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The directions indicate that you should use a small amount because it's concentrated. I have short hair (pixie grown out about 10 weeks) and I had to use more than I normally would with a 'regular' shampoo. It wasn't easily distributed at all, but, another reviewer commented that it was definitely water activated and I would agree with that. I rinsed and repeated and it was definitely better the second time. It doesn't lather a lot, so just keep that in mind as well. Overall my hair looked a bit dry afterwards with some flyaways, even after using the associated mask conditioner.3