Experts Weigh In on Whether Expensive Shampoos Are Worth the Cost

Dermatologists advise looking at ingredients, hair type, and entire hair care routine when choosing shampoo and conditioner.

Published on Feb. 25, 2026

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Experts say affordable shampoos and conditioners found in grocery stores and pharmacies can be just as effective as pricier premium brands. They recommend evaluating ingredients, hair type, and the overall hair care routine when choosing products, rather than focusing solely on brand name or price tag. Dermatologists provide tips on how often to wash different hair types and note that expensive shampoos may contain more refined conditioning agents, but simpler formulas are often better tolerated by those with sensitive skin.

Why it matters

With the rise of luxury haircare brands and enticing marketing claims, consumers are left wondering if expensive shampoos are worth the higher price. This story provides guidance from dermatologists on how to choose the right shampoo and conditioner based on individual hair needs, rather than relying on brand prestige or cost.

The details

Experts say affordable shampoos and conditioners can perform just as well as premium brands. Factors influencing the higher prices of luxury products include the use of more refined conditioning agents, soothing ingredients, organic and sustainable sourcing, and the size/resources of the company. Dermatologists advise looking at the specific ingredients, one's hair type (damage-prone vs. damage-resistant), and the overall hair care routine - not just the product price tag. They recommend avoiding sodium lauryl sulfate for damage-prone hair, washing less frequently for curly or dyed hair, and using over-the-counter anti-dandruff shampoos before seeking a prescription. Simpler formulas are often better tolerated by those with sensitive skin.

  • 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.

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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

When choosing shampoo and conditioner, it's important to focus on the specific needs of your hair and scalp, rather than just the brand name or price tag. Affordable drugstore products can be just as effective as expensive luxury brands, as long as the ingredients and formulation match your hair type and concerns. Consulting a dermatologist can also help guide your haircare routine for optimal hair and scalp health.