I use the Moroccanoil shampoo and really like it, and I've never had to shampoo twice. I was told by an acquaintance who works for the company that you have to make sure your hair is soaking wet before you apply the shampoo (just from the roots to about the middle of your head). As long as I do that, I find it lathers up well. I also use the conditioner (for this, you squeeze all the water out of your hair and apply it just to the ends) and my hair comes out clean and soft every time!