Smith & Burton
Smith & Burton is a New Zealand-founded private company (est. 2019) that formulates and sells premium natural dog grooming products using Manuka Honey and native botanicals, distributed through DTC e-commerce across multiple geographies and a B2B wholesale portal serving professional groomers and international distributors.
- Company typePrivate
- Founded2019
- HeadquartersPonsonby, New Zealand
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Smith & Burton does
Smith & Burton is a New Zealand-based private company founded in 2019 that formulates and sells premium natural pet grooming products for dogs (with selected cat-friendly SKUs). The portfolio spans five core ranges — Hydrating, Nourishing, Soothing, Dermal Relief, and Puppy — across shampoos, conditioners, colognes, a leave-in detangler spray, a dermal topical spray, a soothe balm, waterless foam shampoos, purifying wipes, and gift cards, plus bundled gift sets and a limited-edition accessory. The underlying technology is a plant-based formulation system using New Zealand-native ingredients (Manuka Honey, Pohutakawa, Kawakawa, Poroporo, Harakeke, Kowhai) and certified 100% natural fragrances co-developed with French perfumers, with products positioned at 98–100% natural origin, pH-balanced for dogs, cruelty-free, and free from parabens, SLS, and phthalates.
The company operates a dual go-to-market: direct-to-consumer e-commerce through smithandburton.com and a dedicated US storefront at smithandburton-usa.com, supported by seven-currency pricing (USD, AUD, CAD, EUR, GBP, HKD, NZD), and a parallel B2B channel through a wholesale portal (wholesale.smithandburton.com) plus international distributors serving professional groomers, retailers, and a veterinary-clinic-adjacent segment via a Vet Care Bundle and 5-litre professional SKUs. Customer segments are primarily individual premium dog owners and secondarily professional grooming salons and veterinary clinics; brand-building relies on content marketing (Journal blog, grooming academy partnership with GroomWise Academy), Instagram and Facebook engagement, SEO-optimized coat-type and ingredient glossaries, and a VID (Very Important Dog) loyalty pack. The company holds a FernMark Licence as a certified New Zealand-made brand, has no disclosed funding rounds or parent entity, and reports no public revenue or ARR.
Smith & Burton firmographics
Firmographics- Name
- Smith & Burton
- Legal name
- smith&burton
- Website
- https://smithandburton.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Smith & Burton is a New Zealand-founded private company (est. 2019) that formulates and sells premium natural dog grooming products using Manuka Honey and native botanicals, distributed through DTC e-commerce across multiple geographies and a B2B wholesale portal serving professional groomers and international distributors.
- Ownership category
- akta.pro rank
Smith & Burton industry classification
Industry- Product category
- Natural Pet Grooming Products
- NAICS
- Pet and Pet Supplies Retailers (45991), Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Bath & Brush Packages (HSANAAAC)
- akta.pro secondary industry
- Skin & Coat Therapy (Medicated/Hypoallergenic Shampoos) (HSANAAAL)
Keywords
Where Smith & Burton is headquartered
LocationHeadquarters
- HQ city
- Ponsonby
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
Smith & Burton business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Retail sales through the company's primary e-commerce platform at smithandburton.com. Products sold directly to consumer pet owners with various size options including standard (125ml-500ml) and professional 5L bulk formats.
- Wholesale/B2B Distribution: B2B sales to distributors, stockists, and professional groomers through a dedicated wholesale portal (wholesale.smithandburton.com). Includes bulk 5L professional-size products for grooming salons.
- Gift Cards: Electronic gift cards sold in NZD denominations (NZ$25, NZ$50, NZ$100) with 2-year validity. Delivered via email with voucher code redemption.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail sizes (125ml-500ml) |
| Unit Pricing | Pay-as-you-go | Professional 5L bulk sizes |
| Unit Pricing | Pay-as-you-go | Bundled sets (Lustre, Luxe, DUO, Puppy) |
| Unit Pricing | Pay-as-you-go | Gift cards |
| Freemium | Pay-as-you-go | Loyalty program (VID Pack) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Smith & Burton product offering
Product offeringCore offering
Smith & Burton is a New Zealand-based manufacturer and retailer of premium natural dog grooming products. Its portfolio includes shampoos, conditioners, colognes, dermal relief treatments, puppy care products, waterless shampoos, detanglers, balms, wipes, and bundled gift sets, formulated with plant-based ingredients and New Zealand botanicals including Manuka Honey. The company sells directly to consumers through its e-commerce site and to professional groomers and distributors via a dedicated wholesale portal and 5-litre bulk formats.
Product overview
Smith & Burton offers a comprehensive line of luxurious, natural dog grooming products designed specifically for canines and compatible with cats. The product portfolio centers on five core ranges (Hydrating, Nourishing, Soothing, Dermal Relief, and Puppy), each comprising shampoos, conditioners, and colognes. The range architecture includes: (1) Shampoos covering general coat care (Hydrating, Nourishing, Soothing, Detoxifying Protein) plus specialized formulas (Puppy 2-in-1, Dermal Relief 2-in-1, Waterless Foams); (2) Leave-in and rinse-out Conditioners plus the Detangler Spray; (3) Colognes in matching scents plus Puppy-specific fragrance; (4) Targeted treatments including Dermal Relief Topical Spray and Heal & Protect Soothe Balm; (5) Accessories including Purifying Cleansing Wipes and Bath Time Rubber Duckie; and (6) Bundled offerings (Luxe Sets, Lustre Sets, Duo Sets, Puppy Sets, Relief & Repair Set). Professional-grade 5-Litre sizes serve groomers and retailers. All products feature plant-based formulations with New Zealand botanicals, Manuka Honey, and are free from parabens, sulfates, phthalates, and synthetic fragrances. The brand emphasizes natural ingredients (98-100% natural origin) with pH-balanced, cruelty-free, and cat-friendly formulations.
Differentiator
Problem solved
Functional benefit
Products and services
- Hydrating Shampoo A shampoo designed to hydrate and moisturize dry coats, formulated with plant-based ingredients and New Zealand botanicals including Manuka Honey. Targeted at dogs with dry, dehydrated coats.
- Nourishing Shampoo A nourishing shampoo that conditions and strengthens the coat using botanical ingredients and natural extracts. Targeted at dogs needing coat strengthening and nourishment.
- Soothing Shampoo A gentle shampoo formulated to soothe sensitive or irritated skin while cleansing the coat. Targeted at dogs with sensitive or irritated skin.
- Detoxifying Protein Shampoo A detoxifying shampoo designed to cleanse and purify the coat. Launched as a new product line addition to the company's core grooming portfolio.
- Puppy 2-in-1 Conditioning Shampoo A gentle 2-in-1 shampoo and conditioner for puppies from 8 weeks of age, combining cleansing and conditioning in one step. Features 99% natural ingredients with certified natural fragrance Scent No.2.
- Dermal Relief 2-in-1 Conditioning Shampoo A fragrance-free 2-in-1 shampoo and conditioner for dull, dry, itchy, ultra-sensitive, allergy-prone skin. Contains Evening Primrose, Marula, Karanja, Neem, and Manuka Honey with 100% natural ingredients and natural flea, insect, antibacterial, and antifungal properties.
- Waterless Foam Shampoo Delicately Scented A no-rinse foam shampoo for spot-cleaning and quick touch-ups, suitable for dogs and cats from 8 weeks. Features DeoPlex natural deodorizer and Manuka Honey.
- Waterless Foam Shampoo Hypoallergenic A hypoallergenic waterless foam shampoo designed for sensitive pets with ultra-delicate skin.
- Hydrating Conditioner A conditioner that deeply hydrates and moisturizes the coat, leaving it soft and manageable.
- Nourishing Conditioner A conditioner enriched with botanical ingredients to nourish and strengthen the coat.
- Soothing Conditioner A gentle conditioner designed to soothe and calm the coat and skin.
- Detangler Spray & Leave-in Conditioner A spray conditioner that removes knots and tangles while conditioning the coat. Made with Hydrolyzed Silk Protein and Jojoba. Cat friendly. 98% natural ingredients.
- Hydrating Cologne A deodorizing cologne that refreshes the coat while providing hydration and shine.
- Nourishing Cologne A nutrient-rich cologne that freshens and nourishes the coat with botanical ingredients.
- Soothing Cologne A gentle cologne formulated to soothe and refresh the coat with natural botanicals.
- Puppy Cologne A delicate cologne specifically designed for puppies, refreshing and conditioning the coat. Uses certified 100% natural Scent No.2 with 100% natural ingredients.
- Dermal Relief Topical Spray A 100% natural dermal spray for itchy, flaky, irritated skin. Features Evening Primrose, Marula Oil, Manuka Honey, and Kawakawa. Fragrance-free with antibacterial and insect-repelling properties.
- Heal & Protect Soothe Balm A 100% natural multi-tasking balm for paws, nose, elbows, dry hot spots, and abrasions. Contains Manuka Honey, Sweet Almond Oil, Shea Butter, and Coconut Oil. Lick-safe and suitable for humans too.
- Purifying Cleansing Wipes Compostable wipes for gentle cleansing of the coat and skin. Available individually or in bundles.
- Luxe Sets Premium gift sets combining shampoo and conditioner in luxury packaging, available in Hydrating, Nourishing, and Soothing variants at 250ml and 500ml sizes.
- Lustre Sets Grooming sets featuring shampoo and conditioner, offered in Hydrating, Nourishing, and Soothing formulations at 250ml and 500ml sizes.
- Duo Sets Value sets combining shampoo and conditioner, available in Hydrating, Nourishing, and Soothing variants at 250ml and 500ml sizes.
- Puppy Sets Curated grooming sets specifically designed for puppies, including Starter, Luxe, Love, Duo, and Lustre configurations.
- Relief & Repair Set A targeted set for skin relief and repair, combining the Dermal Relief 2-in-1 Conditioning Shampoo and Dermal Relief Topical Spray.
- Purifying Cleansing Wipes Bundle A bundle of 4 packs of compostable purifying cleansing wipes for coat and skin cleaning.
- 5 Litre Professional Products Professional-size products in 5-litre (169 fl.oz) containers for groomers and pet care professionals. Includes shampoos, conditioners, and detangler sprays.
- Gift Cards Electronic gift cards available in NZ$25, NZ$50, and NZ$100 denominations, redeemable on the online shop, with 2-year validity.
- Bath Time Rubber Duckie A limited edition black rubber bath toy made from eco-friendly BPA-free PVC. Designed to make puppy bath time fun and distraction-friendly.
Quantifiable outcome
- Products contain 98-100% naturally derived ingredients
- +1 more outcomes
Companies that use Smith & Burton
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles2 records
Smith & Burton technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Smith & Burton partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- GroomWise AcademyminorEducational partnership with GroomWise Academy for professional grooming education resources and content, linked from the Learn & Blogs section of the website.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Smith & Burton competitors and assessment
Company assessmentDirect peers
- TropiClean: Natural pet care company producing shampoos, conditioners, dental, and grooming products with botanical formulations. Closely comparable on product mix (shampoos, conditioners, colognes) and natural-ingredient positioning, but at larger scale and broader mass-retail distribution.
- 4-Legger: Certified organic dog shampoo brand focused on USDA-organic, palm-oil-free grooming products. Direct comparable on the organic/natural, small-batch, premium-DTC positioning for canine coat care.
- Burt's Bees for Pets: Natural pet grooming line extension of the Burt's Bees natural personal-care brand; offers shampoos, conditioners, and wipes with honey and botanical ingredients. Notable parallel on Manuka/honey-based pet formulations and natural-ingredient positioning, with substantially larger distribution and parent-company backing.
- earthbath: US-based natural pet grooming brand offering shampoos, conditioners, and wipes with plant-based ingredients and fragrance options. Direct competitor in the premium natural pet grooming lane with similar DTC-plus-retail distribution.
- Isle of Dogs: Premium pet grooming and skincare brand offering shampoos, conditioners, colognes, and coat-type specific regimens for dogs. Directly comparable premium positioning, coat-type segmentation, and professional-groomer channel presence.
- Pet Head: Trendy, design-led pet grooming brand producing shampoos, conditioners, colognes, and wipes for dogs and cats. Comparable on fragrance-forward premium positioning, multi-product grooming system, and DTC-plus-retail distribution.
- WildWash: UK-based natural pet shampoo and grooming brand using botanical ingredients and essential oils. Comparable natural-formulation, premium positioning, and coat/skin-condition segmentation.
Broad incumbents
- Church & Dwight: Major consumer-goods company owning Arm & Hammer pet-care and adjacent natural-product portfolios. Indirect incumbent comparable via shared retail channels and natural-positioning cross-over.
- Procter & Gamble (Pet Care): Global consumer-goods conglomerate owning pet-care brands such as IAMS, Eukanuba, and (historically) natural-leaning grooming lines. Not a direct competitor on the natural-premium niche but represents the broad-incumbent competitive set with vastly superior scale and retail relationships.
Others
- Comvita: New Zealand-based Manuka honey and bee-product company. Not a direct competitor, but thematically linked as the leading NZ Manuka-honey brand and a potential supplier/inspiration source for Smith & Burton's flagship ingredient narrative.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Smith & Burton social profiles
Digital presenceSmith & Burton financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smith & Burton leadership team
Management profileNumber of profiles
Smith & Burton funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smith & Burton M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Smith & Burton
What does Smith & Burton do?
Smith & Burton is a New Zealand-based manufacturer and retailer of premium natural dog grooming products. Its portfolio includes shampoos, conditioners, colognes, dermal relief treatments, puppy care products, waterless shampoos, detanglers, balms, wipes, and bundled gift sets, formulated with plant-based ingredients and New Zealand botanicals including Manuka Honey. The company sells directly to consumers through its e-commerce site and to professional groomers and distributors via a dedicated wholesale portal and 5-litre bulk formats.
Is Smith & Burton a public or private company?
Smith & Burton is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Smith & Burton founded?
Smith & Burton was founded in 2019. It employs 1 to 10 people.
Where is Smith & Burton based?
Smith & Burton is headquartered in Ponsonby, New Zealand, in the Oceania region.
How does Smith & Burton make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale/B2B Distribution and gift Cards.
Who are Smith & Burton's main competitors?
Direct peers on record are TropiClean, 4-Legger, Burt's Bees for Pets, earthbath, Isle of Dogs, Pet Head and WildWash. Broad incumbents are Church & Dwight and Procter & Gamble (Pet Care). Comvita is listed as an others.
Does Smith & Burton have an API?
No public API is recorded for Smith & Burton.
What industry is Smith & Burton in?
Smith & Burton's product category is Natural Pet Grooming Products. Its primary akta.pro industry code is HSANAAAC, Bath & Brush Packages, with a secondary code of HSANAAAL, Skin & Coat Therapy (Medicated/Hypoallergenic Shampoos). Its NAICS code is 45991 and its SIC code is 2840.