Bubbles! The bubbles from your shampoo comes from surfactants, and this ingredient helps keep your hair clean. This surfactant happens to be sulfate-free and is often made from coconuts. We do not use SLS or SLES sulfates as surfactants, which some women keep an eye out for. This also helps as a preservative for your shampoo - you really don't want to keep your shampoo in your hot, humid shower without a preservative!