First off, this stuff is expensive. But I've been doing more and more research into the chemicals in our shampoo, soap, etc. and I really dislike using some of that stuff on DS. He doesn't need that exposure. The California Baby products are generally rated well by Environmental Working Group, so that's good.
Anyways, the bubble bath is the best bubble bath ever. Lots of bubbles from a little bit, they last, and they smell nice. Plus, the container comes with a bubble wand so you can blow bubbles while your kid is in the bath. A little goes a long way with this stuff so I think I buy a new container like every 4-6 months.