PetHonesty
PetHonesty is a privately held, Austin-based direct-to-consumer pet supplement company (founded 2018) that formulates and sells science-backed, clean-ingredient supplements across multivitamins, allergy, digestive, dental, hip+joint, calming, skin, and outdoor categories for dogs and cats via its Shopify website, Amazon, Chewy, and retail resellers.
- Company typePrivate
- Founded2018
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What PetHonesty does
PetHonesty is a privately held, Austin, Texas-based direct-to-consumer pet supplement company founded in 2018 as Pet Honesty, LLC. It formulates and distributes science-backed, clean-ingredient supplements (no corn, wheat, or soy) for dogs and cats across eight categories: Multivitamins, Allergy, Digestive/Urinary, Dental, Hip+Joint, Calming, Skin+Coat, and Outdoor. The portfolio spans over 80 SKUs offered in multiple formats (soft chews, sticks, powders, oils, sprays, and squeeze tubes) and life-stage variants (Puppy, Adult, Senior), with a new Cat Squeezables line launched in 2025 featuring dual-textured chews.
The business runs a hybrid go-to-market model anchored on a Shopify-powered DTC subscription storefront (with 'Subscribe & Save,' rewards points, a personalized Pet Quiz, and free-shipping unlocks), supplemented by major third-party marketplaces (Amazon, Chewy), physical retail via authorized resellers operating under a Minimum Advertised Pricing (MAP) policy, and a Creator+Affiliate program paying 15% commission. Pricing spans $14.99–$76.99 per SKU, with premium 'Max Strength' variants ($42.99 for 90ct) and large-format value jars ($52.99–$76.99 for 180ct). Distribution channels, content marketing (The Honest Pet Gazette blog), email and SMS marketing (Postscript), and earned media coverage collectively function as the acquisition stack.
Customer concentration is diffuse across the U.S. mass-market dog and cat owner base, with a stated 2M+ customers worldwide, 250K+ five-star reviews on flagship SKUs, and community-impact metrics including $1.5M in product donations and 1,000+ volunteer hours across 250+ rescues in 42 states since 2022. The American Kennel Club designated PetHonesty's Multivitamin line as its Official Multivitamin Supplement for 2025, and the company has accumulated 2024 recognition from CNN, Business Insider, U.S. News & World Report, Vetstreet, Chicago Tribune, Pet Age (Power 50), and the Pet Innovation Awards (Grooming Innovation of the Year).
PetHonesty firmographics
Firmographics- Name
- PetHonesty
- Legal name
- Pet Honesty, LLC
- Website
- https://pethonesty.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PetHonesty is a privately held, Austin-based direct-to-consumer pet supplement company (founded 2018) that formulates and sells science-backed, clean-ingredient supplements across multivitamins, allergy, digestive, dental, hip+joint, calming, skin, and outdoor categories for dogs and cats via its Shopify website, Amazon, Chewy, and retail resellers.
- Ownership category
- akta.pro rank
PetHonesty industry classification
Industry- Product category
- Pet Supplements
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (45991)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)
- akta.pro secondary industries
- Vitamins, Minerals & Multivitamin Supplements (HLAMALAF), Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO), Dental & Oral Health Supplements (HLAMALAG), Skin & Coat Supplements (HLAMALAB), Treats & Chews (CRADAFAE), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), CBD/Hemp Pet Products Retail (CRANAHAF)
Keywords
Where PetHonesty is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
PetHonesty business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: PetHonesty generates revenue primarily through direct-to-consumer sales of their supplement products including multivitamins, hip & joint, calming, allergy, digestive, and dental products. Products are sold in various formats (soft chews, sticks, powders, oils, shampoos, sprays) with price points ranging from $14.99 to $76.99. The company offers subscription options with 'Subscribe & save' discounts.
- Subscription Revenue: Recurring revenue from customers who subscribe to regular product deliveries with discounted pricing. Based on subscriber survey data referenced on the website.
- Affiliate/Referral Program: Creator+Affiliate program where partners earn 15% commission on every purchase made using their personalized discount code, plus free product in exchange for postings
- MAP Policy Products: Revenue from authorized resellers and distributors who purchase products at wholesale and sell at MAP-approved prices. Products include over 80 SKUs with established minimum advertised pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Supplements (90ct jars) |
| Unit Pricing | Pay-as-you-go | Max Strength Formulas (90ct jars) |
| Unit Pricing | Pay-as-you-go | Large Size Products (180ct jars) |
| Unit Pricing | Pay-as-you-go | Cat Products (Squeezables and chews) |
| Unit Pricing | Pay-as-you-go | Specialty Products (Oils, Powders, Dental) |
| Subscription | Monthly | Subscription (Subscribe & Save) |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
PetHonesty product offering
Product offeringCore offering
PetHonesty manufactures and sells natural chewable pet supplements formulated for dogs and cats, covering functional categories including multivitamins, hip & joint, calming, allergy, digestive, dental, and skin & coat health. The company sells these physical products directly to consumers through its own website, subscription plans, and third-party retailers such as Amazon and Chewy.
Product overview
PetHonesty is a direct-to-consumer pet supplement company offering natural chewable supplements for dogs and cats. The product portfolio centers on five core health categories—Multivitamins (including Puppy, Adult, and Senior formulas), Allergy Support, Digestive/Urinary Health (probiotics and Super Pooper), Dental Health (powders, wipes, sticks), and Hip & Joint Health—complemented by Calming, Skin & Coat, and Outdoor Defense lines. The company recently launched Cat Squeezables as a new delivery format for cats and holds a 2025 partnership with the American Kennel Club for its Multivitamin line. Products are sold primarily through the company's Shopify-powered e-commerce website and Amazon marketplace, with subscription options available.
Differentiator
Problem solved
Functional benefit
Products and services
- PetHonesty Multivitamin Chews
- Hip & Joint Chews
- Calming Chews
- Allergy Relief Chews
- Digestive Chews / Probiotics
- Dental Chews
- Skin & Coat Chews
- PetHonesty Subscription Program
Quantifiable outcome
- Better overall health in just 2 months with 10-in-1 Multivitamin (based on survey of Multivitamin subscribers)
- +4 more outcomes
Companies that use PetHonesty
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles1 record
PetHonesty technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature4 records
PetHonesty partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- American Kennel Club (AKC)flagshipPet Honesty's Multivitamin line is designated as the 'Official Multivitamin Supplement for 2025' for the American Kennel Club. This partnership reflects both organizations' dedication to improving the health and wellbeing of dogs nationwide. AKC is the largest purebred dog registry in the US, providing significant credibility and access to the registered dog owner community.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
PetHonesty competitors and assessment
Company assessmentDirect peers
- Zesty Paws: Zesty Paws is the closest direct competitor to PetHonesty, offering a similarly broad portfolio of multivitamins, hip & joint, calming, skin & coat, and digestive soft chews for dogs and cats, sold DTC, on Amazon, and in retail. Both brands target the same functional supplement category with comparable pricing, flavors, and subscription mechanics.
- Native Pet: Native Pet is a DTC-focused pet wellness brand offering supplements, toppers, and functional products (e.g., calming, hip & joint, multivitamins) for dogs and cats. Overlaps directly with PetHonesty on the chewable supplement positioning, clean-ingredient messaging, and subscription model.
- Pet Naturals of Vermont: Pet Naturals offers a comparable line of pet supplements (hip & joint, calming, multivitamin, digestive) sold through veterinary channels and online retail. Direct overlap in product categories, formulation philosophy, and target customer base.
- VetIQ: VetIQ produces pet health supplements (hip & joint, calming, skin & coat, multivitamin) for dogs and cats, distributed heavily via mass retail and online. Similar functional positioning to PetHonesty with comparable SKU breadth.
- Tomlyn (Vetoquinol): Tomlyn is a well-established veterinary-grade pet supplement brand with categories covering calming, joint, digestive, and immune health. Comparable product mix and ingredient philosophy, with deeper veterinary-channel penetration than PetHonesty.
Emerging players
- Open Farm: Open Farm is a premium DTC pet food and supplement brand emphasizing clean, transparent ingredients. Shares the clean-ingredient positioning with PetHonesty but is more focused on fresh food; their supplement line directly overlaps on functional health categories.
- Stella & Chewy''s: Stella & Chewy's is a premium raw and natural pet food brand that has expanded into supplements and toppers. Shares the natural-ingredient and DTC-first ethos with PetHonesty, with partial product overlap in functional supplements.
Broad incumbents
- Purina (Nestle Purina PetCare): Purina is one of the largest pet food and treat manufacturers globally, with a growing supplement and functional nutrition portfolio. It is a broad incumbent whose veterinary and OTC supplement lines compete with PetHonesty on shelf and online, though its scale and channel breadth far exceed PetHonesty''s.
- Hill''s Pet Nutrition (Colgate-Palmolive): Hill''s is a global veterinary and specialty pet nutrition incumbent with prescription and science-led functional diets that overlap with PetHonesty''s hip & joint, digestive, and skin categories. A broader incumbent competing more on vet-channel credibility and clinical depth.
- Nurvet (Nutramax): Nutramax is the maker of Cosequin and Dasuquin, the dominant joint-health supplements in the veterinary channel. A broad incumbent whose flagship joint-care franchise directly competes with PetHonesty''s Hip+Joint line.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
PetHonesty financial estimates
Financial estimateRevenue estimate
Valuation estimate
PetHonesty leadership team
Management profileNumber of profiles
Profiles1 record
PetHonesty funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PetHonesty M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PetHonesty
What does PetHonesty do?
PetHonesty manufactures and sells natural chewable pet supplements formulated for dogs and cats, covering functional categories including multivitamins, hip & joint, calming, allergy, digestive, dental, and skin & coat health. The company sells these physical products directly to consumers through its own website, subscription plans, and third-party retailers such as Amazon and Chewy.
Is PetHonesty a public or private company?
PetHonesty is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PetHonesty founded?
PetHonesty was founded in 2018. It employs 11 to 50 people.
Where is PetHonesty based?
PetHonesty is headquartered in Austin, United States, in the North America region.
How does PetHonesty make money?
Four revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Revenue, affiliate/Referral Program and MAP Policy Products.
Who are PetHonesty's main competitors?
Direct peers on record are Zesty Paws, Native Pet, Pet Naturals of Vermont, VetIQ and Tomlyn (Vetoquinol). Emerging players are Open Farm and Stella & Chewy''s. Broad incumbents are Purina (Nestle Purina PetCare), Hill''s Pet Nutrition (Colgate-Palmolive) and Nurvet (Nutramax).
Does PetHonesty have an API?
No public API is recorded for PetHonesty.
What industry is PetHonesty in?
PetHonesty's product category is Pet Supplements. Its primary akta.pro industry code is HLAMALAN, Species-Specific Supplements (Dog/Cat/Other Companion Species), with a secondary code of HLAMALAF, Vitamins, Minerals & Multivitamin Supplements. Its NAICS code is 311111 and its SIC code is 2000.