Aveda Invati Ultra Exfoliating Shampoo — Rich 6.7 fl oz | For Medium‑to‑Thick Thinning Hair, Normal‑to‑Oily Scalp

Aveda Invati Ultra Advanced Exfoliating Shampoo Rich is a purifying first-step shampoo that gently exfoliates the scalp and cleanses medium to thick thinning hair using wintergreen-derived salicylic acid.

This shampoo is Step 1 in Aveda's four-step Invati Ultra Advanced system, formulated to remove oil, buildup and environmental residues that can clog scalp pores while delivering a creamy lather that rinses clean. Designed for medium to thick hair and normal-to-oily scalps, the formula uses a babassu-derived cleanser for gentle, non-irritating washing and pairs with the brand's Thickening Conditioner, Revitalizing Scalp Serum, and Fortifying Leave-In Treatment for best results.

How does this shampoo reduce hair breakage and support a thicker look?

The Invati Ultra Advanced system is shown to reduce hair loss due to breakage when the four steps are used together; this shampoo prepares the scalp and strands by removing debris that can weaken hair. Exfoliation with wintergreen-derived salicylic acid helps clear pores so subsequent treatments can contact the scalp more effectively.

• Removes oil and environmental residue that can weaken hair
• Exfoliates scalp gently to improve product absorption
• Creates a rich, creamy lather that cleans without stripping
• Formulated to pair with conditioner, serum, and leave-in treatment

What scalp and hair types is the Rich formula best for?

This Rich version is targeted to medium to thick thinning hair types and suits normal-to-oily scalps that need heavier cleansing and conditioning support. If you have finer hair, Aveda offers a lighter variant to avoid weighing strands down.

• Optimal for medium to thick hair experiencing thinning
• Best for normal-to-oily scalp conditions
• Not recommended when fine hair needs a lightweight formula
• Works well when followed by the matching conditioner and treatments

Which active ingredients are in the formula and what do they do?

The shampoo features wintergreen-derived salicylic acid to exfoliate and a babassu-derived surfactant for mild cleansing. The blend is largely plant-based and formulated without many common additives, making it suitable for those seeking cleaner beauty options.

• Wintergreen-derived salicylic acid: helps dissolve oil and residue
• Babassu-derived cleansing agent: gentle, non-irritating wash
• 94%+ naturally derived ingredients per ISO 16128 considerations
• Free from silicones, SLS/SLES, parabens, and synthetic fragrances

How should I use this shampoo within the full Invati Ultra Advanced routine?

Use this exfoliating shampoo as the first step: massage into wet hair and scalp, then rinse thoroughly. Follow with the Thickening Conditioner (Rich for medium–thick hair), apply the Revitalizing Scalp Serum to the scalp, and finish with the Fortifying Leave-In Treatment for best performance.

• Massage into wet hair and scalp until you get a creamy lather
• Rinse completely before applying the conditioner
• Use the full four-step system for the tested reduction in breakage
• Adjust frequency based on scalp oiliness and routine needs

Who is this for: Aveda Invati Ultra Advanced Exfoliating Shampoo Rich is for people with medium to thick hair who are experiencing thinning and have a normal-to-oily scalp, and for shoppers seeking plant-forward, cruelty-free haircare. It suits customers who want a deeper cleanse and scalp exfoliation as part of a complete regimen aimed at reducing breakage when used with the matching conditioner, scalp serum, and leave-in treatment.

Ingredients

Ingredients: Water Aqua Eau, Sodium Methyl Cocoyl Taurate, Babassuamidopropyl Betaine, Propanediol, Disodium Coco-glucoside Citrate, Glyceryl Oleate, Coco-glucoside, Hydrogenated Lecithin, Panax Ginseng Root Extract, Curcuma Longa (turmeric) Root Extract, Emblica Officinalis Fruit Extract, Zingiber Officinale (ginger) Root Extract, Eclipta Prostrata Extract, Alpinia Officinarum Root Extract, Caffeine, Salicylic Acid, Glycerin, Ethyl Macadamiate, Glycol Stearate, Acrylates Copolymer, Guar Hydroxypropyltrimonium Chloride, Citric Acid, Sodium Hydroxide, Sodium Chloride, Fragrance (parfum), Linalool, Citral, Limonene, Citronellol, Tocopherol, Sodium Phytate, Phenoxyethanol, Potassium Sorbate, Sodium Benzoate ILN52744 Please be aware that ingredient lists may change or vary from time to time. Please refer to the ingredient list on the product package you receive for the most up to date list of ingredients.