What role does argan oil play in this formula?

Argan oil is pressed from the kernels of the argan tree and naturally contains a high proportion of oleic and linoleic acids plus tocopherols (vitamin E). In a rinse-off shampoo, the oil doesn't stay on the hair in large amounts, but during the wash it helps lubricate the cuticle scales so they lie flatter. This reduces mechanical friction when hair is wet — the stage when it's most fragile — making combing easier and decreasing breakage. The vitamin E component acts as an antioxidant, helping shield the hair fibre from oxidative stress caused by UV, pollution, and hot tools. Over repeated washes, this smoothing effect accumulates, so hair progressively feels softer, looks shinier, and holds styles better in humid conditions. It's a traditional Moroccan beauty ingredient valued for exactly these properties.