Dear Customer,

Due to the rising costs of administering small orders, we are instituting a policy for minimum orders of $100, in our efforts to keep costs to as low as possible and offer the best wholesale pricing in the industry.

For orders less than $100, a small order administration fee of $20 will apply. This policy will be effective February 3rd, 2014. We truly regret any inconvenience that this might cause.

Kind Regards,

Alex B. Thomas

Holiday Announcement We are closed Dec. 24, 25, 26 and January 1 and 2. Last day to place pick-up order is Dec. 17. Last day to pick up an order is Dec. 19 (no pickups on Dec. 22, 23 and 31). Orders placed after Dec. 19 will not be shipped until after Dec. 29, 2014.
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Shampoo Base Ultra Premium (SLS Free)

Average Product Rating: 4.5 / 5 (Based on 26 Customer Reviews)

Paraben Free, Gluten Free & SLS Free
Wash away dirt and oil with our nourishing Ultra Premium Shampoo Base. Specifically formulated, it cleanses the hair while restoring shine and manageability. It has a rich lather that rinses clean for ultra performance. This new formulation is faster absorbing, leaves no sticky feeling, robust enough for complex customizations and is easier to spread while still maintaining the look and feel of a premium product.
Made from some of the most natural and mild ingredients, our Ultra Premium Shampoo does not compromise on quality. It has been carefully formulated to be extremely robust and receptive to essential oil, fragrant oil and natural botanicals.

Appearance: Pale Yellow Liquid.

Usage: We recommend all additives not exceed 0.5% percent of the total volume.

Cocamidopropyl Hydroxysultaine
Cocamidopropyl Betaine
Decyl Glucoside
DL Panthenol
Hydrolyzed Soy Protein
PEG-150 Pentaerythrityl Tetrastearate
Rosemary (Rosmarius Officinalis) Extract
Citric Acid
PEG-7-Glyceryl Cocoate

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Terms of Use

Customers should purchase products from New Directions Aromatics Inc. with the clear understanding that all products must be used at the customers own discretion and only after referencing Material Safety Data Sheets (MSDS) and all other relevant technical information specific to the product. New Directions Aromatics Inc. shall not be held responsible for any damages to property or for any adverse physical effects (including injury or bodily harm) caused by insufficient knowledge or the improper use of a product.

The user of the product is solely responsible for compliance with all laws and regulations applying to the use of the products, including intellectual property rights of third parties.

As with any manufacturing process, New Directions Aromatics strongly recommends small lab scale testing for evaluation purposes prior to full commercial manufacturing.

The information on the New Directions Aromatics Inc. website is obtained from current and reliable sources but makes no representation as to its comprehensiveness or accuracy. Nothing contained herein should be considered as a recommendation by New Directions Aromatics Inc. as to the fitness for any use. As the ordinary or otherwise use(s) of this product is outside the control of New Directions Aromatics Inc., no representation or warranty, expressed or implied is made as to the effect(s) of such use(s) (including damage or injury), or the results obtained.

The liability of New Directions Aromatics Inc. is limited to the value of the goods and does not include any consequential loss. New Directions Aromatics Inc. shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Please note, the International Federation of Aromatherapists do not recommend that Essential Oils be taken internally unless under the supervision of a Medical Doctor who is also qualified in clinical Aromatherapy. In addition, Essential Oils must be properly diluted before use in order to avoid any damages to property or adverse physical effects (including injury or bodily harm).

IMPORTANT: All of our products are for external use only.

In addition, please read & understand appropriate technical, material safety data sheets and disclaimers before using this or any other New Directions Aromatics product.

Read the Disclaimer

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As a valued customer we know that you expect the very best from the suppliers you purchase from. That is why at New Directions Aromatics we take strides to ensure that your shopping experience is second to none!

• You can feel confident that New Directions Aromatics has a proven track record of delivering the very best products at market leading prices. We purchase in large volumes and warrant some of the best pricing in the industry from our suppliers. We then pass these savings on to you!

• We deliver a 100% Secure Shopping Experience . We have partnered with Mcafee and Thawte to deliver the very best in online security to ensure your critical payment information is protected.

• We are so confident in the quality of our products that we offer a 15-Day Money Back Guarantee. Any item can be returned within 15 days of receipt of shipment for a full refund on the cost of goods (excluding shipping charges). See our "Policies" section for more details.

• We know that quality means everything to You that is why we have industry leading Quality Assurance policies in place to ensure that the product You receive is of the highest quality. Our in house lab technicians use the very latest in testing equipment to verify every product that comes into our warehouse.

• 1000's of Customers choose New Directions as their supplier of choice for our unparalleled customer service, check our BizRate rating to see that in 2008 we had one of the highest score ratings in the industry.

Review Banner
Submited By: Zorina from Mount Albert, Ontario on
Loyal Customer Since: 2013
Rating: Star

I like this shampoo, but found it very thick almost gel like. It cleans very well and leaves my hair soft. I read about cutting it with distilled water or floral water, but if this is the case do I need to add another preservative? Any help would be greatly appreciated.
Submited By: Susan from Bedeque, Prince Edward Island on
Loyal Customer Since: 2013
Rating: Star

I'm totally addicted to this shampoo base and will never go back to regular shampoo. A little phytokeratin, some essential oils, depending on my mood, and goodbye itchy head! As a bonus, I've got really fine, wavy grey hair and it just makes it sparkle and snap with lots of body.
Submited By: Jevon from Teeswater, Ontario on
Loyal Customer Since: 2014
Rating: Star

This is now my FOREVER shampoo! It doesn't dry out my hair like some commercial products.
Submited By: Monica from Bolton, Ontario on
Loyal Customer Since: 2007
Rating: Star

Love this shampoo! Yes, the gel consistency is a bit strange, but I add floral waters and "voila!" - a shampoo with a silky texture. Add your favourite essential oils and you're all set :)
Submited By: Erin from Saint-thomas, Quebec on
Loyal Customer Since: 2013
Rating: Star

LOVE this shampoo base! It has the consistency of a gel so I made the following additions and it turns out creamy and with a great lather every time: For ~350ml bottle: 60ml distilled water (4 tbsp), 20ml of glycerin (4 tsp), 200ml of shampoo, 1 tbsp coconut oil (dandruff), 1 tsp phytokeratin (as per another review), 1-2 tsp camellia oil, 12 drops rosemary, 12 drops peppermint. I have curly dyed hair that is often dry and this shampoo is great for me, and the whole family. I use in combination with the conditioner ultra premium base right out of the bottle. No color fading and my hair is super manageable and shiny!
Submited By: Erin from Sidney, British Columbia on
Loyal Customer Since: 2009
Rating: Star

I have been using this shampoo for a couple years. LOVE it. I know what people are saying about the gel texture. I have a fix! Add a little bit of water, shake it up and gel texture is gone and normal shampoo texture. I am going to try the camellia oil in it as people recommended in their reviews.
Submited By: Catherine from Stoney Creek, Ontario on
Loyal Customer Since: 2012
Rating: Star

When I first got product, I found the gel like substance incredibly hard to work with. I decided to try warming it a bit to see if it would work better without ruining the integrity of the product. I warmed it just enough to take it out of the gel stage but keep it in a very thick cream stage. I mixed my extra ingredients to it at this stage and it was so easy to put into my bottles( with the help of a large mouth funnel). As it cooled it did revert back to its gel stage but not as extreme. I tried the shampoo for a few days and it was amazing still. There was no problem with warming it. I should say that I used 36 ounces of product to 2 minutes in the microwave at 1 minute intervals as to make sure it didn't get too warm. The glass bowl I used was warm to the touch but not hot. This worked perfectly for me. I love the product and my husband is raving about how great it was for his hair. Squeaky clean with just one wash.
Submited By: John from London, Ontario on
Loyal Customer Since: 2012
Rating: Star

I had a hard time with this shampoo. I couldn't get it to really sud when I would put additives. Alone, it was not very different than using castile soap. I don't regret buying it, but I probably won't do it again. I guess I'm just not prepared to work with shampoos yet.
Submited By: Carrie from Oakville, Ontario on
Loyal Customer Since: 2011
Rating: Star

This is a wonderful shampoo, especially with a little Camellia oil added. It leaves the hair wonderfully soft and clean and is gentle on the scalp. So very nice.
Submited By: Tara from Etobicoke, Ontario on
Loyal Customer Since: 2012
Rating: Star

Being a hairstylist for the last 15 years I have tried every professional shampoo out there. This product is amazing. I added a little Camilla seed oil and my hair has never been softer. Yes the consistency is a little thick but use it with a pump and it works beautifully. I love how it removes all the sprays and waxes I put in my hair yet it's gentle enough not to strip my colour.
Submited By: Crystal from Guelph, Ontario on
Loyal Customer Since: 2011
Rating: Star

easy to work with, takes fragrance oil well but customers say it dries there head out..
Submited By: Chadwick from Canton De Hatley, Quebec on
Loyal Customer Since: 2011
Rating: Star

I agree with the jelly like consistency, but I am able to thin it out, and works great in squeeze bottles and in pumps. Great lather, good price.
Submited By: Heather from Uxbridge, Ontario on
Loyal Customer Since: 2011
Rating: Star

This shampoo is an odd consistency and therefore somewhat difficult to mix with EO and put into bottles but I still love it. Soft, shiny hair and no itch. The whole family uses it and the kids complained when we ran out and they had to use commercial shampoo. Hope the restock comes soon!
Submited By: Kay from Vancouver, British Columbia on
Loyal Customer Since: 2006
Rating: Star

complete agree with Vanessa, love the product but don't like the jelly consistency and the thick consistency makes it harder to bottle & pump.
Submited By: Vanessa from Terrace Bay, Ontario on
Loyal Customer Since: 2011
Rating: Star

Only problem I had with this product was the consistency, it came out as a thick, jelly-like substance that was very unappealing. The product itself was great, excellent cleansing and great lather.
Submited By: Stephanie from Toronto, Ontario on
Loyal Customer Since: 2010
Rating: Star

This makes my hair feel so nice! no build up! no hair breakage! and no drying! My locks are beautiful now!
Submited By: Claudia from Sydenham, Ontario on
Loyal Customer Since: 2011
Rating: Star

Love this shampoo. Rich lather that cleans thoroughly without drying, rinses clean, has no build-up whatsoever. Leaves my fine and lifeless hair full of body and shine. An absolute keeper!
Submited By: Natalie from Mont-royal, Quebec on
Loyal Customer Since: 2010
Rating: Star

Excellent shampoo. It cleans very well, leaves hair soft and moisturized without build up with is great.
Submited By: Elizabeth from Canso, Nova Scotia on
Loyal Customer Since: 2006
Rating: Star

This is an amazing SLS free shampoo. I have been using it for more than a year and now I will not use anything else. It leaves my hair ultra soft and there is absolutely no build up so I do not have to keep changing shampoos! I added phytokeratin for an even richer shine to the hair and added different combinations of EOs...Hinoki Wood with Jasmine was a favorite. Now my daughter wants more too so please hurry and restock!
Submited By: Rhonda from Paradise, Newfoundland on
Loyal Customer Since: 2008
Rating: Star

I would like to see a more concentrated shampoo offered by New Directions. Where I live shipping costs are so expensive. It would be more cost efficient if I could add most of the water myself.
Submited By: Lynne from Thorsby, Alberta on
Loyal Customer Since: 2005
Rating: Star

My customers love this shampoo, being SLS free is also great. I also use the Conditioner.
Submited By: Brette from Georgetown, Ontario on
Loyal Customer Since:
Rating: Star

I mixed up a batch using grapefruit (for oily hair) and rosemary (for growth). The shampoo held the scent and EOs perfectly. Also, despite no SLS, it still lathers well and leaves my hair feeling very clean with less hair loss. Great stuff.
Submited By: Louise from Montreal, Quebec on
Loyal Customer Since: 2006
Rating: Star

I think I will become addict for this shampoo. The price is great and I am so glad having a SLS free shampoo ! (If it could help me having a clear brain...) My hair is clean and soft.
Submited By: Esperanza from Markham, Ontario on
Loyal Customer Since: 2007
Rating: Star

I added palmarosa EO, ricebran and camellia seed oil ( total additives not more than 0.5% as suggested ) to it and my hair feels so nice and fresh with less hair falling off. I also used the ultra premium conditioner base as well. The prices are great at ND.
Submited By: Tracy from Fauquier, British Columbia on
Loyal Customer Since: 2006
Rating: Star

Great Lather & Moisturizing properties. It cleans without drying. I would prefer if it was available in larger sizes.
Submited By: Trudy from Warkworth, Ontario on
Loyal Customer Since: 2006
Rating: Star

The caramel colour of this product is very inviting along with a great consistency that easily allows you to incorporate other ingredients. I would like to see the product provide a creamy consistent lather.