Gentle cleansing with Be Curly™ Shampoo enhances curl, combats frizz and boosts shine on curly or wavy hair. Part of our 4-step curl perfecting system that dramatically reduces frizz and defines curl up to 57%* Wheat protein and organic aloe blend expands when hair is wet and retracts when dry to enhance curl or wave A refreshing citrus aroma with certified organic lime, lemon, bergamot, orange and other pure plant and flower essences *Use of the 4-step Be Curly™ System vs. untreated hair Active Ingredients: Aloe: Possessed of strong soothing properties, this desert succulent is a source of moisture. Wheat Protein: Wheat protein is used to help protect hair from heat damage due to styling with blow dryers, irons, curling rods and other hot styling tools. The wheat protein blend expands when hair is wet and retracts when hair is dry to enhance curl or wave. Aveda’s “Art and Science of Pure Flower and Plant Essences” calls for ingredients of the highest integrity. Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society.