Is it true that it is not good to shampoo every day?

This is simply not true, but in the cases for most department store or marketing type brands of shampoo, they are specifically formulated to give an amazing look when first using them, however, that look quickly is not attainable with continued usage of the product – this forces the consumer to find another brand or selection to get that “look” again, and the process repeats. With Ethica shampoo the formulations are engineered the opposite, the more you use the product, the better it is, and the better the results.