It depends on the brand. I've been talked into purchasing expensive brands before while I was at the Hairdressers. Some of them I didn't like. But I also purchase the 'medium' cost Shampoo's from a specialty store and find them good. I have bleached blonde hair, so I look for a Shampoo with purple tones, to keep the yellow away. This kind of Shampoo is not often easy to purchase at the local Supermarket. I also find while I might pay a little more for it, it seems to last a lot longer, because you only need to use a small amount at a time. So it probably works out the same price as regularly buying a cheaper brand from the Supermarket.