Sponsored
V&Co. Beauty Wave Babe Wave Enhancing Shampoo – 12 fl oz
$7.99 ($0.67/fluid ounce)
In Stock
Eligible for registries and wish lists
At a glance
Sponsored
About this item
Highlights
- Made for all wavy hair types
- Infused with nourishing Peptides and Rice Protein
- Lightweight formula with elevated, mood-boosting scents
- Gently cleanses while enhancing wave definition, reducing frizz, and adding moisture
- Helps strengthen strands and revitalize waves with every wash
- Zero sulfates, parabens, phthalates, gluten, or dyes because your waves deserve the best
- Vegan, Cruelty-Free, Color Safe, Dermatologist Tested + Clinically Tested
- Comes in an eco-conscious bottle made with up to 65% recycled material
Description
Hey Wave Babe, ready to let your waves do the talking?
Wave Babe Wave Enhancing Shampoo is your ride-or-die for soft, bouncy, and totally frizz-free waves. This gentle powerhouse cleanses without stealing your moisture, so your waves stay hydrated, defined, and full of life.
Powered by our wave-loving blend of peptides, amino acids, proteins, and vitamins. This show stopping shampoo dives deep to add shine, amplify strength, and pump up your natural wave game.
At V&Co. Beauty, we don’t just care for your hair, we empower every coil, curl, and wave unapologetically. Because with your natural texture, you’re not just turning heads you’re owning your story.
Wave Babe Wave Enhancing Shampoo is your ride-or-die for soft, bouncy, and totally frizz-free waves. This gentle powerhouse cleanses without stealing your moisture, so your waves stay hydrated, defined, and full of life.
Powered by our wave-loving blend of peptides, amino acids, proteins, and vitamins. This show stopping shampoo dives deep to add shine, amplify strength, and pump up your natural wave game.
At V&Co. Beauty, we don’t just care for your hair, we empower every coil, curl, and wave unapologetically. Because with your natural texture, you’re not just turning heads you’re owning your story.
Hair Type: Wavy
Health Facts: Vegan, Gluten-Free, Paraben-Free, Sulfate-Free
Product Form: Liquid
Sustainability Claims: Cruelty-Free
Beauty Purpose: Basic Cleansing
Net weight: 12 fl oz (US)
Features: Dermatologist Tested
TCIN: 89231624
UPC: 860008924742
Item Number (DPCI): 063-00-1014
Origin: Made in the USA
If the item details aren’t accurate or complete, we want to know about it.
Ingredients:
water (aqua), sodium c14-16 olefin sulfonate, cocamidopropyl hydroxysultaine, dimethyl lauramide/myristamide, pisum sativum (pea) peptide, salvia hispanica seed extract, saccharomyces cerevisiae extract, yeast amino acids, hydrolyzed kale protein, hydrolyzed carrot protein, hydrolyzed lemon protein, leuconostoc/radish root ferment filtrate, lactobacillus ferment, hydrolyzed rice protein, sodium benzoate, potassium sorbate, hydroxypropyl guar hydroxypropyltrimonium chloride, fragrance, citric acid, tetrasodium glutamate diacetate, sodium chloride.' '
Shipping details
Estimated ship dimensions: 2.5 inches length x 2.5 inches width x 8.75 inches height
Estimated ship weight: 0.92 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, shipped, delivered by a Shipt shopper, or made ready for pickup.
See the return policy for complete information.
Q: Is the shampoo suitable for color-treated hair?
submitted by AI Shopping Assistant - 8 days ago
A: Yes, the shampoo is color safe, making it suitable for color-treated hair.
submitted byAI Shopping Assistant - 8 days agoAi generated
Q: What are the key ingredients in the shampoo?
submitted by AI Shopping Assistant - 8 days ago
A: The shampoo is infused with Proprietary Peptide Technology and rice protein for optimal hair health.
submitted byAI Shopping Assistant - 8 days agoAi generated
Q: Does the shampoo contain any harmful chemicals?
submitted by AI Shopping Assistant - 8 days ago
A: No, the shampoo is free from sulfates, parabens, phthalates, gluten, and dyes.
submitted byAI Shopping Assistant - 8 days agoAi generated
Q: What hair type is this shampoo designed for?
submitted by AI Shopping Assistant - 8 days ago
A: This shampoo is specifically designed for naturally wavy hair, enhancing its natural texture.
submitted byAI Shopping Assistant - 8 days agoAi generated
Q: What are the sustainability features of the product?
submitted by AI Shopping Assistant - 8 days ago
A: The product is cruelty-free and made from up to 65% recycled material, emphasizing sustainability.
submitted byAI Shopping Assistant - 8 days agoAi generated
Q: Will the wavy shampoo or the curly shampoo dry out my hair?
submitted by ashley - 3 months ago
A: Thanks for reaching out! Neither our Wavy Shampoo or Curly Shampoo will dry out your hair. Both formulas are designed to gently cleanse while maintaining your hair’s natural moisture balance. They are packed with nourishing ingredients to keep your strands soft, hydrated, and healthy-looking.
submitted byV&Co. Beauty - 3 months agoBrand expert
Q: Is this silicone free?
submitted by Sdweg - 9 months ago
A: Hello! Thank you for your question. All V&Co. Shampoo's are silicone free.
submitted byV&Co. Beauty - 9 months agoBrand expert
Q: What scent is it? I have lots of allergies.
submitted by NB - 9 months ago
A: Thank you for reaching out! We completely understand the importance of being mindful of allergies. Our Wavy Hair Shampoo and Conditioner are Clinically Tested and Dermatologist tested, ensuring that it’s suitable for sensitive individuals. However, we always recommend checking the ingredient list for any potential allergens to be absolutely sure it’s the right fit for your needs. If you have any specific concerns, feel free to reach out, and we’d be happy to assist further!
submitted byV&Co. Beauty - 9 months agoBrand expert
Q: Is this product safe to use every wash day?
submitted by Hmb - 11 months ago
A: Hello! Thank you for your question! Yes, V&Co. Beauty is safe for everyday hair washing.
submitted byV&Co. Beauty - 11 months agoBrand expert
Q: Is this product safe for color treated hair (i.e. color safe)?
submitted by rapidtraveler - 1 year ago
A: Hello, Yes all of our shampoo and conditioners can be used on color treated hair.
submitted byV&Co. Beauty - 1 year agoBrand expert
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Guests are saying
The V Co. Wavy Hair Peptide Shampoo is designed specifically for wavy hair, offering a blend of hydration and frizz control. Many guests appreciate its pleasant scent and lightweight formula, which enhances natural waves without weighing hair down. While some guests experienced issues with hair loss, the majority found it effective in making their hair softer, shinier, and more manageable. This shampoo is also praised for being cruelty-free and affordable, making it a great choice for those seeking quality hair care.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
4.1 out of 5 stars with 152 reviews
effectiveness: 4.13 out of 5
quality: 4.04 out of 5
value: 4.15 out of 5
79% would recommend
91 recommendations
3 out of 5 stars
Thumbs up graphic, would recommend
26 August, 2025Verified purchase
Dont order online
Love the shampoo itself, however I don’t recommend ordering online. I don’t have a target any where near me and couldn’t find this specific item available to ship anywhere else, hence why I ordered it and unfortunately it arrived and part of the product had leaked throughout the bag
5 out of 5 stars
Thumbs up graphic, would recommend
31 July, 2025Verified purchase
You have to try this!
This shampoo is quite inexpensive and does twice the job as the expensive curl products on the market. Controls frizz amazingly during the hot humid days of summer. You would be wrong not to give this a try!
5 out of 5 stars
Thumbs up graphic, would recommend
16 July, 2025Verified purchase
A great shampoo
After much trial and error to get my 2a/2b waves back, this worked! It smells good and I don’t use much. It’s also a clear shampoo which works best for my hair. I pair this with the Ouai wave spray and air dry my hair and my waves look so nice.
1 out of 5 stars
Thumbs down graphic, would not recommend
15 July, 2025Verified purchase
V&Co shampoo
Do not buy , just don’t do it. I should have trusted the reviews on here. It leaves your hair feeling horrible. My hair went from being very soft to feeling like a wig in a matter of DAYS. I regret this purchase so much :(
1 reply from V&Co. Beauty team - 3 months ago
Hi, thank you for sharing your feedback – we’re truly sorry to hear about your experience. We take all customer experiences seriously, and your feedback is incredibly important to us. We understand how frustrating it can be when a product doesn’t meet your expectations. If you’d like to discuss this further or explore other options, please feel free to reach out to us at info@vandcobeauty.com. We truly appreciate your feedback and hope to find a solution that works better for you in the future.
4 out of 5 stars
Thumbs up graphic, would recommend
10 June, 2025
Pretty good!
Smells nice, one of the few shampoos I’ve used for wavy/curly hair that actually works. Helps my hair hold curls/waves without any additional products. My hair feels clean and not greasy after
1 reply from V&Co. Beauty team - 4 months ago
Hi, thank you for sharing your feedback – we’re thrilled to hear about your positive experience! We take all customer experiences seriously, and we’re so glad our product worked well for you. Your feedback is incredibly valuable to us, and it’s great to know that our product met your expectations. If you ever have any further thoughts or questions, please don’t hesitate to reach out to us at info@vandcobeauty.com. We truly appreciate your support and look forward to continuing to provide you with products that you love. -V&Co. Beauty Team
5 out of 5 stars
Thumbs up graphic, would recommend
1 June, 2025Verified purchase
Peptide Magic
Bought this on a whim and I’m so glad I did! My super thick, long wavy hair loved it. It made my hair so incredibly soft and moisturized. I can’t explain it, but I believe it’s the peptides- it adds this plump, glossy hydration to my hair. I love it and will absolutely continue purchasing both the shampoo and conditioner.
1 reply from V&Co. Beauty team - 4 months ago
Hi, thank you for sharing your feedback – we’re thrilled to hear about your positive experience! We take all customer experiences seriously, and we’re so glad our product worked well for you. Your feedback is incredibly valuable to us, and it’s great to know that our product met your expectations. If you ever have any further thoughts or questions, please don’t hesitate to reach out to us at info@vandcobeauty.com. We truly appreciate your support and look forward to continuing to provide you with products that you love. -V&Co. Beauty Team
4 out of 5 stars
Thumbs up graphic, would recommend
25 May, 2025Verified purchase
YESSSSSSS!
I really wanted to see if I could find a drugstore shampoo that would work for my hair but not be 30 dollars a bottle like the ones I was using. This stuff fit the bill! My hair feels so good and helps my 2a/b waves be soft and smooth. I’ll definitely be repurchasing.
1 reply from V&Co. Beauty team - 5 months ago
Hi, thank you for sharing your feedback – we’re thrilled to hear about your positive experience! We take all customer experiences seriously, and we’re so glad our product worked well for you. Your feedback is incredibly valuable to us, and it’s great to know that our product met your expectations. If you ever have any further thoughts or questions, please don’t hesitate to reach out to us at info@vandcobeauty.com. We truly appreciate your support and look forward to continuing to provide you with products that you love. -V&Co. Beauty Team
1 out of 5 stars
Thumbs down graphic, would not recommend
5 May, 2025
Average hair shampoo
I did not like anything about this shampoo. I have 2B, fine hair, and it did not help me in any way as claimed. My hair was frizzy and dry after washing with no shine.
1 reply from V&Co. Beauty team - 6 months ago
Hi, thank you for sharing your feedback – we’re truly sorry to hear about your experience. We take all customer experiences seriously, and your feedback is incredibly important to us. We understand how frustrating it can be when a product doesn’t meet your expectations. We’ll be sure to pass your feedback on to our product development team for review. If you’d like to discuss this further or explore other options, please feel free to reach out to us at info@vandcobeauty.com. We truly appreciate your feedback and hope to find a solution that works better for you in the future. -V&Co. Beauty Team
3 out of 5 stars
Thumbs down graphic, would not recommend
1 May, 2025
body builder level protein
Ngl I have not bought or tried this product I was just looking for a new shampoo/conditioner and noticed this was targeted for wavy hair without any caveats. I have low porosity, fine, but also dense (a lot of hair) 2b hair. The amount of protein listed in these shampoos and conditioners is wild. If you know you have low porosity hair I would not use this as we don't need this much protein in our routine, and this might explain some of the bad reviews from people who don't know they have low porosity hair. Wavy hair is weird and variable and making a shampoo/conditioner branded for generic wavy hair doesn't usually work as we all have different hair needs. If you have hair porosity and/or damaged hair that needs protein this would probably work for you
1 reply from V&Co. Beauty team - 6 months ago
Hi, thank you for sharing your feedback – we’re truly sorry to hear about your experience. We take all customer experiences seriously, and your feedback is incredibly important to us. We understand how frustrating it can be when a product doesn’t meet your expectations. We’ll be sure to pass your feedback on to our product development team for review. If you’d like to discuss this further or explore other options, please feel free to reach out to us at info@vandcobeauty.com. We truly appreciate your feedback and hope to find a solution that works better for you in the future. -V&Co. Beauty Team
2 out of 5 stars
Thumbs down graphic, would not recommend
24 March, 2025Verified purchase
Not a fan
My hair didn't like it! The conditioner didn't make my hair feel soft while in the shower....you know that nice slippery feel. I didn't get that. It made my hair dry and stringy...and almost greasey at the same time.
1 reply from V&Co. Beauty team - 7 months ago
Hi, thank you for sharing your feedback – we’re truly sorry to hear about your experience. We take all customer experiences seriously, and your feedback is incredibly important to us. We understand how frustrating it can be when a product doesn’t meet your expectations. We’ll be sure to pass your feedback on to our product development team for review. If you’d like to discuss this further or explore other options, please feel free to reach out to us at info@vandcobeauty.com. We truly appreciate your feedback and hope to find a solution that works better for you in the future. -V&Co. Beauty Team
5 out of 5 stars
Thumbs up graphic, would recommend
19 March, 2025Verified purchase
brought back my waves!
I switched to this just recently and I really like how soft my hair is! I like the smell as it isn’t overly fragrant and my waves are back!!!!!!! Yayy! The photo I don’t even have product in my hair. I’m impressed!
1 reply from V&Co. Beauty team - 7 months ago
Hi, thank you for sharing your feedback – we’re thrilled to hear about your positive experience! We take all customer experiences seriously, and we’re so glad our product worked well for you. Your feedback is incredibly valuable to us, and it’s great to know that our product met your expectations. If you ever have any further thoughts or questions, please don’t hesitate to reach out to us at info@vandcobeauty.com. We truly appreciate your support and look forward to continuing to provide you with products that you love. -V&Co. Beauty Team
5 out of 5 stars
Thumbs up graphic, would recommend
24 February, 2025
perfect for my waves and smells amazing!!
i usually don't write reviews, but wow. this product has made my wavy hair feel so healthy, smooth, and shiny. no other shampoo/conditioner has been able to make my waves feel so nourished and the fragrance is light and somewhat floral, sort of like spring vibes. i usually straighten my hair because i'm not confident with it being natural but this product has made me looove my hair!!
1 reply from V&Co. Beauty team - 7 months ago
Hi, thank you for sharing your feedback – we’re thrilled to hear about your positive experience! We take all customer experiences seriously, and we’re so glad our product worked well for you. Your feedback is incredibly valuable to us, and it’s great to know that our product met your expectations. If you ever have any further thoughts or questions, please don’t hesitate to reach out to us at info@vandcobeauty.com. We truly appreciate your support and look forward to continuing to provide you with products that you love. -V&Co. Beauty Team
5 out of 5 stars
Thumbs up graphic, would recommend
17 February, 2025
Works great!
Made this purchase randomly- was looking for a new shampoo/conditioner combo and its marketing towards wavy hair reeled me in. Super happy with the product. I used it with the corresponding conditioner and my hair feels amazing and shiny after one use. Excited to see if these results continue. For reference, I have medium length fine thick hair. Treated with a Brazilian blowout.
1 reply from V&Co. Beauty team - 7 months ago
Hi, thank you for sharing your feedback – we’re thrilled to hear about your positive experience! We take all customer experiences seriously, and we’re so glad our product worked well for you. Your feedback is incredibly valuable to us, and it’s great to know that our product met your expectations. If you ever have any further thoughts or questions, please don’t hesitate to reach out to us at info@vandcobeauty.com. We truly appreciate your support and look forward to continuing to provide you with products that you love. -V&Co. Beauty Team
1 out of 5 stars
Thumbs down graphic, would not recommend
13 January, 2025Verified purchase
My hair never felt clean
When I would wash my hair I would feel like there was a ton of product in it fresh out the shower. It made my hair super greasy. I have thick wavy medium length hair and it made it almost impossible to run my fingers through my hair because of how it made it feel. I gave it 3 weeks and I ended up having to get a new shampoo because my hair never actually felt clean.
1 reply from V&Co. Beauty team - 9 months ago
Hi, thank you for sharing your feedback – we’re truly sorry to hear about your experience. We take all customer experiences seriously, and your feedback is incredibly important to us. We understand how frustrating it can be when a product doesn’t meet your expectations. We’ll be sure to pass your feedback on to our product development team for review. If you’d like to discuss this further or explore other options, please feel free to reach out to us at info@vandcobeauty.com. We truly appreciate your feedback and hope to find a solution that works better for you in the future. -V&Co. Beauty Team
5 out of 5 stars
Thumbs up graphic, would recommend
28 December, 2024Verified purchase
Wavy Shampoo and Conditioner
I love this shampoo as it is a clean, cruelty free way to protect your hair. My hair smells good, and gets far less greasy with each use. It doesn’t have chemicals I’m worried about putting in my hair. It has a great rating on the Yuka app and is the most affordable amazing shampoo and conditioner I’ve found to date.
1 reply from V&Co. Beauty team - 10 months ago
Hi, thank you for sharing your feedback – we’re thrilled to hear about your positive experience! We take all customer experiences seriously, and we’re so glad our product worked well for you. Your feedback is incredibly valuable to us, and it’s great to know that our product met your expectations. If you ever have any further thoughts or questions, please don’t hesitate to reach out to us at info@vandcobeauty.com. We truly appreciate your support and look forward to continuing to provide you with products that you love. -V&Co. Beauty Team
5 out of 5 stars
Thumbs up graphic, would recommend
13 December, 2024
Smells amazing
Smells great and makes hair softer. All of their scents smell great but I have wavy hair so I got this one and the one for curly hair because I liked the smell of it
1 reply from V&Co. Beauty team - 10 months ago
Hi, thank you for sharing your feedback – we’re thrilled to hear about your positive experience! We take all customer experiences seriously, and we’re so glad our product worked well for you. Your feedback is incredibly valuable to us, and it’s great to know that our product met your expectations. If you ever have any further thoughts or questions, please don’t hesitate to reach out to us at info@vandcobeauty.com. We truly appreciate your support and look forward to continuing to provide you with products that you love. -V&Co. Beauty Team
5 out of 5 stars
Thumbs up graphic, would recommend
12 December, 2024
Great for fine wavy hair
I have fine, dense, wavy hair. This product brought out my natural waves and made my hair shinier without weighing it down. I use it together with the conditioner.
1 reply from V&Co. Beauty team - 10 months ago
Hi, thank you for sharing your feedback – we’re thrilled to hear about your positive experience! We take all customer experiences seriously, and we’re so glad our product worked well for you. Your feedback is incredibly valuable to us, and it’s great to know that our product met your expectations. If you ever have any further thoughts or questions, please don’t hesitate to reach out to us at info@vandcobeauty.com. We truly appreciate your support and look forward to continuing to provide you with products that you love. -V&Co. Beauty Team
5 out of 5 stars
Thumbs up graphic, would recommend
28 November, 2024
Love!
Love the smell and it has been great for my wavy hair! Wish it came in bigger sizes!
1 reply from V&Co. Beauty team - 11 months ago
Hi, thank you for sharing your feedback – we’re thrilled to hear about your positive experience! We take all customer experiences seriously, and we’re so glad our product worked well for you. Your feedback is incredibly valuable to us, and it’s great to know that our product met your expectations. If you ever have any further thoughts or questions, please don’t hesitate to reach out to us at info@vandcobeauty.com. We truly appreciate your support and look forward to continuing to provide you with products that you love. -V&Co. Beauty Team
5 out of 5 stars
Thumbs up graphic, would recommend
14 November, 2024
good affordable shampoo
gifted by V&Co for an honest review. this is a really affordable shampoo that packs a great punch! my hair feels really healthy after washing and helps to bring out my natural waves after my hair has dried.
1 reply from V&Co. Beauty team - 11 months ago
Hi, thank you for sharing your feedback – we’re thrilled to hear about your positive experience! We take all customer experiences seriously, and we’re so glad our product worked well for you. Your feedback is incredibly valuable to us, and it’s great to know that our product met your expectations. If you ever have any further thoughts or questions, please don’t hesitate to reach out to us at info@vandcobeauty.com. We truly appreciate your support and look forward to continuing to provide you with products that you love. -V&Co. Beauty Team
5 out of 5 stars
13 November, 2024
Nice shampoo
This V&Co. Beauty Wavy Hair + Peptide Shampoo is a nice moisturizing shampoo for wavy hair. It is fairly light weight and easy to apply. It leaves my wavy hair so soft and manageable. I have no complaints.
1 reply from V&Co. Beauty team - 11 months ago
Hi, thank you for sharing your feedback – we’re thrilled to hear about your positive experience! We take all customer experiences seriously, and we’re so glad our product worked well for you. Your feedback is incredibly valuable to us, and it’s great to know that our product met your expectations. If you ever have any further thoughts or questions, please don’t hesitate to reach out to us at info@vandcobeauty.com. We truly appreciate your support and look forward to continuing to provide you with products that you love. -V&Co. Beauty Team