Fragrance free is the specification that matters here, and it is rarer than it should be. Perfume is one of the commonest irritants in any wash product, and on a dog who reacts to things — or a puppy whose skin has not toughened up yet — leaving it out entirely is worth more than adding anything in.

The base is water and aloe barbadensis leaf juice with mild cleansers, and the botanical additions are starflower and evening primrose extracts, with neem leaf and quassia wood extract also in the list. For All DogKind describe it as 97% natural, free from sulphates, parabens and petrochemicals, and made in England, and they publish the full ingredient list — which on a product for sensitive skin is exactly what you need to be able to check. It is a concentrate at 32:1.

• 5 litre bottle, dilutable 32:1
• Fragrance free
• Formulated for sensitive skin and puppies
• Aloe vera base with starflower and evening primrose
• 97% natural, made in England
• Free from sulphates, parabens and petrochemicals

Fragrance free is not the same as allergen free. It leaves out the most likely irritant, which is a real advantage, but there are still plant extracts in it and a dog whose skin is already reacting can react to those too — patch test a small area first if things are sore. And the general point that applies to every shampoo on this shelf: washing does not treat itching. A dog who is genuinely uncomfortable has a cause worth finding, and a gentler bottle only stops you making it worse while you find it.

Who it's for: puppies, dogs with reactive skin, and anyone who has worked out that the scent in their last shampoo was the problem.