Discover the luxurious, deep-cleansing richness of AIM’s sooner or lather shampoo. Your hair radiates with health as it responds to the vitamins and amino acids, including Provitamin B5, that reach to your hair’s follicles. It cleanses so deeply even dead skin and hair are washed away, yet cares for the nourishing needs of your hair, replenishing important nutrients. The result of extensive research – 300 formulations were tested – sooner or lather shampoo stands above the rest. Gentle enough for any hair type, even color-treated hair, yet so effective, a little goes a long way. You’ll be glad you chose sooner or lather.