Is Boudica Prima the world’s most expensive shampoo? The shampoo retails for 65 British Sterling Pounds – approximately $108 USD – but, you would never guess its price by looking at the plain black bottle it’s in.

Boudica Naturals, based in Hertfordshire, UK, is a sister company of HealthClub Partners, a supplier of shampoos to leading UK spas since 1996. The brand has launched four Boudica Sulfate Free Shampoos, which include Pre-Treatment, Shine, Volume and the luxe Prima. There is also a conditioner, formulated to compliment all of the shampoos.

The brand says it took eight years of research to develop the formulations, which don’t include sulfates, such as Sodium Lauryl Sulfate (SLS). The shampoos are also free of harsh salts, glycol, formaldehyde, parabens, artificial colors and artificial fragrances.

What is in it? Organic avocado & grapeseed oils, apple stem cell follicle regenerative technology, hydrolyzed silk proteins, plus more oils and extracts.