$12.99 when purchased online
Target Online store #3991
About this item
Highlights
- A low-lather, softening shampoo that deeply cleanses developing coils, curls, and waves without stripping hair of its natural moisture.
- Shea butter, rice bran oil, & grapeseed oil provide moisture to define curls.
- Rosemary extract & glycerin nourish the scalp to help promote growth.
- Marshmallow root provides slip & detangles to improve manageability.
- Natural, gentle sweet vanilla scent for a warm, cozy vibe.
- Pediatrician and Dermatologist Approved.
- Tear-free and gentle .
- Clinically Proven Hypoallergenic.
- No Sketchy Stuff! No mineral oil, parabens, PEGs, silicones, sulfates, synthetic fragrance.
- Packaging contains recycled content - packaging made with at least 30% post consumer recycled plastic.
Description
"Say ""see ya!"" to drying, all-in-one combo washes! Finally—a shampoo that doesn’t double as a wash! With PROUDLY Softening Shampoo, deeply cleanse developing coils, curls, and waves with our tear-free, low-lathering formula that won’t strip hair of its natural moisture. Designed with gentle-for-baby ingredients to nurture developing coils, curls, and waves. Thoughtfully formulated with moisture-rich goodness to gently cleanse, nourish scalp, soften and define all hair patterns, and improve manageability. Removes dirt, impurities, and residue from the scalp and hair while imparting deep moisture and reviving natural curl pattern. Tear-free, low-lather formula quickly rinses out, resulting in soft feel and enhanced manageability for all curly hair types while promoting a healthy scalp.
ABOUT PROUDLY
Co-founded by Gabrielle Union and Dwyane Wade, PROUDLY is an affordable baby care line centering the needs of Black & Brown babies. Our Hair Care products are formulated for the needs of the tightest textures and are designed with gentle-for-baby ingredients to nourish scalp, define hair patterns, and improve manageability without stripping, drying, or weighing down delicate coils, curls, and waves.
Each product is co-designed by a Black dermatologist, Black pediatrician, and Black chemist who have studied and selected ingredients that work to nurture developing coils, curls, and waves. We demand No Sketchy Stuff! and formulate for the needs of both sensitive baby scalp and delicate, developing baby hair. We thoughtfully add high-quality, functional ingredients at gentle concentrations to make sure products deliver. We are proud to be Black-owned, Black-founded, and operated diversely by BIPOC professionals.
Welcome to a world of baby care made for us, by us and a home for you."
ABOUT PROUDLY
Co-founded by Gabrielle Union and Dwyane Wade, PROUDLY is an affordable baby care line centering the needs of Black & Brown babies. Our Hair Care products are formulated for the needs of the tightest textures and are designed with gentle-for-baby ingredients to nourish scalp, define hair patterns, and improve manageability without stripping, drying, or weighing down delicate coils, curls, and waves.
Each product is co-designed by a Black dermatologist, Black pediatrician, and Black chemist who have studied and selected ingredients that work to nurture developing coils, curls, and waves. We demand No Sketchy Stuff! and formulate for the needs of both sensitive baby scalp and delicate, developing baby hair. We thoughtfully add high-quality, functional ingredients at gentle concentrations to make sure products deliver. We are proud to be Black-owned, Black-founded, and operated diversely by BIPOC professionals.
Welcome to a world of baby care made for us, by us and a home for you."
Hair Type: Frizzy, Curly, Coarse
Product Form: Liquid
Beauty Purpose: Basic Cleansing
Industry or Government Certifications: EWG Verified
Net weight: 9 fl oz (US)
TCIN: 88958232
UPC: 850034546841
Item Number (DPCI): 007-08-3529
Origin: Made in the USA or Imported
If the item details above aren’t accurate or complete, we want to know about it.
Ingredients:
aqua/water/eau, cocamidopropyl hydroxysultaine, glycerin, sodium laurylglucosides hydroxypropylsulfonate, glycol distearate, sodium methyl cocoyl taurate, glyceryl stearate se, stearic acid, vitis vinifera (grape) seed oil, butyrospermum parkii (shea) butter, rosmarinus officinalis (rosemary) extract, althaea officinalis (marshmallow) root extract, oryza sativa (rice) bran extract, fructose, glucose, sodium chloride, vanillin, triethyl citrate, ethyl butyrate, maltol, delta decalactone, sodium stearoyl lactylate, inulin, cellulose, sodium bis-hydroxyethylglycinate coco-glucosides crosspolymer, guar hydroxypropyltrimonium chloride, sodium phytate, cellulose gum, xanthan gum, dimethylhydroxy furanone, citric acid, ethylhexylglycerin, phenoxyethanol
Shipping details
Estimated ship dimensions: 7.68 inches length x 1.96 inches width x 1.94 inches height
Estimated ship weight: 0.71 pounds
Return details
This item can be returned to any Target store or Target.com.
This item must be returned within 90 days of the date it was purchased in store, shipped, delivered by a Shipt shopper, or made ready for pickup.
See the return policy for complete information.
Q: It states that babies can use this but would you tell me what month is safe to start.
submitted by Tati - 8 months ago
A: Thank you for reaching out! Based on the guidance from our advising pediatrician, Dr. McGowan, we recommend waiting until your baby is one month old before applying any products to their hair or skin. In the meantime, you can gently exfoliate your baby’s scalp using a damp washcloth. Once your baby reaches one month, you can start using a few drops of our Softening Shampoo and wash their hair twice a week. As always, too, we encourage you to discuss any product questions or concerns with your pediatrician.
submitted byPROUDLY - 8 months agoBrand expert
Q: Can I use this in your 8 month old?
submitted by Carrie - 9 months ago
A: Hello! Our hair care line, including the Softening Shampoo, is formulated with gentle ingredients that are safe for children aged 0-5. Plus, it's tear-free to make wash day a breeze! Generally, we recommend with any new product for concerned parents of children with sensitive skin, to patch test products on a location like the inside of the elbow to test prior to general application. If your child has a skin reaction, it is recommended to stop use of all products and contact your healthcare provider immediately.
submitted byPROUDLY - 9 months agoBrand expert
Frequently bought together
Guests also viewed
$12.99($1.44/fluid ounce)
4.6 out of 5 stars with 22 ratings
$12.99($2.17/fluid ounce)
4.4 out of 5 stars with 16 ratings
Discover more options
Related Categories
Summary of reviews
This shampoo is a favorite among guests for its gentle, non-toxic formula that is safe for children and effective in cleaning and softening hair. It is EWG certified, making it a great choice for health-conscious families. The pleasant scent and tear-free formula make bath time enjoyable for both kids and parents. While it excels in defining curls and providing a clean feel, some guests noted it can be drying, so pairing it with a conditioner is recommended.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
4.8 out of 5 stars with 21 reviews
quality: 5 out of 5
value: 5 out of 5
83% would recommend
6 recommendations
Perfect Baby Shampoo!
5 out of 5 stars
Thumbs up graphic, would recommend
Alex - 11 days ago, Verified purchaser
Great baby shampoo! It smells amazing and leaves his hair soft and flake free.
EWG Certified. Drying. Not moisturizing.
3 out of 5 stars
Thumbs down graphic, would not recommend
Pregnant Lady - 8 months ago, Verified purchaser
Pros: EWG certified. Safe Non Toxic Ingredients. Good for humans and our environment. The bottle is a decent size. Tear-free. Gentle scent that doesn’t last long and isn’t overpowering. Perfect for babies and kids. Great clarifying shampoo. Cons: Drying. Not moisturizing at all. Seemed to strip hair of all moisture. Must use a conditioner after.
Softens and Detangles
5 out of 5 stars
Thumbs up graphic, would recommend
Sierrah - 8 months ago, Verified purchaser
This product is AMAZING! It’s our go to for shampooing our little one’s hair. He is 9 months old and hates getting his hair washed and combed, but this product makes it so easy. After shampooing his hair with this product it’s SUPER soft and easy to comb through. This also makes his curls beautiful. I am happy we found this product.
It's decent
4 out of 5 stars
Thumbs up graphic, would recommend
Legends Mama - 1 year ago, Verified purchaser
It feels like it it completely strips my son's hair of all moisture but works so well with the medium conditioner. Both together bring out all his curls.
Great product with great results
5 out of 5 stars
Thumbs up graphic, would recommend
D Houston - 1 year ago, Verified purchaser
At first I did not like that it did not lather because I am use to having shampoos that lather—BUT the results are unmatched! I originally purchased this brand for my toddler daughter but decided to try it out as I’m leaning towards healthier products and this brand is EWG verified, meaning it contains healthy ingredients. I was able to detangle my kinky curly hair with the most ease any shampoo/ conditioner duo has ever offered and my hair can be quite the challenge. Meaning it could take me close to an hour just to detangle. It smells good, not great but good and my hair looked good after conditioning and detangling. I wear my hair straight often, it gives a lot of shine and it is heavier than I usually wear my hair but I really like it because it feels and looks so healthy. My hair holds a curl after using very well and after a day or so it has more motion. I’m made to be a believer in the brand. The only thing I may add is that I did have dandruff right after a wash but it could be because I have not detoxed my scalp lately so clearly this product will not help to clear buildup off of the scalp. I am an African American woman and I would describe my hair as very tight kinky curls. I have extremely thick medium length hair, just past my shoulders.
RUN dont walk - incredible
5 out of 5 stars
Thumbs up graphic, would recommend
Sunnysherei - 2 years ago, Verified purchaser
This line has been a GAMECHANGER for my little one’s blonde, soft Puerto Rican curls. Her hair doesn’t matte like it use to and her curls stay fresh and happy all day long.