Pure Paws SLS Free Bright White Shampoo is formulated to counter yellow stains and brighten whites. Gentle cleansers help remove stains. NO Bleaches and NO Dyes! Optical brighteners enhance whites by absorbing ultra violet light and re-emitting light in the blue spectrum. With frequent use and proper care, you can brighten your dog's coat, making them look cleaner and meticulously cared for. This shampoo can be used directly/ undiluted and rinsed out well. Can be used on all colour coats.