Shampoo lather thoroughly cleanses your pet's hair because it helps spread cleansing agents easily across your pet’s skin, in-between fibers, and down the length of your pet's hair.

Scientists say that the main purpose of soap lather is to suspend dirt, oil, and grease.

When you mix soap with water, it lowers the surface tension of the water by separating the water molecules, as the soap molecules push up between
them.

Meanwhile, the other ends of the soap molecules that are attracted to dirt
grab on to it. As multiple soap molecules attach themselves to the same
piece of dirt, they eventually break it down into tiny particles, which then can
easily be washed away. The friction of washing your pet's skin traps dirt for easy removal while drying off. 

Mr. Tom’s Magic Towel creates a rich bubbly lather that is sulfate-free and thoroughly cleanses your pet while leaving them moisturized and feeling fresh and clean!

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​Sources:

https://www.headandshoulders.co.uk/en-gb/all-articles/hair-routine/what-is-shampoo-lather-and-why-is-it-important/

https://sciencing.com/detergent-break-surface-tension-5452223.html