It s a 10 Miracle Shampoo Plus Keratin. Cleaner. Stronger. In Control.Building on the award-winning formula of our original It s a 10 Miracle Shampoo – our It s a 10 Miracle Shampoo Plus Keratin delivers the intense conditioning and protection of keratin protein in a simple daily shampoo. Free of sulfates, sodium chloride and parabens, this shampoo protects color, shields against heat styling and environmental damage, and leaves hair bouncier and softer with every use.