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Why 'Soap free' matters

Wondering why our packaging says Soap Free?   There are a lot of shampoo bars on the market that are actually a soap-based formulation. Soap is made of fats and lye, and has a very high pH around 10, far higher than the pH of your hair and scalp of around 5. Washing your hair with soap doesn't allow the cuticles of the hair to close down, leading to dull, dry hair that is prone to breaking and tangling. It is not possible to pH balance a soap bar down into the hair friendly zone, the product would simply break...