This sulfate-free cleanser starts hair soft, smooth and reduces frizz. With Concen-straight TechnologyTM for lasting smoothness. Ultra-mild, sulfate-free cleansing; frizz and flyaway reduction; smoothing and softening; Color safe. For the curly, thick, coarse, frizzy, unmanageable, unruly (or any combination thereof). Usage: Wet hair, lather and rinse thoroughly. Follow with Straight Conditioner. The Bumble and bumble Straight Line with Concen-straight TechnologyTM (patent pending), developed to help maintain hairs natural integrity, is a breakthrough in gentle, non-damaging, customizable hair straightening. Formaldehyde free. Cysteine free. Lye free. This breakthrough technology was developed to let hairdressers (and clients) customize their straightness, increase manageability and reduce frizz.