SULFATE-FREE SHAMPOO & CONDITIONER
Fuller, softer hair — without the silicone buildup.
Sulfates strip your scalp; silicones coat your strands flat. Jadu cleanses gently and hydrates for real — fuller-looking, softer hair in a few washes. Every hair type.
- Cleanses without stripping
- Real softness without silicone buildup
- Sulfate-free & 100% silicone-free
- PETA & Leaping Bunny certified
LEAPING BUNNY CERTIFIED
PETA + VEGAN CERTIFIED
Food-Grade Ingredients
SCALP CARE
HYDRATING
Color Safe
When Anna Asi's grandson was born with severe allergies, she turned to what her family had always known. Five generations of botanical recipes, refined over more than a century. She spent years working to bring that heritage to everyone - formulating a shampoo clean enough to trust, powerful enough to work.
"Our mission is your health, not our wealth."
— Anna Asi, FounderWhy it works
KIT INCLUDES:
Jadu Shampoo
If you have a sensitive scalp, deal with dryness, or are trying to avoid harsh detergents, this is the formula.
JADU CONDITIONER
Conditions, smooths, and supports your hair's structure without coating it.
FAQ's
Real answers about what's in the bottle, how it performs, and who it's for — no jargon, no filler.
Water, lavender extract, coconut-derived cleansers (Cocamidopropyl Betaine, Decyl Glucoside, C10-16 Alkyl Glucoside), glycerin, panthenol, hydrolyzed wheat protein, and coffee seed oil, plus a short list of stabilizers to keep the formula fresh. Over 95% naturally derived, genuinely sulfate-free — no SLS, SLES, or synthetic sulfate substitutes. No parabens, no phthalates, no synthetic fragrance.
Coffee-forward and rich — that's the coffee seed oil in the formula, not an added fragrance.
Foam comes from sulfates whipping air into the mix — it's a texture trick, not a sign of cleaning power. This formula skips sulfates on purpose, so the lather is lighter. The surfactants are still doing the actual work of lifting oil and buildup off your scalp, foam or no foam.
Curly hair is naturally drier because its pattern makes it harder for scalp oils to travel down the strand. Sulfates can strip away moisture, leading to frizz and breakage. This formula cleanses the scalp without stripping, helping curls maintain their natural moisture balance.
No—it’s designed specifically for this. Bleached hair is porous and loses moisture quickly, while sulfates can make it even drier. This formula cleanses without stripping, helping bleached hair maintain the moisture it needs.
Yes — it's color-safe with nothing aggressive enough to strip dye, whether that's gray coverage or a fashion color. No sulfates means less color fading wash over wash compared to a standard shampoo.
Yes, it helps cleanse buildup from gel, pomade, and other styling products because it focuses on the scalp, where oil and product residue collect. Massage it directly into your roots for a thorough cleanse.
Yes — no tightness, no squeaking, no flaking after you rinse, because the formula maintains your scalp's moisture balance instead of wiping it out along with the dirt and oil.
Yes, it's gentle enough for daily use. If your hair is on the shorter side, daily is actually common and this formula's built to handle it without over-drying your scalp the way a daily sulfate wash would.
Yes — the formula is pregnancy and breastfeeding-safe, with food-grade botanicals throughout.
Water, coconut oil, glycerin, Pro-Vitamin B5, hydrolyzed wheat protein, and coffee seed oil for the caffeine and antioxidant boost — that's the core of it. No silicones. Instead of coating your strand the way silicone-based conditioners do, it uses a rapeseed-derived conditioning agent (BTMS-25) that gives you real slip without sitting on top of your hair as buildup.
Related: Sulfates, Silicones, and Parabens in Hair Care: Should You Avoid Them? Learn why curl patterns specifically suffer under silicone buildup more than straighter textures do.
Coffee and coconut — rich, not sweet. That's the actual formula talking, not an added fragrance layered on top.
Thick and rich — noticeably more concentrated than a standard conditioner. That's exactly why a little goes a long way. Start with a dime-to-quarter sized amount through mid-lengths and ends. You can always add more if your curls are longer or denser, but you'll likely need less than you think.
Not if you use the right amount for your hair. Straight hair shows weight and flatness fast, so this is the one to get right: start with a dime-sized amount, and keep it strictly to mid-lengths and ends, never your roots. Fine, straight hair especially should stay on the lighter side of that amount.
Yes — frizz is usually a sign of a raised, dry cuticle, and this conditioner's job is to smooth and hydrate that cuticle rather than mask it with silicone. The cool-water rinse at the end is doing real work here too — it physically closes the cuticle, which is a big part of what keeps frizz down after you dry.
Low-porosity hair absorbs products slowly. Apply the conditioner to damp hair and use warm water to help the coconut oil and glycerin penetrate, then finish with a cool rinse to seal the cuticle.
Yes — that's one of its core jobs. Bleached hair breaks because the strand is weakened and dehydrated; the protein and moisture in this formula work to support strand integrity so hair holds up better against daily handling, brushing, and styling.
Yes — it's color-safe with nothing aggressive enough to strip dye. Silicone-free conditioners are actually gentler on color than heavier coated formulas, which can trap unevenness underneath and dull your color over time.
It's built to give you real slip — that's the point of skipping silicone for BTMS-25, which is genuinely good at detangling rather than just faking smoothness. Most curly hair won't need a separate detangler on top of this for regular washes; save the extra step for post-wash-day knots or when you've gone longer between washes.
1-3 minutes is the standard, and that's enough for most straight hair — you don't need to leave it longer to get the benefit, since straight strands absorb quickly.
Yes — the formula is pregnancy-safe and breastfeeding-safe.
