Dilution is recommended for most grooming situations and is standard practice in professional salons.

The preferred ratio is 1 part shampoo to 3 parts warm water, which delivers full cleansing performance while extending yield and making application easier across the full coat.

A maximum dilution of 1:5 is suitable for lighter maintenance washes or particularly fine coats.

That said, dilution is a guideline, not a rule. For heavily soiled coats, significant environmental contamination, or dogs that have been in contact with oils, grease, or dense outdoor debris, many groomers apply the shampoo directly without dilution on the first wash to ensure thorough penetration. In these cases, a diluted second wash can then restore softness and manageability.

The formulas are designed to perform across both methods. If you are uncertain, start with the 1:3 dilution and adjust based on your dog's coat type and how often you groom.

Yield depends on your dog's size, coat density, and whether the shampoo is diluted. As a practical guide:

A 200 ml bottle, used undiluted with two washes per session, provides approximately:

— 10 to 12 full grooming sessions for a small dog (3–10 kg)

— 5 to 7 full grooming sessions for a medium dog (10–25 kg)

— 2 to 3 full grooming sessions for a large dog (25–40 kg)

Two washes per session are standard in professional grooming — the first to remove surface contamination, the second to cleanse and condition the coat properly. For most home grooming routines with regular washing, one thorough wash is sufficient.

At a 1:3 dilution, these yields increase significantly — effectively multiplying the volume of product available by up to four times.

The 500 ml format is the most practical choice for medium to large dogs or for owners who groom frequently.

Yes. Every Dog Knows formulas are developed for balanced cleansing rather than aggressive stripping, which makes them suitable for regular use without compromising coat condition.

The surfactant systems are paired with conditioning agents — aloe vera, glycerin, oligosaccharides, and skin-comfort polymers — that work to preserve the coat's natural oils and moisture even with repeated washing.

How frequently you wash will depend on your dog's lifestyle, breed, and coat type. Active dogs that spend time outdoors, swim regularly, or have dense coats that trap dirt may benefit from more frequent grooming.

Dogs with sensitive skin or fine coats may require less. The formulas are designed to support whatever routine suits your dog, without the dryness and coat degradation associated with lower-grade cleansing products used too often.

Not necessarily. For many dogs with short, smooth, or low-maintenance coats, a well-formulated shampoo alone provides sufficient cleansing and coat care. If the coat brushes out easily, dries without tangling, and feels soft after washing, additional conditioning is not required.

Where a conditioner or mask becomes particularly valuable is with longer coats, curly or textured coats, or coats that tangle or mat easily. In these cases, a conditioning step meaningfully improves coat manageability — reducing friction during brushing, minimising breakage, shortening drying time, and leaving the coat softer and more defined.

The Perfect Hydration Mask and Two-Phase Detangling Conditioner are both designed for this purpose, and the choice between them depends on your dog's coat type and your grooming priorities.

The Perfect Hydration Mask should remain on the coat for approximately 3 to 5 minutes before rinsing. This contact time is not incidental — it is the period during which the conditioning ingredients actively interact with the coat fibre, allowing them to penetrate the hair shaft, restore moisture, and improve surface smoothness.

Rinsing too quickly limits the effectiveness of the treatment. For coats that are particularly dry, coarse, or damaged, leaving the mask for the full 5 minutes produces a more pronounced result.

After rinsing, a light residue may intentionally remain on the coat to continue supporting manageability through brushing and drying. This is by design, not incomplete rinsing.

The mask is diluted before application — 2 pumps per 500 ml of warm water for most dogs, or 4 pumps per litre for larger breeds — which means the contact time is extended and the conditioning effect is distributed more evenly across the coat.

Every Dog Knows is formulated to perform in salon environments as well as at home, and the approach professionals take offers a useful framework for anyone looking to get the most from the range.

In standard grooming sessions, groomers typically use Every Dog Knows for both washes. The first wash removes surface dirt, coat residue, and environmental contamination. The second wash cleanses more deeply, and because the coat is already wet and open, the conditioning ingredients in the formula can work more effectively — leaving the coat softer and easier to work with before drying and styling.

For dogs that arrive heavily soiled — coats saturated with oils, mud, or heavy outdoor residue — groomers may choose to use a stronger degreasing shampoo for the first wash to cut through the contamination, and then follow with Every Dog Knows as the second wash to restore coat softness and condition. This two-product approach is common in professional grooming and produces superior results compared to using a single strong degreaser alone.

The Every Dog Knows fragrances do not function as conventional deodorants. They do not contain enzymes, chemical odour-blockers, or absorbents designed to chemically eliminate odour compounds. The approach is more refined — and more appropriate for use on animals.

The formula works through scent harmonisation: a multi-component fragrance composition that reduces the perception of unpleasant odour, integrates with the natural scent of the coat rather than masking it with an opposing smell, and leaves a clean, soft trail that does not feel sharp or artificial on the senses.

The aromatic molecules that make up the fragrance — including linalool, geraniol, citronellol, hydroxycitronellal, and alpha-isomethyl ionone — are structured across top, heart, and base notes to create a composition with lasting presence and a natural dry-down on the coat.

The result is a fragrance that feels like a natural extension of a clean coat, not an overlay.

Yes. Both Silk Cloud and Emerald Wave are alcohol-free formulas specifically designed for regular use between grooming sessions.

The absence of alcohol — a common cause of dryness and skin irritation in conventional fragrances — means the formula is appropriate for daily application to the coat without risk of drying the skin or disrupting the coat's natural condition.

The fragrances are designed to be light rather than intense, with a botanical base that includes hydrating ingredients gentle enough for sensitive skin. Daily use is a practical and considered choice, particularly for dogs with active lifestyles, those in shared living spaces, or any dog whose owner values coat freshness as part of the grooming routine rather than something reserved for post-bath days only.

Apply to dry fur, avoiding the eyes and mucous areas. No rinsing required.

Yes. Every Dog Knows shampoos are cosmetic preparations manufactured to EU cosmetic safety standards, which include assessment of incidental exposure during normal use. While the products are not intended for ingestion, small accidental contact — a dog licking their coat during bathing — is not considered harmful at the quantities typically encountered.

The formulas are developed with canine safety in mind throughout. As with any shampoo, thorough rinsing after washing is recommended, both to remove all product residue from the coat and to minimise any incidental ingestion. If you are bathing a dog that actively attempts to drink bathwater or lick themselves extensively during washing, rinsing promptly and keeping sessions calm will minimise exposure.

The balm is formulated from simple, well-established skincare ingredients with a straightforward safety profile: shea butter, coconut oil, grape seed oil, aloe vera, vitamin E, carnauba wax, and white beeswax. It contains no essential oils, no synthetic fragrance components, no aggressive preservatives, and no ingredients included for anything other than skin protection and moisture.

If a dog licks a small amount of balm from the nose or paws — which is common and expected — this is not considered dangerous. The formula is non-toxic. The ingredients are all widely used in food-grade, pharmaceutical, and premium skincare products, and their safety at low oral exposure levels is well established.

If a notably large amount were ingested at once, temporary stool softening may occur due to the high content of plant oils and waxes — a mild and short-lived effect. This is not a safety concern, but rather a natural consequence of consuming a high-fat product.

Every Dog Knows products are developed and manufactured without animal testing at any stage, in full compliance with European cosmetic regulations — among the most stringent cruelty-free standards in the world. This applies to every product in the range without exception.

The complete shampoo, conditioner, mask, and fragrance range contains no animal-derived ingredients and is 100% vegan.

One considered exception: the Silk Repair Nose & Paws Balm contains white beeswax alongside shea butter, coconut oil, grape seed oil, aloe vera, and vitamin E. Beeswax is a natural, time-tested skincare ingredient with well-established protective and barrier properties, chosen specifically for its ability to shield the most exposed and vulnerable areas of a dog's body — the nose and paws — against dryness, cracking, and environmental damage. It is the most effective ingredient for this purpose, and we have chosen to include it rather than compromise on performance.

No. All Every Dog Knows products are paraben-free. Parabens are a class of synthetic preservatives long questioned for their potential hormonal activity, and they are not used in any formula.

Preservation remains essential in water-based cosmetic products — without it, formulas would become microbiologically unsafe within days of opening. Every Dog Knows uses preservation systems approved under EU cosmetic legislation: primarily phenoxyethanol, sodium benzoate, and potassium sorbate. These are established, well-studied preservatives used across professional beauty, skincare, and haircare globally.

They protect the integrity and safety of the formula throughout its shelf life while remaining appropriate for regular use on dogs.

Some formulas in the range contain Sodium Laureth Sulfate (SLES). This is a deliberate formulation choice, not an oversight.

Professional grooming places genuine demands on a cleansing formula. A dog's coat accumulates environmental dirt, natural oils, grooming residue, and — particularly for active breeds — mud, pollutants, and biological matter that milder alternatives cannot reliably remove. Many plant-derived or "natural" cleansing agents produce a pleasant lather but lack the cleansing power required to properly degrease and clean a coat to a professional standard. SLES provides that reliability.

The relevant question is not whether a formula contains SLES, but how it is formulated around it. In isolation, any strong surfactant can strip natural oils and dry the skin. In Every Dog Knows products, SLES is always paired with milder co-surfactants — decyl glucoside, cocamidopropyl betaine, sodium cocoamphoacetate — and conditioning agents including aloe vera, glycerin, and oligosaccharides that work to preserve coat condition and skin comfort even with the cleansing power present.

Every Dog Knows shampoo formulas do not use silicones. Coat conditioning is achieved instead through functional polymers and plant-derived ingredients — polyquaternium compounds, oligosaccharides, and aloe — which improve smoothness and manageability without creating build-up or coating the hair shaft artificially.

The Two-Phase Detangling Conditioner is a deliberate exception. It contains dimethicone, cyclopentasiloxane, and related silicone derivatives — and this is intentional. As a leave-in conditioner designed for medium to long, easily tangled coats, silicones provide the specific slip and surface smoothness required to allow a brush to pass through the coat without resistance or breakage. For this application, silicones are not a compromise — they are the appropriate ingredient for the job.

Every Dog Knows formulas include plant-derived and naturally sourced ingredients as functional components — aloe vera, organic olive leaf extract, olea europaea fruit oil, coconut-derived surfactants, grape seed oil, shea butter, and botanical extracts among them. These are chosen for their proven performance in skin and coat care, not for marketing purposes.

The products are not positioned as organic, and we will not describe them as such. An organic claim requires certified ingredient sourcing throughout the supply chain and limits the use of functional cosmetic components that are essential to reliable grooming performance. Our formulas combine plant-derived ingredients with professional cosmetic components — surfactants, conditioning polymers, and preservation systems — because grooming performance and coat care require both. An honest, balanced formula delivers better results than a purely natural one that cannot do the job consistently.

Where specific ingredients are certified organic — such as the organic olive leaf extract in some formulas — this is noted on the label. The focus is on transparency and performance, not on marketing claims.

These preservatives appear in some formulas — specifically those where the formula composition and water content require a robust microbiological protection system. Their function is straightforward and non-negotiable: they prevent bacterial and fungal contamination of water-based products.

A shampoo without adequate preservation would become unsafe to use within days of opening.

MI and MCI are regulated preservatives permitted under EU cosmetic legislation at specific, controlled concentrations. At these concentrations, their role is protective and their use is considered safe in rinse-off formulations — products applied to the skin and then washed away, as opposed to leave-on products where exposure time is prolonged. Every Dog Knows formulas that contain these ingredients are rinse-off products used exactly as described.

These ingredients are declared on the label in full compliance with EU cosmetic ingredient regulations — which require transparency about all components, including preservatives.

Limonene, linalool, citronellol, geraniol, and similar compounds are naturally occurring aromatic molecules found in essential oils, plant extracts, and fragrance compositions. They are not synthetic additives introduced for chemical effect — they are inherent components of the fragrance materials used to create the scent profile of each product.

EU cosmetic regulation requires that these substances be individually declared on the ingredient list when present above specific concentration thresholds.

This is a transparency requirement, not a safety warning. Their presence on the label reflects regulatory compliance and honest ingredient declaration.

At the concentrations used in cosmetic formulations, these molecules are considered safe. They are present in a significant proportion of premium haircare, skincare, and grooming products for both humans and animals. Customers with known hypersensitivity to specific aromatic compounds are advised to review the ingredient list and perform a patch test if concerned.

Cocamide DEA is a foam stabiliser and viscosity modifier derived from coconut fatty acids. Its function in the formula is to improve foam quality, give the shampoo a more consistent and workable texture, and help the product distribute evenly through the coat during application. It is the ingredient responsible, in part, for the dense, creamy lather that a professional-grade shampoo produces.

It is permitted in cosmetic products under EU cosmetic legislation when used within regulated concentration limits and in rinse-off formulations. Every Dog Knows formulas that contain Cocamide DEA are rinse-off shampoos — applied and then thoroughly washed from the coat — which is the intended and appropriate use context for this ingredient.

Yes. Every Dog Knows formulas were developed with professional grooming use as a primary reference point, not an afterthought.

The surfactant systems, conditioning agents, dilution ratios, and pH calibration reflect the demands of salon environments — where products must perform consistently across different coat types, water qualities, and grooming frequencies, and where the results are immediately visible.

The range is used in professional grooming salons alongside home grooming routines. The same formula performs in both contexts because the standard of formulation does not change based on who is applying it.

What differs is the technique — and the professional notes in this section reflect how groomers approach the range for those who want a more considered routine at home.

Every Dog Knows is designed for routine grooming and ongoing coat maintenance. For standard grooming, the formula is used for both washes: the first to remove surface contamination and begin the cleansing process, the second to work more deeply into the coat once it is fully wet and open, allowing the conditioning ingredients to act more effectively before drying and styling.

For dogs that arrive heavily soiled — coats saturated with oil, grease, or dense environmental residue — many groomers apply a stronger degreasing shampoo on the first wash to cut through the contamination, then follow with Every Dog Knows as the second wash to restore softness, manageability, and coat condition. In this approach, Every Dog Knows functions as a coat-care step as much as a cleansing one, and the results at the drying and brushing stage are notably different from using a strong degreaser alone.

The Perfect Hydration Mask is frequently used as a final step in professional grooming to add depth and lasting condition to the coat.

Yes. The formulas contain primary cleansing surfactants — including Sodium Laureth Sulfate and decyl glucoside — that effectively remove environmental dirt, accumulated oils, grooming product residue, and biological matter from the coat.

For standard to moderately soiled coats, one thorough wash is sufficient. For heavily contaminated coats, two washes are recommended: the first breaks down the surface contamination, the second cleanses properly once the coat is clear.

The conditioning ingredients included alongside the cleansing system — aloe vera, glycerin, oligosaccharides — serve a specific purpose here. They prevent the cleansing step from leaving the coat dry, brittle, or difficult to work with, which is the common result of high-strength detergent formulas used without conditioning components. The coat after washing with Every Dog Knows should feel clean and soft, not stripped.

This is one of the most important distinctions to understand about how professional grooming products differ from each other. Different formulas are designed for different purposes, and strength is not the same as quality.

Strong degreasing shampoos — the kind used in show grooming preparation — are intentionally designed to strip the coat of all oils, residues, and natural lipids before competition styling. That is their function. They are highly effective at it. But stripping a coat completely is not appropriate for routine grooming, and used regularly, it leads to dryness, brittleness, and a coat that requires significantly more intervention to restore condition over time.

Every Dog Knows is formulated for balanced cleansing — effective removal of dirt and oils while preserving the natural lipids that maintain the coat's structure, softness, and brushability. The goal is a coat that is genuinely clean after washing, not one that has been stripped to a blank slate.

Chris Christensen is a well-established professional grooming brand with a strong following in show grooming.

Its core products — particularly the degreasing shampoos — are known for powerful oil removal and are widely used in pre-competition preparation where a completely clean, product-free coat is required before styling agents are applied.

Every Dog Knows operates from a different philosophy and serves a different primary use case. Where Chris Christensen is designed to strip, Every Dog Knows is designed to cleanse and condition in the same step.

The formulas prioritise coat preservation — maintaining natural oils, softness, and brushability — rather than total removal. For routine grooming and coat maintenance, this produces a coat that is clean, manageable, and in better condition at the end of every session.

The two brands are not in direct competition in the way that two degreasing shampoos would be. They answer different questions and serve different grooming contexts.

Iv San Bernard is one of the most comprehensive professional grooming systems available, with an extensive range of products built around a multi-step treatment approach.

The brand's philosophy is built on layering — specific products for specific coat conditions, used in sequences designed to work together.

Every Dog Knows takes a more streamlined approach. The formulas are designed to combine cleansing and conditioning performance in fewer steps, without sacrificing the quality of the result.

For salons and home groomers who want professional-grade outcomes without managing a complex product system, Every Dog Knows offers a more accessible and efficient routine. The mask and conditioner add depth where needed, but the shampoo formulas are designed to do meaningful conditioning work on their own.

The two brands reflect different approaches to professional grooming care — both legitimate, with different appeals depending on the groomer's priorities and the client's needs.

Lila Loves It is positioned around natural and botanical formulations, with an emphasis on plant-derived ingredients and a wellness-oriented approach to grooming. The brand is well regarded among owners who prioritise ingredient origin and a natural product identity.

Every Dog Knows shares a commitment to skin-conscious formulation — aloe vera, plant-derived surfactants, botanical extracts, and conditioning agents are central to many formulas — but the primary measure of a formula at Every Dog Knows is grooming performance and coat condition, not ingredient origin alone. The range combines plant-derived components with professional cosmetic ingredients because effective, consistent grooming results require both.

The difference is one of priority. Lila Loves It leads with natural credentials. Every Dog Knows leads with cosmetics-grade performance and a luxury aesthetic, using natural ingredients where they deliver the best functional results, and professional cosmetic components where they are necessary for reliability and performance.