Why I built a pet brand so clean, I eat it myself

If you told me a few years ago that I’d be standing in my kitchen eating dog shampoo on camera, I would’ve laughed. But here I am, running ShelterBaby—a pet wellness brand I created with my husband Alex—and proving to the world that our products are so clean and safe, even I can eat them.

For me, this isn’t a marketing gimmick. It’s a promise. If it’s not safe enough for me, it’s not going anywhere near your pets.

From Shelter Volunteer to Founder

Before ShelterBaby, I spent years volunteering at animal shelters across the U.S. Over and over, I saw dogs being surrendered—many not because their families didn’t love them, but because chronic skin problems, anxiety, or expensive health needs became too overwhelming to manage.

It broke my heart. I donated when I could. I helped where I could. But it never felt like enough.

That’s when I decided to use the skills I had—marketing, product development, and a lot of stubbornness—to build a company that could make a real impact.

I wanted to create products that solve these issues at the root, helping more animals stay healthy, balanced, and—most importantly—home.

Our First Product: A Powder Designed to Heal

The first product I created was a dry coat care powder for dogs with allergies, chronic itching, and other skin sensitivities. I spent over a year testing and refining it, determined to make something better than what was already out there.

I didn’t cut corners. I used astaxanthin, a powerful antioxidant normally reserved for luxury human skincare, and added pre- and probiotics to support the skin’s microbiome. I refused to include harsh fillers or cheap synthetic ingredients—even when that made production harder and more expensive.

The result? A clean, effective powder that calms irritation and keeps coats healthy.

Solving Stress at the Root

After the coat powder, we launched our calming aid—not as a sedative, but as a daily support for nervous and immune system health. I originally developed it for our own dog, Beetlejuice, who struggled with anxiety during thunderstorms and fireworks.

Today, that same calming formula is being used in shelters to help dogs relax during adoption meet-and-greets—boosting their chances of finding a forever home.

Why I Eat My Own Products

Transparency is everything to me. Every ShelterBaby product is made with 100% human-grade, certified organic ingredients. So when people ask, “How safe is it really?” I show them.

I eat our powders and supplements on camera—not for shock value, but because I believe pet parents deserve that level of trust.

Tested on My Animals (Not in a Lab)

Unlike many brands that scale quickly, I take things slow and personal. Every formula is tested on the animals in my own multi-species household—our dogs, our rabbit, our parrot, even our horses—before it ever hits the market.

If my animals don’t love it, I don’t sell it. Period.

The Future of ShelterBaby

ShelterBaby started as a passion project and has grown into an award-winning brand. We won the 2024 Pet Innovation Award for Best Bath Product and were ranked among the top 10 dog dry shampoos in the U.S.

But for me, the real success is seeing our products help keep animals in homes and out of shelters.

This year, we’re planning to launch a nonprofit arm to further support animal welfare. And we’ll continue expanding our line carefully—species by species—starting with the animals I know and love best.

ShelterBaby isn’t just a business. It’s my mission. My promise. And my way of building a better world for the animals who give us everything.

Thanks for being part of this journey.