Clean ingredients (that I can pronounce!), it smells great, good pice, and it’s safe for all ages! One of my favorite benefits, besides the clean ingredients, is that I use it for everything, body wash, hair wash, and for my kids (including my new born) which has been wonderful as now I have one bottle in my shower instead of five! My hair is happy, healthy, and the longest it has ever been. Using it in my hair took some getting used to (very little foaming, which is beneficial, just different), but after hearing the benefits if not using surfactants in your hair while listening to a podcast The Spillover I changed over to aleavia immediately! I am so pleased with it! My little kids smell amazing too!! I could sit and smell their hair all day. On a side note: my NB had a light case of eczema and it went away after using this, I have a spot of eczema and it is hard to say if it has gotten better… but being as this is not the reason I switched and the jury is still out on mine, I am not concerned. Aleavia, keep up the good work, I love supporting good small businesses.