Gentle cleansing enhances curl, combats frizz and boosts shine on curly or wavy hair. - Part of Aveda\'s 4-step curl perfecting system that dramatically reduces frizz and defines curl up to 57%*. - Wheat protein and organic aloe blend expands when hair is wet and retracts when dry to enhance curl or wave. - Aveda Be Curly Shampoo has a refreshing citrus aroma with certified organic lime, lemon, bergamot, orange and other pure plant and flower essences. *Use of the 4-step Be CurlyTM System vs. untreated hair. Organic, Sustainable.