We love being SULFATE FREE! Why? PROTECT: Prevent dry brittle coats and help safeguard against skin irritation and allergic reactions. PRESERVE: Our enriched formula retains & preserves natural oils for ultimate coat luster. Other formulas strip coat of natural oils. CLEAN: Less foaming agents means less build up for a smooth, silky clean coat. Don't forget to complete your grooming experience with coordinating Fur Perfumes.