There are those who love to splurge on every step of their routine, and those who prefer to pick and choose their hair-care products in the name of fiscal responsibility. Take shampoo and conditioner, for example: While prices can reach sky high these days, quality formulations exist at every price point. The best drugstore shampoos are proof—they can hydrate, add shine, and repair—all for under $15.
Vogue’s Favorite Drugstore Shampoos
L’Oréal Elvive Hyaluron Plump Hydrating Shampoo
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Much like laundry detergent, people tend to remain loyal to the drugstore shampoos they grew up with. Many of those legacy brands are still going strong, but it’s worth noting how much innovation has happened over the years. Think more effective formulas, less harsh ingredients, and better options for different hair types. From cult-favorite classics to recent debuts, below, Vogue’s edit of the nine best drugstore shampoos in 2025, according to hairstylists and our editors.
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Best Overall: Pantene Pro-V Daily Moisture Renewal Shampoo
Pantene
Pro-V Daily Moisture Renewal Shampoo
- Why We Love It: If you grew up in a Pantene household, you’ll be happy to know that its heritage Pro-V shampoo is just as acclaimed in 2025 as its ’90s heyday. The packaging and scent—a clean, light fragrance that’s been around for years—remain relatively the same; drawing upon the benefits of panthenol, aka vitamin B5, which celebrity hairstylist Marc Ballance says “softens and hydrates without feeling too coated.” He adds that it’s especially reliable “if you’re dealing with dryness or heat damage.”
- Key Ingredients: Panthenol, antioxidants
- Best For: Dry hair, heat damage
- Scent: Wild berries, fresh floral, creamy vanilla
- Size: 12.6 Fl. oz
Best Clarifying: Odele Clarifying Sulfate-Free Shampoo
Odele
Clarifying Sulfate-Free Shampoo
- Why We Love It: “A clarifying shampoo is a must in any hair routine, especially if you’re partial to dry shampoos and wax sticks,” says celebrity stylist Sophie Rose Gutterman. “This washes everything out in one rinse, leaving your hair gunk-free and ready to grow.” She explains that the formula includes ingredients that exfoliate without stripping the hair’s natural makeup. “While it removes things like hard water minerals and product buildup, it won’t strip your hair color.” The packaging also clearly lists the ingredients and specifies that it’s safe for all hair types to simplify your buy.
- Key Ingredients: Sodium c14-16 olefin sulfonate, cocamidopropyl hydroxysultaine, amaranthus caudatus seed extract
- Best For: Clarifying
- Scent: Natural mossy scent
- Size: 13 Fl. oz
Best for Dry Hair: L’Oréal Paris Elvive Hyaluron Plump Hydrating Shampoo
L’Oréal
Elvive Hyaluron Plump Hydrating Shampoo
- Why We Love It: “If you’re going to opt for a drugstore shampoo, this would be one of my recommendations,” hair colorist Natalie Rotger says. I have to agree: I reach for this one whenever my ends feel dry, which is often, thanks to my hot tool addiction. Color-safe, sulfate-free, and lightweight without skimping on moisture, at under $10, this shampoo is basically free if you do the girl math.
- Key Ingredients: Citric acid, bond repair complex
- Best For: Dry, color-treated hair
- Scent: White rose, lemon zest, citrus
- Size: 6.8 Fl. oz
Best for Damaged Hair: Dove Intensive Repair Shampoo
- Why We Love It: For something straightforward and restorative, Ballance points to Dove’s Intensive Repair Shampoo for hair that’s “gone through it.” From color damage and bleach to breakage from years of heat styling, this is suited to treat all of your concerns. (That’s thanks to its Bio-Protein Care technology infused with a glutamic amino serum that helps restore brittle strands.) At under $10, it’s a hard one to pass up.
- Key Ingredients: Glutamic amino serum, bio protein care technology
- Best For: Signs of damage, brittle strands
- Scent: N/A
- Size: 28 Fl. oz
Best for Frequent Washing: Native Coconut & Vanilla Shampoo
Native
Coconut & Vanilla Shampoo
- Why We Love It: Of the newer drugstore labels, Native is a favorite, so we were thrilled when they expanded into hair care in 2021. Of its collection, we’re most partial to the Coconut and Vanilla shampoo; though Native is known to drop a fun flavor or brand collab worth stockpiling (looking at you, Dunkin’ Donuts). According to Ballance, the key ingredient here is cocamidopropyl betaine, “a coconut-derived cleanser that’s super gentle.” He adds that it’s “sulfate-free, light, and won’t build up,” which is extra important if you wash your hair often.
- Key Ingredients: Coconut oil, cocamidopropyl betaine, citric acid
- Best For: Dry, damaged hair
- Scent: Coconut, vanilla
- Size: 16.5 Fl. oz
Best With Keratin: Kristin Ess The One Signature Shampoo
Kristin Ess
The One Signature Shampoo
- Why We Love It: All of Kristin Ess’s formulas deliver salon-quality results, and the packaging makes them look way pricier than they are. They smell incredible too, thanks to a signature scent of pear, sandalwood, and magnolia. Ballance says the standout ingredient is hydrolyzed keratin, which helps smooth and strengthen without that dreaded plastic-y feel. He adds that it “cleanses gently but doesn’t feel too lightweight” and “works across hair types, which is rare at this price point.”
- Key Ingredients: Keratin, avocado oil
- Best For: Dry hair
- Scent: Pear, sandalwood, magnolia
- Size: 10 Fl. oz
Best Hydrating: OGX Nourishing + Coconut Milk Moisturizing Shampoo
OGX
Nourishing + Coconut Milk Moisturizing Shampoo
- Why We Love It: I still remember sneaking OGX products into the cart when my mom and I went grocery shopping growing up; and the coconut scent of this shampoo instantly takes me back. Even now, OGX holds up as a solid option for anyone looking for something both affordable and effective. Gutterman recommends this shampoo for clients with relatively healthy or virgin hair, since it focuses more on hydration than repair—though it does contain proteins that can help strengthen strands over time.
- Key Ingredients: Coconut milk, coconut oil, hydrolyzed milk protein
- Best For: Dry hair
- Scent: Coconut, shea butter, white peach
- Size: 13 Fl. oz
Best Volumizing: Monday Haircare Volume Shampoo
- Why We Love It: “Monday not only has the cutest packaging, but they’ve taken the time to cater to different hair needs,” says Gutterman. She explains that most volumizing shampoos are loaded with alcohol and sulfates, which can dry out the hair, this one, however, uses collagen, shea butter, and lightweight oils to hydrate and plump fine strands without weighing them down. She also appreciates the brand’s commitment to being cruelty-free and dermatologist-tested, all while keeping the price accessible. “I actually have this in my shower right now.”
- Key Ingredients: Hydrolyzed collagen, coconut oil, shea butter, macadamia oil
- Best For: Thin hair, volumizing
- Scent: Floral, fruity
- Size: 12 Fl. oz
Best for Curly Hair: SheaMoisture Strengthen and Restore Shampoo
Shea Moisture
Strengthen and Restore Shampoo
- Why We Love It: Made with 100% pure Jamaican black castor oil, this sulfate-free shampoo is ideal for wavy, curly, kinky, or damaged strands. Gutterman explains that the oil “not only hydrates but will also promote hair growth.” It also contains shea butter, which helps strengthen hair that’s been chemically processed or heat-styled. While Gutterman notes that it may be slightly heavy for those with fine hair, it’s great for anyone dealing with frizz, dry ends, or oily hair types keen on removing excess buildup.
- Key Ingredients: Jamaican black castor oil, fair trade shea butter, peppermint
- Best For: Damaged hair
- Scent: Peppermint
- Size: 13 oz
Everything You Need to Know
Are drugstore shampoos as good as expensive shampoos?
According to our experts, drugstore shampoos can still offer quality formulas, but they don’t always perform at the same level as their more high-end counterparts. “Drugstore shampoos can have similar (or even the same) ingredients as salon-grade ones, but in smaller amounts and often diluted with less effective fillers,” says Rotger. Gutterman agrees, noting, “For the most part, I don’t recommend drugstore products, but there are definitely a few gems worth trying.” At the end of the day, the best shampoo is the one that enhances the hair’s feeling and helps you achieve your goals.
What do hairstylists think of drugstore shampoos?
“Personally, I’m not anti-drugstore shampoo, but it really comes down to your specific needs,” says Rotger. Is your hair color-treated? Do you have a sensitive scalp? Are you experiencing hair loss? If you answered yes to any of these, she says, a drugstore shampoo might not be the best fit.
It’s not that expensive automatically means better, but salon-grade shampoos are often made with higher-quality ingredients that target specific concerns and are less likely to cause irritation. Some hairstylists steer clear of drugstore options because many contain sulfates, which can dry out already fragile hair, cause buildup, or even strip and alter your color. For example, many drugstore options contain sodium lauryl sulfate and ammonium lauryl sulfate—the most common surfactants utilized to remove dirt and oils from the hair. To avoid these, just be sure to pick a shampoo labeled sulfate-free, which will be powered by some other cleansing agent apt for proper lathering and washing of the hair.
Silicones are another controversial ingredient, though Rotger doesn’t think they’re as evil as people make them out to be. “They can actually be beneficial for some hair types,” she says. At the end of the day, there’s no one-size-fits-all shampoo. But if you spend a lot of money on your color, investing in a higher-end formula can help you preserve it longer.
What to Look for in a Drugstore Shampoo
When scanning the ingredient list, less is often more, says Rotger. “Too many sodium derivatives, alcohols, or fragrance ingredients listed near the top are usually a red flag,” she explains. She recommends opting for sulfate-free formulas, especially since many drugstore shampoos already include ingredients that can be harsh or stripping. This helps minimize dryness, scalp irritation, and color fade.
Gutterman agrees and adds that while not all alcohols are bad, it depends on the type of product. “Alcohol in a hairspray? Totally normal. But in a leave-in conditioner? Not so much.” She suggests paying attention to where alcohol appears on the ingredient list, since that can give you a sense of how much is included, and whether it might cause damage over time.
- Marc Ballance is a celebrity hairstylist based in New York City whose clients include Nick Jonas, Sam Claflin, and Maisie Peters.
- Sophie Rose Gutterman is a celebrity hair stylist based in Los Angeles whose clients include Gwenyth Paltrow, Karlie Kloss and Victoria Justice.
- Natalie Rotger is a hair colorist at Jenna Perry Hair Studio in New York City.