Formulated for pets with white or light colored coats. Brite White is made with optical brighteners to insure a high sheen while protecting the natural oils leaving the coat soft and radiant. Brite White contains no bleach, peroxide, or bluing agents. This Brite White shampoo has a delightful cherry fragrance. Dilution rate for 17 oz. bottle is 4:1 and Gallon (128 oz.) is 14:1.