Chelating vs Clarifying Shampoo for Hard Water: What’s the Real Difference?
Last Updated: June 2026 | Expert Hair Care Guide
You’ve tried everything.
Clarifying shampoo every week. Apple cider vinegar rinses. Expensive conditioners. And your hair still feels like straw. Still looks dull. Still tangles the moment you step out of the shower.
If you live in a hard water area — and in Australia, large parts of the US, the UK, and the Middle East, there’s a very good chance you do — mineral buildup might be the root cause of every hair problem you can’t seem to solve.
But here’s where most people get stuck: they reach for a clarifying shampoo thinking it will fix the hard water problem. It won’t. Not fully. Because clarifying shampoos and chelating shampoos are not the same thing — and using the wrong one is like mopping the floor while the tap is still running.
This guide explains the real difference between chelating and clarifying shampoos, which one you actually need for hard water, and which specific products are worth buying. By the end, you’ll know exactly what to use, when to use it, and why it matters for your hair.
What Is Hard Water and Why Does It Damage Hair?
Before we compare the two shampoo types, it helps to understand what hard water actually does to your hair. This context changes everything.
Hard water contains high concentrations of dissolved minerals — primarily calcium and magnesium. These minerals are picked up as water moves through limestone and chalk rock formations underground. They’re completely harmless to drink. But they’re genuinely problematic for hair.
Here’s what happens every time you wash your hair with hard water:
Mineral deposits build up on the hair shaft. Calcium and magnesium ions bond to the negatively charged proteins in your hair cuticle. Over time, they form a layer of mineral residue that sits on and inside the hair shaft. This residue is not water-soluble. You cannot rinse it off. It builds up with every single wash.
The cuticle layer becomes rough and raised. Healthy hair has a smooth, flat cuticle — the outer protective layer that gives hair its shine. Mineral buildup lifts and roughens the cuticle. This makes hair look dull, feel rough, and tangle more easily. It also makes it harder for moisture to enter and stay in the hair shaft.
Products stop working properly. Conditioners, masks, and leave-in treatments struggle to penetrate through a layer of mineral buildup. You apply them, you feel the temporary improvement, and then it fades unusually quickly because the minerals are blocking proper absorption.
Colour-treated hair fades faster. Calcium deposits actively pull colour molecules out of the hair shaft. If you colour your hair and live in a hard water area, you’ve probably noticed your colour looking brassy or faded well before your next salon appointment.
In short, hard water creates a cumulative, compounding problem that gets worse with every wash — until you use the right product to actually remove the minerals.
What Is a Clarifying Shampoo?

| Feature | Details |
|---|---|
| Brand | INFINA ESSENTIALS |
| Product | Chelating Shampoo & Conditioner Set |
| Type | Clarifying Hair Care Set |
| Hair Type | All Hair Types |
| Formula | Sulfate-Free |
| Key Benefits | Removes Hard Water Minerals & Chlorine |
| Color Safe | Yes |
| Size | 16 fl oz |
| Rating | 4.4/5 (336 Reviews) |
| Price | $36.00 |
Clarifying shampoos are designed to deep-clean the hair and scalp. They remove product buildup — dry shampoo residue, silicone buildup from conditioners, styling product residue, and excess sebum (natural scalp oil) that a regular shampoo leaves behind.
Most clarifying shampoos achieve this with higher concentrations of surfactants — the cleansing agents that create lather and lift dirt. Common examples include sodium lauryl sulfate (SLS), sodium laureth sulfate (SLES), and ammonium lauryl sulfate. These are strong, effective cleaners.
What clarifying shampoos do well:
- Remove styling product residue (dry shampoo, hairspray, gel, mousse)
- Lift silicone buildup from conditioners and treatments
- Deep-clean the scalp to remove excess sebum
- Reset the hair before a deep conditioning treatment or colour service
What clarifying shampoos do NOT do:
- Remove calcium and magnesium mineral deposits from hard water
- Chelate (chemically bind to and extract) metal ions from the hair
- Solve the root problem of hard water damage
This is the critical distinction. A clarifying shampoo works on organic buildup — the stuff that’s water-soluble or can be lifted by strong surfactants. Hard water minerals are inorganic, ionic compounds. Surfactants alone cannot break the ionic bond between calcium ions and the hair’s protein structure. You need a different chemistry entirely.
Using a clarifying shampoo on hard water damage is like scrubbing a limestone wall with dish soap. It cleans the surface but does absolutely nothing to the mineral deposits underneath.
What Is a Chelating Shampoo?

Chelating shampoos do something that clarifying shampoos cannot — they chemically bind to mineral ions (calcium, magnesium, iron, copper) and physically pull them out of the hair shaft.
The word “chelate” comes from the Greek word for claw. That’s exactly how it works. Chelating agents — most commonly EDTA (ethylenediaminetetraacetic acid) or its derivatives, phytic acid, or citric acid — wrap around mineral ions like a claw and form a stable, water-soluble complex. Once bound, the mineral can be rinsed away with water.
This is a fundamentally different chemical process from clarifying. Surfactants lift. Chelating agents bind and extract.
What chelating shampoos do well:
- Remove calcium and magnesium buildup from hard water
- Extract iron, copper, and chlorine deposits (common in pool swimmers and areas with corroded pipes)
- Restore the hair cuticle’s smooth, flat surface
- Allow conditioners and treatments to actually penetrate and work properly
- Improve shine, softness, and manageability in hard water areas
- Extend the life of colour treatments by removing mineral deposits that cause fading
What chelating shampoos do NOT do well:
- They’re generally stronger formulations — not suitable for daily use
- They can strip natural oils and colour if overused
- They don’t specifically target silicone or styling product buildup as efficiently as a dedicated clarifier
- They’re typically more expensive than clarifying shampoos
Chelating vs Clarifying: The Core Difference Explained Simply

Here’s the clearest way to understand the difference:
Clarifying shampoo = removes organic buildup (products, sebum, silicones)
Chelating shampoo = removes mineral buildup (calcium, magnesium, iron, chlorine)
Both deep-clean. Both are used less frequently than regular shampoo. But they target completely different types of buildup with completely different chemistry.
Think of it this way. Imagine your hair is a dirty window.
A clarifying shampoo is like a strong glass cleaner. It removes fingerprints, dust, and grime from the surface brilliantly. But if your window has hard water spots — those white, chalky rings from mineral-rich water drying on the glass — glass cleaner barely touches them. You need a dedicated mineral remover for that.
That dedicated mineral remover is your chelating shampoo.
Side-by-Side Comparison Table
| Feature | Clarifying Shampoo | Chelating Shampoo |
|---|---|---|
| Primary target | Product buildup, silicones, sebum | Mineral deposits (calcium, magnesium, iron) |
| Active mechanism | High-concentration surfactants | Chelating agents (EDTA, phytic acid, citric acid) |
| Hard water effectiveness | Low — does not remove minerals | High — specifically designed for mineral removal |
| Use frequency | Every 1–4 weeks | Every 2–6 weeks (or as needed) |
| Suitable for colour-treated hair | Use with caution — can strip colour | Use with caution — but helps prevent mineral-caused fading |
| Suitable for daily use | No | No |
| Best for | Product junkies, oily scalp, pre-treatment reset | Hard water areas, pool swimmers, brassy colour |
| Price range | Budget to mid-range | Mid-range to premium |
| Common ingredients | SLS, SLES, ALS, sodium chloride | EDTA, phytic acid, citric acid, disodium EDTA |
How to Tell If You Need a Chelating Shampoo
Not sure which one your hair actually needs? Answer these questions.
You probably need a chelating shampoo if:
- Your hair feels dry, rough, or straw-like even right after washing
- You live in a hard water area (most of Australia, Southern England, the Middle East, Central US)
- Your hair has lost its shine and looks consistently dull despite conditioning regularly
- Your conditioner and hair masks seem to stop working after a few minutes
- Your hair colour goes brassy, fades quickly, or turns orange/green
- You swim regularly in chlorinated or outdoor pools
- Your hair tangles badly and the problem has got worse over time
- White or pale blonde hair has taken on a yellow or greenish tinge
You probably need a clarifying shampoo if:
- Your hair feels heavy, coated, or weighed down — especially at the roots
- You use a lot of styling products (dry shampoo, hairspray, gel, mousse)
- You use silicone-heavy conditioners and your hair feels like it has a film on it
- Your scalp is producing excess oil and regular shampoo isn’t clearing it
- You’re about to do a colour treatment and want a clean slate
You may need both — used at different intervals — if:
- You live in a hard water area AND use a lot of styling products
- You colour your hair AND use silicone-containing conditioners
- You swim in pools AND use dry shampoo regularly
Many hair care experts recommend using a chelating shampoo first (to remove minerals), followed by a clarifying shampoo a few days later (to remove any remaining product buildup), before a deep conditioning treatment. This two-step approach gives you the cleanest possible canvas for treatments to work on.
Best Chelating Shampoos Worth Buying
These are the most effective chelating shampoos currently available, chosen for their chelating agent quality, formulation, and real-world results.
1. Malibu C Hard Water Wellness Shampoo — Best Overall Chelating Shampoo
Chelating Agent: EDTA, Vitamin C complex Best For: Hard water buildup, dull hair, colour fade prevention Price: AUD $25–$35 / USD $18–$25 (250ml) Where to Buy: Amazon, Adore Beauty, iHerb, select salons
Malibu C is one of the most trusted names in mineral removal hair care. Their Hard Water Wellness Shampoo uses a vitamin C-based chelating complex alongside EDTA to extract calcium and magnesium deposits efficiently without being overly harsh on the hair shaft.
The formula is sulfate-free — which is unusual for a chelating shampoo and genuinely valuable for colour-treated hair. It removes minerals effectively without stripping colour molecules alongside them.
Most users notice a meaningful difference in hair texture after just two or three uses. Hair feels lighter, smoother, and more responsive to conditioner.
Pros:
- Effective mineral removal with a relatively gentle formula
- Sulfate-free — safe for colour-treated hair
- Widely available through Australian online retailers and international shipping
- The vitamin C complex also helps brighten dull colour
Cons:
- Smaller bottle than some competitors
- Requires a good deep conditioner immediately after — chelating shampoos remove minerals but also temporarily strip some moisture
2. Ion Hard Water Shampoo — Best Budget Chelating Shampoo
Chelating Agent: EDTA Best For: Hard water areas on a budget, first-time chelating shampoo users Price: AUD $12–$18 / USD $8–$12 (355ml) Where to Buy: Amazon, iHerb, Sally Beauty (US)
Ion Hard Water Shampoo is one of the most recommended chelating shampoos in the hair care community — largely because it works well and costs very little. EDTA is listed prominently as a key ingredient, making it transparent about its chelating mechanism.
It’s not sulfate-free, so it’s slightly stronger than Malibu C. This makes it more effective for severe mineral buildup, but use it with a moisturising conditioner afterwards.
Pros:
- Excellent value — one of the most affordable genuine chelating shampoos
- Effective EDTA-based formula
- Large bottle lasts well (used every 2–4 weeks)
- Great starting point before committing to more expensive options
Cons:
- Contains sulfates — use with caution on colour-treated hair
- The formula is more functional than luxurious — not the most pleasant sensory experience
3. Kenra Platinum Silkening Mist & Chelating Treatment — Best Salon-Grade Option
Chelating Agent: Disodium EDTA, citric acid Best For: Colour-treated hair, significant mineral buildup, salon-quality results at home Price: AUD $40–$55 / USD $28–$38 (250ml) Where to Buy: Amazon, professional salon supply stores, Kenra website
Kenra’s chelating shampoo sits at the premium end of the market. The combination of disodium EDTA and citric acid gives it a dual-action chelating effect. Citric acid also helps lower the hair’s pH after washing — which helps close the cuticle and restore shine.
It’s the most effective option for women with significant, long-term mineral buildup or those whose colour has been visibly affected by hard water. Several professional colourists recommend it as a pre-colour treatment specifically to remove the minerals that cause uneven colour uptake.
Pros:
- Dual-action chelating (EDTA + citric acid) for thorough mineral removal
- Citric acid helps close the cuticle and restore shine after treatment
- Professional salon formula with a proven track record
- Very effective for pre-colour mineral removal
Cons:
- The most expensive option on this list
- May be too strong for hair that’s already fragile or heavily bleached — follow with an intensive conditioner
Best Clarifying Shampoos Worth Buying
These clarifying shampoos consistently deliver results for product and silicone buildup removal without unnecessary damage to the hair.
1. Neutrogena Anti-Residue Clarifying Shampoo Best Budget Clarifying Shampoo
Active: High-concentration sulfate surfactants Best For: Weekly clarifying, silicone and product buildup, oily scalp Price: AUD $15–$20 / USD $8–$12 (354ml) Where to Buy: Chemist Warehouse, Priceline, Amazon, most supermarkets
Neutrogena Anti-Residue is one of the most trusted clarifying shampoos in the world — and for good reason. It removes 90% of residue in a single use, according to the brand’s own testing. It’s widely available, very affordable, and genuinely effective.
Use it once a week if you use a lot of styling products. Use it before applying a colour treatment for a clean starting point. Follow with a good conditioner — it’s a strong formula.
Pros:
- Extremely effective at removing product and silicone buildup
- Very widely available in Australia and internationally
- Affordable enough to use consistently without guilt
- Fast-acting — noticeable results from the first use
Cons:
- Strong formula — not suitable for very dry, damaged, or bleached hair more than once every 1–2 weeks
- Does not address hard water mineral buildup
2. Briogeo Scalp Revival Charcoal + Biotin Micro-Exfoliating Shampoo Best Premium Clarifying Shampoo
Active: Binchotan charcoal, witch hazel, peppermint oil Best For: Scalp-focused clarifying, oily roots, product buildup, scalp health Price: AUD $42–$48 / USD $30–$36 (236ml) Where to Buy: Sephora AU, MECCA, Amazon AU
Briogeo Scalp Revival uses activated charcoal as its primary clarifying mechanism. Charcoal adsorbs excess sebum, product residue, and environmental pollutants from the scalp without the harshness of high-concentration sulfates.
The peppermint oil improves scalp circulation and creates an invigorating tingle that signals the product is working. Witch hazel tightens pores and balances scalp oiliness. The result is a clarifying shampoo that feels more like a scalp treatment than a stripping experience.
Pros:
- Charcoal clarifies effectively without aggressive sulfate stripping
- Excellent for scalp health alongside product removal
- Sulfate-free — gentler on colour-treated hair
- The peppermint scent and sensation are genuinely enjoyable
Cons:
- Expensive for the bottle size (236ml goes quickly)
- Less effective than high-sulfate clarifiers for very heavy silicone buildup
- Does not chelate minerals — not a hard water solution
3. OUAI Detox Shampoo — Best Clarifying Shampoo for Fine Hair
Active: Apple cider vinegar, surfactant complex Best For: Fine hair with product buildup, gentle clarifying, colour-treated hair Price: AUD $42–$50 / USD $30–$38 (300ml) Where to Buy: Sephora AU, MECCA, OUAI website
OUAI Detox is a gentler clarifying shampoo that suits fine or colour-treated hair that can’t handle aggressive stripping. Apple cider vinegar works as a mild clarifying agent — it dissolves some mineral deposits (though less effectively than true chelating agents) while also helping to close the hair cuticle and add shine.
It’s not the most powerful clarifier on this list, but it’s one of the most pleasant to use. For women with fine hair who need to clarify every week without the damage risk of stronger formulas, it’s an excellent option.
Pros:
- Gentle enough for weekly use on fine or colour-treated hair
- Apple cider vinegar provides mild clarifying AND some pH-balancing benefits
- Beautiful sensory experience — scent and texture are premium quality
- Addresses some light mineral buildup alongside product residue
Cons:
- Not powerful enough for heavy silicone or styling product buildup
- Significantly less effective than a true chelating shampoo for hard water
- Price is high relative to clarifying power
Full Product Comparison
| Product | Type | Hard Water? | Colour Safe? | Price (AUD) | Best For |
|---|---|---|---|---|---|
| Malibu C Hard Water Shampoo | Chelating | ★★★★★ Yes | ★★★★☆ Yes | $25–$35 | Best all-round chelating |
| Ion Hard Water Shampoo | Chelating | ★★★★★ Yes | ★★★☆☆ Caution | $12–$18 | Budget chelating |
| Kenra Platinum Chelating | Chelating | ★★★★★ Yes | ★★★★★ Yes | $40–$55 | Premium / pre-colour |
| Neutrogena Anti-Residue | Clarifying | ★☆☆☆☆ No | ★★★☆☆ Caution | $15–$20 | Budget everyday clarifying |
| Briogeo Scalp Revival | Clarifying | ★☆☆☆☆ No | ★★★★☆ Yes | $42–$48 | Scalp health clarifying |
| OUAI Detox Shampoo | Clarifying | ★★☆☆☆ Mild | ★★★★☆ Yes | $42–$50 | Gentle clarifying fine hair |
Use Cases: Which One Should You Use?
Here’s how to match the right shampoo to your exact situation.
“My hair looks dull and feels rough even right after washing.” This is almost certainly mineral buildup. Start with a chelating shampoo — Malibu C or Ion Hard Water. Use it once every two weeks. Follow with a deep conditioning mask. Give it three or four uses before evaluating.
“I use a lot of dry shampoo and styling products and my roots feel heavy.” This is product and sebum buildup — a job for a clarifying shampoo. Neutrogena Anti-Residue or Briogeo Scalp Revival used weekly will solve this quickly.
“My hair colour keeps going brassy and fading between appointments.” Hard water minerals — especially iron and copper — actively pull colour molecules out of your hair. A chelating shampoo every two to three weeks will slow this significantly. Malibu C is the most popular recommendation among professional colourists for exactly this reason.
“I swim in a pool regularly and my hair has gone greenish.” Pool water contains chlorine and copper (from pool pipes). These deposit on the hair shaft — especially on light-coloured hair. A chelating shampoo removes both effectively. Use it within 24 hours of swimming for best results.
“I have colour-treated hair and I need to clarify without stripping my colour.” Use OUAI Detox for gentle regular clarifying. Add Malibu C (sulfate-free) every 3–4 weeks specifically for mineral removal. This combination keeps buildup at bay without aggressively stripping colour.
“I want to deep condition my hair and get maximum absorption from the treatment.” Use a chelating shampoo first (to remove mineral barriers), then clarify (to remove product residue), then apply your conditioning treatment. Your mask or conditioner will absorb significantly better than it does over buildup.
Buying Advice: How to Choose Between Chelating and Clarifying
Follow these steps to make the right decision quickly.
Step 1: Check Your Water Hardness
This is the single most useful thing you can do before spending money on any product. In Australia, WSAA (Water Services Association of Australia) publishes water quality data by region. In the US, the USGS water quality database covers most of the country. Most water authorities also publish this information on their websites.
Alternatively, you can buy an inexpensive hard water test strip from Bunnings or Amazon. Drop it in a cup of tap water. The result tells you your water hardness level in seconds.
If your water is hard (over 120 mg/L calcium carbonate), a chelating shampoo is essential. Not optional.
Step 2: Assess Your Current Hair Feel
Right after washing and before applying conditioner, feel your hair. If it feels rough, looks dull, and your scalp and lengths are dry — suspect mineral buildup. If it feels coated, heavy, or waxy — suspect product and silicone buildup. If it feels both — you need both products at different intervals.
Step 3: Choose Your Entry Point
If you’ve never used either product before, start with the chelating shampoo first. Hard water mineral buildup is the harder problem to solve — and once you remove the minerals, you’ll be able to assess whether you still have product buildup underneath.
Step 4: Build a Rotation That Fits Your Routine
A simple, effective rotation for hard water areas:
- Every wash: Regular sulfate-free shampoo + conditioner
- Every 2 weeks: Chelating shampoo (Malibu C or Ion) + deep conditioning mask
- Every 4 weeks: Clarifying shampoo (Neutrogena or Briogeo) if you use styling products
This covers all the bases without over-stripping your hair.
Step 5: Always Follow With Deep Conditioning
Both chelating and clarifying shampoos open the hair cuticle and temporarily remove some natural oils alongside what they’re targeting. Always follow with a rich conditioner or a deep conditioning mask. Leave it on for at least 5 minutes. This step is not optional — skipping it makes your hair feel stripped and dry.
Frequently Asked Questions
What is the difference between chelating and clarifying shampoo?
A clarifying shampoo removes product buildup, silicones, and excess sebum using strong surfactants. A chelating shampoo removes mineral deposits — calcium, magnesium, iron, and chlorine — using chelating agents like EDTA or phytic acid that chemically bind to mineral ions and pull them out of the hair shaft. Clarifying shampoos cannot effectively remove hard water minerals. Only a chelating shampoo can do that.
Can I use a clarifying shampoo instead of a chelating shampoo for hard water?
No — not effectively. Clarifying shampoos use surfactants that lift organic buildup. Hard water minerals are inorganic ionic compounds. They bond differently to the hair shaft and require a chelating agent to break that bond. Using a clarifying shampoo on mineral buildup will clean the surface but leave the mineral deposits behind.
How often should I use a chelating shampoo?
Most hair care experts recommend using a chelating shampoo every 2–4 weeks, depending on your water hardness and how frequently you wash your hair. Women who wash daily in very hard water areas may need to chelate every 2 weeks. Women who wash twice a week in moderately hard water may find once a month is enough. Always follow with a deep conditioning treatment.
Is chelating shampoo safe for colour-treated hair?
Yes — with the right formula. Sulfate-free chelating shampoos like Malibu C Hard Water Wellness are specifically designed to be safe for colour-treated hair. They remove the mineral deposits that cause colour to fade and turn brassy, without stripping the colour molecules themselves. Avoid using sulfate-containing chelating shampoos (like Ion Hard Water) too frequently on freshly coloured hair.
Does apple cider vinegar work as a chelating treatment?
Partially. Apple cider vinegar is mildly acidic and can dissolve some mineral deposits. It also helps close the hair cuticle and restore shine. However, its chelating power is significantly weaker than EDTA or phytic acid-based shampoos. For light mineral buildup, an ACV rinse can help. For moderate to heavy hard water damage, you need a true chelating shampoo.
How do I know if I live in a hard water area?
Check your local water authority’s website — most publish annual water quality reports that include hardness levels. In Australia, Perth, Adelaide, and many parts of South Australia have notably hard water. In the UK, most of Southern England has hard water. In the US, states like Texas, Arizona, Nevada, and Florida have high hard water prevalence. You can also test your own tap water with a hard water test strip from any hardware store.
Can chelating and clarifying shampoos damage hair?
Both can cause temporary dryness and some protein disruption if overused. This is why neither should be used as a daily shampoo. Chelating shampoos open the hair cuticle to extract minerals — which is necessary but leaves the cuticle temporarily vulnerable. Always follow both types with a deep conditioner to restore moisture and close the cuticle. Used at appropriate intervals, both are safe for most hair types.
Which is better for swimming pool hair — chelating or clarifying?
Chelating — without question. Pool water contains chlorine and dissolved copper from pipes and pool fittings. These deposit on the hair shaft and cause the green tinge often seen in blonde and light-coloured hair. Only a chelating shampoo can remove chlorine and copper deposits effectively. A clarifying shampoo alone won’t solve pool hair.
Final Verdict: Chelating vs Clarifying — Which Does Your Hair Need?
Here’s the clear summary:
| Your Situation | What You Need |
|---|---|
| Hard water area, dull rough hair | Chelating shampoo — every 2–4 weeks |
| Product buildup, heavy roots, silicone residue | Clarifying shampoo — every 1–2 weeks |
| Colour turning brassy or fading fast | Chelating shampoo |
| Swimming pool hair (green tinge, chlorine) | Chelating shampoo |
| Oily scalp, heavy styling product use | Clarifying shampoo |
| Both product AND mineral buildup | Both — chelate first, clarify 3–4 days later |
| Pre-colour treatment reset | Chelating shampoo first, then clarify |
The bottom line is straightforward.
If you have hard water, you need a chelating shampoo. A clarifying shampoo will not fix your problem — no matter how often you use it. The chemistry is simply wrong for the job.
If you have product and silicone buildup without hard water concerns, a clarifying shampoo is the more targeted and often gentler solution.
And if you have both? Use both — at different intervals, always followed by deep conditioning.
The best starting product for most women in hard water areas is Malibu C Hard Water Wellness Shampoo — sulfate-free, effective, widely available, and safe for colour-treated hair. From there, build the routine that fits your wash frequency and hair type.
Your conditioner will work better. Your colour will last longer. Your hair will actually feel like hair again.
Ready to fix your hard water hair? Start by checking your local water hardness — your water authority’s website has this information free. Then pick the right product from the list above. Most chelating shampoos are available through Amazon AU, iHerb, Adore Beauty, or Sephora with fast delivery. Your hair will feel the difference within the first two or three uses.
Disclosure: This article contains affiliate links. We may earn a small commission if you purchase through our links, at no extra cost to you. All recommendations are based on formulation research, ingredient evidence, and real-world hair care expertise — not brand partnerships.
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