We've heard your little secret: We know that you're hoarding more shampoo than you'll own up to—five bottles, on average, according to Cheri McMaster, senior scientist for Pantene. The search for the perfect shampoo seems eternal.

Not coincidentally, shampoo is the beauty product that inspires the lowest brand loyalty. But the competition seems to have reached a crescendo lately, with a slew of new supershampoos on the market touting styling and treatment benefits.

The Newest Bottles of Bubbly
These shampoos not only clean but also enhance hair smoothness, hair volume and hair everything else.

Lather up.

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