High Quality Ingredients: This shampoo and all Novex products use high quality ingredients and are manufactured to the highest standards. This product is safe and gentle enough for daily use and is ideal for men or women. Adds Shine and Body: Removes build up and product from your hair allowing you to achieve maximum volume and body. By sealing the cuticle down the hair become reflective and increases shine immensely. Heat Protectant for All Hair Types: pH balanced to help protect your hair and helps to seal down your cuticle, protecting your hair color and keeping in vital nutrients. With a healthy cuticle layer you are able to avoid excessive heat damage and protect your damaged, fragile or over-processed hair types. Smoothing and Straightening Shampoo: Specifically formulated for people that straighten their hair. If you flat iron or blow dry your hair regularly then you need extra moisture and hydration to keep up with your styling. This shampoo helps to reduce the amount of time it takes to smooth your hair in the morning all while keeping it nourished. Keratin Safe Formula: Sodium chloride or salt free formula that helps to protect your keratin treatment service. These high dollar brazilian blowout services need to be cared for in a specific way and require keratin proteins to rebuild the structure. This is a smoothing and hydrating shampoo that gently cleanses your hair and adds valuable nutrients and moisture to keep your hair looking its best.