Typical professional and retail hair products contain about 3-5% of their active ingredients in a base of water or other synthetic ingredients. Belegenza provides 8-33% active ingredients, in a base of vegetable/plant juices. Belegenza engages in ongoing research and development, refining our methods, practices and formulas, and is the consumer choice in green-friendly products. We also decrease the cost of shipping and fuel usage by not adding water weight to our products….this approach is “greener” and earth-friendly. For example, our 8 oz. shampoos are equivalent in usage to a typical professional shampoo that is 20 oz.! You just add your own water as you use it!