Ethical Shampoo

Find ethical shampoo and brands

Human beings, like all great apes, have been washing and grooming their hair since deep into prehistory. Even Neanderthals, unfairly characterised as an unkempt bunch, used tweezers made of seashells to keep themselves groomed. Today's shampoo industry is a cornerstone of modern grooming: a world of synthetic surfactants, commodified beauty, and massive multinationals.

This guide will question who profits from our hygiene rituals and what they’re willing to compromise to keep shelves stocked and shareholders happy.

Which brands are rated in the shampoo guide?

There are 17 Best Best and four Recommended brands in this guide, including small and medium sized companies. The good new is there are lots of small independent ethical companies operating alongside the bigger high street eco friendly names of Body Shop, Lush and Tropic Skincare.

We've included all the major high street brands like Dove, Head & Shoulders, Herbal Essences, L'Oreal, Nivea, Pantene, Simple, Wella, as well as chemist own-brands like Boots and Superdrug. We've also included 'natural' ones you might see in places like Holland & Barrett such as Avalon Organics, Dr Organic, JASON, and Weleda.

Despite rating 75 brands in the guide, we are unable to cover the plethora of more hyper-local, artisan alternatives that you might find in your local community. If you use a brand which isn't in the guide, follow our commentary on the key issues to compare with what your brand says e.g. on palm oil, organic ingredients, animal testing, and how it's packaged.

UK shampoo market

Hair is big business. One might, from a quick scan of a supermarket shelf, assume that the volume of available brands is evidence of a thriving competitive market. Is this capitalism doing what it does best? Innovative companies rewarded with lucrative micro niches while consumers bask in an abundance of free choice? Glance at the bottom of our score table however, and it becomes clear that the majority of these brands are merely different faces of the same few corporations.

Kenvue (formerly Johnson & Johnson consumer health), L’Oreal, Procter & Gamble, and Unilever each operate 4+ well recognised brands in the guide, and the major players tend to own both mass-market brands and more specialised niche ones. And, given that the average UK household spends 1.9% of its budget on hair and beauty, shampoo is a major earner for these largely US-based behemoths.

Don’t assume that a brand is genuinely independent just because it looks small scale and friendly – this market is heavily concentrated in the hands of a select few.

Can shampoo be ethical?

A shampoo labelled as ethical, sustainable, or responsible sounds reassuring, but these terms need a bit of interrogation. 

At best, they refer to a product made without animal testing, free from animal-derived ingredients, formulated without environmentally persistent or toxic chemicals, sourced without driving deforestation, and packaged in ways that don’t immediately become landfill. 

They also imply fair labour practices and corporate accountability; a sulphate-free formula loses some zing if it’s produced through exploitative child labour.

Mercifully, many such products do exist, and they needn’t break the bank either.

Who makes what type of shampoo?

With so many ethical and sustainable brands of shampoo available, and variety in type of shampoo such as solid bars, liquid or dry, we have created a table so you can see at a glance who makes what, and what type of packaging they use.

As there are 75 brands in this guide, for this table we've focused on the most ethical and eco friendly brands, plus three market leaders (Head & Shoulders, Nivea, Pantene) for comparison.

It relates to the brand’s flagship shampoo, not necessarily all their products.

Solid conditioner bars are additionally made by Faith in Nature, Friendly Soap and KinKind.

What are natural shampoos?

Are “natural” shampoos naturally better for the environment? And what does “natural” actually mean?

Many common terms used in the cosmetics sector do not have a legal definition. Phrases like “natural” or “naturally derived” have little meaning and can be used as a marketing ploy. Some products marketed as “natural” might contain lots of synthetic chemicals. 

The International Organization for Standardization (ISO) has created tools for companies to calculate the percentage of “naturalness of ingredients in finished cosmetic products”, but there is no legal requirement to comply with the ISO guidelines – this is up to individual companies. 

Large multinationals have also launched “natural” sub-brands that represent a tiny fraction of their overall operations – an organic bottle floating in a sea of petrochemicals.

What are plant-based shampoos?

“Natural” can sometimes be used to refer to products that are primarily produced using plant-derived ingredients and contain no, or only small amounts of synthetic chemicals.

We are perhaps conditioned to assume that plant-based ingredients are automatically an environmentally friendlier choice than synthetically produced ingredients, but this depends on how they are grown, processed, and used. There is plenty of active debate about this, but “natural vs synthetic” is likely a false, or at least oversimplified, binary.

Plant-based ingredients are of course renewable, and natural formulations often avoid certain petrochemical surfactants, microplastics, and problem preservatives that are under scrutiny for both health and environmental reasons. Regenerative or organic farming practices that are used to cultivate natural ingredients can also support biodiversity and improve soil health. Some lifecycle analyses have shown that biobased surfactants and detergents can have a lower carbon footprint than petrochemical equivalents when agricultural stocks are responsibly farmed.

But there are also caveats. Producing crops at the scale demanded by modern haircare needs land, water, fertiliser, and sometimes pesticides – agriculture is a highly carbon-intensive industry. High demand “natural” oils (palm, palm kernel, coconut, soy) are major drivers of land-use change and biodiversity loss when produced in monocultures; we regularly discuss issues with palm oil, but other oils such as coconut oil aren’t free from debate when it comes to biodiversity either. Overharvesting of Indian Sandalwood, coveted for its sweet scent, is putting the plant at risk of extinction. 

The conservation expert and organic grower Sally Gouldstone argues that these debates depend on finding a balance between human health and the health of the environment. "What's best for us isn't always what's best for the planet. We need to start thinking about the environmental footprints of every ingredient at a deeper level."

Is there palm oil in shampoo?

Commonly found in surfactants and emulsifiers, and often disguised under various chemical names, palm oil and its derivatives are apparently great for shampoo’s cleansing power and creamy texture. But palm oil is also linked to rainforest destruction, habitat loss, and human rights abuses in major producing countries.

Many companies, including most of the large corporations in the guide, now source Roundtable on Sustainable Palm Oil (RSPO)-certified sustainable palm oil, but critics argue that this certification has not sufficiently prevented deforestation or land conflicts. 

Most of the mid-scoring companies in the category have achieved 100% RSPO certification, but almost exclusively use its weakest certification type (known as “mass balance”). The 100%-certified status allows them to claim that their palm supply is sustainable but it should really be seen as the first step towards responsible palm supply chains, not as an end in itself.

Others attempt to eliminate palm oil derivatives entirely, though this remains technically challenging given how embedded they are in modern formulations. Lush, for example, told us that it has replaced 52% of the materials that would traditionally have been made from palm with palm-free alternatives. Lush says it will “continue to prioritise our efforts to reduce palm derivatives rather than paying certification fees”, suggesting that it doesn’t see certifications as the strongest route to sustainable sourcing. The limitations of our rating system hinders Lush's ability to score well while in this transition phase – this is the tyranny of mechanical scoring systems – but the company is definitely on the right track in comparison with other large competitors.

Our table further below shows which brands are fully palm oil free.

Harmful ingredients in shampoo

Conventional shampoo formulas have long relied on sulphates (like SLS and SLES), silicones, parabens, and synthetic fragrances. While not all of these ingredients are definitively harmful in regulated doses, their cumulative environmental impact is hard to dismiss.

Sulphates can be harsh on sensitive scalps and on aquatic ecosystems, while silicones persist in waterways and can also damage aquatic life. Parabens, triclosan, and phthalates are endocrine-disrupting chemicals (EDCs), which can interfere with the body’s hormonal system, mimicking or blocking natural signals. Synthetic fragrances can also conceal dozens of undisclosed chemical compounds under the single word “fragrance” or “parfum” (these are considered to be trade secrets).

Regulation is making headway on these issues, but it is happening ingredient by ingredient rather than through one blanket ban on “endocrine disruptors” or other toxics. The EU and UK now largely prohibit triclosan as a cosmetic ingredient because of health concerns, and many of the most hazardous phthalates are also banned. Regulation has restricted but not removed many parabens in shampoos – restricted parabens are only permitted at strict maximum concentrations in the UK and EU.

Many ethical products often market themselves as “free-from”: sulphate-free, paraben-free, silicone-free. Our table further below shows which of the high scoring ethical brands avoid which chemicals.

Microplastics and liquid polymers in shampoo

Microbeads have been banned in rinse off products like shampoo since 2018, but at the time of writing there is no UK-wide ban on all microplastics or on liquid polymers in shampoos. 

Many mainstream shampoos contain some form of synthetic polymer, but these are liquid thickening or conditioning polymers rather than solid microbeads. The European Chemical Agency is increasingly analysing these substances to better assess their risks.

All of our Best Buys appeared to be free of liquid polymers.

Plus Awake Organics, Friendly Soap, Odylique, and Weleda all had concrete statements that they were free of them. 

Any organic-certified products will also exclude microplastics of any form.

What is organic shampoo?

“Organic” and “natural” have long been trendy buzzwords in the world of personal care. But, unlike food, UK regulation of organic cosmetics labelling leaves significant room for interpretation. A shampoo could trumpet organic credentials while containing only trace amounts of certified ingredients, diluted among synthetic fillers.

Certification schemes such as the Soil Association or COSMOS Organic provide stricter standards. Organic certification ensures that the agricultural ingredients are grown using organic growing methods, without the use of synthetic fertilisers, pesticides, and GMOs. Without certification, brands rely on vague, self-defined claims.

Which shampoo brands are organic?

Smaller companies often lead the way on genuine organic formulations, but consumers still need to check the fine print.

Some brands stood out for their commitments to certified organic sourcing across their range. These include: 

• Austin Austin (Rainbow Wholefoods)
• Avalon Organics (Hain Celestial)
• Awake Organics
• Badger
• Conscious Skincare
• Dr Organic
• Green People
• Lavera
• Odylique (Essential Care)
• Urtekram

However, many more brands use some organic ingredients.

See our table below for a fuller breakdown of which of the high scoring ethical brands use organic certification. 

Biodegradable shampoo

Some camping-focused shampoos describe themselves as being biodegradable. 

Organic and genuinely naturally formulated shampoos are more biodegradable than those that contain microplastics and liquid polymers, but the camping gear company Sea to Summit notes that a biodegradable label only means that a product will break down due to biological action and UV. 

Biodegradable shampoo can still harm aquatic life if used directly in streams, ponds, and lakes, so the company recommends only washing and disposing of waste water at least 70m from any water source.

Ethical Superstore has a category for biodegradable shampoos, which includes products by Green People and Faith in Nature.

Animal testing and animal ingredients

Our Animals rating assessed companies' use of animal-derived ingredients as well as the use of animal testing. 

Keratin, silk proteins, collagen, honey, and certain conditioning agents are frequently sourced from animals. Vegan shampoos avoid these ingredients altogether, but again, look for clear labelling. “Natural” does not automatically mean plant based.

Which shampoo brands are vegan and cruelty free?

The following brands all received the maximum 100 points under Animals for being fully vegan and cruelty free:

• Bio-D
• Caurnie
• Conscious Skincare
• Eco Warrior (Little Soap Company)
• Faith in Nature
• Fill Refill
• Friendly Soap
• Miniml
• Powder Shampoo Company
• SESI
• Tropic Skincare
• Yaoh

Many more companies sell vegan products alongside non-vegan ones. 

In our ratings 'cruelty free' refers to animal testing.

Shampoo brands and ingredients

This table compares the highest scoring ethical brands with a selection of market leaders (Head & Shoulders, Nivea and Pantene) for their ingredients such as palm oil and harmful chemicals, and certifications. 

It relates to the brand’s flagship shampoo, not necessarily all their products.

Cruelty free relates to animal testing.

Sustainable shampoo packaging

In the UK, we throw away 520 million shampoo bottles every year, and most supermarket-shelf staple brands remain heavily reliant on plastic. The “Who sells what?” table shows the dominant packaging used by each of the most ethical brands and a selection of market leaders.

Shampoo bars are a good way to avoid plastic packaging altogether, as they are generally wrapped in paper. Lush and Friendly Soap even offer them totally “naked” and unpackaged. Our soap guide has more information on why bars are better than liquid.

Can you bulk buy shampoo and buy refills?

Many companies also offer bulk refill options, such as Bio D, Body Shop, Faith in Nature, Powder Shampoo Company, SESI, and Alter/Native (Suma). If you can afford 5 litres of shampoo and have somewhere to store it, this can work out better value, and reduces the amount of packaging used.

Ideal Manufacturing (the owner of Fill Refill) and Miniml have gone even further and have created a closed-loop refill system: their bottles can be returned free of charge for them to be washed and refilled again (and again and again).

If you are lucky enough to live near a wholefood shop or zero waste shop which has a refill section, you may be able to buy refills of liquid shampoo reusing your own container. The brands you might see in these places are the ones making bulk and refill options e.g. Bio-D and Miniml and the others named above.

Do ethical shampoos cost more?

The table below shows the relative prices of some of the most ethical brands compared to three 'big name' market leaders: Head & Shoulders, Nivea and Pantene.

Although some ethical shampoos are clearly more luxury orientated, it shows that sustainable choices do not need to break the bank.

Many Best Buys offer significant discounts for buying in bulk, with initially expensive options becoming comparable with mainstream buys if you purchase in larger quantities.

Do shampoo bars last longer than liquid shampoo?

Direct longevity comparison with between liquid and shampoo bars is difficult. 

A 300ml bottle of one shampoo brand may last significantly longer than another, and the lifespan of a shampoo bar depends on proper, dry storage.

It also depends on how much you use personally, and how much hair you have - very long hair may use more shampoo of either kind. 
 

Shampoo brands and climate action

Across the whole lifecycle of shampoo – from the growing or extraction of ingredients to the processing, distribution, packaging, and use – it is the use phase that appears to have the biggest carbon impact. Hot water used when showering is often generated through energy derived from fossil fuels. For this reason it has been estimated that the use phase of a shampoo accounts for about 90% of the total CO2 emissions along its lifecycle.

The overall carbon impact depends on how many times you wash your hair, with how much water, how the water is heated, and where the water goes afterwards. So, from an environmental perspective, the less you wash your hair the better.

According to Mike Berners-Lee's book How Bad Are Bananas?, shorter showers can save 350kg CO2e per year, as much as a return flight from London to Milan.

But this doesn’t give companies a free pass to renege on their climate commitments. A 2023 report from the Carbon Trust noted that only two of the world's ten largest beauty companies had evidenced plans to reduce use-phase emissions, and stated that "more action is needed from the sector to educate consumers on the environmental impact of their beauty and personal care routines and to innovate products that minimise the need for hot water."

Best shampoo brands for climate action 

The highest scores in our climate rating category were for companies which were entirely vegan or organic, strongly refill-focused, or plastic free.

Faith in Nature and SESI both scored 100/100 in the category.

Worst shampoo brands for climate action 

Big high street names generally sit at the bottom of the climate rating because of their lack of adequate long-term targets, and ongoing criticism around forests and fossil-linked supply chains.

A total of 17 big-name brands failed to score a single point in the climate category:

• Alberto Balsam 
• Aussie
• Bedhead 
• Bulldog
• Dove
• Dr Organic
• Head & Shoulders
• Herbal Essences
• Me+ 
• Palmolive
• Pantene
• Sanex
• Shea Moisture
• Simple
• Superdrug
• Tresemme
• Wella

Workers in the shampoo supply chain

Most shampoo companies scored poorly on workers’ rights, but a few, mainly smaller manufacturers, scored 80/100 or more. 

The high scoring brands generally combine in-house manufacturing, explicit supply chain standards, and sourcing and producing their products in areas with lower risks of workers' rights abuses.

Best companies for workers' rights 

The following brands all got 80+ in this category:

• Awake Organics
• Bio-D
• Conscious Skincare
• Faith in Nature
• Fill Refill
• Friendly Soap
• KinKind
• Miniml
• Neal's Yard
• Odylique
• SESI

Washing hair with only conditioner

Conditioner-only washing has its roots in the world of curly hair, which is generally more prone to dryness than straight hair. The “curly girl method” (which works just as well on other genders) advocates for no parabens, sulphates, silicone, alcohol, or lather, which generally means no shampoo. 

The right conditioner allows for gentle cleaning while keeping the natural oils of the hair, although many report that conditioner alone can struggle to fully cleanse dirt, dust, and sweat in the longer term. Curly girl proponents claim that conditioner washing may require less frequent hair washing, hence reducing its environmental impact.

We haven’t done any scientific testing and there’s no definitive proof that this method is great for your hair, but buying one fewer product is an approach we generally support at Ethical Consumer! If you don’t need it, don’t buy it.

Conditioners are generally made by the same companies that sell shampoo. The score table should show you ones which align with your ethics while caring appropriately for your hair.

Where can I buy the ethical shampoo brands? 

We often get asked by readers where they can find the smaller brands so in the table below we have listed some of the ethical shampoo brands and some options of where to find them.

Ethical shampoo brands can be found in independent wholefood shops, zero waste refill shops, and ethical online retailers, as well as on their own websites. 

And for subscribers to Ethical Consumer Magazine, we have discounts with some ethical brands including Friendly Soap, Conscious Skincare and Odylique. Sign in to your account and find the discount codes in 'my account' section. 

All of them can be bought direct from their own websites in the UK, other than Badger which is based in the USA.