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Cruelty Free

Cruelty Free is more than just a logo or marketing claim. Whilst our Hypoallergenic formulas have not been tested on animals, we've ensued that none of the ingredients we have carefully selected have been animal tested either. As dog and cat owners, we find the idea of animal testing appalling! 

We originally developed this product for our two fur babies Karl & Charlie, both hyper-sensitive.

It took over a year to develop the first shampoo, carefully selecting every ingredient, using ingredients typically used in baby formulas for their mildness. We took everything we learnt about the differences of a dog's skin and coat, including what makes each dog breed unique, to create the best product we can for Karl & Charlie. 

We then took the product through rigorous product testing before giving this formula the go ahead.

All testing to ensure that a product is safe for our furry friends is able to be conducted in a laboratory in vitro. In vitro testing relates to research conducted in a laboratory or test tube, without the use of animals. This research can include synthetic substances that mimic the multilayered structure of the corneal epithelium (the eyes) - which is safe and very clever! 

Gentle and formulated specially for their needs, we all loved the result!

Originally our founder personally tested each development sample on herself - making sure we had the most gentle and soap free formulas and ones free from many common nasties.

We hope you love our products as much as Karl & Charlie do.

If you have any questions or would like more information, please get in touch. 

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