I have used numerous different shampoos for our dogs and cats over the past forty years, no other shampoo compares to this. It is gentle enough for the cats, but strong enough to thoroughly clean a very dirty dog. Our Great Pyrenees has sensitive skin and has a tendency to lose the fur under her neck folds due to itchy skin and moisture, this product is amazing, it calms the redness from her irritated skin, her hair regrowth comes back with incredible speed and she stays cleaner longer. I decided to bite the bullet and purchase the gallon size, I can now be assured to not run out and be forced to use products that can't begin to compare in quality, there is plenty of product to share with a few of my friends and family so they too can experience this superior product, and best of all you can't beat the price... with the combined shipping the price works out to only about $2.00 per mixed gallon! It can't be beaten, you will never find a better product or value. Thank you Joy, you have created the BEST pet shampoo I have ever used and at such an affordable price. I will definitely be recommending this shampoo to all of those I know who have fur babies. I simply can't express in words exactly how impressed I am with this product, as a cosmetologist of 31 years I can't tell you how long it has been since I have been so enthused by a shampoo, I'm a believer, the results truly speak for themselves. I love this product and recommend it highly!