Rich Shampoo — Nourishing Shampoo for Dry & Highly Sensitized Hair

Vitality's Rich Shampoo – Intensive Moisture & Nourishment for Dry, Sensitized Hair

Dry hair is more than a cosmetic inconvenience — it's a sign that the hair fiber has been depleted of the lipids, moisture, and structural proteins it needs to stay healthy. Chemical treatments, heat styling, harsh weather, hormonal changes, and the wrong products can all strip hair to the point where even brushing feels like a battle. Vitality's Rich Shampoo was formulated to reverse that damage from the very first wash.

Part of the Care & Style Nutritivo line — Vitality's dedicated system for dry and sensitized hair — Rich Shampoo goes far beyond basic cleansing. It simultaneously nourishes, rehydrates, and smooths every strand it touches, leaving hair visibly softer, shinier, and dramatically easier to manage. Available exclusively in the U.S. through Magica Beauty Pro, the official American distributor of Vitality's Italian professional hair care.

What Makes It Different From Ordinary Moisturizing Shampoos

Most moisturizing shampoos coat the outside of the hair without addressing the real problem — a depleted, porous fiber that can't hold onto hydration. Rich Shampoo tackles both: its Omega Booster delivers deep omega fatty acids that fill in the structural gaps within the hair fiber itself, while the Microemulsion technology seals the outer cuticle for a smooth, light-reflective surface. The result is hair that doesn't just feel hydrated right after washing — it stays that way.

Key Active Ingredients

• V.E.G. Mix — a tri-action plant complex that moisturizes, softens, and nourishes the hair fiber simultaneously, restoring the supple, flexible feel that dry and chemically stressed hair loses over time
• Omega Booster — a concentrated blend of omega fatty acids that penetrates the hair cortex to replenish the lipid layer stripped away by coloring, bleaching, heat, or environmental exposure; results in visibly stronger, more resilient strands with each use
• Microemulsion — an ultra-fine emulsifying technology that fills surface irregularities on the hair cuticle, creating a noticeably smoother fiber that reflects light more evenly and feels silkier to the touch
• Polyquaternium-10 (natural origin) — a plant-derived conditioning molecule that gently coats each strand to reduce friction, detangle effortlessly, and prevent breakage during combing — both wet and dry

Who It's For

Rich Shampoo is the ideal recommendation for clients whose hair has been compromised by any of the following: frequent color or bleach services, keratin or relaxer treatments, excessive heat styling, dry or cold climates, or simply years of using sulfate-heavy products that have gradually stripped the hair's natural moisture barrier. If hair looks dull, feels rough, breaks easily, or resists combing — this is the shampoo that resets it.

Natural Index: 90%

Formulated with a 90% natural-origin ingredient index, Rich Shampoo delivers intensive nourishment without unnecessary synthetic fillers — clean, professional-grade care your clients can use daily with confidence.

How to Use

1. Wet hair thoroughly with warm water.
2. Apply a generous amount to the hair and scalp and massage in with circular motions from roots to ends.
3. Emulsify and rinse completely with lukewarm water. Repeat if needed on very buildup-prone or very dry hair.
4. Follow with Vitality's Rich Mask (Care & Style Nutritivo line) for a complete intensive nourishing treatment.

Pro tip: Recommend the 1000 ml size to clients who wash their hair daily — it's the best value and keeps them coming back to your salon for refills rather than shopping elsewhere.

Product Details

• Brand: Vitality's (Italy)
• Line: Care & Style — Nutritivo
• Natural Index: 90%
• Sizes: 250 ml / 8.45 fl oz  |  1000 ml / 33.8 fl oz
• Best For: Dry, brittle, porous, or chemically sensitized hair of all textures
• Available through: Magica Beauty Pro — Official U.S. Distributor