Cleanse using high-quality naturally-derived ingredients. Aveda Pure-formance Mens Shampoo 10 oz includes the proprietary pure-fume aroma for an invigorating cleanse smelling of vetiver lavender and spearmint. Scalp and hair are left feeling healthier and calmer with less itching and irritation with each use. Thoroughly wet hair then massage into scalp and hair a small amount. Rinse thoroughly. For best results use with Pure-formance Conditioner. In two weeks many see a significant reduction in greasiness itchiness oiliness and dryness of the scalp and hair. Ayurveda holistic techniques combined with botanical ingredients to create the Aveda product line. Horst Rechelbacher brought his experience in hair styling with his love for a holistic life to the business model he used in his salons and then the product company in 1978. Turning accident into a new lifestyle Horst settled in Minneapolis but used the inspiration he found in India to create a new line of professional beauty products. Their ecological mindfulness and Ayurvedic roots continue today as Horst would have wanted.