Usually when I buy shampoo, by the time I get to the end of the bottle the shampoo has either not done its job, or left me in worse shape than before! I have had the best experience with all Dove shampoos. You can actually feel the difference when you're lathering up, a difference that says your hair is going to look amazing once you're done! My hair has never been softer. Usually I have a bad split-ends problem, but they are virtually non-existant now! I'm almost half way through my second bottle, and my hair is actually getting BETTER, whereas most other shampoos would have created build-up by then. It is definately the best shampoo out there! On this second bottle, I started using the corresponding conditioner, and the results are the best I've had in my entire life.