I have long, thick hair, normal thickness, and some wavy hair. Using a shampoo that doesn't suit me can easily cause itchy scalp. I bought this shampoo after reading reviews, social media, and shampoo analysis, and it didn't itch my scalp. It lathers well, smells great, and leaves my hair feeling moisturized (but not too heavy) like I'd used conditioner after shampooing. I've been using it ever since. I always use a hair mask, so I don't use conditioner, but my hair feels neither too heavy nor too light, and the frizz has softened, so I understand the secret to its popularity. I color my hair once a month, and I was surprised at how well the color lasted! I love it.