Fera Pets
- Company typePrivate
- Founded2017
- HeadquartersGlendale, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fera Pets does
Fera Pets is a US-based, privately held pet supplement brand founded in 2017 and headquartered in Glendale, California. The company develops and markets veterinarian-formulated supplements for dogs and cats, combining Eastern medicinal botanicals with Western science-backed ingredients. The product portfolio addresses preventive and condition-specific wellness needs across joint, digestive, immune, skin/coat, calming, cardiac, liver, kidney, bladder, dental, and multivitamin categories, delivered in formats including soft chews, powders, liquid, capsules, topical balms, and food toppers. Founded by Dr. Michelle Dulake, a practicing veterinarian and certified veterinary acupuncturist, alongside operations co-founder Emily Hsu, the company differentiates on proprietary branded ingredient inclusions (KSM-66 Ashwagandha, BioPerine, EpiCor, UC-II collagen, PRIOME postbiotics), USDA Organic certification on select products, NASC Quality Seal compliance, FDA-registered GMP manufacturing, and third-party batch testing with public Certificate of Analysis lookup.
The revenue model is anchored in direct-to-consumer e-commerce at ferapets.com, supplemented by marketplace sales on Amazon and Chewy with growing physical retail distribution. Products are priced in the $23.95–$44.95 range. An Autoship subscription program delivers a 20% recurring discount and free shipping on subscriber orders, alongside a tiered rewards program (1–5% cash back), a referral program, and an interactive supplement quiz that drives product-led conversion. Marketing spans Instagram, Facebook, YouTube, Pinterest, TikTok, LinkedIn, and X, with content marketing centered on ingredient education and veterinary authority.
Fera Pets reports being trusted by over 500,000 pet parents (cumulative) across the United States and Canada, supported by a Canadian warehouse for local fulfillment without customs fees. The company holds NASC Quality Seal, USDA Organic, FDA-registered GMP, and Plastic Neutral certifications, with sustainability partnerships including rePurpose Global, the Arbor Day Foundation, and the Pet Sustainability Coalition. Charity partnerships include Pasadena Humane, Equality Now, and the Underdog Community Project. The company has not disclosed institutional funding, investor rounds, or a headcount figure in available sources.
Fera Pets firmographics
Firmographics- Name
- Fera Pets
- Legal name
- Fera Pets
- Website
- https://ferapets.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Ownership category
- akta.pro rank
Fera Pets industry classification
Industry- Product category
- Pet Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Pet and Pet Supplies Retailers (45991)
- akta.pro primary industry
- Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO)
- akta.pro secondary industries
- Vitamins, Minerals & Multivitamin Supplements (HLAMALAF), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Urinary & Kidney Support Supplements (HLAMALAI), Calming & Behavioral Support Supplements (HLAMALAD), Allergy & Anti-Inflammatory Supplements (HLAMALAL), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)
Keywords
Where Fera Pets is headquartered
LocationHeadquarters
- HQ city
- Glendale
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Fera Pets business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Others
Revenue model
- Direct-to-Consumer Product Sales: One-time purchase model for premium pet supplements sold through the company's e-commerce website, Amazon, and Chewy marketplace.
- Autoship Subscription Program: Recurring subscription model delivering pet supplements on a customer-defined schedule with 20% discount on every recurring order plus free shipping. Rewards program includes cash back (1-5%), surprise gifts, and tiered benefits. Base discount automatically applied to every recurring delivery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Soft Chews and Premium Supplements |
| Subscription | Monthly | Autoship Subscription - Base Tier |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Fera Pets product offering
Product offeringCore offering
Fera Pets develops and sells veterinarian-formulated premium supplements for dogs and cats, combining Eastern and Western medicinal philosophies. The product line includes soft chews, powders, liquids, capsules, and food toppers covering health areas such as joint, immune, digestive, skin and coat, calming, cardiac, liver, kidney, bladder, and multivitamin support. Products are sold direct-to-consumer through the company's own e-commerce website, Amazon, and Chewy, with an Autoship subscription program offering 20% off recurring orders.
Product overview
Fera Pets is a premium pet supplement brand offering a comprehensive portfolio of veterinarian-formulated products for dogs and cats. The product line centers on supplements combining Eastern and Western medicinal philosophies, featuring soft chews (hip/joint, calming, probiotic, allergy/immune, multivitamin), powders (probiotics, mushroom blend, fiber, fish oil, algae oil), and food toppers (goat milk varieties, whole food multivitamin). Key products include USDA Organic Probiotics with Prebiotics, Fish Oil with high EPA/DHA content, USDA Organic Mushroom Blend for Immune Support, and specialized formulas for kidney, cardiac, liver, bladder, and dental support. The company operates primarily through direct-to-consumer channels (website, Amazon, Chewy) with an Autoship subscription model offering 20% recurring discounts. All products are manufactured in FDA-registered GMP facilities, NASC certified, and third-party tested for potency and purity.
Differentiator
Problem solved
Functional benefit
Brands
- Fera Pet Organics: Brand name used on some digital properties (e.g., ferapetorganics.com) and customer communications; refers to the same premium pet supplement brand as Fera Pets.
Products and services
- Functional Soft Chews Premium soft chew supplements for dogs offering targeted wellness support across five categories: hip/joint, calming, probiotic, allergy/immune, and multivitamin formulas. Priced at $39.95.
- USDA Organic Probiotics with Prebiotics Probiotic powder supplement containing 12 living strains with 5 billion CFUs, combined with organic prebiotics (FOS, inulin from agave, acacia) to support digestive health, immune function, and skin health in dogs and cats. 60 servings per container.
- Fish Oil Wild-caught fish oil supplement for dogs and cats providing high amounts of EPA and DHA Omega-3 fatty acids per teaspoon, made from sustainably sourced sardines, anchovies, herring, mackerel, and pollock to support skin, coat, joints, cardiovascular, immune, and neurological health.
- USDA Organic Mushroom Blend for Immune Support Organic mushroom powder blend containing 10 mushroom varieties (Lion's Mane, Red Reishi, Shiitake, Cordyceps, Maitake, Turkey Tail, Chaga, Oyster, Poria, Tremella) derived from 100% fruiting bodies to support immune system, brain health, blood sugar levels, and cardiovascular function.
- Pumpkin Plus Fiber Support for Dogs and Cats Organic fiber supplement combining pumpkin, pumpkin seed, gum arabic, coconut, flax seed, apple fiber, inulin, and ginger, providing both soluble and insoluble fiber to support gut health, regularity, and beneficial bacteria growth.
- Kidney Support for Cats Veterinarian-formulated kidney supplement for cats containing organic astragalus root, cordyceps, rehmannia root extract, chitosan, and proprietary probiotic blend (Syntek) to support kidney filtration, detoxification, and overall kidney function.
- L-Lysine Immune Support for Cats Feline immune support supplement blending L-Lysine (500mg), EpiCor postbiotic, olive leaf extract, organic echinacea, lactoferrin, and quercetin to promote immune, respiratory, and eye health.
- Hip + Joint Support for Dogs Joint health soft chews containing glucosamine sulfate, MSM, organic turmeric, chondroitin, green-lipped mussel, Boswellia serrata, hyaluronic acid, and BioPerine to support healthy joints, cartilage, and ease stiffness from normal exercise.
- Probiotics Soft Chews Soft chew probiotic supplement combining prebiotics (miscanthus fiber, inulin), probiotic (Bacillus subtilis DE-CA9), and postbiotic (PRIOME Gut Health) to support healthy digestion, balanced gut microbiome, and immune health.
- Cardiac Support for Dogs and Cats Heart health supplement containing taurine and organic hawthorn berry to support cardiovascular function, circulation, and energy levels in dogs and cats.
- Calming Support for Dogs and Cats Calming supplement featuring ashwagandha (KSM-66), GABA, passion flower, and calming probiotic blend (Lactobacillus rhamnosus, Bifidobacterium longum) to support relaxation and stress reduction.
- Liver Support for Dogs and Cats Liver health supplement containing milk thistle, organic artichoke leaf, dandelion root, burdock root, and BioPerine to support liver detoxification, bile production, and liver cell protection.
- Bladder Support for Dogs and Cats Urinary tract support supplement containing organic astragalus root, cranberry, marshmallow root, stinging nettle, and organic rehmannia to support kidney and bladder health.
- Dental Support Oral health powder supplement featuring Oravestin (scutellaria baicalensis and acacia catechu) and organic dried kelp to promote oral hygiene and healthy inflammatory response.
- Goat Milk Toppers (Skin + Coat, Calm, Hip + Joint, Immune, Multivitamin) Line of food toppers made with goat's milk from the Netherlands and New Zealand, available in functional varieties (Skin + Coat, Calm, Hip + Joint, Immune, Multivitamin), providing easily digestible proteins, vitamins, and minerals.
- Whole Food Multivitamin Topper Comprehensive multivitamin topper containing a blend of fruits, vegetables, and organ meats including chicken liver to provide whole foods for whole body health in dogs and cats.
- PawBiome Pet Balm USDA organic balm for gentle relief and nourishment of skin, nose, paws, and elbows, containing organic seabuckthorn and Floradapt proBio-65 postbiotic for soothing and moisturizing.
- Collagen Plus Collagen supplement containing UC-II undenatured chicken collagen, eggshell membrane collagen, and upcycled bovine collagen to support skin health, elasticity, and joint function.
- Postbiotics Plus Postbiotic supplement featuring PRIOME Gut Health Postbiotic (Bifidobacterium longum) and PRIOME Metabolic Health Postbiotic (Bifidobacterium animalis) to support digestive health, resilience, and metabolic function.
- Vegan Omega 3, 6, 9 Algae Oil Plant-based omega supplement derived from algae oil (Schizochytrium sp.) providing EPA, DHA, omega-6, and omega-9 fatty acids as an alternative to fish oil.
- Wellness Blend for Cats Comprehensive wellness supplement for cats supporting overall health through a blend of functional ingredients.
- Slow Feeder Dog food puzzle and slow feeding bowl designed to promote slower eating, improve digestion, and provide mental stimulation.
- Fera Autoship Subscription Subscription program delivering supplements on a customer-chosen schedule with 20% discount on every recurring order, free shipping, and rewards program; allows pause, skip, swap, or cancel anytime.
Companies that use Fera Pets
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Fera Pets technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Fera Pets partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- rePurpose GlobalcoreFera Pets is certified Plastic Neutral with rePurpose Global. Every product sold finances vetted impact projects to recover and remove as much plastic waste from the environment as used in packaging and operations. Partnership supports ethical wages for marginalized waste workers in India through Project Hara Kal in Kerala.
- Arbor Day FoundationcorePartnership with Arbor Day Foundation supporting community tree planting and reforestation efforts. Trees help restore forests, stabilize soil, support wildlife habitat, and improve air and water quality.
- Pet Sustainability CoalitionminorMember of PSC, a collaborative nonprofit providing tools, educational resources, and implementation support to drive environmental and social impact. Fera received Top Performer award based on 2022-2023 performance.
- Pasadena HumaneminorCommunity-supported animal resource center providing compassion and care for animals in Greater Los Angeles Area since 1903. Fera supports their programs including pet adoptions, foster care, free/low-cost spay/neuter and vaccines, and pet food pantry.
- Equality NowminorAs a woman-founded company, Fera partners with Equality Now, a nonprofit using legal advocacy, regional partnership-building, and community mobilization to promote equality for women and girls globally.
- Underdog Community ProjectminorFera donates supplements to help Underdog Community Project support underserved and in-need pet owners in Los Angeles.
Scale indicators6 records
Expansion highlights6 records
Fera Pets competitors and assessment
Company assessmentDirect peers
- Pet Honesty: Premium DTC pet supplement brand offering multivitamins, joint, skin & coat, and calming products for dogs and cats, with a strong Amazon and Chewy presence — the closest head-to-head competitor to Fera in positioning, channel mix, and product breadth.
- Zesty Paws: One of the largest premium pet supplement brands in the US, selling functional soft chews and powders across joint, skin, calming, and digestive categories through DTC, Amazon, and Chewy — directly overlapping with Fera's product format and channel strategy.
- PetLab Co. DTC-led premium pet supplement brand with strong subscription economics, selling probiotics, joint support, and dental chews primarily through its own website and Amazon — analogous subscription-led growth model to Fera's Autoship.
- NaturVet: Veterinary-formulated pet supplement manufacturer offering a broad line of condition-specific supplements (joint, calming, digestive, skin & coat) distributed through pet retail and online — comparable in formulation philosophy and product breadth to Fera.
- VetIQ: Veterinarian-backed pet supplement brand owned by PetIQ, offering joint, calming, probiotic, and immune support products sold through mass and pet retail channels — comparable in veterinarian-formulated positioning and category coverage to Fera.
Broad incumbents
- Stella & Chewy's: Premium raw and freeze-dried pet food brand that has expanded into supplements and toppers with a DTC-plus-retail model — adjacent rather than head-to-head, but competing for the same premium, health-conscious pet parent wallet share.
- Open Farm: Premium, sustainably-sourced pet food brand with a growing supplements and toppers portfolio, distributed through DTC, pet specialty, and grocery — comparable in ESG-led premium positioning and broadening from food into supplements.
- Tomlyn (Vetoquinol): Veterinary-science pet supplement brand owned by Vetoquinol, offering science-formulated products across calming, joint, immune, and digestive categories — comparable in veterinary formulation rigor but with broader institutional backing.
Emerging players
- CocoTherapy: Boutique pet wellness brand focused on coconut oil and natural supplements for dogs and cats — overlaps with Fera on natural/holistic positioning and condition-specific supplements but at a smaller scale and more niche product mix.
Others
- Chewy: Largest US online pet retailer and a primary distribution channel for Fera — included as an ecosystem peer because Fera's marketplace economics, brand visibility, and customer acquisition are materially shaped by Chewy's platform policies and product discovery.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Fera Pets social profiles
Digital presenceFera Pets compliance and trust
Trust signalCompliance4 records
Fera Pets financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fera Pets leadership team
Management profileNumber of profiles
Profiles2 records
Fera Pets funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fera Pets 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 Fera Pets
What does Fera Pets do?
Fera Pets develops and sells veterinarian-formulated premium supplements for dogs and cats, combining Eastern and Western medicinal philosophies. The product line includes soft chews, powders, liquids, capsules, and food toppers covering health areas such as joint, immune, digestive, skin and coat, calming, cardiac, liver, kidney, bladder, and multivitamin support. Products are sold direct-to-consumer through the company's own e-commerce website, Amazon, and Chewy, with an Autoship subscription program offering 20% off recurring orders.
Is Fera Pets a public or private company?
Fera Pets is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fera Pets founded?
Fera Pets was founded in 2017.
Where is Fera Pets based?
Fera Pets is headquartered in Glendale, United States, in the North America region.
How does Fera Pets make money?
Two revenue lines are on record. Direct-to-Consumer Product Sales are the primary driver. The others are autoship Subscription Program.
Who are Fera Pets's main competitors?
Direct peers on record are Pet Honesty, Zesty Paws, PetLab Co., NaturVet and VetIQ. Broad incumbents are Stella & Chewy's, Open Farm and Tomlyn (Vetoquinol). CocoTherapy is listed as an emerging player. Chewy is listed as an others.
Does Fera Pets have an API?
No public API is recorded for Fera Pets.
What industry is Fera Pets in?
Fera Pets's product category is Pet Supplements. Its primary akta.pro industry code is HLAMALAO, Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine), with a secondary code of HLAMALAF, Vitamins, Minerals & Multivitamin Supplements. Its NAICS code is 456191.