Woman’s hair wouldn’t stop falling out in clumps. Then she takes a look at her Dove shampoo + conditioner: ‘Me buying these literally today’

Hair falling out is the stuff of nightmares, literally. So much so that there are now entire industries marketing to both men and women for thickening hair, fixing receding hairlines, promoting hair health, and more. As a result, it’s no surprise that anytime someone online has a hairy horror story to share, their testimony gains a lot of traction.

One such person, TikToker Lilac (@lilunatic), has gone viral for sharing her alleged experience using one specific shampoo-conditioner set. It is manufactured by Dove. Lilac says she noticed her hair falling out while using these products.

So what actually happened?

‘I thought I was dying’

In a video posted on Jan. 23 that has since accumulated over 630,000 views, Lilac recounts her harrowing experience on TikTok. In it, she shows bottles of Dove Bond Strength shampoo and conditioner.

“I’m an idiot,” Lilac begins in her video. “I’m stupid. I let weeks and weeks go by of my hair falling out in clumps to then come to the conclusion on Wednesday, when I bought these brand new bottles, that it could possibly be this causing the issue.”

Lilac’s first thought had been that she was possibly dying because of “stress or malnutrition or just not eating enough, ’cause in the past [she’s] had some hair loss before because of that.” But after looking up other Dove customers’ testimonies online, Lilac changed her mind.

Is Dove causing her hair to fall out?

“Apparently, other people as well have experienced hair loss and shedding with these products,” Lilac says. “So if this works for you and doesn’t cause extreme hair loss and shedding, this video is not for you. I just wanted to give a PSA that it might be this, and if you’re experiencing it, you’re not alone. It’s extremely frustrating because I had to lose half of my hair to realize it.”

Lilac then shows pictures of what she identifies as her “thinning hairline” onscreen, saying her hair fell out in alarming clumps, covering the bathtub “every time [she] took a shower.”

Lilac says she’s used these Dove Bond Strength products “in the past” and theorizes that perhaps there’s “another formula they changed it to, because the packaging was different than the first time [she] had used it.”

She concludes her video by emphasizing she does not intend to “bash the product,” but is rather trying to get her story out as a “civilian” and not an influencer.

@lilunatic Buyer Beware ?: Dove Bond Repair Shampoo and Conditioner. Hold 2x if u need it. #dovebondrepair #dove #hair #shampooreview #hairtok ♬ original sound – lilac?

Can Dove’s shampoos and conditioners actually cause hair loss?

There are other online anecdotes from customers who allegedly experienced hair loss after using Dove products.

One is a Reddit post from 2025, in which the OP asks r/Haircare if anyone has experienced “increased hair shedding.” The OP says they have noticed losing “2-3x more” hair every wash since switching to the Dove Intensive Repair line, which is a different set of products than the Bond Strength line referenced by Lilac.

Other social media users have turned to TikTok to pose similar questions after experiencing hair loss. Commenters echoed their experiences with testimonies of their own. Most of these customers seem to be referencing the Intensive Repair line as well, rather than the Bond Strength products.

According to Healthline, shampoo almost never causes hair loss. The Wimpole Clinic also affirms that hair products are “rarely a direct cause of hair loss.”

“However, research suggests that certain ingredients can impair your hair,” the Wimpole Clinic website reads. “This includes antimicrobial agents, surfactants, and preservatives … Your [doctor] can help you identify the cause of your hair loss.”

What is actually causing Lilac’s hair loss?

In a follow-up to her previous video, Lilac elaborates on TikTok that her “scalp was burning and itching … after using this product.” She says her condition has improved after suspending her use of the Dove shampoo and conditioner.

“I thankfully switched to something else already and have been using it for a couple of days,” Lilac says. “My scalp has calmed down significantly. I don’t have any itchiness or burning anymore.”

Lilac then attributes the inflammation to a possible “protein overload,” which generally manifests as dry, brittle hair rather than an inflamed scalp. Viewers noted this, commenting that her condition sounds more like an allergic reaction to something in the shampoo or conditioner.

What did viewers say?

“This sounds more like an allergic reaction rather than protein overload,” one commenter said. “… Even if you were experiencing that, you wouldn’t ALSO be having an inflamed scalp.”

This is echoed by the American Academy of Dermatology Association (AAD). According to the AAD’s website, an itchy scalp can indeed be linked to shampoo, but not in the way some might think.

“If you have an itchy scalp and a rash, you may have a condition called allergic contact dermatitis,” the AAD reads. “This is common among people who dye their hair.”

Lilac, in her follow-up, does indeed mention she bleached and dyed her hair “for years,” so it is highly possible this is applicable to Lilac’s situation. Ultimately, she seems to be glad to move on from the whole fiasco.

“Listen to your body,” Lilac advises in conclusion. “And the second something starts going haywire, start deducting products if you’re using new stuff.”

The Mary Sue has reached out to Lilac via TikTok comment and Dove via email to request official comment.

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