L'oreal's sulfate free shampoo is a new product. I just had my hair coloured and wanted to find a product to help extend/protect the colour and without sulfate. I really like this shampoo, I bought the moisturizing shampoo and conditioner and it's great. My hair feels smooth, natural, no greasy look from the conditioner andit stays pretty much tangle free. I talked to the store clerk and she said she and her daughter use it and it's been getting good reviews from customers too.