White on White Shampoo has been engineered by professional color experts. White on White is an optic-intensifying treatment within a shampoo - it raises the cuticle layer to deposit violet pigments into the cortex to restore, and correct color, neutralizing yellow tones.

“I use this on my tricolor Rough Collie. It really adds vibrancy and sheen to her coat when compared to other dog shampoos. It enhanced her black and tan in addition to her white markings.”

First-time user? Carry out a strand test in an inconspicuous area to see how long to leave White on White Shampoo in the coat for the desired result.

Wash the coat to ensure it is clean from dirt and residue before applying the color treatment. We recommend Clean Start Shampoo.

Apply undiluted directly to the coat. Work into a lather and allow to remain for 2-10 minutes depending on the porosity and texture of the coat.

Rinse thoroughly with warm water and follow with After U Bathe Conditioner, a final rinse solution to add moisture to the coat and seal the cuticle.

Learn about White on White Shampoo from ambassador Allison Alexander. Allison shows you how to use White on White and discusses why this product is the best choice for enhancing coat color. Allison is a grooming expert and educator who has won over 750 All-Breed Best in Shows.

With over 3,000 5-star ratings, White on White Shampoo is helping thousands of pet owners, professional show handlers, and groomers to accomplish bright, clean, and beautiful coats for their dogs.

How long does White on White Shampoo last?

White On White is semi-permanent color and lasts up to 4 weeks. For best results follow with After U Bathe Rinse to seal the hair cuticle.

How often should I use White on White Shampoo?

If you bathe weekly/every other week, apply every 3 baths. If you bathe monthly or longer, apply every other bath. If you use the products too often it will cause the pigment to build-up in the cuticle and over-correct.

Can this be used on cats?

Yes, you can use this product on cats from 8-weeks and older.

My dog's coat is not solid white. Can I still use White on White Shampoo?

Yes. It can be used on bi-color, tri-color, merle, piebald, spotted coats, and more. Any coat that has white in it will benefit from White on White Shampoo. Other coat colors will also be enhanced, given them a luscious, rich sheen.

Do I need to dilute this shampoo?

No. It is ready to use straight from the bottle.