What NuVet Labs does

NuVet Labs is a privately held, founder-owned manufacturer of nutritional supplements for dogs and cats, headquartered in Westlake Village, California. Founded in 1997 by Blake G. Kirschbaum, the company sells its products direct-to-consumer through its website (nuvet.com / nuvetlabs.com) and a toll-free phone order line, with a distinctive distribution model that requires customers to obtain an order code from a pet industry professional (veterinarian, breeder, or groomer) before purchase. Its core product, NuVet Plus, is a daily immune-system support supplement available in canine wafer, canine powder, and feline powder formulations, supplemented by the NuJoint line (hip-and-joint support) and a secondary range of grooming and pet care SKUs.

The company's technical differentiator is a proprietary cold-processing manufacturing technology that avoids heat exposure, paired with a patented paddle-dried chicken liver process, both designed to preserve heat-sensitive vitamins, enzymes, and omega fatty acids. All products are manufactured in the United States in an FDA-registered pharmaceutical laboratory compliant with cGMP (21CFR11), NSF/ANSI 173, and USP-NF standards, a level of regulatory rigor uncommon in the pet supplement category. The formulas were developed over eight years of R&D with a multi-disciplinary clinical team.

The business model is a DTC, subscription-friendly retail operation: customers place one-time or recurring orders through the company website or phone, with the AutoShip program offering 15% off NuVet Plus and 10% off NuJoint Plus to drive repeat purchases. No retail distribution, no third-party logistics, and no external funding are disclosed. Operating geographies are limited to the United States and Canada. The customer base is highly fragmented across individual pet owners, with breeders, veterinarians, and groomers acting as referral channels rather than enterprise accounts, and 400,000+ pets are reported to have used the products since 1997.

Name

NuVet Labs

Legal name

NuVet Labs

Website

https://nuvet.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

NuVet Labs is a privately held, FDA-registered manufacturer of nutritional supplements for dogs and cats, selling direct-to-consumer through its website via order codes from veterinarians, breeders, and groomers. Its flagship NuVet Plus and NuJoint product lines are produced using proprietary cold-processing technology in a US pharmaceutical-grade facility.

Ownership category

akta.pro rank

Product category

Pet Nutritional Supplements

NAICS

Pharmaceutical Preparation Manufacturing (325412)

SIC

Pharmaceutical Preparations (2834)

akta.pro primary industry

Immune Support Supplements (HLAMALAE)

akta.pro secondary industries

Vitamins, Minerals & Multivitamin Supplements (HLAMALAF), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO)

Keywords

• Pet nutritional supplements
• Dog immune supplements
• Cat vitamin supplements
• Pet joint care supplements
• Pet grooming products

Headquarters

HQ city

Westlake Village

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Pet Supplement Product Sales: Direct sales of nutritional supplements for dogs and cats, including NuVet Plus (immune system support) and NuJoint product line (hip and joint support). Products sold in wafer and powder forms for canine and feline applications. Revenue generated through one-time purchases and subscription-based AutoShip program with recurring discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

NuVet Labs manufactures and sells direct-to-consumer nutritional supplements for dogs and cats, anchored by the NuVet Plus® immune system support line (K-9 Wafers, K-9 Powder, Feline) and the NuJoint® hip and joint support line (NuJoint DS®, NuJoint Plus®). The product portfolio is rounded out with pet grooming and skincare items such as oatmeal and tea tree shampoos, soothing skin sprays, ear cleaner, and pet stain & odor remover. Products are made in an FDA-registered pharmaceutical laboratory in Westlake Village, CA using proprietary cold-processing technology, and are sold exclusively through the company website and phone, requiring an order code obtained from a veterinarian, breeder, or groomer.

Product overview

NuVet Labs offers a comprehensive line of nutritional supplements and grooming products for dogs and cats. The core product line consists of NuVet Plus® (immune system support supplements available in K-9 Wafers, K-9 Powder, and Feline formulations) and the NuJoint® line (hip and joint support supplements including NuJoint DS® for double strength and NuJoint Plus®). These are complemented by a range of grooming products including conditioning oatmeal shampoo, puppy & kitten shampoo, tea tree shampoo, odor control shampoo, soothing skin spray, oatmeal pet spray, ear cleaner, and pet stain & odor remover. The company positions NuVet Plus® as the foundational daily supplement with NuJoint products serving as add-on support, particularly for senior pets.

Differentiator

Problem solved

Functional benefit

Brands

• NuVet Plus: Flagship immune system support supplement for dogs and cats, available in wafer and powder forms. Contains antioxidants, amino acids, vitamins, minerals, enzymes, and herbs.
• NuJoint
• NuJoint DS
• NuJoint Plus
• NuVet Plus Feline

Products and services

• NuVet Plus® K-9 Wafers Immune system support supplement for dogs in chewable wafer form, formulated with natural ingredients including antioxidants, vitamins, minerals, enzymes, and herbs to neutralize free radicals. Sold direct-to-consumer via the company website with an order code.
• NuVet Plus® K-9 Powder Immune system support powder supplement for dogs, with extra chicken liver and amino acids for better taste acceptance in finicky eaters. Sold direct-to-consumer via the company website with an order code.
• NuVet Plus® Feline Immune system support powder supplement specifically formulated for cats, containing whey protein and taurine. Sold direct-to-consumer via the company website with an order code.
• NuJoint DS® Double strength hip and joint support supplement for dogs, veterinarian recommended, with enhanced potency for advanced mobility support. Sold direct-to-consumer via the company website with an order code.
• NuJoint Plus® Premium hip and joint support supplement for dogs and cats combining glucosamine, chondroitin, MSM, and vitamin C. Sold direct-to-consumer via the company website with an order code.
• NuVet Conditioning Oatmeal Shampoo Gentle, hypoallergenic oatmeal shampoo that relieves dry, itchy skin in dogs, cats, puppies, and kittens. Sold direct-to-consumer via the company website with an order code.
• NuVet Puppy & Kitten Shampoo Fresh baby powder scented shampoo that is detergent and soap free, formulated for puppies and kittens. Sold direct-to-consumer via the company website with an order code.
• NuVet Tea Tree Shampoo Shampoo formulated with botanical extracts including tea tree oil to promote soothing relief and healthy skin and coat. Sold direct-to-consumer via the company website with an order code.
• NuVet Odor Control Pet Shampoo Pet shampoo with natural extracts that help remove unpleasant odors. Sold direct-to-consumer via the company website with an order code.
• NuVet Soothing Skin Spray Topical spray with natural ingredients that soothes skin irritations in dogs and cats. Sold direct-to-consumer via the company website with an order code.
• NuVet Oatmeal Pet Spray Natural and hypoallergenic spray that soothes dry, itchy, sensitive skin and helps restore the skin's natural moisture. Sold direct-to-consumer via the company website with an order code.
• NuVet Ear Cleaner Routine ear cleanser for dogs, cats, puppies, and kittens that helps reduce ear wax and promotes clean healthy ears. Sold direct-to-consumer via the company website with an order code.
• NuVet Pet Stain & Odor Remover Organic multipurpose cleaner that removes pet stains and odors instantly with a pleasant fragrance. Sold direct-to-consumer via the company website with an order code.
• NuVet AutoShip Subscription Program Recurring auto-refill subscription service for NuVet Plus and NuJoint Plus customers, providing scheduled deliveries and a 15% discount on NuVet Plus and 10% discount on NuJoint Plus versus one-time purchases.

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor.

• Canine Adoption and Rescue LeagueminorOthersCharitable donations and product contributions to animal rescue organizations. NuVet Labs supports this organization as part of its giving back program since 1997, contributing to rescue efforts for dogs in need.
• Animal Rescue VolunteersminorOthersCharitable donations and product contributions to animal rescue volunteer organizations.
• Miniature Schnauzer Rescue of HoustonminorOthersCharitable donations and product contributions to breed-specific rescue organization.
• Senior Dogs RescueminorOthersCharitable donations and product contributions supporting rescue of senior dogs.
• Service Dogs for VeteransminorOthersCharitable donations and product contributions to support service dogs for veterans.
• Various Animal Welfare OrganizationsminorOthersNuVet Labs is a proud contributor to an assortment of charities and rescue organizations. The company supports approximately 70+ animal welfare organizations including breed rescues, shelter organizations, and animal welfare leagues across the United States, as part of their mission to help animals in need.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Zesty Paws: One of the largest DTC pet supplement brands in the US, selling multivitamin, joint, skin/coat and calming chews directly to consumers via e-commerce and Amazon. Direct competitor to NuVet Plus and NuJoint in the daily-supplement and condition-specific categories.
• PetHonesty: Venture-backed DTC pet supplement company offering multivitamins, joint, skin, dental and calming products. Competes head-on with NuVet in the premium multivitamin and joint-support segments through similar online and subscription channels.
• NaturVet: Long-established US manufacturer of pet supplements including joint, skin/coat, calming and immune products, sold through vet clinics and pet retail. Closest analog to NuVet in terms of longevity and condition-specific nutraceutical range.
• VetIQ: Mass-market pet supplement brand offering multivitamin, joint, hip and dental products at lower price points through retail and online. Comparable to NuVet in product categories (immune, joint) but with broader mass-distribution.
• Nutramax Laboratories: Veterinary-recommended manufacturer of joint health supplements (Cosequin, Dasuquin) and other condition-specific pet nutraceuticals sold primarily through veterinary channels. Closest peer in combining pharma-grade manufacturing with vet-channel distribution.

Broad incumbents

• Purina (Nestlé): Global petfood leader with a substantial supplements and functional nutrition portfolio. Competes with NuVet in pet wellness but as part of a broad portfolio; much larger scale, retail distribution and marketing budget.
• Blue Buffalo (General Mills): Premium-positioned pet food brand owned by General Mills with extending supplement and treat lines. Overlaps with NuVet on the premium wellness positioning and dog/cat focus, but operates at significantly larger scale.
• Vetoquinol: Global veterinary pharmaceutical and nutraceutical company selling joint, dermatology, and behavior supplements through vet channels. Comparable to NuVet in FDA-regulated manufacturing and vet-channel distribution but operates at global scale across species.

Emerging players

• Only Natural Pet: Independent natural pet supplement and holistic care retailer offering its own supplement line plus curated third-party brands. Comparable to NuVet in natural-ingredient positioning but distributes across many brands.
• Petlab Co. Fast-growing DTC pet wellness brand offering multivitamin, dental, joint and skin products primarily through subscription. Comparable subscription model and premium-ingredient positioning to NuVet, with stronger DTC acquisition execution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/nuvet
• YouTubeyoutube.com/user/NuVet1
• Facebookfacebook.com/NuvetLabsOfficial
• LinkedInlinkedin.com/company/nuvet-labs
• Pinterestpinterest.com/nuvetlabs

Compliance2 records

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 NuVet Labs