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This is Whiskey. She knows people pay good money for mud baths. Found this one for free! 13/10 very resourceful my friend (TT: ivycaponi)

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Good question, I hope a canid behaviorist weighs in. Might be to cool off, IDK. It could also be a scent thing, some do love to wear a strong "fragrance." Maybe doggo is donning an insect barrier? Or maybe their skin is a little itchy, & the mud mask calms histamines / restores pH balance?

That's my dog, at every mudhole we come across hiking. Just throw a stick of a ball into the nearest creek / lake / etc., and swim that mud off of them! This gives them the chance to immediately start fresh in a new mud hole.