A Beautiful World Begins With You All Hair Types Hydrolyzed Keratin Helps Smooth and Soften Cleanses, Hydrates, and Adds A Sleek Shine Eco-Friendly Cruelty-Free Formulated with Keratin Protein, Jojoba Oil, and Aloe Vera to help smooth and soften hair. Also containing Panthenol (Vitamin B5) and hydrolyzed proteins, this shampoo gently cleanses while it helps give you hair a sleek shine and makes it easy to style with less frizz.