Greg and Joanne Starkman were working hairstylists when they became parents to a child with Williams Syndrome. The Innersense About page tells the story simply: they did not want to compromise health and safety for results, and with that, Innersense was born. BeautyMatter dates the launch to 2005, through salons first, with Greg as CEO and Joanne as president.

The brand's point of view is strong, and Greg says it plainly. He told Forbes that "80% of scalp conditions are because of the products we use." You do not have to agree with the number to see why they built the line the way they did.

What makes Innersense shampoo different starts with the name. The brand does not call them shampoos. They are Hairbaths, and Innersense describes them as concentrated, with low water content and certified organic plant ingredients. In practice, that means a little goes further than you expect.

The first grid is six Hairbaths plus two conditioners, from the lightweight Pure Harmony to a scalp treatment. The second is the dry shampoo, stylers, oil and the rest of the conditioners.

My tip with concentrated shampoos: start with half the amount you would normally use and add more only if you need it. Most people over-pour the first time, and a bottle lasts much longer once you stop.

Pure Harmony Hairbath is the everyday pick for fine to medium hair. It is silicone and sulfate free, and it adds a little volume. Hydrating Cream Hairbath is its opposite, rich and creamy for dry, coarse or damaged hair, and it is the one I would start with if your ends feel rough.

Color Awakening Hairbath is for colored, medium-textured hair and helps preserve vibrance. Bright Balance Hairbath is the purple one, made to boost the brilliance of blondes, grays and silvers. Clarity Hairbath is hypoallergenic and fragrance-free, and it calms the scalp while it cleans, so it is the one for sensitive skin. Hair Renew Scalp Hairbath is a treatment shampoo for all hair types, focused on the scalp.

The grid ends with two conditioners. The Hydrating Cream Conditioner is rich, made for thick, coarse, thirsty hair, and it pairs with the Hydrating Cream Hairbath. The Pure Inspiration Daily Conditioner is lightweight for fine to medium hair and pairs with Pure Harmony.

A pairing tip: if your scalp is sensitive but your hair is dry, use Clarity at the roots and the Hydrating Cream Conditioner on the ends. Innersense is happy to be mixed.

What I would skip: the Hydrating Cream Hairbath on fine hair. It is made for dry, dense hair and can leave fine hair flat.

The second grid is where the salon side of Innersense shows.

The Refresh Non-Aerosol Dry Shampoo is a foam-to-powder formula, which feels strange the first time and then makes sense. It nourishes the scalp and does not need an aerosol can. Quiet Calm Curl Control Cream hydrates, shapes and defines curls, and the Inner Peace Whipped Creme Texturizer gives workable texture and definition to straighter hair.

The Harmonic Treatment Oil is a rich oil the brand says works on skin as well, so it can double as a body oil. The Sweet Spirit Leave In Conditioner is a lightweight detangling spray, and it is the one I would use daily on long hair.

The other three are conditioners matched to the Hairbaths. Bright Balance Conditioner is the purple partner for blondes and silvers. Clarity Conditioner is fragrance-free and hypoallergenic for sensitive scalps. Color Radiance Daily Conditioner preserves vibrance for colored, medium-textured hair.

A tip on the foam dry shampoo: apply it to the roots, let it dry for a minute, then brush through. Rushing it is what leaves roots feeling damp.

What I would skip: the Whipped Creme Texturizer on tight curls. The Curl Control Cream is made for curls and will define them better.

I think Innersense shampoo suits anyone who reads the back of the bottle. The Hairbaths are concentrated, the formulas are built around organic plant ingredients, and the brand's story started with two stylists thinking about their own child. Pick the Hairbath for your hair, pair it with the matching conditioner, and use less than you think. It is a quieter kind of hair care, and it works best when you keep the routine short and let the formulas do the work.