Experts Weigh In on Whether Expensive Shampoos Are Worth the Cost

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

Published on Feb. 25, 2026

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Experts say affordable shampoos and conditioners can be just as effective as premium brands, advising consumers to evaluate ingredients, their own hair and scalp needs, and their entire hair care routine. While expensive products may contain more refined conditioning agents, simpler formulas are often better tolerated by those with sensitive skin. Factors like brand size, organic ingredients, and sustainable manufacturing also influence pricing.

Why it matters

With enticing marketing claims, consumers are left wondering if pricey shampoos are worth the investment. Understanding the science behind hair health and the key factors that drive product pricing can help people make informed choices about their hair care routine.

The details

Dermatologists say people with damage-prone hair, such as those with curly or chemically-treated hair, should avoid shampoos with sodium lauryl sulfate as the main ingredient, as it can strip natural oils. They recommend washing less frequently to retain sebum. Those with damage-resistant, oily, straight hair can wash daily. Expensive shampoos may contain more refined conditioning agents, but simpler formulas are often better for sensitive scalps. Factors like brand size, organic ingredients, and sustainable manufacturing also influence pricing.

  • 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 consider your hair type, scalp needs, and overall hair care routine, rather than just focusing on brand names or price tags. Affordable options can be just as effective as premium products, as long as the ingredients address your specific concerns.