Choose ATTITUDE Unscented for a cruelty-free liquid shampoo without added scent. Pacifica Coconut Vanilla is our pick if you want fragrance and a cheaper first bottle. Ethique offers a solid bar if you want to skip the bottle.
These brands do not test on animals. The more useful question is which formula and format suit your hair and shower.
Two liquids, two reasons to buy
| Shampoo | Size | US price | Per fl oz |
|---|---|---|---|
| Pacifica Coconut Vanilla | 12 fl oz | $11 | $0.92 |
| ATTITUDE Unscented | 16 fl oz | $12.95 | $0.81 |
Prices checked October 28, 2026, before tax and shipping. This comparison uses published formulas and prices; it is not a hands-on wash test.
ATTITUDE: no added scent, more shampoo
ATTITUDE costs $1.95 more per bottle but holds four extra ounces. It is the cheaper liquid by volume.
The Unscented version is the one to choose if you avoid added fragrance. Check that name in your basket: the page offers several sizes and versions. Our price uses the 16 fl oz bottle.
ATTITUDE calls the range vegan. Its animal-testing commitment covers ingredients, finished products, suppliers and outside testers.
Pacifica: coconut-vanilla scent for $11
Pacifica lists coconut extract, peptides and vegan squalane. The scent is part of the appeal, so skip it if you prefer a fragrance-free wash.
At $11, this is the smaller first purchase. ATTITUDE still wins on cost per ounce. Neither price tells us which shampoo will leave your hair softer; that needs a wash test.
Ethique: a bar instead of a bottle
Ethique's shampoo bars include Gentle and Smoothing, each listed at $14 on October 29. Gentle is fragrance-free.
Older reviews may call Smoothing “Frizz Wrangler.” Ethique changed the name and added hemisqualane, as its range update explains. Look for the current name when shopping.
Let a bar dry between washes. Leaving it in water wastes product. We would not compare its weight with liquid ounces to declare a value winner; your dose, hair length and storage affect how long it lasts.
What the cruelty-free label covers
Pacifica and ATTITUDE have independent approval and vegan statements. Ethique describes its Leaping Bunny certification and supplier checks for vegan ingredients.
That does not promise color protection, curl definition or dandruff relief. Keep any scalp treatment you need when switching shampoo.
Already happy with Native? Its published answers support a positive cruelty-free verdict too. You may have no reason to switch.
Sources
Pacifica. Coconut Vanilla Hydrating Shampoo. https://www.pacificabeauty.com/products/coconut-vanilla-hydrating-shampoo. Accessed on October 28, 2026.
ATTITUDE. Volumizing & Shine Shampoo — Sensitive Skin. https://us-shop.attitudeliving.com/products/volumizing-shine-shampoo-sensitive-skin?variant=46393466782009. Accessed on October 28, 2026.
PETA. Brand record. https://crueltyfree.peta.org/company/pacifica/. Accessed on October 28, 2026.
PETA. Brand record. https://crueltyfree.peta.org/company/attitude-bio-spectra/. Accessed on October 28, 2026.
Ethique. Cruelty-free shampoo and conditioner collection. https://ethique.com/collections/cruelty-free-shampoo-conditioner. Accessed on October 29, 2026.
Ethique. Product FAQ. https://ethique.com/pages/faq-product. Accessed on October 29, 2026.
Ethique. The New Face of Ethique. https://ethique.com/blogs/behind-the-scenes/the-new-face-of-ethique. Accessed on October 29, 2026.
