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why we do what we do

KEY TAKEAWAY POINTS

Vegan. Cruelty free. Made with Natural Ingredients. Free from bulking agents such as wax, paraffin & thickening gels.

We provide the guarantee that none of our products are tests on animals in laboratory conditions. Neither do we use beeswax or other animal products in our formulations.

You'll observe from our product labels a deliberate absence of gelling agents, thickeners, or fillers typically used to bulk out similar products. By eschewing these additives, we ensure that our formulations maintain their potency and efficacy without unnecessary dilution. While bulking agents may make products cheaper to produce, they compromise effectiveness by requiring larger quantities for the same desired effect. Consequently, our products require only minimal amounts, ensuring longevity and optimal performance, ultimately providing better value for our customers.

Free from artificial fragrances or perfumes, parabens, SLS, phenoxyethanol, cocoamidopropyl betaine, propylene glycol or any other chemicals listed as potential carcinogens, allergic irritants or endocrine disruptors.

Using ingredients like parabens, SLS (sodium lauryl sulfate), phenoxyethanol, cocoamidopropyl betaine, propylene glycol, or any other chemicals identified as potential carcinogens, allergic irritants, or endocrine disruptors by the Environmental Working Group (EWG) should be avoided in topical pet grooming products. These substances have been linked to various health concerns, ranging from skin irritation and allergies to more serious issues like cancer and hormonal disruption. As our furbabies are susceptible to these risks just as much as humans, it's crucial to prioritise their safety and well-being by opting for products free from such harmful ingredients.

We also know that pets have highly sensitised sense of smell (given their larger olfactory lobes), and many pet grooming products contain strong artificial fragrances which overpower a pet's own scent identity. Your pet's scent identity is critical to their well-being as this is how they interact with other pet species & the environment. Masking or removing a pet's scent identity is in fact the most overlooked form of pet welfare. Your pet's mental health is a key priorty for us.

The entire range also offers anxiety calming and mood boosting aromatherapy benefits.

Veterinary dermatology research informed formulations

We found, that grooming products on the market are based on human cosmetic regulations & not on veterinary regulations (as they don't exist). They are in fact designed to appeal to the human buyer by way of scent, look & feel. Human cosmetic regulations also only permit topical use of these chemicals due to their irritant characteristics, pets however end up ingesting these chemicals through self grooming which upset the gut microbiome.

Also because pet skin is actually 4 to 5 times thinner than human skin, these products end up disrupting their skin barrier by stripping off the protective fatty acids. 

Our in-house veterinary pharmaceutical scientist has meticulously examined numerous systematic reviews and research papers from global sources regarding the dermatological impact of various chemicals on pet skin. Leveraging this extensive research, we have developed proprietary formulas tailored to address prevalent factors contributing to compromised skin barriers and consequent skin allergies in pets.

No greenwashing or false claims. Multipurpose products that are gentle on your pet's skin and gentle on your wallet

We are a startup raising awareness on the amount of chemicals in pet grooming products and the harm they cause. Certain chemicals often included in pet grooming products are known to be human carcinogens & endocrine disruptors.  Due to their smaller physiology, thinner skin and tendency to self groom by licking, pets are at higher risk of acute and long term harm from these very chemicals. Every pet parents wants their pet to live a trouble free, happier & healthier life.

Unfortunately the use of natural and organic terms is not adequately regulated in the pet industry and a manufacturer can advertise a product as natural even if it contains chemicals. This is called green-washing.

Our mission to give pet parents the option to buy our botanical, organic, vegan & chemical free pet beauty products with utility. Not only do they make your pets look radiant but also soothe, clam and replenish their skin, paws, nose & coat hair, are bug repellants, odour neutralisers, provide SPF7 & so much more. 

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