&honey's concept lies on providing an ultimate moisture replenishment by focusing on hair's moisture level & hydration balance. With traditional shampoos having a 10-12% moisture level &honey boasts a 14% moisture level creating a whole new level of hydration & more importantly sustaining this moisture. As a result over 90% of ingredients are deep hydrating & replenishing ingredients such as honey Argan oil hyaluronic acid & more. Argan oil which is of the key ingredients of &honey are 100% organic certified Moroccan oil.