Pride+Groom

What Pride+Groom does

Pride+Groom is a New York-based direct-to-consumer e-commerce brand founded in 2019 by Heather Perlman, Regina Haymes, and Jane Wagman. The company sells coat-specific dog grooming products through its own Shopify storefront (prideandgroom.com), with a parallel B2B wholesale portal (PRIDE+GROOM PRO at pro.prideandgroom.com) targeting professional groomers and specialty retailers. The product portfolio centers on four flagship shampoo formulations—THE SHEDDER (for fur coats, heavy shedders), THE NON SHEDDER (for curly, wavy, non-shedding coats), THE SENSITIVE ONE (for puppies and sensitive skin), and a FLEA + TICK SHAMPOO—paired with a universal conditioner (THE FINAL COAT). Supporting lines include waterless cleaning (THE MANE TAME, The Swipe wipes), THE BALM paw/nose moisturizer, PROUD Signature Scent cologne, and a full set of grooming tools and gift sets/bundles. Formulations use therapeutic-grade essential oils and are sulfate-free, paraben-free, vegan, cruelty-free, Leaping Bunny certified, and made in the USA.

The underlying technology is a coat-specific formulation chemistry approach rather than a software or data platform: each product is engineered with distinct essential-oil blends matched to coat type, breed category, or skin sensitivity. The company monetizes through one-time D2C sales at unit prices ranging from $7 (gift bags) to $100+ (gift cards, deluxe bundles), with most shampoos priced at $20 and bundles/gift sets in the $55-$95 range. A subscription tier offers 15% off with shipments every six weeks and skip/pause/cancel flexibility. A paid affiliate/influencer program and an email newsletter (with a 15% first-order incentive) drive customer acquisition alongside organic social media across Instagram, TikTok, Facebook, Pinterest, YouTube, LinkedIn, and Threads, plus a content-marketing blog (the P+G Dog Blog) and Tub Tips grooming guides. Domestic shipping is free over $99, and international shipping is available via major carriers. The brand has been featured on Oprah's Favorite Things four times (2020, 2023, 2024, 2025) and has received coverage in Forbes, Vogue, Martha Stewart Living, BuzzFeed, and Parade, with 737 customer reviews averaging 4.72 stars.

Operationally, Pride+Groom is a founder-owned, bootstrapped private company headquartered in New York with 1-10 employees. The three co-founders remain actively involved in operations, with Jane Wagman handling wholesale and customer-service inquiries. The company operates with no disclosed funding rounds, no parent company, and no subsidiaries. Additional revenue-adjacent channels include the Gimme Shelter donation program for accredited animal shelters and branded merchandise (beanies, sweatshirts, bandanas). Distribution is nationwide in the United States and extends internationally, though international orders do not qualify for free shipping and customers bear import fees.

Name

Pride+Groom

Legal name

PRIDE+GROOM

Website

https://prideandgroom.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Pride+Groom is a New York-based D2C e-commerce brand founded in 2019 selling coat-specific dog grooming products—shampoos, conditioners, waterless cleaners, grooming tools, and balms—formulated with therapeutic-grade essential oils for shedding, non-shedding, and sensitive-skin dogs, sold direct and through wholesale.

Ownership category

akta.pro rank

Product category

Pet Grooming Products

NAICS

Pet and Pet Supplies Retailers (45991)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Skin & Coat Therapy (Medicated/Hypoallergenic Shampoos) (HSANAAAL)

Keywords

• Pet grooming products
• Dog shampoo
• Coat-specific formulas
• Pet care supplies
• Grooming tools

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct Product Sales (E-commerce): Pride+Groom generates revenue through direct-to-consumer sales of their coat-specific dog grooming products via their online storefront (prideandgroom.com). Products include shampoos, conditioners, waterless cleaning products, grooming tools, and gift sets. The company also offers subscription options with 15% off and ships every 6 weeks.
2. Wholesale/B2B Sales: The company sells products wholesale to professional groomers and retailers through their pro.prideandgroom.com wholesale platform, as well as direct wholesale inquiries to Jane Wagman.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Pride+Groom sells coat-specific dog grooming products, including sulfate-free shampoos, conditioners, waterless cleaners, paw/nose balms, cologne, and grooming tools. Products are formulated with therapeutic-grade essential oils tailored to different coat types (shedding, non-shedding, sensitive skin). The company sells directly to consumers via its online storefront and wholesale to professional groomers via a dedicated pro portal.

Product overview

PRIDE+GROOM is a pet grooming company specializing in coat-specific dog grooming products. The portfolio centers on four flagship shampoo formulations—THE SHEDDER for heavy-shedding dogs, THE NON SHEDDER for curly/wavy non-shedding coats, THE SENSITIVE ONE for puppies and sensitive skin, and FLEA + TICK SHAMPOO for pest defense—paired with THE FINAL COAT universal conditioner. Supporting products include waterless cleaning solutions (THE MANE TAME, The Swipe wipes), THE BALM paw/nose moisturizer, and PROUD Signature Scent cologne. The company also offers a complete range of grooming tools (THE SCRUBBER GLOVES, THE BATH BRUSH, THE MAGIC MITT, THE TOWEL) and curated gift sets/bundles for various needs and occasions. PRIDE+GROOM is a Leaping Bunny Certified, cruelty-free, vegan brand made in the USA with sulfate-free formulas featuring natural essential oils.

Differentiator

Problem solved

Functional benefit

Brands

• THE SHEDDER: De-shedding shampoo for dogs with fur coats
• THE NON SHEDDER
• THE SENSITIVE ONE
• THE FINAL COAT
• THE MANE TAME
• THE BALM
• PROUD Signature Scent
• THE SWIPE
• THE MAGIC MITT
• THE BATH BRUSH
• THE TOWEL
• THE SCRUBBER GLOVES
• THE LEAVE IN
• FLEA + TICK SHAMPOO
• THE GIMME SHELTER PROGRAM

Products and services

• THE SHEDDER Dog Shampoo De-shedding dog shampoo formulated to moisturize and nourish both coat and skin, designed for dogs with fur coats such as Goldens, Labs, Huskies, German Shepherds, and Corgis. Reduces shedding by loosening excess hair during baths.
• THE NON SHEDDER Dog Shampoo

Quantifiable outcome

• 4.72 average star rating from 737 reviews indicating high customer satisfaction
• +1 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Oprah MagazinecoreGTM or Marketing PartnerPride+Groom was selected as Oprah's Favorite Things in 2020, 2023, 2024, and 2025. This prestigious recognition serves as a major third-party endorsement, significantly boosting brand credibility and consumer trust. The Oprah endorsement is prominently featured in marketing materials and serves as a key differentiator.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCRf5bOQprNcEwmfopdjcCLA
• Facebookfacebook.com/prideplusgroomnyc
• LinkedInlinkedin.com/company/pridegroomnyc
• Instagraminstagram.com/pridegroomnyc
• Pinterestpinterest.com/pridegroomnyc
• TikToktiktok.com/@pridegroomnyc
• Xx.com/pridegroomnyc

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Pride+Groom