I know lots of people that give their pups weekly rinses to get them used to baths, as yes, it is the shampoo that ends up stripping their coat of valuable oils. That being said, Keira's had 3 baths (with shampoo & conditioner) in the 4 weeks we've had her and her coat/skin is beautiful. I think in general that as long as a quality product is used, it won't bother their skin. At least that's been my experience anyway with all of my dogs.