Routine Shampoo Review: Worth the Insane Price?

Routine Shampoo Review: Worth the Insane Price?

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Routine is a high-end shampoo brand that claims their formulation is “safe,” “simple” and “effective.” Their products are very expensive, and at a price point of around $25 per bottle we would expect a superior formulation.

But is Routine Shampoo and Conditioner really a better quality product than the average drugstore shampoo, or are these just marketing claims? Does Routine contain research-backed ingredients? Does it contain any questionable added ingredients? And how do real users rate and describe its effects on their hair quality?

In this article we’ll answer all of these questions and more as we analyze the ingredients in Routine Shampoo and Routine Conditioner based on medical studies to give our take on whether they're likely to improve hair quality, or if they're a waste of money.

We'll also feature unsponsored customer reviews.

Routine Shampoo Ingredient Analysis

Routine Shampoo ingredients

The ingredients in Routine Shampoo are shown above.

There are a number of research-backed ingredients in this shampoo for improving hair quality.

Argan oil was shown in a clinical trial published in the Journal of Cosmetic Dermatology to reduce damage to hair follicles, and also may be effective for reducing breakage due to its hydrating nature.

Saw palmetto extract was found in a 2018 clinical trial to promote hair regeneration and helped repair damaged hair in mice. This compound appears to decrease inflammation of hair follicles.

Caffeine has been clinically shown to reduce hair loss in both men and women.

As we documented in our review Better Not Younger hair serum, topical caffeine use increases the duration of the anagen phase of the hair cycle, which is when hair follicles are generated and grow.

Coconut oil is one of the plant oils with the most clinically-proven benefit to the skin and scalp. A 2003 medical review reported that coconut oil has been shown to prevent hair damage “remarkably,” because it’s able to penetrate inside the hair shaft and reduce protein loss.

Aloe vera is another good choice for a shampoo formulation because this plant-based gel can help moisturize both skin and hair. Its ability to lock in moisture can prevent hair breakage.

Clearly, Routine Shampoo contains a number of research-backed ingredients. However, it also contains one ingredient that may be questionable from a health perspective.

Phenoxyethanol is a synthetic preservative shown to be toxic to human cells in a 2020 clinical trial. This was a test tube study, which is a weaker standard of evidence than a trial with human participants, but we still believe this is worth noting to potential consumers.

There is only one ingredient list published for all four scents of Routine Shampoo, although there is an "unscented, fragrance-free version." This suggests that the other versions contain fragrance, although this is not included in the ingredient list.

We urge Routine to immediately clarify whether their scented formulations contain fragrance, because fragranced consumer products were described as posing a "serious risk" to human health in a 2016 medical review.

Overall, we consider Routine Shampoo likely to improve hair quality and from an effectiveness perspective, consider it one of the better shampoo formulations we've reviewed on Illuminate Health.

We don't currently recommend this shampoo due to the inclusion of phenoxyethanol and our concerns over the fragrance ingredient disclosure.

Before analyzing the ingredients in Routine's conditioner, we'll share some customer reviews of the brand.

Real People Try Routine

 A YouTube creator named Alexandra Martinez reviewed both Routine Shampoo and Routine Conditioner after a full year of use, sharing her thoughts about the best way to use the products and whether they're effective for someone with an oily scalp:

A TikTok creator named Callie Nou Lee shared two progress updates about the effects of Routine shampoo and conditioner on her hair and scalp after two weeks of use:

@calliehang Tracking my progress using Routine Wellness Shampoo and Conditioner. Week one. #shampoo #hairloss #routinewellness ♬ Here Comes the Sun - HERDIANSYAH

Routine Conditioner Ingredient Analysis

Routine Conditioner ingredients

The ingredients in Routine's conditioner are shown above.

This is a very similar formulation to the brand's shampoo.

Routine Conditioner contains every single ingredient we reviewed in the previous ingredient analysis section, including coconut oil, aloe vera, caffeine, saw palmetto extract, argan oil and phenoxyethanol. 

Jojoba seed oil is an ingredient that's unique to the conditioner, and use of jojoba oil on hair was shown to improve hair fiber, protect hair thread, and improve breakage resistance in a medical review of the cosmetic benefits of jojoba published in the Polymers journal.

Tea tree oil is naturally effective against dandruff, as we documented in our Hair Food reviews article on another brand containing this ingredient.

Like the shampoo sold by the brand, we consider Routine Conditioner likely to be effective for improving hair quality, protecting hair from breakage and improving the aesthetic appearance of hair due to its many research-backed ingredients.

We don't currently recommend Routine Conditioner due to the inclusion of phenoxyethanol.

But where's the best place for consumers to buy Routine products? We'll discuss in the next section. 

Where to Buy Routine Shampoo

Unlike many shampoo and conditioner brands, Routine does not appear to sell their products on popular retailers like Amazon, Walmart or Ulta.

At the time of updating this article, the only place where consumers can buy Routine shampoo and conditioner appears to be the brand's website, accessible at this link.

It's unfortunate that Routine isn't sold on Amazon, because that's the best place to find objective user reviews of products in our opinion, but we recommend that consumers intent on purchasing from this brand do so on the official manufacturer website linked above.

Our Clean Hair Care Picks

Ingreendients Daily Shampoo is our top shampoo pick.

It's formulated 100% from plants and contains research-backed active ingredients like acetic acid, derived from apple cider vinegar (ACV), which researchers suggest "can condition hair making it softer, silkier, shinier."

Happy Head Topical is our top premium hair growth solution.

This formulation uses FDA-approved hair loss ingredients like minoxidil which is clinically shown to increase hair count by 11%.

Momentous Zinc is our top value hair growth solution.

A 2022 medical review on the use of zinc in dermatology concluded that "This review has found evidence to support the use of hair loss disorders."

All of the products recommended in this section are entirely free of ingredients we consider to be unhealthy.

Pros and Cons of Routine Shampoo

Here are the pros and cons of the Routine hair products in our opinion.


  • Many research-backed ingredients
  • Likely to improve hair health
  • Likely to improve scalp health
  • Likely to protect hair from damage
  • Likely to improve aesthetic appearance of hair
  • Offers fragrance-free versions
  • Free shipping on US orders


  • Expensive
  • Contains phenoxyethanol
  • Brand makes it unclear whether scented versions contains fragrance
Stay up-to-date on our research reviews


Routine is a high-quality hair care brand. We definitely consider Routine products to be higher-quality than the average drugstore shampoo.

Both the shampoo and conditioner sold by Routine contain a large number of botanical ingredients shown to be effective for improving hair quality and hair appearance in medical studies. 

We do not currently recommend either product due to the inclusion of phenoxyethanol.

We're also concerned about the fact that Routine sells a "fragrance-free" version of their products, but fragrance is not listed on the ingredient label for the scented versions. We urge the brand to clarify this issue, because fragrance may be harmful to human health.

Most online customer reviews that we came across while researching this article were favorable.

At the time of updating this article, Routine products are only available for purchase through the brand's website, and not on popular platforms like Amazon or Walmart.