Myth #2: More lather means a better clean.
Lather looks like it's doing something, but it's really just a big show. That thick, foamy, soapiness isn't what does the actual cleaning. It's a by-product of shampoo reacting with particles of dirt and oil. In fact, the best shampoos don't actually contain soap, which would leave a film on your dog's coat. Instead, they contain surfactants that help fully wet the coat so dirt and oil can be lifted and rinsed away. If a shampoo removed all the oil, however, the coat would be too dry, so a gentle, soap-free, detergent-free, moisturizing shampoo will do the best job of lifting away dirt while retaining some essential coat oil, even if it doesn't make much lather.