Short answer: choose a shampoo based on two criteria – coat type and skin condition. If the two conflict, the skin takes priority. Use only a shampoo made for dogs, and dilute concentrates according to the label. If you're not sure where to start, answer a few questions in the "Which shampoo" guide.
Step 1: Identify the coat type
- White or light-coloured – a whitening shampoo (anti-yellowing) that refreshes light colours. Suitable, for example, for the Maltese and Bichon Frise.
- Black or dark – a shampoo for dark coats that enhances colour depth and shine.
- Long and silky, prone to tangling – a shampoo and conditioner with a softening, detangling effect.
- Curly – a shampoo and conditioner for curly coats; detangle any knots before the bath.
- Harsh (wiry) – a shampoo for harsh coats that doesn't soften the hair – for example for the Miniature Schnauzer and terriers.
- Double coat (with undercoat) – a shampoo and conditioner that make it easier to remove the loose undercoat, followed by full drying – for example for the Siberian Husky.
- Fine or limp – a volumising shampoo.
Step 2: Check the skin condition
If the dog scratches, has dandruff, redness or hot spots, choose a mild shampoo for sensitive skin rather than a cosmetic product. Grooming products support the skin but don't replace veterinary care for skin conditions – if symptoms persist, see a vet. Read more about the causes of itching in the article on why dogs itch.
Step 3: Look at the ingredients
- Oatmeal and aloe – commonly found in shampoos for dry and sensitive skin.
- Oils (such as argan or coconut) – soften the hair and make brushing easier.
- Keratin and proteins – smooth the hair and add body.
- For sensitive skin, prefer a mild product without strong fragrances.
Why not human shampoo
A dog's skin is usually less acidic than human skin (pH around 6.2–7.4 in dogs versus around 5.5 in humans). Shampoos made for people are formulated for different skin and can dry out and irritate a dog's skin.
Concentrate or ready to use?
Many professional shampoos are concentrates – the dilution ratio differs for each product and is stated on the label. Diluted shampoo spreads more easily to the skin and rinses out better, and concentrates are also more economical. For home use, ready-to-use formulas are more convenient.
Suitable products
Browse dog shampoos, conditioners and masks, and shampoo and conditioner sets. For cats, use only cat shampoos. The full range is in cosmetics and care, and current offers are on the Offers page.
Frequently asked questions
Can I use human shampoo on a dog?
It's not recommended. Dogs' skin has a different pH and is more sensitive, and human shampoos can dry it out and cause itching. Use a shampoo made for dogs.
Do I need conditioner after shampoo?
For long, silky and curly coats – yes, because it makes brushing easier and reduces tangling. For short coats, it's optional.
Can I use dog shampoo on a cat?
No. Some dog products contain ingredients that are dangerous for cats. Use only a shampoo labelled as suitable for cats – see also the article on how to bathe a cat without stress.
How do I dilute a concentrated shampoo?
Follow the ratio on the label. It's convenient to mix the shampoo with water in a separate bottle before the bath and apply the solution to the wet coat.