I love WEN fig. It is gentle on my hair and I frequently have an itchy, sensitive scalp and this is almost therapeutic. If I'm in a hurry, I will use something else gentle because for the full benefit I do think you need to leave it on a few minutes to sink in. I don't use as much as the bottle says, don't feel I need to. Was excited to try Biolage's new cowash, but can't find one of the four that smells good at all, so back to WEN.