10 Genius Beauty Products From Ulta That Are Truly Worth the Hype

The Product: Pureology Hydrate Shampoo ($28)

Why People Love It: People with dyed locks adore this shampoo because it brings life into their hair without making the color fade away. One customer explained how it greatly improved her strands. "I destroyed my hair with bleach, lost over two feet of hair. Completely devastating. Fast forward two years and I'm still dealing with the repercussions. This shampoo has transformed my hair and left it bouncy, shiny, soft, and feeling healthy. Highly, highly recommend! I received compliments after the first use."