Have you taken a look at our Beginner's Guide FAQ? We explain how much shampoo to use and how our product does not lather: Beginner's Guide
We also point out in all of our shampoo product descriptions that our products will not lather. It's one the key differences that makes us stand out from the competition. If we had been able to find a truly natural lathering substance for our products we would have used it.
Any lathering agent is made with chemicals. The most common one is Sodium Lauryl Sulfate. Some companies claim saponified coconut oil as a natural ingredient, yet it is not. Even if it is currently one of the more "natural" ways to make these products lather, the saponifying process of the coconut oil mean mixing it either with sodium hydroxide or potassium hydroxide, both of which are definitely not natural.