Are expensive shampoos worth it? Experts weigh in

Dermatologists say affordable options can work just as well as pricey brands

Feb. 25, 2026 at 7:08am

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Shampoos and conditioners can range from a few dollars to over $100, leaving consumers wondering if the higher prices are worth it. Experts say affordable drugstore options can perform just as well as premium brands, advising consumers to focus on their hair type and scalp needs rather than just the product's price tag or marketing claims. Factors like active ingredients, company size, and sustainability efforts can influence the cost, but dermatologists say the most important aspects are the washing process and using the right products for your individual hair.

Why it matters

With the wide range of shampoo and conditioner options on the market, from budget-friendly to luxury brands, this story provides helpful guidance for consumers on how to choose the right hair care products without overspending. It addresses common misconceptions about expensive products being inherently better and emphasizes the importance of understanding your own hair type and scalp needs.

The details

According to dermatologists, affordable shampoos and conditioners found in grocery stores and pharmacies can be just as effective as pricier versions. Factors that influence the higher prices of premium brands include the use of more refined conditioning agents, soothing ingredients, organic and sustainable sourcing, and the size/resources of the company. However, some luxury products may also contain irritating fragrances or botanical extracts. Experts advise evaluating the specific ingredients, your hair type, and your entire hair care routine rather than just focusing on the price tag.

  • The Associated Press story 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 sells organic shampoos and conditioners.

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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

This story emphasizes that the most important factors in choosing effective shampoo and conditioner are understanding your individual hair type and scalp needs, rather than just focusing on a product's price or marketing claims. Affordable drugstore options can perform just as well as premium brands, as long as the ingredients and formulation match your specific hair care requirements.