Our natural Shampoo has a white foaming lather created by the natural Coconut Oil. We do not use artificially made laurel sulfate, but rely on the natural ingredients in the Coconut Oil. We use lye to saponify the Coconut Oil and add natural essential oils, such as Pink Grapefruit and Lemon Essential Oils to create wonderful aromas in the bath and in your clean hair. We have a vinegar conditioner that removes shampoo if you have hard water. This shampoo is gentle for your dog, too. As with all our products, there are no pthalates, no parabens, no gluten and no artificial fragrances.