Pure and Gentle for Beautiful Hair ABBA Pure Performance Pure Gentle Shampoo, fortified with a gentle formulation of cherry bark and Aloe vera cleanses and nourishes sensitive hair and scalp. It rinses hair and scalp off dirt, impurities and buildup and promotes clean, healthy hair and scalp without causing any irritation. Cleanses dirt, impurities and buildup Nourishes sensitive hair and scalp Gentle on color-treated hair This shampoo is gentle enough for even color-treated hair. Just For You: Sensitive hair and color-treated hair A Closer Look: ABBA Pure Performance Pure Gentle Shampoo is devoid of synthetic dyes, sulfate, DEA and is 100% vegan. It"s fortified with gentle botanicals like Aloe vera, watercress and cherry bark. The combined benefits of watercress and Aloe vera provide soothing and calming effects on irritated and sensitive hair and scalp. It also helps stressed hair relax, making it soft and smooth. Get Started: Apply to wet hair and lather. Wait for a minute, rinse and repeat as needed.