I got it in my puppy's eyes the last time I bathed him and was pretty worried for a second that I might have hurt him. But he was completely unfazed. I rinsed his face and we carried on no problem. My pup is a cry baby who whines through the entire bath so I'm sure he would have let me know if the shampoo stung at all. There is no soap in the all natural ingredients so there isn't much to to irritate eyes if rinsed out right away.
However, it does indeed say on the bottle not to get it in the eyes.