Coconut Oil

Rustic Strength uses coconut oil in our hair products because it is safe for the hair and helps prevent protein loss. It traps moisture, helps with detangling, and improves the appearance of the hair.  It also can protect colored hair and decrease breakage.

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Shea Butter

Rustic Strength uses shea butter in our hair products because of its beneficial fatty acid content. It helps with moisture loss in dry hair, prevents hair breakage, reduces scalp irritation and protects colored hair.

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  • Sodium C14-16 Alpha Olefin Sulfonate

    Derived from coconuts, palm-free, this mild-surfactant helps to lift dirt and debris from surfaces, so the water can whisk them away. 

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  • Cocamidopropyl Hydroxysultaine

    This ingredient assists the primary surfactant in formulations as a thickening agent and helps increase the product's foaming power.

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  • Decyl Glucoside

    A plant-derived, biodegradable surfactant. Mild and safe for sensitive skin.

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Polysorbate 20

A sugar alcohol, found naturally in fruits like berries, cherries, plums, pears, and apples, is dehydrated and formed into sorbitan.  The sorbitan then receives 20 units of ethylene oxide - this is how it gets its name. 

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Cetearyl Alcohol

Fatty alcohols like Cetearyl Alcohol, Cetyl Alcohol, Myristyl Alcohol, and Behenyl Alcohol are emollients, which help to soften the skin and hair and are widely used in personal care products, especially lotions and creams. 

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Great things happening below

Alicia, our co-founder + lead product researcher, is in the process of writing the remaining ingredient articles below.

If you have any questions regarding any ingredient we use, feel free to reach out to  We would be more than happy to answer your questions. 

We also encourage you to do your own research on our ingredients.

Scientific journals and articles are the foundation of evidence-based decisions at Rustic Strength. Blogs can provide helpful information. However, if it can not cite scientific articles, its claims stand on little. 

Vegetable Glycerin

Derived from vegetables. It is a biodegradable, powerful moisturizer that can increase skin hydration.

Charcoal Filtered Deionized Water

Pure-water. We use this highly effective filtration method for the water used in everything we produce. Charcoal filter deionization removes impurities while still preserving the natural properties of the ingredients used.

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Citric Acid

A sour granule that occurs naturally in countless fruits and vegetables.

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Sea Salt

Seawater which is evaporated until crystallization into salt is achieved.

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  • Pentasodium Pentetate

    Salt of Pentetic Acid. Pentasodium Pentetate is a cleaning power booster.

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  • Glyceryl Stearate

    Vegetable-derived, biodegradable lubricant, softener, smoother that slows down water loss.

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  • Stearic Acid

    Derived from vegetables. Helps the skin remain hydrated.

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Essential Oils

Essential oils are extracted from plants and are used to naturally scent Rustic Strength's products, adding a pleasant aroma and potentially therapeutic benefits.

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Phthalate-Free Fragrance Oils

Phthalate-free fragrance oils take significantly fewer resources to produce than essential oils and are used to safely scent Rustic Strength's products while avoiding any potential risk of endocrine disruption.

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  • Sodium Benzoate

    A safe food-grade preservative that helps decrease the growth of bacteria, fungi, and mold. Increases shelf life of the product.

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  • Potassium Sorbate

    A safe food-grade preservative that helps decrease the growth of bacteria, fungi, and mold. Increases shelf life of the product

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  • Methylisothiazolinone (MI) & Benzisothiazolinone (BI)

    We use this preservative at the smallest amount that we can, while still being effective (less than .1%) and it is only used in our rinse-off formulations.

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