Pureology Strength Cure Shampoo and Conditioner Review: Is the Price Tag Actually Worth It?

My old hairdresser put me onto Pureology Strength Cure.

This was back when I still had enough of my own hair to sit in a salon chair and have someone actually work with it. Before the thinning got bad enough that I made the switch to wigs and toppers. She recommended it specifically because it’s sulfate-free and designed for color-treated hair, and at the time that’s exactly what I needed.

Here’s the thing though. I never stopped using it. Because as it turns out, Pureology Strength Cure is also really good for washing human hair wigs and toppers. Like, genuinely good. I’ve been using Pureology Strength Cure on my human hair wigs and toppers for years now and I have zero complaints. The sulfate-free formula, the protein ingredients, the gentle cleansers – all of it translates brilliantly to alternative hair care. So I figured it was time to actually write about it properly.

With my own money, just to be transparent – this post has affiliate links but the product I’ve been buying for years with my own cash.

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First, the smell

Because honestly it hits you before anything else. Raspberry, peach, water flower. It smells like the kind of bathroom that has candles and a little tray with rolled-up towels and a diffuser. It smells like someone who has their life together. It is genuinely lovely and I’ve been standing in my shower slightly too long just because of it.

This is not a scientific data point. I’m just telling you.

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Pureology Strength Cure ingredients: what’s actually in there

Pureology makes a big deal about a few key ingredients, and for once I think the marketing actually tracks with what’s on the label. Here’s a quick overview before I go into the detail:

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Does Pureology Strength Cure have protein?

Yes. Two of them.

Keravis is the one Pureology shouts about. On the bottle it’s Hydrolyzed Vegetable Protein PG-Propyl Silanetriol, which is a mouthful for a small protein that gets inside the hair shaft. Arginine is the other one, an amino acid, and amino acids are what protein is made of. Both are in the shampoo and both are in the conditioner. So if you landed here trying to work out whether this counts as a protein shampoo, it does.

Now the bit nobody puts on the label. Protein is not automatically good news for everybody. If your hair is fine and low porosity, and you’re already using a bond builder and a protein mask and a leave-in that all quietly have protein in them too, adding more can leave your hair stiff and straw-like and oddly brittle. People call it protein overload. I’ve never had it, so I’m not going to perform an experience I haven’t had. But I moderate two hair loss subreddits and I’ve read enough panicked posts about it to know it isn’t a myth.

Here’s how I’d think about it. Strength Cure gives you a low steady dose. Nothing like the twenty-minute reconstructor you’d slap on once a month and then hide from. If your hair is color-treated, or snapping off mid-brush, this is the hair it was built for. If your hair is virgin and healthy and already feels a bit crunchy, you probably don’t need it.

For wigs and toppers it’s a different calculation, and this is the bit I actually care about. Human hair on a wig or a topper is dead hair with no scalp underneath feeding it. It can’t quietly repair itself the way growing hair sort of does. Protein and ceramides are basically the whole maintenance plan. That’s why I keep buying this stuff, and it’s why I go on about it in my wig and topper care routine as well.

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Keravis (Hydrolyzed Vegetable Protein PG-Propyl Silanetriol)

This is the one Pureology actually leads with, and it earns it. It’s a hydrolyzed vegetable protein – small enough to get inside the hair shaft and patch up the damage from the inside, while also coating the outside of the strand to reinforce the cuticle. The bit that surprised me is that it’s not just a surface treatment. It’s genuinely structural. You feel your hair gradually get less snappy, less prone to breaking off mid-brush, which isn’t something you can say about most protein ingredients in drugstore shampoos. Both the shampoo and conditioner have it.

Astaxanthin (Haematococcus Pluvialis Extract)

I genuinely didn’t know this ingredient existed before I started researching this post. Astaxanthin is a naturally derived antioxidant – a carotenoid pigment that comes from a microalgae called Haematococcus pluvialis, which is also what gives salmon and flamingos their pink color. (I am always delighted when beauty ingredients turn out to have a weird fun fact attached to them.) It’s considered a particularly potent antioxidant and is often cited as being more powerful than vitamin E in certain laboratory tests. In hair care it helps protect the hair fiber and scalp from oxidative stress, which is one of the things that degrades color vibrancy and weakens the hair shaft over time. Think of it as protection from the damage that’s always silently happening in the background – UV exposure, pollution, heat tools, just existing in the world. Pureology calls their system “Asta-Repair” which is a very marketing way of saying “we’ve put astaxanthin in it.”

Arginine

An amino acid. Amino acids are the building blocks of protein, and since your hair is made of keratin (a protein), putting amino acids back into chemically processed hair genuinely makes sense. Arginine specifically helps with the hair’s internal moisture regulation – it helps the hair retain the right amount of water to stay flexible rather than brittle. It’s in both the shampoo and conditioner.

2-Oleamido-1,3-Octadecanediol (Ceramide)

Don’t let the name scare you, this is essentially a ceramide-like ingredient, and ceramides are something your hair actually has naturally. The lipid layer that holds the cuticle together and keeps moisture locked inside the hair shaft is partly made up of ceramides, and coloring, bleaching and heat processing depletes them. Putting them back in helps with cuticle integrity, which means less frizz, less breakage, and better color retention because the cuticle can actually lie flat and hold the pigment in. It shows up in both products, which I appreciate.

Tocopherol (Vitamin E)

Antioxidant support. Works alongside the astaxanthin to help protect against oxidative damage. Also an emollient, so it contributes to that soft, conditioned feel.

Camelina Sativa Seed Oil and Olive Fruit Oil

Both are in the shampoo and conditioner. Camelina oil is high in omega-3 and omega-6 fatty acids, which help with moisture retention and shine. Olive oil is an emollient that softens and conditions the hair without being too heavy (it’s actually relatively light for an oil). These aren’t the headline ingredients but they’re doing a quiet, useful job of keeping the hair feeling nourished rather than stripped after washing.

Sulfate-free cleansers

The shampoo uses Sodium Cocoyl Isethionate, Disodium Laureth Sulfosuccinate, Sodium Lauryl Sulfoacetate, and Sodium Lauroyl Sarcosinate as its cleansing base. No traditional sulfates (no SLS, no SLES). For color-treated hair this matters because sulfates are surfactants that can lift color from the hair shaft. For human hair wigs and toppers it matters even more – sulfates are harsh on the hair cuticle and will shorten the lifespan of a piece you’ve spent real money on. If you’re searching for the best shampoo for human hair wigs, sulfate-free options like this are genuinely worth considering.

Amodimethicone

A silicone, but a smarter one. Regular dimethicone just coats the hair; amodimethicone has amino groups in its structure which means it’s positively charged and gets attracted specifically to the most damaged, negatively charged parts of the hair fiber. It deposits where it’s most needed, rather than building up uniformly across the whole strand. For conditioned, slip-y, frizz-free results without the heavy buildup you can get from older silicone formulas, this is the one you want to see.

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Full ingredient lists (for your INCIDecoder deep dives)

Shampoo

Aqua/Water/Eau, Sodium Cocoyl Isethionate, Disodium Laureth Sulfosuccinate, Sodium Lauryl Sulfoacetate, Sodium Lauroyl Sarcosinate, Coco-Betaine, Glycol Distearate, Glycereth-26, Decyl Glucoside, Coconut Acid, Sodium Hydroxide, Parfum/Fragrance, Sodium Isethionate, Citric Acid, PPG-5-Ceteth-20, Sodium Chloride, Divinyldimethicone/Dimethicone Copolymer, Polyquaternium-7, Amodimethicone, Polyquaternium-10, Carbomer, Acrylates Copolymer, PEG-55 Propylene Glycol Oleate, Propylene Glycol, C11-15 Pareth-7, Hexyl Cinnamal, Benzoic Acid, Laureth-9, Butylene Glycol, Glycerin, Linalool, Tocopherol, Olea Europaea Fruit Oil/Olive Fruit Oil, Camelina Sativa Seed Oil, Trideceth-12, Salicylic Acid, Helianthus Annuus Seed Extract/Sunflower Seed Extract, Sodium Benzoate, Magnesium Nitrate, Benzyl Alcohol, C12-13 Pareth-23, C12-13 Pareth-3, Hydrolyzed Vegetable Protein PG-Propyl Silanetriol (Keravis), Limonene, Arginine, 2-Oleamido-1,3-Octadecanediol (Ceramide), Poly(Linseed Oil), Benzophenone-4, Haematococcus Pluvialis Extract (Astaxanthin), Methylchloroisothiazolinone, Methylisothiazolinone, Geraniol, Coumarin.

Conditioner

Aqua/Water/Eau, Cetearyl Alcohol, Behentrimonium Chloride, Amodimethicone, Parfum/Fragrance, Isopropyl Alcohol, Phenoxyethanol, Benzoic Acid, Trideceth-6, Hexyl Cinnamal, Tocopherol, Olea Europaea Fruit Oil/Olive Fruit Oil, Camelina Sativa Seed Oil, Poly(Linseed Oil), Butylene Glycol, Linalool, Potassium Hydroxide, Dilauryl Thiodipropionate, Arginine, Cetrimonium Chloride, Helianthus Annuus Seed Extract/Sunflower Seed Extract, Hydrolyzed Vegetable Protein PG-Propyl Silanetriol (Keravis), Limonene, 2-Oleamido-1,3-Octadecanediol (Ceramide), Citric Acid, Benzophenone-4, Citronellol, Haematococcus Pluvialis Extract (Astaxanthin), CI 14700/Red 4, Caprylic/Capric Triglyceride, Potassium Sorbate, CI 15510/Orange 4.

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How it actually performs

Fine, here’s the bit you actually came for.

The shampoo

The shampoo lathers beautifully. Like, properly. Rich and creamy, not that sad sulfate-free foam that makes you feel like you’ve rubbed a bar of soap on your head and called it a wash. I use a small amount – it’s concentrated, so you really don’t need much – and it rinses out cleanly without leaving any heaviness. On my human hair pieces specifically, it cleans thoroughly without leaving them feeling dry or crunchy after.

The conditioner on its own

People search for this one on its own, so here it is on its own.

It follows the shampoo up really well. Rich but not heavy, which is the balance I need because anything too thick will drag a topper flat and make it look like it’s had a hard week. My pieces detangle easily. They dry soft and they look shiny rather than dull and sad.

Ingredient-wise the conditioner is doing something slightly different from the shampoo. Behentrimonium chloride is the main conditioning agent, amodimethicone is the silicone, and cetearyl alcohol is the fatty alcohol giving it that thick texture. Then the same Keravis, arginine, ceramide and astaxanthin lineup carries over from the shampoo.

One thing worth knowing if you wear light hair. The conditioner has two dyes in it, CI 14700 and CI 15510, and that’s why it comes out pink. I’ve used it on light haired toppers and wigs and not one of them changed color. Which tracks, because the dye is cosmetic. Nothing in this formula is built to deposit pigment. I know the pink puts people off though, so there you go.

On my bio hair (what’s left of it), same story. My scalp doesn’t hate it, which matters because I have seborrhoeic dermatitis and some shampoos leave me a rashy, flaky mess. Not this one, thankfully – though if you have very reactive seb derm I’d still patch test or tread carefully.

I genuinely cannot tell you whether the results come from the Keravis, the ceramide, the astaxanthin, or the combination of all three doing their thing. Honestly? Probably all three. I’m not a cosmetic chemist. I’m just someone who’s been washing her human hair wigs and toppers with this stuff for years now and keeps going back to buy more.

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Who I think this is for

Buy it if:

• You wear human hair wigs or toppers and want a shampoo that actually looks after them
• Your bio hair is color-treated or chemically processed
• You want sulfate-free cleansing that actually lathers properly
• You don’t mind paying salon prices for something that earns its keep

Skip it if:

• You have healthy, virgin, undamaged hair and just need something to get it clean
• You’re looking for a budget option
• You’re sensitive to fragrance – this does have a noticeable scent

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Is Pureology worth it?

Short answer, yes if the hair you’re washing is expensive to replace. No if it isn’t.

The price is real. I’m not going to pretend it isn’t. This is salon-brand money.

But here’s the thing about Pureology – it’s concentrated. The bottles last significantly longer than a regular drugstore shampoo because you genuinely only need a small amount each wash. Which means the per-wash cost is less alarming than the upfront price suggests. And when you’re using it on human hair wigs and toppers that cost hundreds of pounds, spending a bit more on something that actually treats them well is just logical. You’re protecting an investment.

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Where to buy it

You can find Pureology Strength Cure at Lookfantastic – use my Lookfantastic discount code LFTFNEVEEN for 20% off full-price items. That 20% is the standing rate and at times it can go up to 30% during promo windows, which makes the price considerably less scary.

Full list of my discount codes is at neveenwood.com/discount-codes.

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FAQ

Does Pureology Strength Cure have protein?

Yes. It contains Keravis, a hydrolyzed vegetable protein listed on the label as Hydrolyzed Vegetable Protein PG-Propyl Silanetriol, and arginine, an amino acid. Both appear in the shampoo and the conditioner. The dose is a daily-wash level of protein rather than an intensive reconstructor treatment.

Can you use Pureology Strength Cure on human hair wigs?

Yes. Pureology Strength Cure is sulfate-free and protein-rich, which makes it well suited to washing human hair wigs and toppers. The gentle cleansers won’t strip the hair cuticle and the protein ingredients help maintain the condition of the hair over time.

What are the key ingredients in Pureology Strength Cure?

The main active ingredients are Keravis (a hydrolyzed vegetable protein that strengthens from the inside out), Astaxanthin (a potent antioxidant derived from microalgae), Arginine (an amino acid for moisture support), and a ceramide-like ingredient (2-Oleamido-1,3-Octadecanediol) for cuticle repair. Both products also contain Amodimethicone for targeted conditioning.

Is Pureology Strength Cure sulfate-free?

Yes. Pureology Strength Cure shampoo is completely sulfate-free. It uses a blend of gentler cleansers including Sodium Cocoyl Isethionate, Disodium Laureth Sulfosuccinate and Sodium Lauroyl Sarcosinate, which produce a good lather without stripping color or moisture.

What does Keravis do in hair products?

Keravis is a hydrolyzed vegetable protein that works in two ways. The small protein molecules penetrate the hair shaft to fill in damaged areas and restore internal structure. At the same time it forms a film on the outside of the hair that reinforces the cuticle. The result is stronger, smoother hair with less breakage.

Can you use Pureology Strength Cure if your hair is protein sensitive?

Probably, but go carefully. The protein level in Strength Cure is a daily-wash dose rather than an intensive reconstructor dose. If your hair is fine or low porosity and you’re already using other protein products, alternate it with a protein-free wash rather than using it every single time.

Does Pureology Strength Cure help with breakage or shedding?

Breakage, yes. Shedding, no. Breakage is hair snapping somewhere along the strand, which is a strength problem, and protein and ceramides genuinely help with that. Shedding is hair leaving the follicle, which is a scalp and hormone problem that no shampoo fixes. If your hair looks thinner and you can’t tell which one is happening, check whether the hairs you’re losing have a little white bulb on the end. Bulb means it came from the follicle.

Is Pureology Strength Cure worth the money?

It depends on what you’re washing. The formula is concentrated, so a bottle lasts longer than a supermarket shampoo of the same size and the per-wash cost is lower than the shelf price suggests. If you’re washing a human hair wig or topper that cost hundreds of pounds, the math is easy. If you’re washing healthy virgin hair, it’s a luxury.

Where can I buy Pureology Strength Cure in the UK?

Pureology Strength Cure is available at Lookfantastic. Use the code LFTFNEVEEN for 20% off full-price items. That 20% is the standing rate and at times it can go up to 30% during promo windows.

Is Pureology Strength Cure good for hair loss?

Pureology Strength Cure is a conditioning and strengthening shampoo rather than a hair loss treatment. It won’t reverse hair loss, but the sulfate-free formula and protein ingredients are good for keeping fragile, thinning hair in better condition and reducing breakage. It works on breakage rather than shedding, so it can make fragile thinning hair look and feel better without doing anything about the amount of hair you’re losing. It is also well suited to washing human hair wigs and toppers.

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If you’re here because of the alternative hair angle

These posts go alongside this one:

• What I Wear Under My Wig – the full under-wig setup
• Hair Topper vs Wig: Which One Do You Actually Need? – if you’re still figuring out which direction to go
• What I’d Google If I Was Newly Diagnosed With Androgenic Alopecia – if you’re at the beginning of this whole thing

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I bought this product myself. Some links in this post are affiliate links – I may earn a small commission if you buy through them, at no extra cost to you.