It's pretty much like any liquid shampoo I've ever used in texture, but the make-up is what sets Alaffia apart. This is a sulfate-free cleanser, so you're not likely to get that big, huge soapy lather you get from a more commercial shampoo. This is a good thing because it means your hair isn't being stripped of all its natural oils. African black soap is the main cleansing ingredient.
Unlike most shampoos that are some type of light color (subliminally denoting "clean"), this one is a rich bronze-brown. It smells a little nutty and not artificially floral.
How to Use It
Like many all-natural products, this shampoo is more expensive than what you'll find on your drugstore shelf, but it's comparable in price to many salon brands. If buying a high-quality shampoo is already part of your hair care budget, this won't put a big dent in it. If, however, more expensive products don't fit into your budget, I still suggest buying a bottle of Alaffia and alternating it with a less-expensive shampoo whenever possible. It's a good product for anyone with dry hair because the lack of sulfates, plus the natural oils, won't take much-needed moisture from your tresses.
Now, the Fair Trade aspect of the company will probably appeal to people who make a real effort to only buy Fair Trade and/or organic products. You can feel comfortable buying Alaffia, knowing that the ingredients hail from Fair Trade cooperatives in Africa.
I'm glad to add this Alaffia product to my shampoo rotation.