As a groomer of ten years the search for a shampoo and conditioner that I liked for my own dogs has been a wild ride. I found Pride + Groom online while searching for new product that didn't leave my dogs with dry skin, flakes and unappealing scents. I went back and forth about ordering it until I found it at PetCo. I bought it to try it, even though I normally wouldn't buy shampoo from a pet supply store vs ordering straight from the company. I used it on my dobermans the weekend of a dog show and was immediately angry I didn't jump on their products sooner. My dogs are now exclusively bathed in Pride + Groom. The smell is fantastic, my dogs are flawlessly clean and shiny, the ingredients are perfect and you really can't beat that EWG rating. I'll use nothing else now! If it ain't Pride + Groom it ain't right.