There is much misinformation available online and on social media where people make statements and claims that are not backed by research and can be very misleading. Some examples are:


Claims that highly concentrated shampoos can be harmful are incorrect. The reality is that the more highly concentrated a properly developed shampoo is, the less you have to use to achieve the results you are seeking.

Sure, if you apply a concentrated shampoo, undiluted, directly onto a dog with sensitive skin it could cause irritation, so it is important to follow directions for use on labels.

Some more concentrated shampoos may be a little more expensive than other products but if you are able to use less you will find the actual cost per wash is lower than a less concentrated product. In addition cost savings on freight are achieved due to less shampoo having to be purchased over time.

Concentrated products do not require the use of artificial thickening agents and require less preservation than the cheaper formulation.

SLES (Sodium Lauryl Ether Sulphate)



By David Emery

A dire health warning circulating by email since 1998 claims that sodium laureth sulfate, a synthetic chemical found in brand-name shampoos and other personal care products, causes cancer.

As is typical of such warnings, the message is unsigned and cites no references to support its claims.

As also commonly happens with chain letters, this one has picked up false “signatures” after the fact. Such is usually the result of someone with an authoritative-sounding title forwarding the message with their .sig file attached, which is left intact by later forwarders and eventually becomes a permanent part of the text.

As near as I can determine, the name “Michelle Hailey” first began appearing on a version of this message in September 1998, approximately two months after the original (unsigned) version was first sighted. The “signed” version quickly surpassed the original in popularity, but Hailey denied authoring the email in an Oct. 20, 1998 article in the Daily Tennessean.

“This is not a chain letter,” the message declares, but in fact it is one. As you shall see, its purpose is not to inform, but to frighten:


There are many myths out there about the properties and functioning of silicones. Cosmetic silicone is often used in conditioners, detanglers and coat gloss products.

One myth is that silicone products don’t allow the skin to breathe.

A primary feature of premium grade silicone products is that they form a permeable layer that seals in moisture (moisturises the skin), but allows the skin to breathe.

Cosmetic silicones are inert, improve the stability of formulations, increase body and shine of the coat, provide excellent conditioning of damaged hair, seals in moisture, prevents hair damage by smoothing the cuticle, aids in detangling and assists with brush-out.

Silicone is also accused of creating build-up on hair follicles. The ingredients we use in our formula’s do not cause build-up.


There are myths about salt being harmful to pets. None of the negative reports we have read appear to be backed up by scientific research.

The reality is that salt is an essential element of life.

Salt water which is generally around 3% to 3.5% salt is considered one of nature’s greatest healers of skin conditions and is a natural defoliant.

Salt is used in MOST human and pet shampoos as it provides a thickening effect, a safe way to increase viscosity without the need for artificial thickening agents and polymers.

Finely ground pure sea salt in very small quantities (less than .5%) is used for control of viscosity in some shampoos.

Excessive salt on the skin or hair can cause it to dry out, however, in small quantities salt can absorb excess oil and unclog hair follicles.

We use finely ground pure sea salt in very small quantities to increase viscosity in shampoo’s where it is appropriate and won’t affect the required performance.

  • Salt is present in vast quantities in the sea where it is the main mineral constituent, with the open ocean having about 35 grams of solids per litre, a salinity of 3.5%.
  • Salt is essential for animal life, and saltiness is one of the basic human tastes.
  • Salt is an essential nutrient and the amount of salt in the diet influences health.

Salt is one of the oldest and most ubiquitous of food seasonings, and salting is an important method of food preservation.