"I have 2 bichon's with very itchy skin, thus I normally use hypo-allergenic or oatmeal shampoo's. I was reluctant to try one that wasn't specifically for sensative skin. But to my surprise and amazement, it worked wonderfully. They were whiter with the 1st shampoo with no reaction. So soft and fluffy. I think it's better than all the specialty shampoo's I've bought!!!!!"