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My little terrier came out of the bath looking genuinely brighter after just one wash, and the cream formula rinsed out easily without stripping his coat.

I wasn't sure this shampoo would make much difference, but after just one wash my white dog's coat looks visibly cleaner and brighter without any harsh scrubbing. The cream formula is thick and lathered up nicely, and it left the fur feeling really soft and clean.

I’ve been using this shampoo on my white cat for a few weeks now, and the cream formula is gentle enough to not irritate her skin. Only wish it lathered a bit more easily, but her coat does look noticeably cleaner and brighter.