The volumizing shampoo promises to wash away dirt and excess oil while revitalizing fullness and lifeless locks. The shampoo is enriched with collagen, wheat protein, vitamin A, C, and E, retinol, keratin, panthenol, and amino acids. The shampoo provided a generous lather and washed out cleanly. My hair felt thicker and more luxurious than before. It is a little pricer than my normal everyday shampoo but, it has great results that I reserve it for special occasions.