Veterinary Formula

What Veterinary Formula does

Veterinary Formula is a private US pet health brand that develops and distributes vet-formulated supplements, dental care, and medicated grooming products for dogs and cats. The company has operated for over 25 years and is manufactured by SynergyLabs in the United States under GMP and NASC certifications, with the brand itself headquartered in Fort Lauderdale. Its portfolio is organized into the Smart Vitality supplement sub-brand (gut health, anal gland, hip and joint, calming, eye health, dental support, and senior support soft chews), the Dental Fresh sister brand (dental treats, dental bites, water additive, oral spray), and a medicated care line that includes antiseptic and antifungal shampoo, hot spot and itch relief spray, Ear Therapy with lactic acid/ketoconazole/salicylic acid, and SuperClot gel. The brand claims 150,000+ positive reviews and reports that a product is sold every 6 seconds based on 2024 sales data.

The underlying product technology is an integrative veterinary formulation approach: ingredients are selected for proven benefits and combined for whole-body health, with pork-flavored soft chews taste-tested against leading national brands and products sized by dog weight (XS through XL) for proper dosing. Several SKUs use regulated actives, including an EPA-registered antiseptic and antifungal shampoo, lidocaine and hydrocortisone in the itch relief spray, and stabilized chlorine dioxide in the water additive.

The business model is a hybrid direct-to-consumer and omnichannel retail play. Direct revenue runs through veterinaryformula.com with Subscribe & Save auto-replenishment, supported by email, blog content, Instagram, influencer partnerships, and PR features in Forbes, People, and Good Housekeeping. Wholesale-equivalent revenue runs through Amazon, Chewy, Walmart, Target, Pet Supermarket, Tractor Supply Co., and Petco. Unit pricing ranges from $6.99 (oral spray) to $28.99 (dental bites), with bundles sold at a 20% discount, and the customer base is a long-tail of dog and cat owners seeking vet-recommended at-home solutions for joint, digestive, dental, skin, ear, and anxiety issues.

Name

Veterinary Formula

Website

https://veterinaryformula.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Veterinary Formula is a US-based private pet health brand that makes vet-formulated supplements, dental care, and medicated grooming products for dogs and cats, sold direct-to-consumer online and through Amazon, Chewy, Walmart, Target, Pet Supermarket, Tractor Supply Co., and Petco.

Ownership category

akta.pro rank

Product category

Pet Health Supplements and Medicated Pet Care

NAICS

Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (459910)

SIC

Pharmaceutical Preparations (2834)

akta.pro primary industry

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)

akta.pro secondary industries

Dental & Oral Health Supplements (HLAMALAG), Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO), Immune Support Supplements (HLAMALAE), Allergy & Anti-Inflammatory Supplements (HLAMALAL), Pet Treats & Chews (AFADAFAF), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Pet health supplements
• Vet-formulated chews
• Pet dental care
• Medicated pet shampoo
• Pet ear care

Headquarters

HQ city

Fort Lauderdale

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Products sold directly through the company's website at veterinaryformula.com with subscription/auto-replenishment options available.
2. Marketplace Sales: Products sold through major online retailers including Amazon, Chewy, Walmart, Target, and Pet Supermarket.
3. Retail Distribution: Physical retail presence through Tractor Supply Co., Petco, and other pet specialty retailers.
4. Subscription/Billing: Subscribe & Save recurring delivery model with automatic billing on renewal dates, customer can skip/modify/cancel before processing cutoff.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels5 records

Core offering

Veterinary Formula manufactures and sells vet-formulated supplements, dental care products, and medicated grooming and first-aid products for dogs and cats. The portfolio includes soft-chew supplements for gut health, anal gland support, calming, hip and joint, eye health, dental support, and senior wellness, alongside Dental Fresh oral care items and medicated shampoos, sprays, ear care, and wound care products. Products are available through the company's own e-commerce site, major online marketplaces, and brick-and-mortar pet retailers with subscription auto-replenishment options.

Product overview

Veterinary Formula is a pet health brand offering a portfolio of vet-recommended supplements and medicated care products for dogs and cats. The product line is organized into three main categories: (1) Smart Vitality Supplements including Gut Health, Anal Gland Support, Pet Calm, Hip & Joint, Eye Health, Dental Support, and Senior Support soft chews; (2) Dental Fresh oral care products including Dental Treats, Dental Bites, Water Additive, and Oral Spray; and (3) Medicated Care products including Antiseptic & Antifungal Shampoo, Hot Spot & Itch Relief Spray, SuperClot, Ear Therapy, and Ear Therapy Wipes. Products are available as individual items or in value bundles. The company also offers subscription options. All products are manufactured by SynergyLabs in the United States.

Differentiator

Problem solved

Functional benefit

Brands

• Dental Fresh: Sister brand to Veterinary Formula, specializing in oral care and dental products for pets including dental treats, water additives, and oral sprays.
• Smart Vitality

Products and services

• Anal Gland Support Supplement Soft chews for dogs promoting healthy bowel function and normal anal gland health to reduce scooting behavior. Part of the Smart Vitality vet-formulated supplement line.
• Gut Health Supplement Dog supplement soft chews with probiotics, pumpkin, and ginger for digestive and immune system support. Part of the Smart Vitality line.
• Pet Calm Supplement Melatonin-free calming soft chews for dogs supporting normal disposition during stressful events such as travel or vet visits.
• Hip & Joint Supplement Soft chews with glucosamine and chondroitin promoting mobility and comfort for active dogs and pets with joint stiffness.
• Eye Health Supplement Soft chews for dogs supporting overall eye wellness and tear stain reduction.
• Dental Support Supplement Soft chews for dogs that promote fresh breath and healthy gut function while supporting dental care as part of the Smart Vitality line.
• Senior Support Supplement Multi-functional soft chew for aging dogs containing glucosamine and probiotics for comprehensive senior pet wellness.
• Dental Treats Daily oral care dental treats for dogs with a grooved shape that require no brushing — one chew per day for cleaner teeth and fresher breath in peanut butter flavor.
• Dental Bites Daily chewable dental product for dogs supporting fresh breath, healthy teeth and gums using a postbiotic formulation.
• Water Additive Flavorless water additive for dogs and cats that provides daily oral care without brushing using stabilized chlorine dioxide.
• Oral Spray Vet-approved antimicrobial oral spray for dogs and cats providing teeth care between brushings.
• Antiseptic & Antifungal Medicated Shampoo EPA-registered 16 fl oz medicated shampoo for dogs and cats that supports skin and coat health with antiseptic and antifungal properties.
• Hot Spot & Itch Relief Medicated Spray Medicated spray with lidocaine and hydrocortisone that calms itchy skin and hot spots on dogs.
• SuperClot Fast-acting 1 oz gel for pets that stops bleeding, numbs pain, and disinfects minor cuts and wounds.
• Ear Therapy Ear cleaner for dogs and cats featuring lactic acid, ketoconazole, and salicylic acid for ear care and infection support.
• Ear Therapy Wipes Alcohol-free medicated wipes for dogs and cats that gently clean and deodorize ears, available in 100-count packaging.
• All Ears Bundle Savings bundle pairing ear therapy wipes and solution for everyday ear comfort in cats and dogs at a discounted bundle price.
• Healthy Ears Bundle Comprehensive ear care bundle combining internal and external ear health products for dogs and cats at a discounted bundle price.
• Travel Ready Bundle Savings bundle combining Pet Calm and Gut Health supplements to support worry-free travel and routine maintenance for dogs.
• Smooth Moves Bundle Savings bundle combining anal gland and gut health supplements to provide fiber and digestive balance for dogs.
• Breath Check Bundle Dental care savings bundle combining multiple dental products for comprehensive oral freshness in dogs.
• Whiffable AF Bundle Dental care savings bundle of multiple products designed for maximum fresh breath results in dogs.

Quantifiable outcome

• Over 150,000 positive brand reviews
• +1 more outcomes

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

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tomlyn: Tomlyn is a veterinary science-focused pet health brand (calming, joint, immune, ear care) sold through vet channels and pet specialty retail. Comparable to Veterinary Formula on vet-formulated positioning, condition-specific supplements, and medicated ear-care adjacencies.
• VetIQ: VetIQ sells vet-recommended pet health supplements and topicals (joint, dental, skin) at mass retail including Walmart and Target. Strong overlap with Veterinary Formula's vet-formulated positioning and identical retail shelf partners.
• TropiClean: TropiClean is a pet oral care and grooming brand (dental chews, water additives, shampoos) sold through Petco, Chewy, and mass retail. Directly comparable to Veterinary Formula's Dental Fresh line and medicated shampoo portfolio.
• PetLab Co. PetLab Co. is a DTC pet supplement brand with strong Amazon and Chewy presence offering joint, calming, dental, and skin soft chews. Comparable to Veterinary Formula on subscription model, soft-chew format, and online-first distribution strategy.
• NaturVet: NaturVet is a long-established manufacturer of condition-specific pet supplements and topicals (calming, joint, skin, ear care) distributed across pet specialty and mass retail. Direct competitor in both supplements and medicated grooming adjacencies.
• Ark Naturals: Ark Naturals makes vet-formulated pet supplements and dental products for dogs and cats distributed through independent pet retail and Amazon. Comparable to Veterinary Formula on naturally derived ingredients, dental care adjacencies, and condition-specific formulations.
• VetriScience (Pet Naturals): VetriScience produces vet-formulated condition-specific pet supplements (calming, joint, immune, dental) sold through vet clinics and online retail. Comparable to Veterinary Formula on formulation philosophy, vet endorsement, and condition-specific SKU structure.
• Nutramax Laboratories: Nutramax is the maker of Cosequin and Dasuquin joint supplements and a portfolio of vet-channel pet health products. Comparable as a vet-recommended supplement authority with strong retail and veterinary distribution overlap with Veterinary Formula.
• Zesty Paws: Zesty Paws is a leading direct-to-consumer pet supplement brand offering soft-chew condition-specific supplements (joint, skin, calming, gut) across Amazon, Chewy, and major retail. Directly comparable in product format, distribution, and target customer to Veterinary Formula's Smart Vitality line.
• Pet Honesty: Pet Honesty markets vet-formulated soft-chew supplements for dogs and cats, distributed through Amazon and major retailers, directly competing with Veterinary Formula on formulation positioning, condition-specific SKUs, and bundle-driven subscription merchandising.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/veterinaryformula
• Xx.com/Vet_Formula
• Facebookfacebook.com/VeterinaryFormula
• LinkedInlinkedin.com/company/veterinary-formula-llc

Revenue estimate

Valuation estimate

Number of profiles

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 Veterinary Formula