People always comment that Max has an extraordinary soft and white coat. Part of that is the Bichon/Maltese mix, and that I keep him brushed. The other part is Buddy Wash. I found it at my local pet store when he was little. I use not just the shampoo, but also conditioner, which is a good conditioner. If you have a dog with a longer coat the conditioner is really important, it helps brush them out after and keep their coat from drying out. Max gets a bath often- he likes to swim, romp and none of that fairs well with pure white, but Buddy Wash returns him to good as new.
It keeps him cute, white and soft. It also is natural and safe. And it smells so good, of course I am a lavender fiend.