolution.

The truth is this: If you wash your hair with detergent, you can spend $80 on a masque from Paris for the illusion of healthier, softer, more manageable hair, but you might as well pour that money down the drain for all the good it actually does.

People are using less harsh detergents in their homes, and certainly on their faces, but the shampoo thing is slipping under the radar. As reported in The New York Times, detergent compromises the skin’s microbiome, and skin dramatically improves once they stop using it. People run to the doctor with allergies to all sorts of chemicals, including synthetic fragrance. What they need to do is run to the shower, throw all that stuff away and start over simply and purely with New Wash.


But don’t take my word for it. If serious publications like the Wall Street Journal and The New York Times are writing about these things, take time to make more informed choices, especially when nobody watches over claims that product companies make. Many say their detergent is naturally derived. Well, lots of harmful things are naturally derived.

I want to help people. In this case we have a chance to help everyone, especially babies and children, who should never have detergent like Sodium Laureth Sulfate anywhere near them. Think about it. If somebody with credibility – that would be me – is saying, “Suds suck,” stop the madness of using detergent on your body that runs down the drain and into the environment. You can make a big difference without doing a lot, and that’s what this rallying cry is all about.

– Michael Gordon, Hairdresser and Hairstory founder




Bumble and Bumble's Founder Wants You to Never Use Shampoo Again.

"Because New Wash is so gentle and packs in so many good-for-hair ingredients, it’s the only product you’ll need—no conditioner, no masks. Skeptical? So was I. I have very long, thick, highlighted and colored hair, and it’s historically impossible to comb through without conditioner. But when I met Gordon at a panel discussion at StyleSeat’s headquarters in San Francisco, he promised I would not need conditioner.

He was right. I’ve gone from using shampoo and gobs of conditioner, plus a styling balm, plus a mask at least once a week, to using only New Wash." Read more.

What Makes New Wash Work?


Aloe Barbadensis Leaf Juice cleanses pores, balances scalp pH, adds shine and softness, and has anti-inflammatory properties.

Simmondsia Chinensis (Jojoba) Seed Oil loosens and dissolves hardened sebum around the hair follicle that can cause hair loss, removes build-up from styling products, conditions, moisturizes, and softens hair and skin; brings out natural color and brilliance.

Oenothera Biennis (Evening Primrose) Oil removes soil and build-up, and nourishes dry hair.

Helianthus Annuus (Sunflower) Seed Oil is a cleansing agent that contains essential fatty acids and high levels of vitamin E to help protect against ultraviolet radiation, and moisturize hair.

Mentha Piperita (Peppermint) Oil has astringent properties and helps normalize oil production and stimulate circulation.


Stearamidopropyl Dimethylamine conditions without build-up, improves wet and dry combing, and provides static control.

Cetyl Alcohol is vegetable-derived; coats each hair strand, helps soften the scalp, and provides lotion-like properties without a greasy feeling.

Glycerin attracts water to hair and provides moisture.

Stearyl Alcohol gives a smooth, soft feeling to hair by helping the cuticle lie flat on the surface.

Dicetyldimonium Chloride provides excellent conditioning properties while improving wet combing and feel.

Equisetum Hiemale Extract's rich mineral content helps to strengthen and condition the hair shaft, provides shine and elasticity, and promotes circulation and rejuvenation with a soft, smooth, firming effect on skin.

Cetearyl Alcohol and Ceatereth-20 are oils emulsified in water with excellent conditioning properties.

Behentrimonium Methosulfate (Rapeseed Oil) is a naturally derived, conditioning wax that provides superior detangling.


Keratin and Hydrolyzed Keratin are proteins that strengthen hair and protect it from environmental stress, sourced from New Zealand sheep wool fibers.

Rosa Centifolia (Rose) Flower Water enhances fragrance.

Menthyl Lactate cools and stimulates the scalp.



I have been through 30-40 products in the last 6-8 months, trying to find something that would add body and control, enhance my curls, eliminate my frizz and not be crunchy or stiff or gummy. New Wash seems to be doing all this and, completely honestly, has made me love my curls for the first time in my life.

– Nita I.

I tried New Wash for the first time four days ago, and my hair still feels amazing. I'm throwing away the 50+ other shampoo and conditioner bottles and sprays and powders and pomades that I have cluttering my bathroom. I think you're changing the whole way we think about hair care.

– Shana N.


New Wash Club

Once people discover New Wash, they never to go back to shampoo.

FORO (Fear of Running Out) has motivated over a third of our customers to join the New Wash Club. They love the convenience of regular deliveries of 20-ounce New Wash pouches to refill a complimentary, aluminum New Wash bottle (it lasts for years, and we’ll replace it if it doesn’t). Make your conscience lighter by producing less waste – and keep your wallet fuller with a savings of 10% per ounce and free shipping.