Mad About Organics

What Mad About Organics does

Mad About Organics is a privately held, family-owned organic pet care products company founded in 2007 and headquartered in Eugene, Oregon. The company manufactures and sells a broad portfolio of certified-organic pet wellness and grooming products under its own brand, including insect repellent sprays, flea and tick shampoos, oatmeal and sensitive skin shampoos, Castile soap grooming sets with matching detangler sprays, oral care systems (powder, gel, water additive, breath spray, dental sets), herbal liniment, skin-itch relief topicals, ear cleanser, herbal salve, hot spot spray, and stress and anxiety calming tea. Products are formulated in distinct variants for cats and small animals, dogs, and horses and large animals, with pH balancing and extreme essential-oil dilution (to the thousand-to-million percentile range) specifically engineered to be safe for animals as young as 4 weeks and pregnant females. The insect repellent line qualifies for the FIFRA 25b Minimum Risk Exemption and is not registered with the EPA.

The company monetizes through three revenue streams: direct-to-consumer e-commerce sales on its own website (www.madaboutorganics.com), wholesale accounts for pet retailers, and e-gift cards in $10–$100 denominations. Pricing is unit-based and ranges from approximately $2.99 (oral care water additive) to $74.99 (insect repellent gallon), with bundle sets and gallon refills available. Distribution is US-only, supplemented by shelf placement at named regional independent pet retailers including Mud Bay, Market of Choice, Buddy Dog Wash, and Celebrity Pets Holistic Care. The company has no parent, no institutional funding, no patents or trademarks listed, and no documented M&A, leadership change, or geographic expansion events.

The business is operated by three co-owners — Sue Smith, Ben Hoerter, and Elana Hoerter (the latter holding a master's degree in animal science and originating the liniment formulation through research for her own horse) — and operates with 1-10 total employees. Marketing is conducted primarily through the e-commerce site, retail partner recommendations, and customer reviews and testimonials, with direct phone and email customer service. The operating posture is consistent with a stable, bootstrapped lifestyle and specialty CPG business rather than a venture-backed growth company.

Name

Mad About Organics

Legal name

Mad About Organics

Website

https://madaboutorganics.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Mad About Organics is a family-owned, Eugene, Oregon-based manufacturer of certified-organic pet wellness and grooming products — including insect repellent sprays, shampoos, oral care, and topicals — sold direct-to-consumer online and through regional US pet retailers to cat, dog, and horse owners.

Ownership category

akta.pro rank

Product category

Pet Care

NAICS

Soap and Cleaning Compound Manufacturing (32561), Pet and Pet Supplies Retailers (45991)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Skin & Coat Supplements (HLAMALAB)

akta.pro secondary industries

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

Keywords

• Organic pet care
• Pet grooming products
• Flea tick repellent
• Pet wellness shampoo
• Natural pet supplements

Headquarters

HQ city

Eugene

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, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: Products sold directly to consumers through the company website, with account creation and shopping cart functionality
2. Wholesale to Retailers: Products sold wholesale to pet retailers and pet stores through wholesale accounts, with free ground shipping on wholesale orders over $149.99
3. Gift Cards: E-gift cards sold in denominations from $10 to $100

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Mad About Organics formulates, manufactures, and sells organic pet wellness and grooming products including herbal insect repellent sprays, flea and tick shampoos, oatmeal and sensitive skin shampoos, castile-based shampoo and detangler sets, herbal liniments, skin-itch relief topicals, ear cleansers, hot spot sprays, oral care systems (powder, gel, water additive, spray, dental sets), and herbal salves for dogs, cats, small animals, horses, and farm animals. Products are made in the USA using certified organically sourced ingredients and sold directly via the company website and through wholesale pet retailers.

Product overview

Mad About Organics is a family-owned company based in Eugene, Oregon, offering a comprehensive line of organic pet wellness and grooming products since 2007. The product portfolio centers around four core categories: (1) Insect Repellent products including Herbal Spray and Flea & Tick Shampoos for dogs, cats, and large animals; (2) Grooming products including Oatmeal Shampoos, Sensitive Skin Shampoos, Castile Soap Shampoos with matching Detangler Sprays in various scents (Summer Essence, Tahitian Sunset, Warm Vanilla, Woodland Adventure), and Herbal Liniment; (3) Oral Care products including Oral Care Powder, Oral Care Herbal Gel, Oral Care Water Additive, Oral Care Spray, and bundled Dental Sets; and (4) Specialty products including Herbal Topicals for skin-itch relief, Herbal Salve, Ear Cleanser, Hot Spot Spray, and Stress & Anxiety Calming Tea. All products are formulated with certified organically sourced ingredients, free of petroleum, harsh chemical detergents, synthetic fragrances, and animal by-products. Products are designed for animals as young as 4 weeks and are made in the USA.

Differentiator

Problem solved

Functional benefit

Products and services

• Herbal Spray - Insect Repellent Organic insect repellent spray that camouflages pets' scent from fleas, ticks, bees, wasps, mosquitoes, and ants, providing up to 12 hours of protection. Available in 4oz, 16oz, 32oz, and gallon sizes.
• Shampoo - Flea and Tick Repellent Formulated for Cats and Small Animals pH balanced organic flea and tick repellent shampoo for cats and small animals 4 weeks and older, using natural essential oils including citronella, lemongrass, peppermint, clove, cedarwood, geranium, rosemary, and garlic oils.
• Shampoo - Oatmeal Formulated for Cats and Small Animals Organic oatmeal anti-itch shampoo pH balanced for cats and small animals with lavender and vanilla scent; soothes and heals dry, flaky skin.
• Shampoo - Flea and Tick Repellent Formulated for Dogs Organic flea and tick repellent shampoo for dogs and puppies 4 weeks and older, including pregnant females; kills fleas and ticks by suffocation while repelling new pests.
• Shampoo - Oatmeal Formulated for Dogs Organic oatmeal shampoo for dogs that cleanses, conditions, and soothes itchy skin; available in 8oz, 16oz, and gallon refill sizes.
• Shampoo - Sensitive Skin Hypo-Allergenic Formulated for Dogs Hypoallergenic anti-itch shampoo for dogs and puppies with sensitive skin; pH balanced to maintain healthy skin and shiny coat without stripping natural oils.
• Herbal Liniment Fast-acting herbal liniment with arnica, peppermint, and clary sage for relief of sore muscles, stiff joints, and arthritis pain; dries within 40-90 seconds without leaving oily residue.
• Herbal Topical - Skin-Itch Relief for Dogs and Large Animals Organic concentrated skin-itch relief that works on contact, containing aloe vera, hempseed, and essential oils to relieve irritations including hot spots.
• Herbal Topical - Skin-Itch Relief Formulated for Cats and Small Animals Organic skin-itch relief treatment for cats and small animals that helps heal from insect bites and skin irritations.
• Shampoo - Rejuvenate for Horse and Farm Animals Organic rejuvenating shampoo for horses and farm animals with essential oils that help improve muscle response time and soothe muscles and joints.
• Shampoo - Moisturizing for Horse and Farm Animals Organic moisturizing shampoo for horses and farm animals that replenishes moisture and improves hair health with essential oils.
• Herbal Ear Cleanser - Concentrated Concentrated herbal ear cleanser for pets to maintain ear health and cleanliness.
• Herbal Salve Organic healing salve for topical use on pets for various skin conditions and minor wounds.
• Stress and Anxiety Calming Tea Natural calming treatment for pets with anxiety from thunderstorms, fireworks, travel, or separation; made with organic flowers and herbs including catnip, calendula, chamomile, and lavender.
• Herbal Hot Spot Spray Herbal spray for treating hot spots on pets, providing relief for irritated skin conditions; 8oz size priced at $9.99.
• Oral Care Powder Daily oral care powder that reduces plaque and tartar; ingested systemically and works with saliva to break down bacterial biofilm on teeth and gums. Contains organically sourced kelp, garlic powder, and fruit extracts.
• Oral Care Herbal Gel - Fresh Mint Herbal dental gel in fresh mint flavor that removes plaque and tartar without brushing; apply to teeth and gums daily for oral health, results in approximately 30 days.
• Oral Care Herbal Gel - Non-Flavored Herbal dental gel that removes plaque and tartar without brushing; non-flavored version for pets sensitive to scents.
• Oral Care Water Additive - Fresh Mint Daily oral care water additive that promotes healthy teeth and gums; add one capful per 8oz of water for fresh breath and oral health maintenance.
• Oral Care Water Additive - Non-Flavored Daily oral care water additive in non-flavored version for pets sensitive to scents; promotes healthy teeth and gums when added to water.
• Oral Care Herbal Spray - Fresh Mint Herbal breath spray for pets that freshens breath and supports oral health; available in fresh mint 4oz size at $9.99.
• Mad About Organics e-Gift Card Electronic gift card available in denominations from $10 to $100 for purchasing Mad About Organics pet products.

Quantifiable outcome

• No negative reactions reported since product launch in 2008 with thousands of sprays sold
• +3 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

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Mud BaycoreChannel Partner/ Reseller/ DistributorMud Bay is a pet supply retailer that carries and recommends Mad About Organics products. The company was mentioned in customer testimonials as recommending the herbal liniment and oral care products. Retailers serve as key distribution partners for reaching pet owners.
• Market of ChoicecoreChannel Partner/ Reseller/ DistributorMarket of Choice is a pet supply retailer mentioned as a location where customers purchase Mad About Organics products. Customer Robin Cordell purchased the sensitive skin shampoo at Market of Choice.
• Buddy Dog WashminorChannel Partner/ Reseller/ DistributorBuddy Dog Wash in Duvall, WA is mentioned as a grooming facility that uses and recommends Mad About Organics products, specifically the herbal insect topical spray for dogs with fleas.
• Celebrity Pets Holistic CarecoreChannel Partner/ Reseller/ DistributorCelebrity Pets Holistic Care in White City is a holistic pet care retailer that carries the entire Mad About Organics product line. Manager Janet Newcombe has provided testimonials about the effectiveness of oral care and skin relief products.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• PetHonesty: PetHonesty sells natural pet supplements, dental, skin/coat, and grooming products primarily DTC with strong Amazon presence. It overlaps with Mad About Organics on the natural pet wellness positioning and several product categories, but operates at a substantially larger scale.
• Only Natural Pet: Only Natural Pet is a holistic pet wellness retailer and brand offering natural grooming, flea/tick, and supplement products. It overlaps with Mad About Organics on natural pet wellness positioning and serves similar health-conscious pet parents through DTC and retail.
• Earthbath: Earthbath manufactures and sells natural and organic pet shampoos, grooming sprays, and topical care products for dogs and cats across the U.S. It is a direct competitor in the natural pet grooming category with overlapping SKUs, similar price points, and a comparable DTC-plus-specialty-retail distribution model.
• Ark Naturals: Ark Naturals produces natural pet wellness products including topical care, oral care, and supplements for dogs and cats. It overlaps with Mad About Organics on the natural wellness positioning and product categories (oral, skin/coat, supplements).
• Wondercide: Wondercide produces plant-based pest repellent and topical care products for pets, including flea/tick sprays and shampoos. It competes head-to-head with Mad About Organics in the natural insect-repellent and pet wellness space, sharing the essential-oil-driven formulation philosophy.
• Vet's Best: Vet's Best (now part of Elanco/Bayer) makes natural flea and tick shampoos, topical sprays, and wellness products for dogs and cats. It is a direct competitor in the natural flea/tick and grooming category, with broader mass-market distribution but similar ingredient philosophies.

Broad incumbents

• Burt's Bees for Dogs: Burt's Bees (under Clorox) markets a natural pet grooming line including shampoos and coat-conditioners sold in mass retail. It overlaps with Mad About Organics on organic/natural positioning but operates at significantly larger scale and broader distribution.

Others

• Dr. Bronner's: Dr. Bronner's produces organic castile soaps that consumers frequently use as natural pet shampoos. While not exclusively a pet brand, it is an adjacent reference point for organic, multi-purpose formulations and competes indirectly for the same consumer wallet.

Emerging players

• Kin+Kind: Kin+Kind makes certified organic pet grooming and skincare products (shampoos, sprays, balms) sold DTC and through specialty retailers. It is a smaller, more recent entrant in the same organic pet grooming category as Mad About Organics.
• Natural Dog Company: Natural Dog Company sells organic, all-natural pet wellness and skincare products including balms, shampoos, and topical treatments. It competes in the same organic-only niche as Mad About Organics but with a more limited product range and stronger digital marketing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/madboutorganics

Compliance1 record

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 Mad About Organics