White Magic is a true whitening shampoo. It is a semi permanent color, with a plant derived sufactant base. This whitening shampoo will not dry out and damage the coat! White Magic adds shine, controls frizz and prevents tangels!!!! This is a FANTASITIC new product! NOTE: If this is your FIRST time using the White Magic we recommend a slightly higher dilution rate of 10 or 15 parts water to 1 part shampoo. DO NOT let the product sit in the coat until you are familiar with the product! You can always go back and rebath to get the whites whiter. Remember that every coat type has a different porosity and will absorb differently.