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Natural Dog Shampoo Explained

Natural Dog Shampoo Explained

A brief outline of natural dog shampoo

100% natural dog shampoo? Not possible... but you can get pretty close.

The word 'natural' is one of the most overused words in many industries right now.

The definition of a natural product: a chemical compound or substance produced by a living organism that is found in nature; natural products include any substance produced by life.

It's safe to say then that plant­ based products, like oils, essential oils, butters, etc. are natural, plant-based.

Animal products that are found in pet care (and other cosmetics) are also natural as they're substances are made by a living organism, as per these few examples:

Lanoline, glycerine, stearic acid, collagen elastin and keratin. However, there are plant-based alternatives to these.

Did you know that a product can be described as natural even if it contains just 1 % of naturally-sourced, plant­ based or mineral ingredients!

Difference between natural vs non-natural

In personal care the difference between natural vs non-natural usually refers to those products which are created using chemicals derived from petrochemical sources/processes and those which are derived from plant, animal and mineral sources.



Wow Grooming have two types of Shampoo:

  • Performance Shampoos ie Red Berry, Pure Filth and Whitening - These products are manufactured using SLES
  • Natural Deep Cleansing Shampoo - Manufactured using Alkyl poly glucoside (APG). APGs are biodegradable and plant-derived from sugars, these surfactants are usually glucose derivatives, and fatty alcohols.


Wow Natural Shampoo range

Going natural is a growing trend in both the personal care market and the pet and veterinary sector, but what does it mean. There is no defined standard in either market to define classify the product, therefore the marketing claim is open to interpretation. A label with the word "natural" does not mean the product contains only natural or organic ingredients. There is a general consensus that when a product displays natural claims the ingredients contained within it should be plant, mineral or animal derived. In the case of Wow Grooming there are no animal products. The majority of the ingredients within the Wow Grooming Natural Shampoo are plant derived and are sustainably sourced from renewable supplies. All raw materials contained within this product range are ethically sourced.


SLES controversy

A staple raw material used within both personal care and pet products is Sodium lauryl sulfate (SLS) and sodium laureth sulfate (SLES). SLS and SLES is a surfactant, detergent, and emulsifier used in both personal care and pet products. It is present in a significant amount of shampoos, scalp treatments, hair colour and bleaching agents, toothpastes, body washes and cleansers, make-up foundations and liquid hand soaps available from all high street stores and supermarkets. Although SLS and SLES originates from coconuts, the chemical is generally not identified as natural..

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