Historically, sodium lauryl sulfate could be quite harsh, but in modern cleansers it's been made much gentler.
The most common way: combining different surfactants into the one product. This is pretty much every cleanser these days!
This encourages SLS molecules to get into clusters (micelles) that are too big to penetrate the skin - it's when individual SLSes go off on their own and dig into skin that you get irritation.
Tech version: mixed micelles lower the critical micelle concentrations (CMC).
🧪Special polymers can also be used to stop SLS molecules from wandering off alone
🧪 Anti-irritant ingredients (polymers, emollients, glycerin, antioxidants, hydrolysed proteins) can also be added to cleansers to decrease irritation
So just seeing SLS on a cleanser's ingredient list doesn't mean it'll be irritating!
But what about other sulfates - especially SLES (sodium laureth sulfate)?
SLES is quite a lot less irritating than SLS, even without irritation-reducing strategies. I think it just got this reputation because its name is pretty similar (I have memories of being called "Michael" a lot because there were three Michaels before me on the class roll 😑).
There's an older experiment that tested the irritancy of a bunch of surfactants - SLES turned out to be the mildest, beating:
Almost all of these were sponsored advertisements. Some of these were board-certified dermatologists.
Do you need to know the difference between studies on mice and humans to be board-certified? Apparently not.
Or maybe you do, but the money's too good.
I know a number of dermatologists who were offered this sponsorship and turned it down due to the obvious lack of evidence - so yes, integrity is possible!