Who Makes Costco Kirkland Signature Moisture Shampoo?
Costco’s house branded Kirkland Signature Moisture shampoo has long been a topic of hot debate – who makes it, and which well known shampoo is it a dupe for? This is highly subjective, and my opinion might surprise you. Like most retailers and grocers, Costco’s house branded items are private label manufactured – and Costco is infamous for using great quality, well known suppliers to manufacture for the Kirkland Signature label. For many years, the Kirkland Moisture Shampoo was reputed to made by Pureology. At one time, I would have agreed with you. One thing everyone can agree on is that it is a great quality shampoo for the price point! Since they relaunched the fan favorite shampoo in 2021, I no longer agree it’s a Pureology dupe. While the rest of social media is declaring Pureology…I’m going to be the underdog. I think Kirkland Signature Moisture Shampoo is an Olaplex No 4 Bond Maintenance Shampoo dupe…now hear me out!
The Kirkland moisture shampoo is vegan, paraben free, and dye free – and it costs a fraction of the price of Pureology or Olaplex! So really either way, it’s a great shampoo and offers tons of value and I highly recommend giving it a try if you’re looking for a budget friendly shampoo. Please share your opinion though in the comments! I’d love to hear your thoughts and review of it – even if it’s different from my opinion – all viewpoints are welcome here!
Is Kirkland Signature Moisture Shampoo made by Pureology or Olaplex?
Every influencer (and their sister and cousin and neighbor) on the internet continues claims Kirkland Signature Moisture shampoo is a dupe for Pureology. While I do think its is a really high quality shampoo for the price point, I do not agree it is made by Pureology any longer.
It’s important to note that in 2021, Costco changed the formulation of the Kirkland Signature Moisture shampoo and conditioner. And it really did change. Prior to the update, it looked and smelled eerily like Pureology Hydrate Shampoo. I would agree that at some point in the past it was likely private labeled for Costco by Pureology.
That was then, this is now. It’s still a solid budget friendly moisture shampoo, but the smell, look and feel is different. I don’t know why everyone is still saying it’s Pureology!
Kirkland Signature Moisture Shampoo is Made by Olaplex!
First, let’s start with the data…because data doesn’t lie. Here’s a quick side by side comparison of the first 10 ingredients in Kirkland, Pureology and Olaplex:
Compare Ingredients in Costco Moisture Shampoo to Pureology Hydrate Shampoo and Olaplex No 4 Bond Maintenance Shampoo
Kirkland
- Water/Aqua/Eau
- Sodium Cocoyl Isethionate
- Cocamidopropyl Hydroxysultaine
- Potassium Cocoyl Glycinate
- Disodium Cocoyl Glutamate
- Sodium Lauroyl Methyl Isethionate
- Sodium Lauroyl Sarcosinate
- Decyl Glucoside
- Potassium Cocoate
- Glycereth-26
Pureology Hydrate
- Aqua / Water / Eau
- Sodium Cocoyl Isethionate
- Disodium Laureth
- Sulfosuccinate
- Sodium Lauryl Sulfoacetate
- Sodium Lauroyl
- Sarcosinate
- Glycol Distearate
- Cocamidopropyl Betaine
- Glycereth-26
Olaplex
- Water
- Sodium Lauroyl Methyl Isethionate
- Cocamidopropyl Hydroxysultaine
- Potassium Cocoyl Glycinate
- Disodium Cocoyl Glutamate
- Potassium Cocoate
- Sodium Lauroyl Sarcosinate
- Glycereth-26
- Decyl Glucoside
- Fragrance
8 of the top 10 ingredients in Kirkland and Olaplex are exactly the same. See both ingredient lists compared in full here.
TL/DR: Now, we can debate who makes it all day…but based on the similarities in all 3 of these ingredient list, suffice to say this, Kirkland shampoo is salon quality. So if you’ve long considered trying it, I enthusiastically recommend it for a good bargain, high quality moisture shampoo!
Product Comparison: Kirkland Moisture Shampoo Vs. Olaplex No. 5 Shampoo
SMELL: Out of the bottle, they have a slightly different smell. When I use them, I think they smell the same. I cannot explain why that is…I guess when concentrated out of the bottle the scent is noticeably different, but as dissipated in the shower, the basic scent qualities are actually similar? I am not sure why, but when using them, I really don’t notice much difference in the way they smell.
LATHER: The Kirkland Moisture Shampoo seems to lather up just marginally better. Sometimes admittedly I wonder if I subconsciously allow myself to use more of it because the bottle is huge and it’s not absurdly stupid expensive and so in fact I just use more. The difference is pretty marginal anyway, so even if it does I’d say it’s not significant. But either way I say I again find them pretty equal.
HOW IT WORKS: I can’t tell the difference between them. I literally will wash one half of my head with one, and the other half with the other. And I’ll alternate. I’ve tested them out multiple ways and honestly, they work the same for me.
Note on my hair type: Everyone’s hair is different so if it matters I have long, colored treated hair, it’s very fine, trends dry-ish and can be somewhat unruly/textured (it doesn’t dry nice and straight, tends to have a bit of curl and kink and meh if I don’t blow dry it). My hair doesn’t produce much oil (like almost none at all).
Who Owns Olaplex, and Why Would They Private Label for Costco?
In 2020, Olaplex was sold by it’s Founder and acquired by a large private equity firm. The brand was well established – and private equity firms are well known for getting creative and increasing revenues. Private labeling for the largest retailer in the United States could fit within that strategy – all the while not diluting the brand name.
Before I became a fancy Costco blogger, I was an analyst at Goldman Sachs and managed corporate investor relations for 15 years – so no, I’m not a private equity investor, so it was just a hunch. I had started this blog post and product review a while ago and it sat on the backburner for a long time as I’m not a beauty writer/reviewer and I kind of put off wrapping it all up. -Then fairly recently…guess what brand showed up online at Costco.com?
If you guessed Olaplex, then you guessed right…Olaplex is now sold online at Costco.com.
DANG I called it!! No, of course that doesn’t necessarily mean they’re private labeling for Costco…but it sure connects some dots, and makes it a LOT more likely, doesn’t it? Now we know for sure there is a relationship.
What do you think? Have you tried them both? Try them and let me know what you think!!
My Review of Kirkland Signature Moisture Shampoo
I think the Kirkland Costco Moisture Shampoo is a great shampoo for its price point. It’s very moisturizing, it leaves my hair feeling soft and healthy.
I will note, however, that I think it has a very strong scent. And, while I like the scent, I personally would be happy with less. In the end, in my opinion it’s just more “stuff” going into something that we put on our skin, and I could do without it.
That’s just me. Surely for every person who feels like I do there’s another who loves the scent (it does smell good). So I wouldn’t let that be a deterrent unless you strongly dislike added fragrance. I buy it and use, and I’m very happy with it! I mix it up with the Nexxus Shampoo from Costco – I find alternating works well for my hair. I also use Olaplex leave in conditioning treatment (really pricey, but great stuff).
Costco Professional Salon Formula Moisture Shampoo Price and Item Number
Kirkland Signature Moisture Shampoo, 33.8 oz bottle, is Costco Item number 1281762 and costs $9.99 in-store. The shampoo is the dark purple bottle.
It also has a coordinating KS Moisture Conditioner in white bottle for the same price.
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I agree that Kirkland’s shampoo and conditioner are no longer (or even ever?) made by Pureology. I started using Pureology moisture shampoo and conditioner back around 2007 or 2008 and for many years after that. I was a military spouse and the price point for the products were quite difficult to justify. I became friends with the stylist that me on to the products and she told me to meet her at the beauty supply store so I could purchase the products in 1 gallon jugs… which lasted me for well over a year at a time. I never tried the Kirkland brand until this past year after reading it was actually Pureology… and immediately decided it definitely wasn’t.
The major give away is the scent. Pureology’s conditioner had a definite peppermint scent and felt tingly and cool when applied. When I used the shampoo it was a dab smaller than a quarter in my hand… with Kirkland’s I use a half dollar glob. Also the Pureology products were a different color — shampoo is white, conditioner is pale lavender… or vice versa.
The current Kirkland brand moisture shampoo and conditioner are good high quality and good, but definitely not up to the standards I remembered for Pureology’s line. I’m not sure I’ll continue with the Kirkland brand or not.
Yeah – I agree – I think it’s pretty good for the price point and I keep it in my shower – but I also have real deal Olaplex and shimmer lights (the purple shampoo that boosts fading blonde highlights) and I mix it all up. I also think changing it up is better for my hair than using the exact same combo every time. Balmain leave-in conditioner is THE bomb…need Kirkland to make a dupe of that! lol.