PURE ALTERNATIVE Shampoo is a natural shampoo. This excellent quality shampoo contains NO Chemicals(SLS's) and is made up of Olive Oil, vegetable glycerine, coconut oil and vanilla extract. If your dog has a damaged coat,severe dry ends, or burnt areas, this shampoo will help repair the coat and keep it in premium condition. Pure Alternative is excellent for all coat types as it reduces the 3 F's (Frizz, Fluff & Fly Away), eliminating the need for lengthy show day preparation - you can even bath the day before!