earthbath shampoos and conditioners are highly concentrated. They can be used straight out of the bottle, and we recommend doing so sparingly, as as little bit goes a long way! Should you wish to dilute with water, you can. Just be sure to pour some product out of the original container and mix in a separate clean container and use it within 24 hours. For our 16 oz bottles, we recommend diluting up to 10:1.