In the Uk I use baby's shampoo (at this moment any brand I found in Tesco), use the 99% water wipes for his chest but also use the hand scrubby thing do you use like a glove and use the bubbles from the warm bath to scrub really really gently. After that a super tiny little bit of coconut oil on him
I could be doing it all wrong but it works for us. Max has a bath every Thursday. We play cat soothing melody playlists and talk to him all through the bath, we make it as fast as possible and then onto his towel. It helps to have an extra person to hold him