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Our mission? Improving Humanity One Pet at a Time!

Founded by pet lover Anneke van den Broek in 2008, everything we do is built around the promise of providing Well Bred Petcare so that pets around the world look good and feel even better! We make life a whole lot easier for pet parents, too."

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No Animal Testing

We believe that testing on animals is unethical and unnecessary.

Made in Australia

Our grooming & cleaning range is made in GMP certified laboratories to strict standards.

Community Support

We partner with the Australian Pet Welfare Foundation and act as a voice for pets and pet owner's rights.

Earth Friendly

We respect mother Earth and strive to choose natural, biodegradable and sustainable ingredients.

Best of Breed

We don't rest until our products offer superior performance, and a better solution for pets and pet parents.

Award Winning

Our products have received multiple awards for excellence and innovation.