A little care. A whole lot of floof.

Carries cleansing and conditioning ingredients and helps a product spread evenly. Using distilled water limits minerals introduced during manufacture; it does not make a finished product sterile.

Why we chose it: Thoughtful formulation starts with the base. Distilled water limits the minerals introduced into our products, giving the cleansing and conditioning ingredients a more consistent starting point.

Helps water lift oils and everyday dirt so they rinse away. Used in Daily Gentle. A sulfonate is a different chemical family from sulfates; the complete blend and how it is used determine the washing experience.

Why we chose it: Everyday adventures leave more than loose dirt behind. We include this cleanser for its ability to lift oily buildup, pairing it with complementary cleansers and conditioning ingredients to balance cleaning power with coat feel.

Works alongside other cleansers to support lather and the balance of a shampoo blend. One of the two cleansers in Sensitive. It is different from cocamidopropyl betaine.

Why we chose it: A good shampoo depends on how its ingredients work together. This partner cleanser supports the cleansing blend and its lather, helping us build a balanced wash around more than one ingredient.

Helps lift dirt and supports foam alongside the main cleanser. Some individuals can react to it or manufacturing impurities. Our Sensitive formula leaves it out.

Why we chose it: We include this versatile cleanser because it works well alongside other cleansing ingredients. In Daily Gentle, it contributes to the washing blend and lather, helping distribute the shampoo through the coat.

A nonionic surfactant commonly made from sugar and fatty-alcohol feedstocks. Used to round out cleansing and foam in Daily Gentle, and at a lower level in the external ear wipe. Plant-derived does not mean allergy-proof; Sensitive leaves it out.

Why we chose it: Different cleansing ingredients bring different strengths. Decyl glucoside complements the other cleansers in Daily Gentle and provides cleansing support at a lower level in our external ear cleaner.

An amphoteric cleanser that works with hydroxysultaine in the simpler Sensitive wash. This is the supplier name recorded in the current formula workbook.

Why we chose it: For our fragrance-free shampoo, we wanted a simpler cleansing approach. This ingredient works with hydroxysultaine in a streamlined, two-cleanser blend, giving customers an alternative to the broader ingredient mix in Daily Gentle.

A humectant: an ingredient that attracts and holds water. Included to support moisture and formula feel.

Why we chose it: Moisture support does not have to come from a rich oil. Glycerin attracts water and blends readily into our liquid formulas, making it a practical choice for supporting moisture and feel without adding an oily texture.

Used for moisturizing properties and coat conditioning. It is a grooming ingredient, not a vitamin supplement for your dog.

Why we chose it: Cleanliness is only part of a good grooming experience—coat feel matters too. Also known as provitamin B5, panthenol brings moisturizing and conditioning properties to our formulas, supporting the soft finish we aim for.

Used for conditioning and slip to help hair feel smoother. Small additions balance cleansing with coat feel in Daily Gentle.

Why we chose it: We want a freshly washed coat to feel pleasant to handle. This conditioning ingredient adds smoothing and slip to Daily Gentle, helping balance its cleansing ingredients with attention to how the coat feels afterward.

A modified plant gum that can cling to hair and provide conditioning and combing slip. The exact supplier INCI name belongs on the product label.

Why we chose it: This modified guar ingredient does more than give a formula texture: its conditioning character helps it associate with hair. We include it for smoother coat feel and combing slip, giving a small addition a useful grooming role.

Conditioning ingredients included for softness and coat feel in Daily Gentle and the spray. Silk is animal-derived. This is cosmetic conditioning, not permanent hair repair or skin treatment.

Why we chose it: We include silk amino acids for their conditioning contribution to a soft-feeling coat. They fit into our water-based formulas, adding another element of coat care alongside the cleansing or brushing ingredients.

A conditioning silicone that helps reduce friction between hairs. Used in the spray as an emulsion, which contains more than the named silicone alone.

Why we chose it: Brushing is easier when hairs can glide past one another. We include this conditioning silicone in our spray to reduce friction and support combing slip—a practical reason for choosing it beyond shine alone.

Supports slip and a light conditioning feel in the spray. Complements amodimethicone rather than acting as a cleanser.

Why we chose it: A conditioning spray needs slip in a form that works with water. This modified silicone helps us bring a smooth conditioning feel to a sprayable formula, complementing the amodimethicone in our blend.

“Hydrolyzed” means broken into smaller fragments. Included in the spray for conditioning and coat feel. It is still wheat-derived, which matters for a dog with a known relevant sensitivity.

Why we chose it: Breaking wheat protein into smaller fragments makes it useful in liquid conditioning formulas. We include it in our spray to contribute to coat feel, alongside ingredients that support moisture and brushing slip.

Helps oily ingredients such as fragrance disperse in a water-based formula. It is chemically modified from castor oil; its main job here is formula uniformity.

Why we chose it: An evenly blended product matters. This modified castor-oil ingredient helps disperse fragrance in water-based formulas, performing a mixing job that ordinary castor oil cannot do on its own.

Helps disperse fragrance in the watery spray so it does not simply sit in a separate layer. Its job is an even product rather than the main conditioning benefit.

Why we chose it: Fragrance and water need help mixing. We include polysorbate 20 in our conditioning spray to help distribute the fragrance through the formula, supporting a more uniform product.

Binds certain metal ions to support formula consistency and the preservation system. It is not a disinfectant treatment for your dog.

Why we chose it: Some useful ingredients work quietly behind the scenes. EDTA binds trace metals that can interfere with a formula, helping support product consistency and the preservation system.

The ingredients in the Euxyl PE 9010 blend help protect water-based products from microbial spoilage. A preservative protects the product in its bottle; it does not make it an infection treatment.

Why we chose it: Caring for the formula inside the bottle matters too. This complementary preservation blend helps protect our water-based products against microbial spoilage, making it a functional part of the formulation.

Used when needed to adjust a liquid formula to its target pH. It is not included as an exfoliating treatment, and pH alone does not prove suitability for every dog.

Why we chose it: The finishing details deserve care. We use citric acid when needed to adjust a liquid formula toward its intended pH, giving us a way to fine-tune the blend after its ingredients come together.

Used for scent in Daily Gentle and the spray, with separate additions in the ear cleaner and both balms. Fragrance is not needed for cleansing or softening and can be unsuitable for some dogs. Sensitive has no added fragrance.

Why we chose it: For customers who enjoy a scented grooming routine, fragrance adds a finishing touch to Daily Gentle and our conditioning spray. For those who prefer to leave scent out, our Sensitive Shampoo has no added fragrance.

Part of the external-ear cleansing base. The witch hazel raw material is alcohol-free, but the finished cleaner contains separately added ethanol and is not alcohol-free.

Why we chose it: We include witch hazel water as a botanical component of our external ear-cleansing base. It works within the complete wiping formula, alongside the ingredients responsible for cleansing, moisture balance and drying.

Ethyl alcohol supports evaporation and a less lingering wet feel. It can sting damaged tissue; this product is for healthy, visible external ear surfaces, not a canal flush.

Why we chose it: For an external ear wipe, how the liquid dries matters. We include ethanol to support evaporation and reduce a lingering wet feel after wiping healthy, visible outer-ear surfaces.

A plant fat that gives the balms body and an emollient feel. Emollient means it softens and smooths the surface.

Why we chose it: A balm needs richness as well as softness. Shea butter gives our balms a creamy body and an emollient feel, helping soften dry surfaces while providing more substance than a liquid oil alone.

An oil carrying calendula flower material. Used for softness and spreadability, not as a wound-healing treatment. The carrier oil is part of the label declaration.

Why we chose it: This botanical infusion contributes to the softening oil blend in our balms. Its practical place is in the balm’s emollient feel and spreadability, working alongside the butter and other oils.

An emollient oil included for softness and glide. It is almond-derived; consider known relevant sensitivities when choosing a balm.

Why we chose it: A rich balm should still glide on easily. Sweet almond oil contributes softness and spreadability, helping the butter-and-wax blend smooth into a thin layer over the nose or paw surface.

Helps a balm spread into a thin film and gives a softer surface feel. Its job is cosmetic conditioning.

Why we chose it: We include sunflower oil for straightforward, useful emollience. It helps soften the surface and keeps the richer butter-and-wax blend spreadable, supporting an even application of a small amount of balm.

MCT means medium-chain triglycerides. Used for glide and to balance heavier butter and wax. MCT and CCT are not separate ingredients in these formulas.

Why we chose it: Richness needs balance. This lighter-spreading oil adds glide to our balms, helping offset the heavier feel of butter and wax so a small amount is easier to distribute.

Helps oils and butter form a balm and supports a surface film that can limit moisture loss. It is animal-derived and does not make the balm waterproof or heat-protective.

Why we chose it: We want our oils and butter to stay together in a usable balm. Beeswax supplies that structure and contributes a surface film, giving the blend more body and helping limit moisture loss.

Helps slow oxidation of the oils. It is not a broad-spectrum preservative and does not establish shelf life by itself.

Why we chose it: We include vitamin E to help care for the oils themselves. Its antioxidant role helps slow oxidation, supporting the quality of the oil blend as part of the overall formulation.

Included in Paw Balm to soften the oily feel and adjust texture. It is not in Nose Balm and is not an antifungal ingredient.

Why we chose it: Paw balm should feel thoughtfully balanced. Arrowroot helps soften the oily feel of our Paw Balm and refine its texture, complementing the richness of the oils and butter.

A small fragrance addition is included in both balm formulas. These balms are not fragrance-free. Fragrance does not provide the softening benefit.

Why we chose it: A small fragrance addition gives our balms their scented finish. Its role is the grooming experience; the butter, oils and wax provide the balm’s softening feel and structure.

A small fragrance addition is included in Gentle Ear Cleaner. It is separate from the shampoo fragrance blend and is not an ingredient for treating ear disease.

Why we chose it: This fragrance contributes the scent of our ear cleaner. We keep its purpose straightforward: a sensory finishing touch within a formula designed for wiping healthy, visible outer-ear surfaces.