A pure, gentle daily shampoo with Morikue protein cleanses & fortifies any type of hair. Aveda Shampure Shampoo is infused with one of Aveda's original aromas: a calming mix of 25 pure flower & plant essences. Organic, Sustainable, Non-Toxic, Paraben Free, No Mineral Oil. Aveda is a PETA certified cruelty-free brand; they do not test any of their products on animals.