What Honest Paws does

Honest Paws is a direct-to-consumer premium pet wellness brand that formulates and sells CBD-infused and adjacent nutritional supplements for dogs and cats. Its core product portfolio spans full-spectrum CBD oil tinctures, crunchy bites, and soft chews organized around five therapeutic use cases: Mobility (joint health with turmeric and glucosamine), Calm (stress and anxiety with chamomile), Well (general wellness), Gut & Immune (probiotics, turkey tail mushroom), and Skin & Coat (omega-3). All SKUs are built on USDA Certified Organic full-spectrum hemp sourced from traceable Colorado family farms, third-party tested at ISO 17025-accredited labs with publicly accessible Certificates of Analysis via QR codes, and manufactured under GMP and NASC Quality Seal protocols. Non-CBD supplements (Daily Multivitamin, Probiotics, Omega-3, Advanced Mobility Support Powder) extend the portfolio into broader pet nutrition.

The company monetizes through four primary streams: (1) D2C e-commerce at honestpaws.com with one-time purchases and bundle SKUs at $25-$60, (2) a Subscribe & Save subscription program offering 15% recurring discount plus free shipping as the anchor recurring-revenue motion, (3) wholesale distribution to 1,800+ authorized retail stores, veterinary clinics, and grooming boutiques under the Honest Paws and Vets Preferred sub-brands, and (4) marketplace sales via Amazon, Chewy, and Walmart supplemented by an affiliate program on ShareASale. Customer acquisition is driven by multi-channel content marketing (organic social across seven platforms, blog/SEO, video, email, SMS), paid affiliate partnerships, PR features in major outlets, a customer referral program, and a diagnostic product-matching quiz. Headquartered in League City, Texas, with distribution from Olive Branch, Mississippi, the company was founded in 2016 by Navy Veteran Erik Rivera, operates with 51-100 employees, and is part of the One.Pet umbrella alongside Vets Preferred and CertaPet. The company has served 150,000+ pets to date, holds a 4.8/5 average across 14,000+ verified reviews, and ships internationally while excluding North and South Dakota due to state CBD regulations.

Name

Honest Paws

Legal name

Honest Paws

Website

https://honestpaws.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Honest Paws is a direct-to-consumer premium pet wellness brand selling USDA organic full-spectrum CBD oils, chews, and bites for dogs and cats across its own e-commerce site, 1,800+ retail stores, and Amazon, Chewy, and Walmart, with a Subscribe & Save subscription program as its primary recurring-revenue motion.

Ownership category

akta.pro rank

Product category

Pet CBD and Wellness Supplements

NAICS

Pet and Pet Supplies Retailers (459910), Food (Health) Supplement Retailers (456191), Other Health and Personal Care Retailers (45619)

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

CBD/Hemp Pet Products Retail (CRANAHAF)

akta.pro secondary industries

Calming & Behavioral Support Supplements (HLAMALAD), Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), CBD/Hemp Wellness & Supplements Retail (CRANAHAC)

Keywords

• Pet CBD supplements
• Pet wellness products
• Dog supplements
• Pet CBD oils
• Pet health products

Headquarters

HQ city

League City

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: One-time purchases of CBD oil tinctures, bites, soft chews, probiotics, and supplements for dogs and cats through honestpaws.com. Products priced from $24.95 to $34.97 for individual items, with bundle options offering 25-35% discounts. Standard pricing with promotional discounts for new customers (up to 30% off + free shipping).
2. Subscription/Autoship Program: Subscribe & Save program offering 15% recurring discount on all products with free shipping on subscription orders. Monthly auto-delivery to customers' doors with easy cancellation, pause, or skip options. First subscription order includes 50% off for Calm CBD Bites or Oils, then 15% off for life. Cyber Monday deals include auto-refill commitments with continued 15% off monthly after promotional period.
3. Wholesale/Retail Distribution: Products sold through authorized retail stores nationwide (1800+ stores). Retailers can apply to become authorized sellers of Honest Paws and Vets Preferred products at wholesale pricing.
4. Affiliate Commission Revenue: Affiliate program where partners earn up to 25% commission on valid sales through unique affiliate links. Offers both Revshare and CPA options with premium payouts. 30-day cookie tracking for attribution.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Honest Paws manufactures and sells premium full-spectrum CBD-infused supplements and wellness products for dogs and cats, including CBD oil tinctures, soft chews, crunchy bites, and supporting supplements (probiotics, omega-3, multivitamins, mobility powder, mushroom blends). Products are sold direct-to-consumer via honestpaws.com, Amazon, Chewy, and Walmart, and distributed to 1,800+ authorized retail stores, with a Subscribe & Save subscription program as a core recurring-revenue motion.

Product overview

Honest Paws is a Direct-to-Consumer premium pet wellness brand offering natural CBD-infused supplements and wellness products for dogs and cats. The product portfolio centers on full-spectrum CBD formulations derived from USDA organic hemp, available in multiple delivery formats including tinctures (oils), soft chews, crunchy bites, and peanut butter. Core product lines target five key wellness areas: Mobility (CBD Oil, Bites, Soft Chews for joint health), Calm (CBD Oil, Bites, Soft Chews for stress relief), Wellness (CBD Oil, Bites, Multivitamin for general health), Gut & Immune (Probiotics, Turkey Tail Mushroom), and Skin & Coat. Products are priced starting around $25 and come in multiple potencies (125mg, 250mg, 500mg, 1000mg) sized for dogs by weight (under 25lbs, 25-50lbs, 51-74lbs, 75+ lbs). Bundle packages combine complementary products for savings. The brand differentiates through veterinarian endorsement, third-party lab testing, NASC Quality Seal certification, and 100% USA-sourced organic ingredients.

Differentiator

Problem solved

Functional benefit

Brands

• Vets Preferred: Veterinary products brand sold alongside Honest Paws CBD products through authorized retailers.

Products and services

• Mobility CBD Oil
• Calm CBD Oil Full-spectrum CBD oil tincture for dogs designed to ease stress and promote relaxation, formulated with organic chamomile and available in four potencies (125mg, 250mg, 500mg, 1000mg).
• Well CBD Oil Full-spectrum CBD oil tincture for dogs supporting everyday wellness and overall health, with a versatile formula for general well-being maintenance.
• CBD Oil for Cats Full-spectrum CBD oil tincture formulated specifically for cats to support feline health and wellness.
• Mobility CBD Bites Crunchy CBD bites for dogs supporting joint health, flexibility, and mobility, available in standard and mini sizes for flexible portioning by dog weight.
• Calm CBD Bites Crunchy CBD bites for dogs providing natural stress relief and supporting emotional balance, helping dogs cope with everyday stress, storms, and travel anxiety.
• Well Bites CBD bites for dogs supporting everyday wellness and general health maintenance.
• Mobility CBD Soft Chews Soft, easy-to-chew CBD chews for dogs with joint stiffness support, containing glucosamine for bone and joint health; ideal for senior dogs or those with sensitive teeth.
• Calm CBD Soft Chews Soft CBD chews for dogs helping manage everyday stresses and occasional anxiety, easy to break apart for smaller portions.
• Probiotics With Prebiotics Probiotic supplement for dogs and cats supporting digestive health and gut flora balance, with prebiotics for enhanced gut health and immunity boost.
• Omega-3 Fish Oil Omega-3 fatty acid supplement for dogs supporting skin and coat health, joint function, and overall wellness.
• Advanced Mobility Support Powder Green-lipped mussel-based powder supplement for dogs enhancing bone and joint health, supporting mobility for active and senior dogs.
• Daily Multivitamin For Dogs Once-a-day soft chew multivitamin for dogs filling nutritional gaps, supporting joint health, coat shine, digestion, and overall wellness with vitamins, minerals, glucosamine, chondroitin, and a probiotic blend.
• Turkey Tail Mushroom Gut and immune support supplement for dogs featuring turkey tail mushroom for digestive and immune system health.
• CBD Peanut Butter CBD-infused peanut butter for dogs available in jar and 6-pack formats, providing a tasty way to administer CBD with precise dosing by dog weight.

Quantifiable outcome

• 88% of customers report improvement in pets' joint health & mobility
• +5 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Retail Stores (1,800+)coreChannel Partner/ Reseller/ DistributorOver 1,800 authorized retail stores nationwide carry Honest Paws and Vets Preferred products. Retailers can apply to become authorized sellers through a simple signup process.
• Affiliate PartnerscoreGTM or Marketing PartnerPartnerships with review sites, cannabis/hemp sites, premium media/news sites, health and wellness sites, paid media publishers, pet shopping directories, and bloggers. Earn up to 25% commission with 30-day cookie tracking.
• ISO 17025 Accredited LaboratoriescoreTechnology or IntegrationIndependent third-party laboratories used for product testing. All products analyzed for potency, purity, and safety. Certificates of Analysis (COA) available via QR code scanning.
• Woods Humane SocietyminorStrategic or Co-development PartnerAnimal shelter partnership using Honest Paws products with scared and anxious shelter dogs. Collaborating on product effectiveness for rescue animals.
• CertaPetminorStrategic or Co-development PartnerRelated company under the Honest Paws/One.Pet umbrella focused on pet certification and wellness services.
• Veterinary Experts (Dr. Chelsea Rivera, Dr. Alysper Cormanes, Dr. Athena Angela Gaffud, Ivana Crnec)coreImplementation/ SI/ Consulting PartnerTeam of veterinarians, pet nutritionists, and research experts who ensure products are backed by latest peer-reviewed scientific studies. Chelsea Rivera also founded SimpleWag focusing on holistic wellness for dogs.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• HolistaPet: HolistaPet is a D2C premium CBD pet wellness brand offering full-spectrum CBD oils, treats, capsules, and shampoos for dogs and cats. Directly comparable to Honest Paws in product format, target customer (devoted pet parents seeking natural solutions), and D2C plus retail distribution model.
• Penelope's Bloom: Penelope's Bloom is a CBD pet brand selling full-spectrum CBD oils, soft chews, and balms for dogs and cats focused on anxiety, joint, and skin conditions. Overlaps directly with Honest Paws on Calm/Mobility/Skin & Coat positioning and vet-formulated, third-party tested positioning.
• Pet Releaf: Pet Releaf grows its own hemp and produces USDA Organic full-spectrum CBD oils, capsules, and treats for pets. Comparable to Honest Paws in CBD sourcing model, condition-specific product lines (mobility, calming, skin), and D2C plus retail distribution.
• King Kanine: King Kanine is a CBD pet wellness brand offering oils, treats, and topical products for dogs and cats. Directly comparable to Honest Paws in D2C CBD pet positioning, third-party testing, and condition-specific SKUs targeting anxiety and joint health.
• Canna-Pet: Canna-Pet is a CBD pet wellness brand offering oils, capsules, treats, and topicals formulated for dogs and cats. Directly comparable to Honest Paws as a CBD-only pet brand with vet-recommended positioning and D2C plus retail distribution.

Broad incumbents

• cbdMD: cbdMD is a publicly traded broad-line CBD company with a dedicated pet product line (oils, chews, topicals) distributed through mass retail and e-commerce. Comparable to Honest Paws as a CBD pet competitor but operates at much larger scale across human and pet CBD.
• Zesty Paws: Zesty Paws is a leading mass-market pet supplement brand selling functional soft chews (calming, mobility, skin & coat, multivitamin) through D2C and major retailers like Amazon, Chewy, and Walmart. Comparable to Honest Paws on pet supplement categories, format (chews), and omnichannel GTM, though not CBD-focused.
• Pet Honesty: Pet Honesty is a fast-growing D2C pet supplement brand selling calming, joint, skin & coat, and probiotic soft chews and oils across Amazon, Chewy, and Walmart. Comparable to Honest Paws on supplement format, omnichannel distribution, and condition-specific positioning.
• Nutramax Laboratories: Nutramax is a veterinary supplement company best known for Cosequin (joint health) and Dasuquin, sold through vet channels and retail. Comparable to Honest Paws on mobility/joint supplements for pets and vet endorsement, though Nutramax is far larger and not CBD-focused.
• NaturVet: NaturVet is a long-established pet supplement manufacturer offering calming, joint, skin & coat, and digestive products sold through pet specialty and mass retail. Comparable to Honest Paws on the broader pet supplement category, condition-specific SKUs, and mass retail distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/honestpaws
• YouTubeyoutube.com/c/honestpaws
• Facebookfacebook.com/HonestPaws
• LinkedInlinkedin.com/company/honestpaws
• Instagraminstagram.com/honestpaws
• TikToktiktok.com/@honestpaws
• Pinterestpinterest.com/honestpaws

Compliance6 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 Honest Paws