I love Jason Natural Cosmetic's products. This brand is one of my "go-to" products. Since growing older my skin has become sensitive to a lot of products on the market. Jason Natural's shampoo is natural enough that I never have any reactions to the ingredients. The vitamin E is moisturizing and I love that the shampoo provides neccessary vitamins that others often overlook. Since using this shampoo I have noticed my hair becoming healthier. During these cold weather months my hair tends to get dry. The vitamin E seems to keep moisture in my hair without using other products. It's almost a if the shampoo helps penetrate and addresses my hair needs. I am a fan of the shampoo.