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It's a 10 Miracle Moisture Shampoo

$34.95 CAD
$34.95 CAD
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A shampoo that does ten things before you've even reached for the conditioner. It's a 10 Miracle Moisture Shampoo is a sulfate-free, supercharged botanical formula that cleanses thoroughly while delivering a ten-ingredient active complex at the wash step — hydrating, strengthening, boosting shine, smoothing the cuticle, and building body from the very first wash. Mild enough for daily use on even the most delicate colour-treated hair. The shampoo built for a routine that doesn't have time for underperformers.


Miracle Moisture Shampoo uses a gentle sulfate-free surfactant system that cleanses without stripping, and delivers a concentrated botanical antioxidant complex at the cleanse step rather than waiting for the conditioning step.

The surfactant system — Sodium Cocoyl Isethionate, Sodium Coco Sulfate, Sodium Methyl Cocoyl Taurate, Cocamidopropyl Betaine — produces a rich, creamy lather without SLS or SLES. Sodium Cocoyl Isethionate is the primary surfactant — a mild, coconut-derived isethionate that is notably gentle on the hair shaft and scalp while delivering thorough cleansing. Stearamidopropyl Dimethylamine is a conditioning agent that provides in-shampoo slip and cuticle smoothing, reducing mechanical breakage during the wash.

The botanical complex delivers its actives simultaneously during cleansing:

Sodium Ascorbyl Phosphate and Ascorbyl Palmitate (Vitamin C) — two forms of stable Vitamin C — provide the antioxidant protection that is the formula's defining active. Vitamin C intercepts the free radicals from UV exposure and urban pollution that degrade the hair's structural proteins and dull colour over time. It also restores vitality to hair that looks tired or lacklustre. Helianthus Annuus (Sunflower) Seed Extract acts as a natural UV screen and softening agent, extending the life of colour-treated hair and adding lightweight shine. Euterpe Oleracea (Acai) Fruit Extract improves tensile strength and shine through its dense Omega fatty acid and antioxidant profile. Morinda Citrifolia (Noni) Fruit Seed Oil balances moisture and improves shine and condition at the hair shaft level. Punica Granatum (Pomegranate) Fruit Juice is a potent antioxidant containing Vitamins A, C, and E that reinforces the formula's environmental defence. Moringa Oleifera Seed Extract provides additional nourishment and conditioning. Zingiber Officinale (Ginger) Root Extract soothes distressed hair and scalp. Aloe Barbadensis Leaf Juice provides lightweight scalp soothing and surface moisture retention. Aspalathus Linearis (Rooibos/Red Tea) Leaf Extract delivers additional antioxidant and soothing properties. Symphytum Officinale (Comfrey) Leaf Extract is traditionally recognised for its conditioning and strengthening properties. Amodimethicone provides targeted surface smoothing and shine at damaged cuticle points. Polyquaternium-10 and Glycerin complete the in-wash conditioning and humectancy.

The combined result from the first wash: hair is smoother, less damaged, and visibly more bouncy and full of body — with repeated use, hair reflects the natural shine of genuinely healthy hair.

Colour-safe. Leaping Bunny certified.

Metro Vancouver note: Hard water mineral deposits on the cuticle surface compound dryness and dullness — meaning a nourishing shampoo's botanical complex will deliver less visible result on hair with active buildup. If the Miracle Moisture Shampoo is performing below expectations, a chelation step before your routine may be the missing variable. See our Hard Water Hair Damage hub for the protocol.


Who It's For All hair types — fine, medium, thick, straight, wavy, curly, colour-treated, or natural. Particularly effective for dry, tired, or dull hair that needs hydration and shine at the cleanse step. Mild enough for daily use. Safe for the most delicate colour-treated hair.

Pair with It's a 10 Miracle Daily Conditioner → and It's a 10 Miracle Leave-In Product → for the complete It's a 10 routine.


Key Ingredients

  • Sodium Ascorbyl Phosphate & Ascorbyl Palmitate (Vitamin C) — Two forms of stable Vitamin C; antioxidant protection that restores vitality and defends against UV and environmental free radical damage
  • Helianthus Annuus (Sunflower) Seed Extract — Natural UV screen; extends colour life and adds lightweight shine
  • Euterpe Oleracea (Acai) Fruit Extract — Omega fatty acids and antioxidants; improves tensile strength and shine
  • Morinda Citrifolia (Noni) Fruit Seed Oil — Balances moisture and improves shine and condition
  • Punica Granatum (Pomegranate) Fruit Juice — Vitamins A, C, and E; potent antioxidant environmental defence
  • Zingiber Officinale (Ginger) Root Extract — Soothes distressed hair and scalp
  • Sodium Cocoyl Isethionate — Mild coconut-derived primary surfactant; creamy lather without SLS or SLES

How to Use Apply a small palm-sized amount to wet hair. Work into lather, focusing mainly on roots and scalp, then gently through the length. Rinse with warm water. For fine or colour-treated hair, use slightly less product and focus on scalp and hairline. Follow with It's a 10 Miracle Daily Conditioner or Miracle Leave-In Product.