Why is it so expensive?

Our pricing is the result of several factors. First, it turns out that when you make a product that isn't based on the detergents that everyone else uses, it costs more to make the product. Second, we are a small family business that doesn't have the resources if big companies and we can't fund big losses forever like the Honest Company and other newer brands you may have heard of. And finally, we think of pricing in the following way: 1) you are only buying one product instead of two to three; 2) the average time between purchase of the 8 ounce bottle is 82 days; and 3) that translates to about $1.00 to $1.33 per wash. New Wash isn't cheap at all, but we think the value is there to support the cost to customers.

Can you wet hair in the sink, and apply product before you get in the shower so you don't have to shower for 10 minutes?

Sure. You don't have to actually leave it in for 10 min. The original instructions were to just make sure you agitate it through your hair with your fingertips for a full minute to make sure the cleansing part works. Then just leave it on until you're done doing what you do, then rinse well. I take showers that are under 5 min, including application of the product, cleansing (I use the scrubby they sell. It's awesome). Honestly, 10 minutes for it seems excessive for everyday use.

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