I bought this for my cream Standard Poodle. He is optically white but because he is actually cream, he can look "dingy". This product SIGNIFICANTLY brightened his coat. It lathered very well; though it worked best when mixed with water and poured on as it has a thinner consistency than many shampoos on the market so doesn't spread well unless mixed with water and poured. It also did a great job of removing most of the urine stains on one of my boys front feet because he's a "lazy lifter".I will say that I did decide to take the risk of not using a conditioner to see how well the "Shampoo + Conditioner" product conditioned coat and while it didn't dry his coat, it did leave a freshly brush and combed coat that HAD been tangle-free prior to the bath full of little tangles all over that I had to work out with the help of a high-end product (a leave-in conditioner by Quadruped), so if you're looking for a 1-step product, this won't cut it, but as a whitening/ brightening, high lather shampoo without a bunch of unpronounceable ingredients that cleans coat and doesn't make your dog smell like cheap perfume? This is the one!
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