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PROUDLY COMPANY Softening Shampoo - 9 fl oz: For Curly, Coarse, Frizzy Hair, Basic Cleansing, Liquid Formula - 2 of 4PROUDLY COMPANY Softening Shampoo - 9 fl oz: For Curly, Coarse, Frizzy Hair, Basic Cleansing, Liquid Formula - 3 of 4PROUDLY COMPANY Softening Shampoo - 9 fl oz: For Curly, Coarse, Frizzy Hair, Basic Cleansing, Liquid Formula - 4 of 4
PROUDLY COMPANY Softening Shampoo - 9 fl oz: For Curly, Coarse, Frizzy Hair, Basic Cleansing, Liquid Formula - 1 of 4

PROUDLY COMPANY Softening Shampoo - 9 fl oz: For Curly, Coarse, Frizzy Hair, Basic Cleansing, Liquid Formula

$11.04 ($1.23/fluid ounce) reg $12.99
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At a glance

About this item

Highlights

  • A low-lather, softening shampoo that deeply cleanses developing coils, curls, and waves without stripping hair of its natural moisture.
  • Shea butter, rice bran oil, & grapeseed oil provide moisture to define curls.
  • Rosemary extract & glycerin nourish the scalp to help promote growth.
  • Marshmallow root provides slip & detangles to improve manageability.
  • Natural, gentle sweet vanilla scent for a warm, cozy vibe.
  • Pediatrician and Dermatologist Approved.
  • Tear-free and gentle .
  • Clinically Proven Hypoallergenic.
  • No Sketchy Stuff! No mineral oil, parabens, PEGs, silicones, sulfates, synthetic fragrance.
  • Packaging contains recycled content - packaging made with at least 30% post consumer recycled plastic.

Description

"Say ""see ya!"" to drying, all-in-one combo washes! Finally—a shampoo that doesn’t double as a wash! With PROUDLY Softening Shampoo, deeply cleanse developing coils, curls, and waves with our tear-free, low-lathering formula that won’t strip hair of its natural moisture. Designed with gentle-for-baby ingredients to nurture developing coils, curls, and waves. Thoughtfully formulated with moisture-rich goodness to gently cleanse, nourish scalp, soften and define all hair patterns, and improve manageability. Removes dirt, impurities, and residue from the scalp and hair while imparting deep moisture and reviving natural curl pattern. Tear-free, low-lather formula quickly rinses out, resulting in soft feel and enhanced manageability for all curly hair types while promoting a healthy scalp.

ABOUT PROUDLY
Co-founded by Gabrielle Union and Dwyane Wade, PROUDLY is an affordable baby care line centering the needs of Black & Brown babies. Our Hair Care products are formulated for the needs of the tightest textures and are designed with gentle-for-baby ingredients to nourish scalp, define hair patterns, and improve manageability without stripping, drying, or weighing down delicate coils, curls, and waves.

Each product is co-designed by a Black dermatologist, Black pediatrician, and Black chemist who have studied and selected ingredients that work to nurture developing coils, curls, and waves. We demand No Sketchy Stuff! and formulate for the needs of both sensitive baby scalp and delicate, developing baby hair. We thoughtfully add high-quality, functional ingredients at gentle concentrations to make sure products deliver. We are proud to be Black-owned, Black-founded, and operated diversely by BIPOC professionals.

Welcome to a world of baby care made for us, by us and a home for you."
Hair Type: Frizzy, Curly, Coarse
Product Form: Liquid
Beauty Purpose: Basic Cleansing
Industry or Government Certifications: EWG Verified
Net weight: 9 fl oz (US)
TCIN: 88958232
UPC: 850034546841
Item Number (DPCI): 007-08-3529
Origin: Made in the USA or Imported
If the item details aren’t accurate or complete, we want to know about it.

Ingredients:

aqua/water/eau, cocamidopropyl hydroxysultaine, glycerin, sodium laurylglucosides hydroxypropylsulfonate, glycol distearate, sodium methyl cocoyl taurate, glyceryl stearate se, stearic acid, vitis vinifera (grape) seed oil, butyrospermum parkii (shea) butter, rosmarinus officinalis (rosemary) extract, althaea officinalis (marshmallow) root extract, oryza sativa (rice) bran extract, fructose, glucose, sodium chloride, vanillin, triethyl citrate, ethyl butyrate, maltol, delta decalactone, sodium stearoyl lactylate, inulin, cellulose, sodium bis-hydroxyethylglycinate coco-glucosides crosspolymer, guar hydroxypropyltrimonium chloride, sodium phytate, cellulose gum, xanthan gum, dimethylhydroxy furanone, citric acid, ethylhexylglycerin, phenoxyethanol

Shipping details

Estimated ship dimensions: 7.68 inches length x 1.96 inches width x 1.94 inches height
Estimated ship weight: 0.71 pounds

Return details

This item can be returned to any Target store or Target.com.
This item must be returned within 90 days of the date it was purchased in store, delivered to the guest, delivered by a Shipt shopper, or picked up by the guest.
See the return policy for complete information.

Q: It states that babies can use this but would you tell me what month is safe to start.

submitted by Tati - 2 years ago

  • A: Thank you for reaching out! Based on the guidance from our advising pediatrician, Dr. McGowan, we recommend waiting until your baby is one month old before applying any products to their hair or skin. In the meantime, you can gently exfoliate your baby’s scalp using a damp washcloth. Once your baby reaches one month, you can start using a few drops of our Softening Shampoo and wash their hair twice a week. As always, too, we encourage you to discuss any product questions or concerns with your pediatrician.

    submitted byPROUDLY - 2 years ago
    Brand expert

Q: Can I use this in your 8 month old?

submitted by Carrie - 2 years ago

  • A: Hello! Our hair care line, including the Softening Shampoo, is formulated with gentle ingredients that are safe for children aged 0-5. Plus, it's tear-free to make wash day a breeze! Generally, we recommend with any new product for concerned parents of children with sensitive skin, to patch test products on a location like the inside of the elbow to test prior to general application. If your child has a skin reaction, it is recommended to stop use of all products and contact your healthcare provider immediately.

    submitted byPROUDLY - 2 years ago
    Brand expert
See all questions (5)

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Guests are saying

This shampoo is a favorite among guests for its gentle, non-toxic formula that is safe for children and effective in cleaning and softening hair. Many appreciate its pleasant scent and tear-free application, making bath time easier for both parents and kids. The product is particularly praised for enhancing curls and managing thick hair, while some guests note the need for a conditioner to maintain moisture. Overall, it is a reliable choice for families seeking quality hair care for their little ones.
    Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
    4.7 out of 5 stars with 67 reviews
    quality: 4.14 out of 5
    value: 4.14 out of 5
    75% would recommend
    8 recommendations
    5 out of 5 stars
    Thumbs up graphic, would recommend
    27 September, 2025

    First try

    Well I used it just once (tonight) on my daughter she had baby knots on the back of her hair but after our first use I used a baby comb and came right out and when I used our regular Johnson shampoo still couldn't get them out Her hair is soft and a light vanilla smell I like it Hopefully this because a shampoo we love later on Is a little pricey tho for a bottle
    Beabea
    quality: 3 out of 5
    value: 3 out of 5
    Did you find this review helpful?
    2 out of 5 stars
    Thumbs down graphic, would not recommend
    1 May, 2025Verified purchase

    Pass

    I find that this shampoo doesn’t lather well.. we have to use 4-5 pumps on my son’s hair and the bottle is nearly half empty after a handful of uses. Doesn’t work well for my son’s hair, I’m pretty disappointed. I’ll be returning to my original shampoo.
    Hm
    quality: 1 out of 5
    value: 1 out of 5
    Did you find this review helpful?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    17 April, 2025Verified purchase

    Perfect Baby Shampoo!

    Great baby shampoo! It smells amazing and leaves his hair soft and flake free.
    Alex
    quality: 5 out of 5
    value: 5 out of 5
    Did you find this review helpful?
    3 out of 5 stars
    Thumbs down graphic, would not recommend
    10 September, 2024Verified purchase

    EWG Certified. Drying. Not moisturizing.

    Pros: EWG certified. Safe Non Toxic Ingredients. Good for humans and our environment. The bottle is a decent size. Tear-free. Gentle scent that doesn’t last long and isn’t overpowering. Perfect for babies and kids. Great clarifying shampoo. Cons: Drying. Not moisturizing at all. Seemed to strip hair of all moisture. Must use a conditioner after.
    Pregnant Lady
    quality: 5 out of 5
    value: 5 out of 5
    Did you find this review helpful?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    2 September, 2024Verified purchase

    Softens and Detangles

    This product is AMAZING! It’s our go to for shampooing our little one’s hair. He is 9 months old and hates getting his hair washed and combed, but this product makes it so easy. After shampooing his hair with this product it’s SUPER soft and easy to comb through. This also makes his curls beautiful. I am happy we found this product.
    Sierrah
    value: 5 out of 5
    quality: 5 out of 5
    1 guest found this review helpful. Did you?
    5 out of 5 stars
    23 August, 2024
    originally posted on Proudly.com
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    Love these products

    Love this product , please keep them in stock. Thanks and be blessed.
    Nykeema
    Did you find this review helpful?
    5 out of 5 stars
    27 July, 2024
    originally posted on Proudly.com
    Image

    You will be happy with this product

    Used on my 1yr old my 13yr old and myself. We love the softness the smell Is great 10/10 for me and my family
    Kjay
    Did you find this review helpful?
    4 out of 5 stars
    Thumbs up graphic, would recommend
    6 March, 2024Verified purchase

    It's decent

    It feels like it it completely strips my son's hair of all moisture but works so well with the medium conditioner. Both together bring out all his curls.
    Legends Mama
    Did you find this review helpful?
    5 out of 5 stars
    7 January, 2024
    originally posted on Proudly.com
    Image

    Love it!!

    I use the shampoo on my infants hair and it has worked wonders! My infant was born with a lot of hair and eczema. Her eczema and cradle cap has been relieved thank to the entire Proudly line.
    Bria
    2 guests found this review helpful. Did you?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    28 December, 2023Verified purchase

    Great product with great results

    At first I did not like that it did not lather because I am use to having shampoos that lather—BUT the results are unmatched! I originally purchased this brand for my toddler daughter but decided to try it out as I’m leaning towards healthier products and this brand is EWG verified, meaning it contains healthy ingredients. I was able to detangle my kinky curly hair with the most ease any shampoo/ conditioner duo has ever offered and my hair can be quite the challenge. Meaning it could take me close to an hour just to detangle. It smells good, not great but good and my hair looked good after conditioning and detangling. I wear my hair straight often, it gives a lot of shine and it is heavier than I usually wear my hair but I really like it because it feels and looks so healthy. My hair holds a curl after using very well and after a day or so it has more motion. I’m made to be a believer in the brand. The only thing I may add is that I did have dandruff right after a wash but it could be because I have not detoxed my scalp lately so clearly this product will not help to clear buildup off of the scalp. I am an African American woman and I would describe my hair as very tight kinky curls. I have extremely thick medium length hair, just past my shoulders.
    D Houston
    value: 5 out of 5
    quality: 5 out of 5
    4 guests found this review helpful. Did you?
    5 out of 5 stars
    26 October, 2023
    originally posted on Proudly.com
    Image

    Amazing scent; soft, healthy and manageable hair

    [This review was collected as part of a promotion.] I have been using this shampoo on my 2 year old son's hair which is tons of thick spiral curl, and on my 8 month old baby girl who hardly has any hair for about a month. I must first say, it smells good enough to eat! I love the sweet vanilla marshmallowy scent, and it's a different scent than you get from any other baby hair care products. It leaves my son's curls soft and manageable and makes my baby girl's little swoop of hair look very healthy. It also comes in an easy one handed pump bottle that is very beneficial when you are bathing busy body babies. I will definitely be using more of this product in the future!
    StephyB
    1 guest found this review helpful. Did you?
    5 out of 5 stars
    8 October, 2023
    originally posted on Proudly.com
    Image

    Good

    [This review was collected as part of a promotion.] I am currently using this shampoo on my 9year-old daughter SHe has a very full and thick head of curls. It gives a good lather right away. The "sweet vanilla" fragrance is to die for my daughter loves it. It doesn't smell bad it's a unique scent that she love. This is a good quality shampoo that gives a good clean and I appreciate the pump because it makes it easier for my daughter to wash his own hair.
    Mzcaramel
    Did you find this review helpful?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    4 October, 2023Verified purchase

    RUN dont walk - incredible

    This line has been a GAMECHANGER for my little one’s blonde, soft Puerto Rican curls. Her hair doesn’t matte like it use to and her curls stay fresh and happy all day long.
    Sunnysherei
    quality: 5 out of 5
    value: 5 out of 5
    9 guests found this review helpful. Did you?
    3 out of 5 stars
    3 October, 2023
    originally posted on Proudly.com
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    Mildly softens

    [This review was collected as part of a promotion.] I have wavy hair than tends to dry out easily. This product made it feel super soft in the shower, however, once winding it out and drying, it actually dried my hair out even more. The consistency is kind of runny but it has a pleasant scent. It really softened my daughter’s hair but mine specifically did not take it well.
    Rdj3000a
    2 guests found this review helpful. Did you?
    5 out of 5 stars
    29 September, 2023
    originally posted on Proudly.com
    Image

    Love

    [This review was collected as part of a promotion.] This smells so good and left my daughters hair very soft and frizz free. Almost smells like cotton candy, I really like it in combination with the conditioner and detangler. Would recommend and buy again!
    Fran92
    Did you find this review helpful?
    5 out of 5 stars
    27 September, 2023
    originally posted on Proudly.com
    Image

    Love it for my sons curly hair

    [This review was collected as part of a promotion.] First of all this shampoo smells great. It smells like marshmallows, but isn’t an overwhelming scent. My son, who is 5 has curly hair. This shampoo cleans his hair without making his hair poofy. His hair is softer and it makes his curls look better.
    Claire
    Did you find this review helpful?
    4 out of 5 stars
    25 September, 2023
    originally posted on Proudly.com
    Image

    Awesome!

    [This review was collected as part of a promotion.] There are many shampoos out there. But this shampoo made my hair feel so clean and made it smell great. I used it on my hair and my daughter's hair. I would recommend this to anyone. Just give it a try.
    Jmart88
    Did you find this review helpful?
    5 out of 5 stars
    24 September, 2023
    originally posted on Proudly.com
    Image

    Smells Great!

    [This review was collected as part of a promotion.] I really enjoyed using this shampoo on my boys hair. It smells amazing and makes their hair soft. It has a smooth, creamy consistency and lathers nicely. The pump bottle is very convenient and has a cute eye catching design. My boys have two different curl types and it works for both of their hair. Overall, I highly recommend.
    Momo4u
    Did you find this review helpful?
    5 out of 5 stars
    21 September, 2023
    originally posted on Proudly.com
    Image

    Love

    [This review was collected as part of a promotion.] Absolutely love this brand and I love this shampoo. First I love the light scent it has. It leaves my hair thoroughly cleansed and doesn't dry out my curls. My hair is manageable, hydrated and soft. One of my favs for me and the kiddos.
    Shai shai
    Did you find this review helpful?
    4 out of 5 stars
    17 September, 2023
    originally posted on Proudly.com
    Image

    Cleansing but not drying

    [This review was collected as part of a promotion.] Love this shampoo! We struggled with finding something that didn’t completely strip my boy’s hair and leave it dry and brittle. This gives it a fantastic cleanse and then followed up with the conditioner is the perfect duo
    Shondj
    Did you find this review helpful?

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