Is the Native Shampoo Good? Honest Review by a Hair Expert

If you’ve ever stood in a Target aisle staring at those simple white bottles labeled “Native,” wondering if they’re worth the hype, you’re not alone. Native has built a reputation for clean, minimalist products free from sulfates, parabens, and dyes but when it comes to shampoo, “natural” doesn’t always mean “effective.”

So, is Native Shampoo actually good for your hair? Let’s unpack what’s inside that sleek bottle and whether it delivers what it promises.

What Native Shampoo Promises

Native claims to blend gentle cleansing with natural, plant-based ingredients. Their shampoos are marketed as sulfate-free, silicone-free, paraben-free, and cruelty-free basically, a dream come true for people tired of harsh commercial shampoos.

Their most popular variant, Coconut & Vanilla, is famous for its warm scent and creamy lather. Others include Cucumber & Mint, Almond & Shea Butter, Citrus & Herbal Musk, and a Strengthening Shampoo with castor oil.

Here’s what Native says it does:

• Cleanses without stripping moisture
• Uses naturally derived surfactants
• Adds softness and shine
• Works for all hair types

Nice promises but let’s see what really happens when you look at the ingredients and performance closely.

Ingredient Breakdown: The Science Behind the Formula

This is where things get interesting. Native markets itself as “clean,” but let’s examine what that means chemically.

Base surfactant:
The primary cleanser in Native Shampoo is Cocamidopropyl Hydroxysultaine, a mild surfactant derived from coconut oil. It’s gentler than sulfates like SLS or SLES, making it ideal for sensitive scalps or color-treated hair.

Secondary cleansers:

• Sodium Lauroyl Sarcosinate – adds better foam without the harshness of traditional detergents.
• Decyl Glucoside – a sugar-based cleanser often found in baby shampoos.

Together, these provide a balanced cleanse strong enough to remove buildup but soft enough not to fry your ends.

Conditioning agents:

• Polyquaternium-10 – gives slip and detangles hair without silicones.
• Guar Hydroxypropyltrimonium Chloride – smooths frizz and improves manageability.

Botanical extracts & oils:
Depending on the version, Native includes ingredients like castor oil, coconut extract, or shea butter. They’re more for marketing than deep repair the concentration is too low to dramatically change your hair’s condition but they add softness and pleasant scent.

Fragrance:
Each version is scented with synthetic fragrance, which is clean by formulation standards (no phthalates), but still something to note for highly sensitive users.

Quick Fact: What Research Says

A 2023 Journal of Cosmetic Science study found that sulfate-free surfactants like Cocamidopropyl Hydroxysultaine reduce scalp irritation by nearly 40% compared to SLS-based shampoos. This backs up Native’s promise of being gentle but gentleness doesn’t always equal hydration.

How It Performs on Different Hair Types

For Dry or Damaged Hair

If your hair feels brittle, processed, or dry, Native might not provide enough moisture. Its formula lacks the richer emollients found in heavier repair shampoos (like argan or keratin blends). You’ll definitely want to follow up with a good conditioner or mask.

That said, it doesn’t worsen dryness it simply doesn’t repair it.

For Fine or Oily Hair

This is where Native shines. The lightweight cleansing formula removes oil without residue, leaving hair airy and refreshed. Users with fine hair often notice better volume and bounce after just a couple of washes.

For Curly or Coarse Hair

Curls usually crave more nourishment and slip. Native’s silicone-free formula can make detangling tricky, especially if your curls are prone to dryness. Pair it with a moisturizing leave-in or curl cream for best results.

For Color-Treated Hair

Good news Native’s pH-balanced, sulfate-free formula is color-safe. It won’t strip dye the way harsh cleansers do.

What About That Lawsuit?

If you’ve seen headlines about Native Shampoo being sued, here’s the truth: In 2023, a class-action lawsuit was filed claiming that some consumers experienced hair loss and scalp irritation after using certain Native products. However, it’s important to clarify two things:

• The lawsuit was based on individual reports, not proven scientific causation.
• No regulatory authority (like the FDA) has confirmed a direct harmful link between Native’s ingredients and hair loss.

Many brands even high-end ones face similar legal complaints due to fragrance sensitivities or ingredient misunderstandings. It doesn’t mean the product is unsafe, but it does highlight how individual scalp chemistry can vary.

What Users Are Saying

Over 70% of reviewers on major retailers like Target and Amazon rate Native Shampoo 4 stars or higher. Positive feedback centers around how clean and lightweight it feels, especially for people transitioning away from sulfates.

Common complaints include:

• Hair feeling dry after a few washes
• Needing extra conditioner
• Fragrance being too strong for sensitive users

So the verdict? It’s gentle, yes but it’s not deeply hydrating.

Native vs. Other “Healthy” Shampoos

Native holds its own as a budget-friendly clean beauty option, especially if you prefer minimal ingredients and gentle cleansing.

@gkccouture

Hair care you should NOT USE❌ if you have a similar story please share and if you are using @Native shampoo & conditioner please STOP! I hope native holds responsibility as she sent an email regarding her hair loss and the last thing i want is for anyone to experience this 🥹🫶🏽 #nativehairloss #haircareproducts #haircarehairloss #hairloss #nativehaircarelawsuit #haircarelawsuit #nativelawsuit

♬ original sound – gabriella

Ingredient Transparency and Clean Beauty Credibility

Native earns points for being clear about their ingredient list. Each bottle lists not just what’s inside but why it’s there. The brand follows EWG (Environmental Working Group) standards for low-toxicity ratings, and their products are cruelty-free and vegan.

They’ve also introduced plastic-free shampoo bars, reducing waste for eco-conscious users.

So, if you’re trying to switch to cleaner products without spending salon prices, Native makes a solid entry point.

Carolina’s Expert Verdict

Here’s my honest take after using it on different hair types in my salon testing:

• Performance: 7.5/10 – Great cleansing, gentle, non-stripping.
• Moisture: 6/10 – Needs help from conditioner.
• Fragrance: 8/10 – Lovely but can be strong for some.
• Ingredient quality: 8.5/10 – Transparent, safe, balanced surfactants.
• Overall value: 8/10 – Affordable clean shampoo that delivers what it claims.

If your hair is normal, fine, or slightly oily Native is a great daily option.
If your hair is dry, curly, or chemically treated it’s better as part of a layered routine, not a standalone fix.

What to Use Instead (If You Need More Moisture)

If Native feels too light for your hair, try:

• SheaMoisture Manuka Honey & Yogurt Hydrate + Repair – richer formula for damaged strands.
• Aveeno Scalp Soothing Oat Milk Blend – gentle and hydrating for sensitive scalps.
• Function of Beauty Custom Shampoo – lets you target specific issues like frizz or dryness.

@gkccouture

Hair care you should NOT USE❌ if you have a similar story please share and if you are using @Native shampoo & conditioner please STOP! I hope native holds responsibility as she sent an email regarding her hair loss and the last thing i want is for anyone to experience this 🥹🫶🏽 #nativehairloss #haircareproducts #haircarehairloss #hairloss #nativehaircarelawsuit #haircarelawsuit #nativelawsuit

♬ original sound – gabriella

Bottom Line

Native Shampoo is good but not miraculous. It’s the kind of product that fits right in the middle: clean, pleasant, affordable, and effective for most hair types, yet not deeply reparative.

For anyone switching from harsh, sulfate-heavy formulas, the difference is noticeable less irritation, less scalp tightness, and smoother texture over time.

But if your hair needs serious moisture or repair, think of Native as a gentle cleanser, not a treatment.

In short:

• Good for beginners in clean beauty.
• Safe for daily use.
• Not ideal for heavy damage repair.

Sometimes “good enough” really is good especially when your scalp can finally breathe.

Carolina Herrera

Carolina Herrera: Cosmetics specialist & Hair Analyst. Specializing in hair treatments, Carolina provides thorough reviews and advice on choosing the best products for damaged or treated hair.