PAWTALKS WITH DIVINE CANINE

What was the inspiration behind Divine Canine?

As both a pet lover and beauty industry veteran, I had often wondered why pet care was so...ordinary. After I lost my own dog in a car accident, I decided to step up and do something about it. Merging my two passions - pet and beauty - I created Divine Canine and committed to creating an elevated brand using luxurious, high-grade formulas, so that pet parents can experience the best version of their pet's hair, skin and well-being. 

How does your brand differ from other industry brands in the same category? What gives you the competitive edge?

Divine Canine raises the standard in pet care by using premium, human-grade ingredients and scientifically backed formulas that promote healthy skin and hair. Our products are clean, non-toxic, pH balanced, and cruelty-free. We believe in providing exceptional daily care for pets, similar to our own routines, recognizing that they require extra attention due to their intimate exposure to germs.

With our founder's extensive background in beauty product development and collaboration with a PhD scientist and an FDA-approved lab, we ensure our formulations are both credible and effective. All our ingredients are sustainably sourced, and we utilize eco-friendly practices in the USA. This dedication allows Divine Canine to deliver unparalleled results for our beloved pets. 

Describe the ingredients you look for in the products you use.

All of our ingredients are designed to nourish, protect, and repair the coat and skin barrier while also serving as natural cleansing agents. We prioritize high-grade, FDA-approved, and eco-friendly ingredients. Additionally, our formulas are free from parabens, phthalates, SLS, PEGs, alcohol, and synthetic fragrances.

"Merging my two passions - pet and beauty - I created Divine Canine and committed to creating an elevated brand using luxurious, high-grade formulas, so that pet parents can experience the best version of their pet's hair, skin and well-being." 

Walk us through your development process — from ideation to the product we see on the shelf.

This is a deeply creative and personal journey that's a bit challenging to articulate. I draw inspiration from my experience in developing skincare and haircare for humans. These ideas have been with me for a long time, and now it’s all about bringing them to life and making them a reality!

What are some things you take into consideration during the creation of new products?

I prioritize the pet's experience so we do things like avoid synthetic fragrance in our formulas as they disrupt their olfactory experience.  I also take into account the busy lives of pet parents, aiming to provide simple, convenient solutions that make it easy to remember to use our products. Furthermore, I keep an eye on human beauty trends to identify new ingredients that may offer benefits for pets.

Other than Divine Canine, what is something you are passionate about?

Discovering new places, people and food. My little kiddos. Films. Pilates. Discovering myself and pushing self-imposed boundaries.  Overnight oats.

What is one major lesson you learned about running a business?

Showing up is THE THING. Oh - and I don't have the same wallet size as L'Oreal's. 

What are some challenges you have overcome with Divine Canine?

My own ego. It exists in a way I never really understood before. 

What would you say is your most effective marketing channel?

Recently, I realized that I am my own marketing channel. Social, paid ads, SEO - these are all great tools but they are merely tactical expressions of the people behind the brand.

"We believe in providing exceptional daily care for pets, similar to our own routines, recognizing that they require extra attention due to their intimate exposure to germs."

Give us the backstory of your brand’s name.

On a more personal level: In honor of my beloved AJ - who is in dog heaven and living the divine life.  For most communication:  our formulas and intentions are divine; and after using them once, you will see the divine difference.

What would you like to see for Divine Canine's future?

Expanded product lines that continue to improve pets' lives in new, unexpected ways. 

What do you think is the most prominent concern in the pet industry?

Products that use low-grade ingredients that provide short-term results and ultimately, create more skin issues for our pets.