Fragrance is usually the first thing a dog shampoo advertises and often the first thing an irritated skin reacts to, which makes a genuinely fragrance-free formula worth more than the marketing on most bottles suggests.

This is a fragrance-free, low-foam shampoo with a built-in conditioner, made in the UK, formulated to deodorise and condition without relying on scent to do the selling. Animology's own instruction is to wet the coat with warm water, lather, rinse thoroughly and dry.

• 500ML bottle
• Fragrance-free formula
• Built-in conditioner
• Low foam
• Made in the UK, cruelty-free
• Suitable for all coat types and breeds, dogs from 6 weeks old

One thing worth knowing. Fragrance-free is a genuine ingredient choice here, not just a claim — so this is not the shampoo to reach for if you want your dog to smell of something specific afterwards. Pair it with a separate fragrance mist if scent matters to you.

Who it's for: owners of a dog with sensitive skin, or anyone who would rather their dog didn't come out of the bath smelling strongly of anything at all, from puppies over 6 weeks upward.