Looks like the make shampoos with essential oils and dead sea salts, very trendy and aimed at consumers who use these product on themselves (which is not wrong, jsut great marketing); I find it interesting that they list only the "active ingredients" of mud, salt and different oils on the website, that makes it easier to proclaim that they are all natural, but none of the "active ingredients" have any cleansing activity, so those ingredients appear to be kept a secret.