I got introduced to this shampoo at a grooming shop I worked at 30 years ago. I’ve tried dozens of shampoos over the years – some cheaper, some more expensive. This shampoo is all you’ll ever need. It’s super concentrated, so it only takes about 3/4″ of concentrate in the bottom of a gallon bottle to make a gallon of diluted product. It’s not heavily perfumed, but leaves a very nice clean smell. I’ve been doing dog rescue for 35 years, so I’ve put this stuff to work on some of the most disgusting, filthy, stinky shelter dogs. This shampoo lathers well, rinses well, and really gets that nasty grime off. It’s easy on my hands, and I’ve never had a dog itch after using it. I just love this stuff. The only way to improve on this is if it were tear-free. I’m still giving it five stars because it works so well. I’ve got so much practice in, I can shampoo dogs down to their eyelashes and whiskers without a problem.