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As the resident TIA ingredient expert for the past six months, I am hyper-aware of what goes into the products that I choose to apply to my hair, face and body. So when I came across L’Oreal’s EverPure Sulfate-Free Color Care System line, I immediately wanted to investigate. The flashy commercials featuring celebrity endorser Eva Longoria Parker’s flowing locks didn’t hurt either. While L’Oreal can’t hold claim to the title of first or only sulfate-free shampoo on the market, it is the first company to offer a drugstore line. There are plenty of sulfate-free options out there for sudsing up from hair care powerhouses such as DermOrganic, Enjoy, TIGI, and Back to Basics. But unless you’re lucky enough to find these brands in the specialty section of your local Target, they all usually require a trip to Sephora or your favorite salon, and can cost upwards of $15 to $30.
The EverPure Sulfate-Free Color Care System brand features three separate lines aimed at smoothing, moisturizing, or volumizing color-treated hair, and every product is under $10. I’ve been dyeing my hair for almost nine years in an attempt to keep my natural brassy red highlights from washing out my complexion. It seems, however, that no matter how deep, dark, or cool I try to go, within a matter of weeks the orange-tinted hue is catching the sunlight and breaking through, long before my roots are necessitating another salon session. Any hair care line that offers longer-lasting color is worth trying in my book (or shower, as it may be).
Sulfates, and most surfactants, are color-stripping culprits, but only because they’re doing their job. By definition, these ingredients – which include sodium laureth sulfate, sodium lauryl sulfate, ammonium lareth sulfate, ammonium lauryl sulfate and myreth sulfate, amongst others – are cleansers and foaming agents. In order to truly clean your hair, they must have some stripping action that allows them to whisk away oil, dirt and residue. Unfortunately, naturally moisturizing oils and luxurious color often follow the greasy gunk down the drain after a thorough shampoo session. This can leave hair dry, dull, and weak. In addition, sulfates have been linked to contact dermatitis and irritation, can be considered potential carcinogenics, and are only CIR approved for “brief use followed by thorough rinsing from the surface of the skin.”
According to L’Oreal, “EverPure Color Care products are 100% vegan and contain naturally-derived cleansing ingredients with no harsh, color-stripping sulfates or salts. An exclusive Anti-Fade system protects and conditions for long-lasting purity.” Thanks to what they’re calling ‘advanced technology,’ L’Oreal has supposedly found a way to provide a milder alternative that still provides sudsy satisfaction and clean locks without traditional sulfates and surfactants. And with 100% vegan ingredients at that, which means everything is animal free! So what is in L’Oreal’s EverPure Sulfate-Free Color Care shampoos to substitute for the harsh sulfates?
At first glance, I was feeling pretty warm and fuzzy about my new EverPure Smooth Shampoo. Sodium cocoyl isethionate, the second ingredient in the formula, is a mild surfactant derived from coconut oil that actually has some conditioning properties, so in theory, it is one cleanser that may replace some of the moisture that it’s taking away (although it can be an irritant, according to some studies). Benzyl salicylate can also offer some UV protection and keep color from fading and sun damage. But then things begin to go downhill. Additional primary cleansers and foaming agents include sodium lauryl sulfoacetate, which can be an irritant and isn’t considered very mild nor natural, and disodium laureth sulfosuccinate, which the Cosmetics Database actually rates as a moderate hazard ingredient because of its potential to carry ethylene oxide and 1,4 dioxane, known toxins and carcinogens. Sodium lauroyl sarcosinate is even worse, since it actually increases absorption levels, and can be contaminated with nitrosamines. There are also a number of PEGs, preservatives (like methylisothiazolinone, a human skin toxicant according to the CIR), and some irritating fragrance ingredients, although natural juniperus communis fruit oil and rosemary oil do provide the pleasant juniper and rosemary scent. L’Oreal may have gotten rid of the harsh sulfates, but it seems to have replaced them with unsavory substitutes. Perhaps it is 100% vegan, but after close examination of the ingredients list, that seems to be a nice marketing attempt to jump on the organic bandwagon without doing any of the work to create a natural product.
Although the shampoo was what really piqued my curiosity, I am a bit compulsive about being true to trying a brand, and did pick up the EverPure Smooth Shampoo ($6.99), EverPure Smooth Conditioner ($6.99), EverPure Smooth Frizz-Free Serum ($8.99) and EverPure Smooth Deep Control Masque ($9.99) for the full EverPure experience. After four weeks of trying out this line, I did feel as if my color was a bit richer than it’s been when I’ve used other sulfate-laden shampoos and conditioners, and I am happy to say that I am still a lovely brunette, and not on my way to being a brassy redhead just yet. And I loved the smell of the conditioner, which substitutes mint for the juniper fragrance. The EverPure Smooth Deep Control Masque was my favorite product, and gave my hair a boost that left it thicker, stronger and smoother than before. However, even though L’Oreal may have finally introduced sulfate-free shampoos to the mass market, calling it EverPure is quite the stretch.
Related Posts:
Reviewed and Recommended: Dr. Alkaitis Organic Shampoo
What Is It: Sodium Lauryl Sulfate and Should It Be Avoided
Reviewed and Recommended: Enjoy Sulfate-Free Hydrating Shampoo and Conditioner
Ingredients in EverPure Smooth Shampoo:
Aqua/Water, Sodium Cocoyl Isethionate, Sodium Lauryl Sulfoacetate, Disodium Laureth Sulfosuccinate, Sodium Lauroyl Sarcosinate, Cocamidopropyl Betaine, Glycol Distearate, Divinyldimethicone/Dimethicone Copolymer, Glycereth-26, Decyl Glucoside, Parfum/Fragrance, PPG-5-Ceteth-20, Amodimethicone, Polyquaternium-10, Methylparaben, PEG-55 Propylene Glycol Oleate, Propylene Glycol, Carbomer, C11-15 Pareth-7, Benzophenone-3, Benzyl Salicylate, Hexyl Cinnamal, Glycerin, Trideceth-12, Laureth-9, C12-13 Pareth-23, Linalool, Tocopherol, C12-13 Pareth-3, Limonene, Benzyl Alcohol, Juniperus Communis Fruit Oil, Methylchloroisothiazolinone, Rosmarinus Officinalis Oil/Rosemary Leaf Oil, Methylisothiazolinone, Sodium Hydroxide, Citric Acid
Ingredients in EverPure Smooth Conditioner:
Aqua/Water, Cetearyl Alcohol, Glycerin, Behentrimonium Chloride, Cetyl Esters, Isopropyl Myristate, Quaternium-80, Polysorbate 20, Parfum/Fragrance, Methylparaben, Camphor Benzalkonium Methosulfate, Polyquaternium-37, Paraffinum Liquidum/Mineral Oil, Benzophenone-3, Mentha Piperita (Peppermint) Leaf Extract, Tocopherol, Limonene, Chlorhexidine Dihydrochloride, PPG-1 Trideceth-6, Linalool, Rosmarinus Officinalis Oil/Rosemary Leaf Oil, Butylphenyl Methylpropional, Citronellol
Ingredients in EverPure Smooth Frizz-Free Serum:
Cyclopentasiloxane, Dimethiconol, C12-15 Alkyl Benzoate, Phenyl Trimethicone, Parfum/Fragrance, Mentha Piperita (Peppermint) Leaf Extract, Ethylhexyl Methoxycinnamate, Linalool, Rosmarinus Officinalis Oil/Rosemary Leaf Oil, Butylphenyl Methylpropional, Citronellol, Coumarin
Ingredients in EverPure Smooth Deep Control Masque:
Aqua/Water/Eau, Cetearyl Alcohol, Amodimethicone, Behentrimonium Chloride, Cetyl Esters, Parfum/Fragrance, Trideceth-6, Methylparaben, Camphor Benzalkonium Methosulfate, Benzophenone-3, Cetrimonium Chloride, Mentha Piperita (Peppermint) Leaf Extract, Tocopherol, Chlorhexidine Dihydrochloride, Linalool, Rosmarinus Officinalis Oil/Rosemary Leaf Oil, Butylphenyl Methylpropional, Citronellol
(1 votes, average: 10.00 out of 10)Posted In:
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I tried this and boy is it terrible! Luckily I only tried a sample pack. But it really left my hair dried out. Hated it.
I bought the shampoo and conditioner since I wanted something “more natural”. I don’t hate them but don’t love them either. I dislike the conditioner more than the shampoo since it feels like my hair is weighted down if I use the conditioner. Like I’m just not able to rinse it out completely. I will not repurchase and will buy some of the products recommended here instead.
I kinda enjoyed my sample especially how good it smelled. My hair looked pretty good but it’s just on principle that I won’t buy this. I just hate when these companies try to decieve me!
Has anyone tried that keratin shampoo and conditioner that was talked about in the newsletter last week? I can remember the name of it either. Natte?
I appreciate this review. When I saw shampoo at the drugstore, I thought, “Ok, no sulfates, but ingredients were added in their place?”
I’m not familiar with shampoo ingredients so I didn’t attempt to decipher the list on the container. After reading this review, I won’t be buying another bottle of Everpure.
Thanks for the info.
I was struck midstep when I first saw the promo for this product. Of course, the price point along with the sulfate-free formula was the hook I bit on, hard. I’m using the conditioner now (I still have plenty of Ojun shampoo left, which I consider wonderful, but pricey). I bought all the products (the smooth line), as well. I have only used it twice. I do notice it volumizes my hair- not necessarily something I want nor need. But what I do need is hydration (having aging hair! oh no). I plan to use the conditioner from “color to color,” about 7 weeks. I’ll let y’all know. ~jk
Since I already use organic (not vegan) cosmetics, facial and body care products, I figured I’d switch on over to vegan hair care. Well, I’d already tried Giovanni but it left my hair and scalp a bit dry, so when I saw EverPure, I decided to give it a whirl. I like it but don’t love it. I’m usually pretty good about reading labels for ingredients but I guess I jumped on the bandwagon a little to soon and didn’t do my homework. The shampoo dries out my hair and the conditioner doesn’t seem to rinse all the way out. I’ll probably finish up the bottle I have and after it’s gone I’m back on the hunt for a truly “vegan” hair care regimen.
I won’t be trying these products. The amodimethicone & other silicone derivatives won’t wash out without a sulfate, which will give terrible build up (especially bad for my curls). Also, I live in a dry climate, so the glycerin will only dry my hair instead of protecting it from high humidity.
Sometimes I feel finding sulfate, silicone, and glycerine free products is just a pipe dream.
I brought this without reading the ingredients. As I got home and read them I thought about returning it. She’s right, there’s nothing pure about this. I thought, might as well have brought some moisturiing $8 shampoo with the sulfates.
Everpure is terrible!
I tried the whole line and the “moisturizer” line dried my hair out so much I couldn’t believe. I can actually say, it has been the worst line I ever tried! Sadly, because the idea of a drugstore brand with no sulfates or salts would be awesome
So, the next sulfate free shampoo I am thinking about is “Hair One” available at Sally’s beauty supply. It seams to be a generic of Wen shampoo…. let’s see. Good luck y’all!
thanks so much reviewing this. i saw the “moisturizer” today at CVS and was almost gonna buy it but wanted to do my homework on it first. i too thought the so called “sulfate free” thing was too good to be true when i started reading all the rest of the ingredients.
pro: it’s very cheap compared to other sulfate free shampoos.
I’m with Brazlian Princess who says the line is terrible! I too tried the product at the suggestion of my daughter because it was supposed to be so gentle and more”natural.” Well, after about 4 months of using the products I suddenly noticed some huge and horrible changes in my hair. I wear my hair long, about mid-back and it has been thick all of my life, but not course. After Everpure, my hair is now about 40% thinner, dryer, frizzy,and very “scraggly.” Looks like I may have to cut about 6 inches off just to have some volume again. I am absolutely devastated. Don’t have any idea how to reverse the damage from this so-called “pure” mistake they call Loreal Ever Pure!What ever you do, don’t even give this crap a chance to do such damage to your hair.