Are expensive shampoos worth it? Experts weigh in

Dermatologists say affordable drugstore shampoos can perform as well as pricier options, but hair type and routine matter more than brand.

Published on Feb. 25, 2026

Got story updates? Submit your updates here. ›

Experts say affordable shampoos and conditioners found in grocery stores and pharmacies can do the job as well as the pricey versions with tempting marketing. They advise consumers to evaluate the ingredients in products, their own scalp and hair concerns, and their entire hair care routine, and to check with a doctor when in doubt. Premium brands can work well, and some have active ingredients that cost more, but other factors like company size and sustainability efforts also influence pricing.

Why it matters

With elaborate marketing and high prices, consumers may feel pressured to buy expensive shampoos and conditioners, but experts say affordable options can be just as effective if tailored to individual hair type and needs. Understanding the role of ingredients, scalp health, and hair care routines can help people make informed choices about their haircare products.

The details

Dermatologists categorize hair types as either damage-prone (very curly, chemically treated, or frequently heat-styled) or damage-resistant (oily, straight). Damage-prone hair should avoid shampoos with sodium lauryl sulfate, which can strip natural oils, while damage-resistant hair can be washed more frequently. Experts say the hair care process, including washing frequency and use of heat/chemicals, matters more than the specific products used. Affordable drugstore brands can perform as well as premium options, which may have more refined conditioning agents but also potentially irritating fragrances or botanicals.

  • The article was published on February 25, 2026.

The players

Dr. Crystal Aguh

A dermatologist and director of the Ethnic Skin Program at Johns Hopkins School of Medicine.

Dr. Joe Tung

A dermatologist at the University of Pittsburgh Medical Center.

Monique Mason

The owner of MOKO Organic Beauty Studio in Philadelphia, which stocks organic shampoos and conditioners.

Got photos? Submit your photos here. ›

What they’re saying

“Instead of spending hundreds of dollars thinking, 'If I just find the right shampoo, right conditioner, all of my troubles will go away,' you also have to just look at what your process looks like … because that will often do the trick.”

— Dr. Crystal Aguh, Dermatologist and director of the Ethnic Skin Program at Johns Hopkins School of Medicine

“Hair itself is biologically inactive once it grows out, but underneath the surface of the skin on the scalp is a full ecosystem with stem cells, immune cells, oil glands, nerve endings. When that ecosystem is balanced, the scalp feels comfortable and hair grows optimally; when it is disrupted, people can experience itching, flaking, excess oil, or hair loss.”

— Dr. Joe Tung, Dermatologist at the University of Pittsburgh Medical Center

“I get to know them, whether they're family-owned, how they farm, how they source their ingredients.”

— Monique Mason, Owner of MOKO Organic Beauty Studio

The takeaway

While expensive shampoos and conditioners can be effective, affordable drugstore options can perform just as well if tailored to individual hair type and needs. The key is focusing on hair care routines and scalp health, not just product branding or price tag.