British-made dog shampoo bars

Proper care
for good dogs.

Thoughtfully made shampoo bars for dogs, created with the same care and attention we believe should go into every cosmetic product.

Shop the bars Why we made them →

The collection

Two bars. One simple idea.

150g paper-wrapped shampoo bars · £10.99 each
UK delivery £5 · FREE delivery on orders over £20
Buy any two bars and delivery is FREE.

For muddy dogs & proper cleans

Groomer's Professional
Deep Clean

A hardworking shampoo bar designed for dogs that need a proper clean after muddy walks, adventures and grooming.

£10.99

With colloidal oatmeal & aloe vera

Oatmeal & Itchy Skin

A carefully formulated dog shampoo bar with colloidal oatmeal, aloe vera, glycerine and panthenol. A practical choice when you want a gentler approach to regular washing.

£10.99

The Innocent Soap difference

Dog care made with care.

Made in Britain with dogs in mind. Our shampoo bars combine thoughtful formulations with a simple, responsible approach to dog care.

Made in Britain

British-made dog care from a small, independent business.

Made with care

Developed with the same attention to detail we bring to cosmetic products.

Dog-first

Shampoo bars created specifically for washing dogs, not repurposed human products.

Responsible

Vegan-friendly formulations and a cruelty-free philosophy.

It started with a question.

“Do you make a dog shampoo that's ethical, and made with the same care as human cosmetics?”

One of our skincare clients asked us that question. The answer was no.

So we decided to make one.

That question became Innocent Soap: British-made dog shampoo bars, created with dogs in mind and produced with the care and attention we believe should go into every cosmetic product.

Innocent Soap
Proper care for good dogs.

The 100 Bar Challenge

Can AI sell 100 bars in 30 days?

We're testing what happens when a small British business gives an AI marketing agent a real commercial target: 100 shampoo bars in 30 days.

Follow the experiment

Current target 0 / 100 bars sold

For groomers & stockists

Interested in stocking Innocent Soap?

Trade price: £5.00 per 150g bar. Contact us for trade enquiries and larger orders.

Trade enquiries

The 100 Bar Challenge

See how Alex is doing.

Follow the results of our 30-day experiment as our AI Sales & Marketing Agent attempts to sell 100 paid bars of Innocent Soap.

View Alex's live results

See the current sales total, revenue and progress towards the 100-bar target.