Detox Dynamo Clarifying Shampoo, a hero, is packed with ingredients for a single focus: lifting away build up caused by urban pollution, hard water or product build up. Capturing this build up are ingredients like Trisodium Ethylenediamene Disuccinate, what’s known as a chelating agent. This is a chemical compound that binds tightly to metal ions. Minerals and metals are present in water, but also in air pollution. Their build up can lead to dullness and weigh the hair down. More than that, the build-up can prevent active ingredients in your product from properly penetrating the hair shaft and getting to work. Water hardness ions like calcium and magnesium reduce the effectiveness of surfactants in shampoos, affecting not just foam but cleansing. Chelating ingredients help bind up these ions from tap water and help enhance the performance of our shampoo. Surfactant Chemistry: Surfactants are the primary cleansing agents in shampoo. They are molecules that have two ends: one that is attracted to water (hydrophilic) and one that is attracted to oil and grease (lipophilic or hydrophobic). When shampoo is applied to wet hair the surfactants surround the oil and dirt on your scalp and hair. The hydrophobic end of the surfactant molecule attaches to the oil, while the hydrophilic end attaches to the water. When the shampoo is rinsed out, the water pulls the surfactants along with the oil, dirt, and other impurities, leaving hair clean, conditioned and refreshed.