I am stunned by the bad reviews on this. It took me a long time to embrace the sulfate free shampoos, because I demand bubbles...if it doesn't bubble, it seems broken to me despite the science or logic printed on the bottle. I started using this in my salon and on my own head several years ago, and couldn't be happier with the performance. I do think it helps maintain color fairly well, but it's definitely a STAR when it comes to the condition it leaves the hair in. It suds up nicely, detangles and can deal with even the most damaged locks. My one tip is that it is very concentrated, so I mix it in a pump bottle with water in equal parts...making it easier to rinse as well as a better value. This stuff is great if your hair needs recovery. I follow with the corresponding conditioner, also thinned out with water.