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So you’re on the hunt for a new shampoo. We’ve all been there, making us collectively intimate with the quandaries of where to procure said shampoo and which exact one to buy. Sometimes, the answer lies not on fancy-pants brands’ direct sites but easily shoppable beauty retailers we all know and love. Case in point? The best shampoos at Ulta include top-of-the-line formulas that don’t cost an arm and a leg, capable of taking your mane from meh to marvelous (elaborate hair styling tools, optional).
Whether you’re in the market for TikTok-beloved, celebrity hairstylist–backed brand offerings like Ouai’s Detox Shampoo, want to try out a scrub shampoo that targets the scalp, or else are going for a beloved drugstore mainstay under $15 from Ogx and the like, there’s something for every hair need and type at Ulta. After all, the retailer’s shampoo range — much like its assortment of top mascaras and great foundations — is so multifaceted that it can be sorted via filters (in this case “straight hair,” “color protection,” “thinning,” “dandruff,” and so much more). Even better is the fact that its “New Arrivals” section never gets stale, instead always suggesting high-class shampoos from either new or new-to-Ulta companies that are in the business of giving you the best hair of your life.
Top Shampoos at Ulta of 2025
Though you can find most of the suggestions on this roundup in brick-and-mortar Ulta stores, we suggest doing your shampoo shopping directly at Ulta.com. After all, its user-friendly interface; frequent sales events (like the 21 Days of Beauty sale, which happens twice a year and lasts for three whole weeks!); frequent free shipping allowances on all purchases, no matter the total price; and exclusive perks granted to Beauty Rewards members are all benefits that speak for themselves.
To curate this comprehensive list of the best Ulta shampoos, WWD Shop beauty editors plunged the depths of the Ulta hair care universe. This was no small feat, given the sheer quantity of shampoo brands and hair care brands in general that the retailer represents: from industry veteran L’Oréal to newcomers like Divi.
We conducted extensive trials of Ulta’s best shampoos — ultimately narrowing down to a total of nine selects, but not before we compared their customer reviews, examined their ingredient lists, and verified their legitimacy in the most nitty-gritty ways possible. What’s more, many of these picks were included in WWD’s list of the Greatest Hair Care Products of All Time, as voted on by nearly 700 beauty industry insiders. Below, the very best shampoos at Ulta.
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L’Oréal EverPure Glossing Shampoo
L’Oréal’s expertise in wallet-friendly hair care with wow-worthy results doesn’t stop at Elnett hairspray. This recent release employs glycolic acid — yes, the ingredient you may know from facial exfoliators — to seal hair fibers, creating an enviable glass-hair look. Lacking sulfates, parabens, and dyes, the EverPure Glossing Shampoo will give you more good hair days than you’ll know what to do with. Plus, that bergamot and peony scent is one to write home about.
Editor testing and review notes: “Blame it on bleach or regular use of hot tools — my hair leans on the dull side, no matter how many hair masks I slather on. After two washes with the corresponding conditioner, this shampoo gave me a visible boost in shine. That, combined with a little leave-in conditioner on my ends, creates the effect of super healthy hair.” — WWD Shop Senior Beauty & Lifestyle Commerce Editor Claire Sullivan
Price upon publish date of this article: $12
Kristin Ess Hair The One Signature Shampoo
Created with all hair types in mind, The One Signature Shampoo from celebrity hairstylist and colorist Kristin Ess is designed to thoroughly cleanse without stripping hair of natural oils. The shampoo’s standout feature is something called Zip-Up Technology: colloquially “zipping up” split ends whilst reversing hair damage (including the kind acquired from daily environmental stressors).
Though you might miss it in the ingredient list, this Ulta shampoo contains chia seed oil — loaded with antioxidants and one of the best botanical sources of moisture out there. Your hair’s shine (even during the driest and coldest of months of the year) will get a major boost.
Editor testing and review notes: “For the price, I’m always impressed by the results I get when I use this shampoo. It lathers up enough for me to easily work the product into my roots without needing a double wash, but it never leaves my hair tangly or feeling stripped. The dispenser also makes it simple (and mess free) to get just the right amount of product.” — Sullivan
Price upon publish date of this article: $12
Ouai Detox Shampoo
Ouai sells one bottle of its Detox Shampoo every 20 seconds — proof of exactly how effective it is at washing away buildup for a healthier head of hair. What makes this particular shampoo at Ulta special is the fact that it merges the magic of apple cider vinegar with that of keratin. While the former cleanses away dirt, oil, and other impurities, the latter works to smooth frizz and add shine. You’ll be amazed by how quickly and richly the shampoo lathers, how much softer it leaves hair post-wash, and how — per some Ulta reviewers — it does such a great job, in fact, that conditioner becomes optional.
Editor testing and review notes: “I love to use this shampoo anytime I’ve overdone it on hairspray or dry shampoo. It gives me a thorough wash that removes product buildup, but unlike other clarifying shampoos, doesn’t leave my hair thirsty. Because of this, I’m able to use it multiple washes in a row (say, on a beach trip when I’m constantly exposing my hair to chlorine and salt water) without worrying about my hair turning into a tumbleweed.” — Sullivan
Price upon publish date of this article: $32
Pureology Hydrate Shampoo
A match made in heaven for normal-to-thick, color-treated hair, this shampoo from Pureology is hydration incarnate. According to the brand, it’s so concentrated that more than 75 average-Joe shampoos can fit into a single bottle (thereby ensuring you’re not running back to Ulta.com to get a replacement each month). Although it’s hard for us to verify this statistic, one thing we know for sure is that the product’s combination of jojoba oil, green tea, and sage grants softness you can feel and happier hair follicles to match. A dime-sized dollop of the Pureology Hydrate Shampoo during each wash sesh is all it takes to see not-so-dime-sized differences that will make you a believer.
Editor testing and review notes: “I always look forward to washing my hair when I have this shampoo on hand. It has a minty scent to it and feels tingly and cooling on the scalp when you massage it on. The formula itself has a thick consistency to it; I recommend lathering it up with a few drops of water in your hands before you work it into your hair. It makes my dull, color-treated hair look way healthier after two weeks of regular use.” — Sullivan
Price upon publish date of this article: $37
Ogx Renewing + Argan Oil of Morocco Shampoo
Following its relaunch last year, the Ogx Renewing + Argan Oil of Morocco Shampoo now flaunts a new ingredient profile that’s powered up with lipids and proteins to reduce frizz and breakage. This formulation is ideal for dry hair types: Its star player is argan oil, which is lauded for deeply penetrating the hair shaft with moisture, protecting from damage (of the UV, heat styling tools, or pollution varieties) thanks to antioxidants, and improving overall hair strength. The good news is that you don’t have to use it in precise, measured amounts — as is the case for a few products on this roundup. Simply lather on Ogx’s Renewing + Argan Oil of Morocco Shampoo as part of your normal hair-washing routine and witness your hair becoming better after each shower.
Editor testing and review notes: “Some hydrating shampoos can weigh down my hair, resulting in lackluster volume and causing me to pencil in my next wash day sooner than I’d like. This one strikes a great balance of moisturizing my hair without leaving it greasy or flat — a rare feat.” — Sullivan
Price upon publish date of this article: $10.69
Divi Volumizing Shampoo
If you’re struggling with fine, thin hair, Divi’s Volumizing Shampoo will help your strands look more bouncy and lifted in a jiffy… but that’s not the extent of its powers. The shampoo’s ingredient list includes postbiotics to strengthen the scalp barrier, plus tea tree oil and micro algae that work together to reduce excess oil. It also takes advantage of caffeine’s energizing effects, stimulating the follicles for improved hair growth over time.
Editor testing and review notes: “I had amazing results with this volumizing shampoo, particularly when I air dried my hair. Combined with Divi’s Volumizing Conditioner, the shampoo gave my natural curls so much definition and bounce. It also enhanced my hair’s shine way more than similar volume-boosting shampoos, which err on the astringent side. Because it prevents excess oils on the scalp, it’s one of my favorite formulas to use during steamy summer months.” — Sullivan
Price upon publish date of this article: $32
Biolage Hydra Source Shampoo
Quench thirsty strands with Biolage’s top-rated hydrating shampoo. From just a single use, you’ll find your strands looking shinier and healthier — after all, this shampoo is infused with aloe, which makes it particularly effective at combatting both dryness and universally dreaded split ends.
Have color-treated hair? Don’t worry about the Biolage Hydra Source Shampoo being too abrasive or causing you to rush to the salon for a touch-up sooner than needed. A fragrance with notes of bergamot, sandalwood, and peach, will have you falling head over heels… with a more nourished head of hair to show for it.
Price upon publish date of this article: $24
Briogeo Scalp Revival Micro-Exfoliating Scrub Shampoo
Millions of purchases of the Briogeo Scalp Revival Micro-Exfoliating Scrub Shampoo have been made since its launch in 2017, and it boasts over 1,000 five-star reviews at Ulta.
Why the hype? This sulfate-free scrub targets an often-neglected area: the scalp, which it hydrates and soothes with charcoal (to draw out impurities on the surface of the scalp) and coconut oil (combatting dryness and flakiness). The key to maximizing this shampoo’s full roster of benefits is to use it sparingly — only once weekly or every other week.
Price upon publish date of this article: $42
Bumble and bumble Hairdresser’s Invisible Oil Hydrating Shampoo
The Hairdresser’s Invisible Oil Hydrating Shampoo from Bumble and bumble is an absolute blessing for dry hair types. The shampoo stands out from its shelf mates with a light-as-a-feather blend of six oils that condition, soften, smooth, boost shine, and detangle all at once — with usual suspects like coconut oil playing starring roles alongside more niche picks such as safflower seed oil. If your hair’s been damaged by years of heat exposure or chemical treatments, it’ll be especially grateful for all that this hair offering provides. Bumble and bumble recommends ensuring its even distribution by working it between your hands for a beat or two (aka, emulsifying) before each application.
Editor testing and review notes: “This shampoo does an amazing job at detangling and hydrating my hair while masking the look of split ends — and it does all of this without leaving a greasy film on my hair or deflated volume near my roots. It’s become my shampoo of choice for when I don’t have time to do a full hair mask but need a quick boost in shine.” — Sullivan
Price upon publish date of this article: $37
Tips for Shopping for the Best Shampoos at Ulta
Ulta is one of the best places to shop all kinds of beauty products, whether in-store or online, because it’s always offering deals for savvy shoppers. There are so many deals, in fact, that it can be tough to keep up with what sale event is in the pipeline. Here, we break down key sales (plus other smart ways to shop shampoos at Ulta).
- Ulta 21 Days of Beauty: This sale event lasts for three weeks, typically occurring in March and August, and is considered Ulta’s most-anticipated marathon of markdowns. A recent installment offered limited-time deals, called Daily Beauty Steals, where customers could score up to 50 percent off new releases and bestselling products. There are new deals every day, across both prestige and drugstore makeup, skin care sets, hair styling tools, makeup brushes, and, of course, hair care. Ulta Beauty Rewards members can also earn bonus points with every purchase during the sale.
- Buy More, Save More Offers: No matter the time of year, Ulta always provides opportunity to save as you spend. You can browse all of Ulta’s digital coupons, BOGO deals, and special gifts with purchase by navigating to the Featured Deals page on Ulta.com. Here, you’ll find limited-time promotions on everything from cult-favorite bestsellers to high-quality hidden gems.
- Ulta Beauty Rewards: Ulta’s membership program allows customers to rack up points with every purchase, which can be used to add extra beauty goodies to your cart. It also grants you access to exclusive discounts, early sale entry, and a free gift on your birthday. You can sign up for free today, wasting absolutely no time in securing perks for days.
- Ulta Black Friday Sale: Ulta always offers some of the best Black Friday beauty deals. Each year, Ulta kicks off the season of giving with a full week of price slashes — making it a shortened version of 21 Days of Beauty. Annually, the discounts tend to peak at 50 percent off and cover the range of top-rated hair offerings, including hair masks, hair color, styling tools, and more. In 2025, we’re hoping Ulta repeats history and offers steeper price drops with extra perks. Dare we suggest luxe gifts with every purchase?
As for how to decide on the actual shampoo to get once you’ve maxed out on all the promotions and discounts Ulta is generous enough to grant, we recommend toying around with the aforementioned filters inside the retailer’s “Shampoo” tab. Sure, you can sort by bestsellers, new arrivals, or top-rated picks that will no doubt have a lot of overlap with the nine shampoos we’ve spotlighted in this article. But hair, like snowflakes, is unique, and so narrowing down the choices based on its texture or specific concerns (think frizziness, oiliness, and the like) is a wise thing to do. Alternatively, if you’ve long had your eye on a particular hair brand — like the hot-on-TikTok Fekkai, for example — you can similarly hone in on just its selections with the click of a button.
How We Chose the Best Shampoos at Ulta
To curate this list of the best shampoos at Ulta, WWD Shop editors conducted extensive tests and trials of Ulta’s top-rated shampoos — while also getting a sense of what everyday customers think of them, examining ingredient lists beyond marketing copy, and further verifying legitimacy in the most nitty-gritty ways possible.
Our list also includes products featured in WWD’s list of the Greatest Hair Products of All Time, an honor that involves feedback on top hair styling and care formulas from nearly 700 industry insiders. As for testing, we conducted rounds of it across our team’s varying hair types and needs: working to integrate each shampoo into our individualized hair care routines to see if it truly did what it promised over the long-term, bypassing adverse effects like stripping hair of moisture or fading the looks of color-treated strands. The end result of this was nine standout options that each bring something different to the table, besides, of course, all keeping your hair’s best interests in mind.
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Meet the Testers & Authors
Stacia Datskovska is a Senior Commerce Writer at WWD. Previously, she worked at ELLE DECOR as an assistant digital editor, covering all things luxury, culture, and lifestyle through a design lens. Her bylines over the past five years have appeared in USA Today, Baltimore Sun, Teen Vogue, Boston Globe, Food & Wine, and more. Prior to joining ELLE DECOR, Datskovska learned the ins and outs of e-commerce at Mashable, where she tested products, covered tentpole sales events, and curated gift guide roundups. She graduated from NYU with a bachelor’s degree in journalism and international relations. Datskovska wrote this article on top shampoos at Ulta and regularly reports on leading hair care products in the beauty industry.
Claire Sullivan is the Senior Beauty and Lifestyle Commerce Editor for Footwear News and WWD, where she writes and edits beauty, fashion and lifestyle stories. She has over eight years of experience as a writer and editor for national media outlets including Martha Stewart Living, Martha Stewart Weddings, InStyle, and Byrdie. She’s tested hundreds of products during her time as an editor, so she’s well-versed in selecting the products that make a meaningful difference in your skin and hair. Sullivan contributed to product testing for this article on the best shampoos at Ulta.
Source: Shop – wwd.com
