IE 11 is not supported. For an optimal experience visit our site on another browser.

People love this $30 anti-thinning shampoo

This all-natural shampoo is good for both your hair and the environment.
Illustration of a hand holding Pura D'or shampoo and conditioner and the shampoo and conditioner on top of a counter
TODAY Illustration / Courtesy Jen Birkhofer

Our editors independently selected these items because we think you will enjoy them and might like them at these prices. If you purchase something through our links, we may earn a commission. Pricing and availability are accurate as of publish time. Learn more about Shop TODAY.

Over time, hair loss can become more and more common amongst both men and women. You might notice it in your hair seeming thinner than normal or coming out in bigger clumps in the shower. It's a process that can be confusing, frustrating and frightening.

However, Pura D'or's hypoallergenic shampoo is designed to combat dryness and leave you with thicker, fuller hair — and it has some rave reviews from verified buyers on Amazon and from Shop TODAY's director of e-commerce Jen Birkhofer.

"I heard about it from one of my favorite hometown beauty bloggers. She talked about how much she loved the shampoo for thinning hair or hair regrowth," Birkhofer said.

"She shared a few progress photos specifically focusing on the regrowth of hair around her hairline and they were really compelling. I had just had a baby and was nervous about all the hair I was losing so I hopped on Amazon and bought it during a late-night nursing session," Birkhofer continued, adding she was especially swayed by the number of incredible before-and-after pictures from Amazon reviewers.

Pura D'or Anti-Thinning Shampoo

The anti-thinning shampoo is currently a No. 1 bestseller on Amazon. It is made with a blend of natural ingredients like nettle extract, black cumin seed oil and pumpkin seed, which means it is not only good for your hair but is also environmentally-friendly.

"There are ingredients in the Pura D'or shampoo, such as saw palmetto, pumpkin seed oil and rosemary which have been shown to increase hair growth and hair counts in some small studies," Dr. Shejal Shah of SmarterSkin Dermatology told TODAY.

The brand boasts that their formula helps to hydrate the scalp which reduces dryness, brittle strands and improves hair manageability.

"I got the shampoo and conditioner bundle and I actually love them both," Birkhofer said, noting her husband is a big fan, as well. "My husband had bought it for himself. I have no idea how he found out about it but it’s beyond hilarious that we bought the same hair-growth product off Amazon [without knowing]."

The more than 13,000 verified five-star reviews on Amazon agree with Birkhofer's feelings. Many reviewers noted that they noticed way less hair fallout after using the shampoo.

"It is incredible just how good this shampoo is," one reviewer wrote. "I had used it after an unfortunate incident with hair coloring that damaged and altered my hair leading to a significant hair loss. It worked wonders."

"After few weeks of use my hair was stronger, shinier and I saw less hair in my bathtub and on my shoulders," one reviewer wrote.

Other reviewers raved that their hair felt thicker and looked more voluminous.

"This product helps my hair feel thicker and fuller," one reviewer shared. "I also don't notice as much hair left on my hands after using this shampoo."

Though Birkhofer did note sometimes the shampoo can be a bit drying to her ends, so she concentrates the product on her roots and follows-up with a weekly deep conditioner or hair mask, like this beloved Wonder Water from L'Oréal.

For more articles like this one, check out:

To discover more deals, shopping tips and budget-friendly product recommendations, download the new TODAY app and subscribe to our Stuff We Love newsletter!