The Pet Guru

What The Pet Guru does

The Pet Guru Ltd is a privately held UK company headquartered in Brockford, Stowmarket (Suffolk), operating as a direct-to-consumer retailer and formulator of natural pet care products. Its catalogue spans dogs, cats and horses, with a core offering of herbal healthcare products — including the Free From Fleas range (spot-on treatments, shampoos, dry shampoos and household sprays based on Quassia Bark extract and essential oils), the Guru supplement line (Joint Guru, Tummy Guru, Plaque Guru, Calm Guru) and Pure Scottish Salmon Oil — complemented by a five-fragrance grooming architecture (BLISS, CHILL, ZEN, HUG, RISE), an herbal horse supplements range, a pet-friendly home fragrance line of soy candles and wax melts, and accessory resale. Products are formulated with plant-based ingredients, marketed as cruelty-free and vegan-friendly, and sold via a Shopify e-commerce storefront and a single physical retail store in Suffolk (Tues-Sat 10am-3pm).

The company's go-to-market is product-led and consumer-direct: revenue is generated through one-time unit purchases and pre-curated bundles priced between £1.50 and £60, with free UK shipping over £30. A secondary B2B revenue stream exists through white-label/private-label manufacturing services for other brands. Marketing relies on organic social (Facebook, Instagram, TikTok), a pet content blog, email newsletter capture and customer reviews, with the company reporting a 4.6/5 rating across 117 verified reviews. The team is small (1-10 employees), the company is unfunded by external venture or private equity capital, and the technology stack is a standard Shopify commerce platform with no API, integrations or disclosed data/AI capabilities. Distribution is currently UK-only, with no disclosed international shipping or wholesale partnerships.

Name

The Pet Guru

Legal name

The Pet Guru Ltd

Website

https://thepetguru.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

The Pet Guru Ltd is a privately held UK-based direct-to-consumer brand formulating and retailing natural, cruelty-free herbal pet care products — including flea treatments, supplements, grooming lines and home fragrance — for individual dog, cat and horse owners via a Shopify storefront and a Suffolk retail store.

Ownership category

akta.pro rank

Product category

Natural Pet Care Products

NAICS

Pet and Pet Supplies Retailers (45991)

akta.pro industry

PRIMARYCRALAHAC

Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick)

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Pet Supplies Retail

SECONDARYHLAMALAN

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

Healthcare & Life Sciences/Veterinary & Animal Health/Pet Supplements & Nutraceuticals

SECONDARYHLAMALAO

Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine)

Healthcare & Life Sciences/Veterinary & Animal Health/Pet Supplements & Nutraceuticals

SECONDARYHLAMALAD

Calming & Behavioral Support Supplements

Healthcare & Life Sciences/Veterinary & Animal Health/Pet Supplements & Nutraceuticals

SECONDARYCRAOAKAC

Pet Health & Wellness Distribution (Supplements, OTC, Preventives)

Consumer Products & Retail/Wholesale, Distribution & Category Management/Pet Products Wholesale Distribution

Keywords

• Natural pet care
• Pet supplements
• Flea treatment
• Pet grooming products
• Herbal pet remedies

Headquarters

HQ city

Stowmarket

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct-to-consumer online sales of natural pet care products including supplements, grooming, flea treatments, and home fragrance through their Shopify storefront. Products sold individually and as bundles with discount pricing.
2. Physical Retail Store: Brick-and-mortar retail store in Suffolk open Tuesday-Saturday, offering the full product range for in-person purchases
3. White Label Manufacturing: Private label manufacturing services for other brands wanting to produce natural pet care products

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

The Pet Guru designs, manufactures, and sells natural pet care products for dogs, cats, and horses, including herbal supplements (Joint Guru, Tummy Guru, Plaque Guru, Calm Guru, Salmon Oil), natural flea prevention treatments (Free From Fleas spot-ons, dry shampoos, shampoos, household sprays), grooming products across five fragrance families, pet-friendly home fragrance (soy wax candles and melts), and a range of horse herbal supplements. Products are sold directly to consumers via an e-commerce storefront and a physical retail store in Suffolk, with additional white-label contract manufacturing offered to other brands.

Product overview

The Pet Guru is a UK-based natural pet care company offering a comprehensive portfolio of enlightened pet products across Dogs, Cats, and Horses. The core offering consists of healthcare supplements (Joint Guru, Tummy Guru, Plaque Guru, Calm Guru, Salmon Oil) and flea prevention products (Free From Fleas range including spot-on treatments, dry shampoos, shampoos, and household sprays), complemented by professional grooming collections across five fragrance families (BLISS, CHILL, ZEN, HUG, RISE) featuring shampoos, dry shampoos, and conditioning sprays. The company also offers value-added bundles for flea protection and seasonal comfort, pet-friendly home fragrance products (soy candles and wax melts), and an extensive horse herb supplement line. Products are characterised by natural ingredients, cruelty-free formulations, and vegan-friendly compositions.

Differentiator

Problem solved

Functional benefit

Brands

• Guru Pet: Brand ambassador program for pets

Products and services

• Free From Fleas Spot-On Treatment (Dogs) All-natural flea and tick spot-on treatment for dogs containing Quassia Bark extract with natural expulsion properties; weekly application repels fleas, mites, and ticks.
• Free From Fleas Spot-On Treatment (Cats) All-natural flea and tick spot-on treatment for cats containing Quassia Bark extract, applied weekly to repel fleas, mites, and ticks without harsh chemicals.
• Free From Fleas Dry Shampoo (Dogs) Waterless foaming dry shampoo for dogs combining flea deterrence with coat care using essential oils, plant extracts, and mild cleaning agents.
• Free From Fleas Dry Shampoo (Cats) No-rinse dry shampoo for cats that repels fleas while freshening and cleaning the coat without water.
• Free From Fleas Shampoo Nourishing shampoo for dogs and cats with essential oils and plant extracts that combat and deter fleas, mites, and ticks while keeping the coat clean and soft.
• Free From Fleas Household Spray Natural household spray for soft furnishings, bedding, and carpets that targets fleas, larvae, and eggs; stain-free formula with lemongrass and lavender scent.
• Joint Guru Mobility Support (Dogs) All-natural tincture supplement supporting dog mobility, flexibility and vitality with Devil's Claw, Glucosamine, MSM, Milk Thistle and Liquorice Root.
• Joint Guru Mobility Support (Cats) All-natural tincture supplement for cats supporting joint health and mobility with Devil's Claw, Glucosamine, MSM and Milk Thistle.
• Tummy Guru Digestive Support (Dogs) Pre- and probiotic digestive powder supplement for dogs supporting nutrient absorption, immunity and healthy gut flora with Marshmallow Root, Psyllium Husk, Linseed and digestive enzymes.
• Tummy Guru Digestive Support (Cats) Pre- and probiotic digestive powder supplement for cats that helps reduce hairball formation and supports digestive function and bowel health.
• Plaque Guru Oral Hygiene Supplement (Dogs) Brush-free oral hygiene powder for dogs that reduces plaque and tartar build-up, neutralises bad breath, and promotes healthy teeth and gums using seaweed, fennel, and mint.
• Plaque Guru Oral Hygiene Supplement (Cats) Brush-free dental supplement for cats in powder form using Scottish Seaweed, Parsley, Fennel and Mint to reduce plaque and freshen breath.
• Pure Scottish Salmon Oil (Dogs) 100% pure, sustainably sourced Scottish Salmon Oil supplement rich in Omega-3, 6 and 9 fatty acids for immunity, skin health, coat shine and overall canine wellbeing.
• Pure Scottish Salmon Oil (Cats) 100% pure Scottish Salmon Oil supplement for cats providing essential Omega fatty acids to promote healthy skin, coat and overall feline vitality.
• Calm Guru Anti-Anxiety Calming Drops (Dogs) All-natural calming supplement for dogs using Valerian Root, Skullcap, Lemon Balm and Chamomile to reduce anxiety, hyperactivity and stress from noise, travel or separation.
• Soothe and Repair Anti-Itch Shampoo Therapeutic shampoo for dogs that soothes and repairs sore, dry and flaky skin using Marshmallow Root, Chamomile, Quassia Bark and Coconut Oil.
• Pet-Friendly Home Fragrance Collection Soy wax candles and wax melts formulated with pet-friendly essential oils across RISE (bergamot rosemary patchouli), ZEN (amber sandalwood birch tar), CHILL (lavender geranium patchouli), BLISS (citrus vanilla coconut), and HUG (baby powder) fragrance families, designed not to upset pets.
• Horse Herbal Supplements Range of natural equine herbal supplements and feed balancers including Rosehips, Milk Thistle, Mint, Parsley, Fennel Root, Marshmallow Root, Turmeric Plus, Seaweed Meal, Green Lipped Mussel, and Devil's Claw, covering behaviour, digestion, joints and mobility, respiratory, and skin, coat and hoof support.
• Grooming Accessories Curated selection of grooming tools and dog walk accessories including Ergo Flea Comb, Cat Slicker Brush, Dog Grooming Pin Pad, grooming gloves, tick tools, microfibre towels, and drying coats.
• Toys, Treats & Accessories Selected complementary products including Miro & Makauri eco dog toys, dog chews, cat toys, feeding bowls, lick mats, poop bag dispensers, and travel accessories.
• Free From Fleas Essential Bundle (Dogs) Value bundle pairing Free From Fleas Spot-On Treatment and Household Spray for comprehensive at-home dog flea protection, saving over 15% versus purchasing separately.
• Free From Fleas Complete Bundle (Dogs) Complete flea treatment kit for dogs including Spot-On, Household Spray, Shampoo and Flea Comb for multi-stage flea protection.
• Free From Fleas Essential Bundle (Cats) Essential flea protection bundle for cats combining the Spot-On Treatment and Household Spray at a discounted bundle price.
• Free From Fleas Complete Bundle (Cats) Complete flea treatment pack for cats including Spot-On, Household Spray, Dry Shampoo and Flea Comb for comprehensive feline flea protection.
• Summer Comfort Bundle (Dogs) Seasonal bundle pairing Soothe and Repair Shampoo with Salmon Oil to help dogs feel comfortable during hot weather, addressing skin irritation from the inside and outside.
• Summer Comfort Bundle (Cats) Hot weather comfort bundle for cats with Free From Fleas Dry Shampoo and Salmon Oil to soothe skin and support coat health during summer.
• White Label Manufacturing Private label manufacturing service for other brands wanting to produce natural pet care products, leveraging The Pet Guru's in-house formulation and production capabilities.

Quantifiable outcome

• 4.6/5 customer satisfaction rating from 117 reviews

Named customers3 records

Segments3 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.

• Winston's Wheels CharityminorOthersThe Pet Guru is proud sponsors of Winston's Wheels Charity, supporting their mission through product sponsorship.

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Arden Grange: UK premium natural pet food and supplement brand serving dogs and cats with a focus on natural ingredients and condition-specific nutrition. Closely comparable on natural/functional positioning and independent retail distribution.
• ProDen PlaqueOff: Specialist pet dental supplement brand using a proprietary seaweed ingredient — directly comparable to The Pet Guru's Plaque Guru (also seaweed-based) for reducing plaque and tartar. Sells globally via vet and DTC channels.
• VetPlus: UK-based veterinary-grade pet nutraceutical company selling joint, calming, digestive and skin supplements. Comparable formulation-led positioning and species coverage, with established veterinary-channel distribution that The Pet Guru lacks.
• CSJ (Country Style Joints): UK specialist in natural dog food and herbal supplements (glucosamine, devil's claw, milk thistle formulations). Closely comparable natural/functional positioning, dog-first focus, and DTC + small-retail distribution.
• Lintbells: UK pet supplement brand behind YuMOVE (joint), YuCALM (calming) and YuDERM (skin) — directly overlapping The Pet Guru's Joint Guru and Calm Guru ranges. Similar functional supplement category with broader retail and veterinary distribution and far larger marketing budget.
• Dorwest Herbs: Long-established UK herbal pet supplement company selling Devil's Claw, Glucosamine, Valerian and other plant-based formulations for dogs and cats. Directly comparable to The Pet Guru on natural/herbal positioning, species coverage (primarily dogs and cats), and DTC-led distribution.

Regional players

• Forthglade: UK natural wet dog food brand with strong natural and eco credentials, DTC and supermarket distribution. Adjacent competitor for the natural-conscious UK pet owner, focused on food rather than supplements or grooming.
• Natures Menu: UK natural raw and complete pet food brand sharing the 'natural, no nasties' positioning with The Pet Guru. Operates in pet food rather than supplements but competes for the same natural-conscious UK pet owner wallet.

Broad incumbents

• Bob Martin: Historic UK pet health brand with category leadership in flea and tick treatments, wormers and supplements. Overlaps The Pet Guru's flea prevention portfolio but competes primarily on price and supermarket distribution rather than natural positioning.
• Beaphar: Large European incumbent offering flea/tick treatments, supplements, grooming and care products across multiple species. Directly overlaps The Pet Guru's Free From Fleas line and supplement ranges but at vastly broader scale and mass-market price points.

Market position

Strengths5 records

Weaknesses1 record

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thepetguruuk
• Instagraminstagram.com/thepetguru_uk
• TikToktiktok.com/@thepetguru_uk

Compliance3 records

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 The Pet Guru