Pure And Natural Pet

What Pure And Natural Pet does

Pure And Natural Pet is a Norwalk, Connecticut-based, privately held pet care company founded in 2015, operating with 11-50 employees. It develops and sells natural and organic pet grooming and wellness products for dogs and cats, organized into eight collections: Shampoos and Conditioners, Dental and Oral Care, Wipes and Waterless Grooming, Health & Wellness, Flea & Tick, Ear Care, Odor Control, and Feline Favorites. The product portfolio includes multi-functional shampoo and conditioner combinations (4-in-1 Daily Shampoo, 3-in-1 Shed Control, 2-in-1 Hypoallergenic), an Organic Dental Solutions line (bamboo toothbrush, tooth gel), biodegradable grooming wipes, a USDA Certified Organic food-grade Paw Rescue balm, and a 25(b) exempt Flea and Tick Spray built on essential-oil actives. Products are formulated in the USA from globally sourced organic ingredients and are free of parabens, sulfates, synthetic dyes, and harsh chemicals.

The business operates across three go-to-market motions. Direct-to-consumer e-commerce runs through a Shopify storefront at pureandnaturalpet.com, with individual SKUs priced between $4.99 (bamboo toothbrush) and $19.99 (Paw Rescue) and free ground shipping on orders over $49 within the contiguous US. Wholesale distribution serves retail buyers through an online wholesale request form. Channel partnerships include the Pro-Coat Grooming program for professional groomers, a veterinarian recommendation program, and an expanded October 2025 retail partnership with Mud Bay Pet covering three new grooming SKUs. Pricing is uniformly unit-based with a pay-as-you-go cadence, and revenue mechanics are one-time purchase rather than subscription.

Underlying technology is rooted in formulation and certification rather than software. Differentiators include USDA Certified Organic ingredient sourcing, a FIFRA 25(b) exempt essential-oil flea/tick formulation, biodegradable wipe substrates, and a food-grade paw balm safe if licked. The company holds no patents and discloses no API, SDK, or AI/ML capabilities; supporting technology is limited to standard e-commerce (Shopify), FedEx/USPS fulfillment, and content marketing infrastructure across Facebook, Pinterest, Instagram, and an active educational blog.

Name

Pure And Natural Pet

Legal name

PURE AND NATURAL PET

Website

https://pureandnaturalpet.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Pure And Natural Pet is a Norwalk, Connecticut-based pet care company that formulates and sells USDA Certified Organic grooming, dental, wellness, and flea-and-tick products for dogs and cats through DTC e-commerce, wholesale, retail (Mud Bay), professional groomers, and veterinarian channels.

Ownership category

akta.pro rank

Product category

Natural and Organic Pet Grooming and Wellness Products

NAICS

Pet and Pet Supplies Retailers (45991)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

akta.pro secondary industries

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Skin & Coat Therapy (Medicated/Hypoallergenic Shampoos) (HSANAAAL)

Keywords

• Natural pet grooming
• Organic pet shampoo
• Pet dental care
• Flea tick prevention
• Pet wellness products

Headquarters

HQ city

Norwalk

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct E-commerce Sales: The company sells products directly to consumers through its Shopify-powered e-commerce store at pureandnaturalpet.com, offering products like shampoos, conditioners, dental care, wipes, health supplements, and flea/tick prevention.
2. Wholesale Distribution: Wholesale channel through professional groomers and retail partners, with a wholesale account request form available on the website.
3. Retail Partnership Sales: Products sold through retail partners including Mud Bay Pet, with expanded partnership announced in October 2025 for three new grooming products.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Pure And Natural Pet formulates, manufactures, and sells a portfolio of natural and organic pet grooming, dental care, wellness, and pest control products for dogs and cats. The company sells primarily through its own Shopify-powered e-commerce store at pureandnaturalpet.com and additionally through wholesale accounts, the Pro-Coat Grooming partner program for professional groomers, a veterinarian recommendation program, and retail partnerships such as Mud Bay Pet. Products are made in the USA with globally sourced organic ingredients, are USDA Certified Organic where indicated, and are free from parabens, sulfates, synthetic dyes, and harsh chemicals.

Product overview

Pure And Natural Pet is a natural and organic pet grooming and wellness company offering a comprehensive portfolio of products organized into eight collections: Shampoos and Conditioners, Dental and Oral Care, Wipes and Waterless Grooming, Health & Wellness, Flea & Tick, Ear Care, Odor Control, and Feline Favorites. The core product lines include multi-functional shampoo and conditioner combinations (such as the 4-in-1 Daily Shampoo, 3-in-1 Shed Control Shampoo, and 2-in-1 Hypoallergenic formulas), the Organic Dental Solutions line (featuring Bamboo Toothbrushes and Tooth Gel for Dogs), grooming products (Grooming and Cleansing Wipes, Paw Rescue), and pest control solutions (Flea and Tick Spray). The company emphasizes USDA Certified Organic ingredients, label transparency, ethical sourcing, and environmental responsibility across its entire product range. Products are made in the USA with globally sourced ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• 3-in-1 Shed Control Shampoo with Conditioner (Sweet Orange & Coconut) A 3-in-1 formula combining shampoo, conditioner, and shed control. Infused with sweet orange and coconut, omega-3 fatty acids, and colloidal oatmeal extract to moisturize, reduce shedding, and add shine without drying skin. For dogs and cats.
• Flea and Tick Spray for Dogs A flea and tick spray free of harsh chemicals, containing cedarwood oil, peppermint oil, rosemary oil, clove oil, and cinnamon oil. Repels fleas, ticks, and mosquitoes on contact and prevents infestations. 25(b) exempt from EPA registration under FIFRA. Safe for dogs 16 weeks and older.
• Grooming and Cleansing Wipes (Fragrance-Free)
• Certified Organic Paw Rescue
• Bamboo Toothbrush for Small Dogs - Organic Dental Solutions
• Tooth Gel for Dogs - Organic Dental Solutions
• 4-in-1 Daily Shampoo & Conditioner (Lavender & Chamomile) A multi-use daily shampoo and conditioner with lavender and chamomile, designed for quick and easy bath time. Listed as a best seller at $16.99 USD.
• 2-in-1 Hypoallergenic Fragrance Free Tear Free Shampoo & Conditioner A hypoallergenic, fragrance-free shampoo and conditioner combination designed for sensitive pets. Tear-free formula for gentle cleansing. Listed as a best seller at $16.99 USD.
• Dental Spray
• Hot Spot Relief Product designed to provide relief for hot spots on pets, part of the Health & Wellness collection.

Quantifiable outcome

• Products feature USDA Certified Organic ingredients
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Mud Bay PetcoreChannel Partner/ Reseller/ Distributor · 29 October 2025Pure and Natural Pet announced an expanded partnership with Mud Bay in October 2025, introducing three new grooming products to Mud Bay's retail lineup. The products are formulated in the USA with natural ingredients to promote pet skin and coat health.

Recent moves5 records

Expansion highlights5 records

Direct peers

• Burt's Bees for Pets: Mass-market natural pet grooming line (shampoos, wipes, skin care) carried by major retailers; competes with Pure and Natural Pet on the same 'natural ingredients, no harsh chemicals' positioning.
• Pet Honesty: DTC-first brand focused on pet supplements, dental, and wellness products — directly comparable on the wellness/supplement side of Pure and Natural Pet's assortment and on DTC go-to-market.
• Earthbath: Long-standing natural pet grooming CPG brand with shampoos, conditioners, and wipes positioned on plant-based, mild formulations — the most directly comparable competitor to Pure and Natural Pet's grooming core.
• Vet's Best: Veterinarian-developed natural pet care brand with shampoos, flea/tick, and wellness products sold through pet specialty and mass channels — direct overlap on both grooming and 25(b)-style flea/tick solutions.
• Ark Naturals: Natural pet wellness brand covering dental, skin/coat, and flea/tick products sold through pet specialty and vet channels — comparable on wellness SKUs and the vet-channel recommendation approach.
• Kin+Kind: Natural and organic pet care brand with shampoos, sprays, and topical products formulated with essential oils — closely comparable ingredient philosophy and product format mix.

Broad incumbents

• Dr. Bronner's: Established organic, fair-trade personal-care brand whose castile soaps and pet care extensions compete on ingredient philosophy, though Dr. Bronner's is a broader personal-care incumbent rather than a pet-specialist.
• Only Natural Pet: Larger natural pet products retailer and own-brand portfolio — comparable through its curated natural pet assortment and brick-and-mortar plus online retail presence.

Others

• Chewy: Largest US online pet supplies retailer where natural grooming brands are listed and where pricing, shipping economics, and search ranking strongly influence competitor DTC economics — not a product peer but a critical channel and competitive ecosystem player.

Emerging players

• Organic Oscar: Smaller natural and organic pet grooming brand with shampoos and care products — narrower assortment but overlapping clean-ingredient positioning and indie-brand channel structure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pureandnaturalpets
• Instagraminstagram.com/pureandnaturalpet
• Pinterestpinterest.com/pureandnaturalpet
• Xx.com/Purenaturalpet
• LinkedInlinkedin.com/company/pureandnaturalpet

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pure And Natural Pet