Very few pet shampoos publish a full ingredient list, which makes this one unusual before you get to what is in it. If you have ever tried to find out what is actually in a bottle of dog shampoo, the answer is normally a marketing sentence — here it is the INCI list, in order, the way a human product has to be.

The blend is built on water and aloe barbadensis leaf juice, with cocamidopropyl betaine, sodium lauroyl methyl isethionate and sodium lauroyl sarcosinate doing the cleaning, and the essential oils are tea tree, lemongrass, rosemary and eucalyptus. For All DogKind describe it as 97% natural, free from sulphates, parabens and petrochemicals, made with 100% pure essential oils and made in England. It is a concentrate at 32:1, so a 5 litre bottle goes a very long way.

• 5 litre bottle, dilutable 32:1
• 97% natural, made in England
• Aloe vera base with tea tree, rosemary, lemongrass and eucalyptus
• Free from sulphates, parabens and petrochemicals
• Full ingredient list published
• Deep cleansing, for all skin and coat types

This is a dog shampoo, and the tea tree in it is why that matters. Do not use it on a cat. Tea tree oil is a well-recognised hazard to cats and this recipe contains it, along with several other essential oils — so keep it off cats entirely, and away from a dog's eyes, nose and mouth. For All DogKind describe it as containing a natural flea deterrent; that is their wording, and it is not a flea treatment — a dog with fleas needs a licensed product. Dilute properly at 32:1: neat essential oils on skin are irritating rather than beneficial.

Who it's for: owners who want to know exactly what they are putting on their dog, and anyone washing a genuinely dirty coat rather than a lightly grubby one.