Shampoo Reviews

Canstar Blue’s 2019 shampoo review has seen Natures Organics Fruits, ALDI, Sunsilk, Herbal Essences, Pantene, Organic Care, Dove, Tresemme, L’Oreal, Palmolive, Ogx, Head & Shoulders, Schwarzkopf, Garnier and Sukin compared on customer satisfaction.

See Our Ratings Methodology

Most Satisfied Customers | Natures Organics Fruits

Natures Organics Fruits has washed away the competition to lead Canstar Blue’s shampoo customer satisfaction ratings, with five-star reviews on effectiveness, scent, packaging design, value for money and overall satisfaction.

Natures Organics Fruits ahead of the rest in shampoo ratings

If your shampoo is leaving you with too many bad hair days, it might be time for a change. We know figuring out the world of hair-care products isn’t a breeze, so that’s what our shampoo ratings are here for! There’s a lot to consider when buying shampoo, whether you’re looking for something for thick and frizzy hair, flat and fine, dry and damaged, coloured, or perhaps even struggling with dandruff.

No matter what type of hair you have, it deserves to look and feel good. So, to find out which brands are leaving Aussies happy, Canstar Blue surveyed more than 2,000 adults and asked them to rate the brand of shampoo they use, with their feedback reflected by the star ratings you see above. Brands were rated on their effectiveness, scent, packaging design and value for money.

While 17 brands achieved the minimum sample size to be included in our ratings, only one received five stars for overall customer satisfaction – Natures Organic Fruits. Not only did it record five stars overall, it got top marks in all other research categories in replacing Organic Care as the best-rated brand from last year.

Best-Rated Shampoo

Best Shampoo 2019

The 17 brands in our 2019 shampoo review were rated in the following order for overall customer satisfaction:

  • 1st Natures Organics Fruits
  • 2nd ALDI Protane
  • 3rd Sunsilk
  • 4th Herbal Essences
  • 5th Pantene
  • 6th Organic Care
  • 7th Dove
  • 8th Tresemme
  • 9th L’Oreal
  • 10th Palmolive
  • 11th Ogx
  • 12th Head & Shoulders
  • 13th Schwarzkopf
  • 14th Garnier
  • 15th Sukin
  • 16th ALDI Natures Essence
  • 17th ALDI Hair Tresses

ALDI Protane, Sunsilk, Herbal Essences, Pantene, Organic Care, Dove, Tresemme, L’Oreal, Palmolive and Ogx all received four stars for overall satisfaction, while Head & Shoulders, Schwarzkopf, Garnier, Sukin, ALDI Natures Essence and ALDI Hair Tresses were left with three stars apiece.

It seems many Aussies pride themselves on their hair, and we aren’t easy to please, with only two other brands achieving five stars in other categories. Alongside this year’s winner, ALDI Protane received five stars for packaging design, while Herbal Essences scored top marks for scent.

What to consider when buying shampoo

Apart from finding out which shampoo brands Aussies love most, our review identified the key drivers of customer satisfaction, listed in the following order of importance:

  • Effectiveness: 53%
  • Value for money: 22%
  • Scent: 12%
  • Packaging design: 12%

Before we unpack each of the above factors, here’s what else our survey found:


There’s no point using shampoo that doesn’t do anything for your hair – that would just be money going down the drain. With 84% of Aussies washing their hair at least every few days, you’d certainly hope the shampoo on the shower caddy is a good one. Not all hair is the same though, so one product might not be best for everyone, and that’s why brands typically have a number of options in their range. A quarter (27%) of consumers in our survey said they use a specific type of shampoo for their hair type, while 12% indicated they use a specific type for coloured hair. It’s important you shop around as there’s plenty of choice.

  • Only Natures Organics Fruits achieved five stars for effectiveness, while Garnier, Sukin, ALDI Natures Essence and ALDI Hair Tresses received three stars, with the rest on four.

Value for money

Attractive man buying shampoo in shopping mall

Shampoo is a product we typically can’t get by without if we want clean hair. With only 10% of survey respondents indicating they buy the cheapest brand, it might suggest that there are many people out there who take their hair seriously and are willing to pay more for their shampoo. On the other hand, there’s still a good chunk of consumers who prefer to not spend a fortune, meaning the price tag and getting good value for money from your shampoo is an important area to consider the next time you’re running low.

  • Natures Organics Fruits was the only brand to receive five stars on value for money, with many brands finding it tough to win over customers on value, with the majority receiving three stars.


A shampoo that fills the shower with an ocean breeze and tropical notes, making you feel like you’re in Hawaii can certainly help after a stressful day. Many brands will boast fruity flavours and flowery scents, while others have a kick of fresh mint and arabica coffee for something different. Whatever takes your fancy, a pleasant scent can certainly make you want to come back for more.

  • Natures Organics Fruits and Herbal Essences scored five stars for scent, with the majority of brands receiving four stars. Head & Shoulders, Schwarzkopf and the three ALDI brands in our review were rated three stars in this category.

Packaging design

Women hair care set

While shampoo packaging shouldn’t make any difference to your hair, it might convince you try to one brand over another. Yes, you shouldn’t judge a book – or shampoo bottle – by its cover, but it certainly helps draw the eye, and well-designed packaging can even make shower time a little easier. Shampoo bottles that are easy to open and pour is always a plus, and something that’s easy to grip while you’re all suds up will make shower time easier.

  • Natures Organics Fruits and ALDI Protane were the only brands to get five stars on packaging design, with Sunsilk, Herbal Essences, Pantene, Organic Care, Dove, L’Oreal and Sukin all with four stars, with the remaining brands rated three stars.

Which shampoo should I buy?

The brand of shampoo you take to the checkout will ultimately depend on your budget as well as your hair preferences, with washing your hair not a one-size-fits-all area. While one brand might do the job for one person, you might need to give a try to a few different brands before you settle on the one that’s best for your golden locks. If your hair is in need of shampoo change, why not try one of the brands that Aussies have been loving, with plenty of choice out there!

About the author of this page

Megan Birot

This report was written by Canstar Blue’s Home & Lifestyle Content Lead, Megan Birot. She’s an expert on household appliances, health & beauty products, as well as all things grocery and shopping. When she’s not writing up our research-based ratings reports, Megan spends her time helping consumers make better purchase decisions, whether it’s at the supermarket, other retailers, or online, highlighting the best deals and flagging anything you need to be aware of.

Conditioner Ratings

*Picture credits: StoryTime Studio/, Iakov Filimonov/, 9dream studio/

More about Shampoo

Our latest customer satisfaction ratings on shampoo saw a range of brands rated best in different categories:

  • Best Overall: Natures Organics was rated best for overall satisfaction, followed by ALDI Protane and Sunsilk.
  • Best Effectiveness: Natures Organics was rated best for effectiveness, ahead of Sunsilk and Ogx.
  • Best Value for Money: Natures Organics was again rated best for value for money, with ALDI Protane and Organic Care the next best rated.
  • Best Scent: Natures Organics was a clear winner for scent, followed by Herbal Essences and Ogx.
  • Best Packaging Design: Natures Organics was rated best for packaging design, leading the way from ALDI Protane and Herbal Essences.

Frequently Asked Questions

Canstar Blue surveyed 3,095 Australian adults across a range of categories to measure and track customer satisfaction, via ISO 26362 accredited research panels managed by Qualtrics. The outcomes reported are the results from customers within the survey group who have purchased and used shampoo for their hair in the last 3 months (excluding dry shampoo) from a supermarket or pharmacy – in this case, 2,195 people.
Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then by mean overall satisfaction. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.

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