&honey's concept lies on providing an ultimate moisture replenishment by focusing on hair's moisture level and hydration balance. With traditional shampoos having a 10-12% moisture level, &honey boasts a 14% moisture level creating a whole new level of hydration, and more importantly sustaining this moisture. As a result, over 90% of ingredients are deep hydrating and replenishing ingredients such as honey, Argan oil, hyaluronic acid and more.