A TRUE SKIN AND COAT RESET - WHERE PURITY MEETS PERFORMANCE
At smith&burton we believe exceptional skin and coat care begins with purity.
Just like human hair, a dog’s coat is constantly exposed to the world around it. Pollution, UV exposure, environmental residue, oils, dirt and grooming products accumulate over time, gradually affecting the natural balance of the skin and coat.
Dogs live extraordinary lives. From city streets and show rings to dock diving pools, muddy paddocks and duck ponds, their coats carry the evidence of the life they live.
With life comes exposure.
Dirt, oils, environmental pollution, allergens, product build-up and UV exposure can gradually accumulate on the skin and coat, leaving it heavy, dull, oily or unbalanced.
The coat, at times, needs a deep-clean and reset.
Introducing smith&burton Detoxifying Protein Shampoo — a luxurious, high-performance blend designed to deliver a true deep cleanse while helping restore strength, balance and vitality to the skin and coat.
DEEP-CLEANSING | DEGREASING | CLARIFYING | STRENGTHENING
Crafted with Activated Charcoal, New Zealand Wool Keratin (Keratec IFP-PE™), Sea Kelp and Manuka Honey, this advanced formulation works to eliminate toxins, pollution, allergens, impurities, UV damage, grime, dirt and excess oils, while lifting away product build-up that can weigh down the coat.
By removing environmental residue and build-up that sits on the hair shaft, the coat regains its natural clarity and light reflection, helping brighten dull coats of any colour, spruce up white coats, reduce stains and restore natural clarity and shine.
The coat feels lighter, cleaner and balanced again.
INNOVATION IN COAT SCIENCE
True innovation in grooming rarely comes from simply adding a fashionable ingredient to a formula. It comes from solving complex formulation challenges while preserving the integrity of nature’s most powerful materials.
ACTIVATED CHARCOAL — Advanced Detoxifying Purification
Activated charcoal has long been recognised as one of nature’s most effective purifiers. Its microscopic porous structure gives it the remarkable ability to bind impurities, toxins, pollutants and excess oils.
Yet incorporating charcoal into a truly natural grooming system presents a significant challenge.
Many charcoal-based shampoos on the market rely on synthetic stabilisers or heavy chemical systems to keep the charcoal dispersed. Others allow the charcoal to partially settle within the formula, requiring shaking before use and resulting in inconsistent distribution across the coat.
smith&burton approached the challenge differently.
After more than three years of formulation development, Detoxifying Protein Shampoo was engineered to achieve what very few natural systems allow — fully suspending activated charcoal within a 100% natural cleansing formulation while maintaining stability, elegance and performance.
This allows the charcoal to move evenly through the skin and coat during washing, helping lift away the build-up coats collect in real life — pollution, environmental residue, allergens, grease, grime, dirt, styling products and excess oils.
The result is a deep yet balanced detoxifying cleanse that clarifies without stripping the natural moisture balance of the skin and coat.
NEW ZEALAND WOOL KERATIN — Advanced Functional Protein Science
But detox alone is not enough.
Healthy coats depend on structural integrity.
To support this, the formulation incorporates Keratec IFP-PE™ functional keratin derived from pure New Zealand wool, representing one of the most advanced developments in modern protein science for hair fibres.
Unlike conventional keratin ingredients commonly used in grooming products — often sourced from animal by-products and heavily hydrolysed through aggressive chemical processing — this bioactive protein extract retains the complete amino-acid profile of natural keratin.
By preserving this natural bioactivity, the protein can interact more effectively with the coat fibre — helping support repair, resilience, elasticity and shine while forming a protective protein structure around the hair shaft.
This functional keratin technology helps reinforce weakened coat fibres, smooth damaged cuticles and restore strength to coats that are dry, brittle, stressed or slow growing.
Importantly, smith&burton is the first dog shampoo brand globally to introduce this advanced New Zealand wool-derived functional keratin technology into canine grooming, bringing a level of modern protein science previously reserved for high-end human haircare into the world of professional pet grooming.
SEA KELP & MANUKA HONEY — RESTORING BALANCE
Balancing the detoxifying and strengthening technology are two powerful natural ingredients.
New Zealand Sea Kelp, a super-nutrient of the sea rich in iodine, calcium, magnesium and iron, helps remineralise the coat while nourishing follicles and supporting healthy coat growth.
Manuka Honey, New Zealand’s renowned “liquid gold,” acts as a natural humectant, drawing moisture into the coat while soothing and supporting skin health.
Together these ingredients help restore balance, softness and natural lustre.
100% NATURAL. NO NASTIES. NO COMPROMISE.
Equally important is what the formulation deliberately excludes.
Detoxifying Protein Shampoo is crafted according to the strict smith&burton “no nasties” philosophy. The formula is 100% natural, with 100% of total ingredients of natural origin, and is free from parabens, Cocamide DEA, SLS/SLES, phthalates, phosphates, PEGs, PPGs, EDTA, DPEG, silicone, petro-chemicals, formaldehyde, artificial colours, synthetic dyes and mineral oils.
This uncompromising standard ensures the product remains gentle, non-toxic and safe for both skin and coat while still delivering professional-level performance.
Just as importantly, the charcoal system maintains full shelf-life stability without settling at the bottom of the bottle, ensuring consistent distribution and detoxifying performance from the first pump to the last.
A formulation where science, nature and craftsmanship come together to elevate modern natural skin and coat care.
WHEN AND WHY TO USE A DETOXIFYING SHAMPOO
Dogs live different lives, and coats encounter different challenges. Detoxifying Protein Shampoo is designed to respond to those real-world situations where the skin and coat benefit from a deeper cleanse and reset.
General Coat Reset
All dogs benefit from a deeper, clarifying cleanse.
From winter conditions and muddy paddocks to rolling in grass, splashing through water or simply enjoying the outdoors, coats naturally collect dirt, oils and environmental residue.
When coats feel heavy, dull or overloaded, this deep cleansing dog shampoo helps remove grime, dirt and impurities while restoring clarity and freshness.
City Dwellers
Urban environments introduce their own coat challenges.
Pollution, airborne particles and environmental allergens settle quietly into the coat throughout the day, while UV exposure can gradually dull coat colour and vibrancy.
Activated Charcoal helps lift away pollution and environmental residue while the clarifying cleanse restores brightness and shine.
Show Dogs
Show coats often carry layers of grooming products including sprays, chalks, powders and finishing products used to achieve the perfect presentation.
Over time these products can build up within the coat.
Detoxifying Protein Shampoo works beautifully as a clarifying or pre-wash shampoo, helping remove styling residue and restore the coat to a clean foundation before conditioning and finishing.
It also helps brighten coats, spruce up whites and reduce staining, making it a valuable part of professional grooming and show preparation.
Sporting and Field Dogs
Dogs working or competing outdoors encounter some of the toughest coat conditions.
Mud, grass oils, soil, water and environmental debris can quickly accumulate in the coat.
This degreasing dog shampoo helps remove dirt, grime and oils while supporting coat strength and resilience, leaving the coat clean, refreshed and ready for the next adventure.
Coat Strength and Recovery
Some coats need more than cleansing.
Coats that are dry, brittle, patchy or slow growing often indicate weakened coat structure caused by environmental stress, grooming damage or product overload.
The strengthening action of New Zealand Wool Keratin helps reinforce weakened fibres, restore elasticity and smoothness, and improve coat resilience.
PROFESSIONAL GROOMERS & SALON USE
Detoxifying Protein Shampoo performs exceptionally well both at home and in professional salons.
For professional groomers it can be used as a regular pre-wash shampoo or as a stand-alone deep-cleanser, degreaser, clarifying or strengthening shampoo function is required.
After washing with shampoo we always recommend using conditioner to close the hair cuticle, speed up drying, prevent matting, lock in moisture and prevent shedding. Once the coat has been clarified and reset we recommend finishing with either smith&burton Hydrating Conditioner or smith&burton Soothing Conditioner restoring hydration, softness and manageability.
A CLEAN FOUNDATION FOR HEALTHY SKIN & COATS
By removing environmental residue, impurities and product build-up while helping strengthen the natural structure of the fibre, smith&burton Detoxifying Protein Shampoo restores clarity, balance and vitality to both skin and coat.
The result is a coat that feels lighter, cleaner and renewed — with natural strength, softness and shine.
Where purity meets performance.
Suitable for all coat types and breeds, from puppies 12 of weeks of age to seniors, from city dwellers to show, working, sporting and field dogs.
We invite you to experience the ritual of a true coat reset — where nature, science and craftsmanship come together in the pursuit of exceptional skin and coat care.
For the best a dog can get.
Without compromise.
