About
Dog care, formulated differently.
We can’t promise your dog will suddenly start loving bath time.
Because somehow, the same dog who sprints joyfully into a freezing, muddy puddle can look personally offended when presented with a tub of warm water.
What we can promise is that we think dog care should be much more thoughtful than simply getting a dirty dog clean.
At Serotoninkc, we formulate skin and coat care around the dog it’s actually being used on.
Because a Poodle doesn’t have the same coat as a Staffie.
A Westie doesn’t shed like a Golden Retriever.
And a French Bulldog doesn’t have the same grooming needs as either.
So why should they all use the same shampoo?
More than clean.
We believe dog shampoo should do more than remove dirt.
It should help the dog feel great, make their coat look fabulous and make life easier for the person holding the bottle.
That’s why our products are designed to address the real-world differences between dogs.
Curly coats that need help with knots.
Double coats that shed everywhere.
White coats that need a little extra care.
Sensitive skin that needs a gentler approach.
Squishy faces that need their own kind of attention.
And coats that simply need to be easier to manage between grooming appointments.
Good dog care starts with understanding the dog.
Formulated by a chemist. Made by our family.
Serotoninkc was founded by Roxxie Myers, a qualified chemist who has been developing formulations since 2007.
After years working in research, development and manufacturing across industries including baby care, laundry, household and industrial products, Roxxie began formulating products for the dogs she loved at home.
It started with Karl and Charlie, her very own dogs.
Both had skin and allergy challenges, and Roxxie couldn’t find a dog shampoo she felt comfortable using on them.
So she made one.
Then a friend asked to try it on their Poodle.
It wasn’t right for the Poodle.
And rather than deciding the dog was the problem, Roxxie went back to the laboratory.
That became the beginning of our breed-specific approach.
Today, Roxxie still personally formulates Serotoninkc products, and our family business manufactures them in Melbourne.
We don’t simply buy bulk formulas and put them into bottles.
We make our own.
Why breed specific?
When we started looking closely at dogs, we realised just how much variation there is between breeds.
Not just in appearance, but in their skin, coat, shedding behaviour and everyday grooming needs.
So when we develop a formula, we consider things like:
Coat type
Curly, rough, drop, silky, straight, woolly, single or double coated.
Coat length
Because a short Staffie coat has very different requirements from a long Maltese coat.
Shedding
Different coats shed differently, and our formulas take those differences into account.
Lifestyle
A dog who spends every day charging through the bush has different needs from a professional couch potato.
Breed specific features
From white coats to facial folds, some dogs simply need a little extra consideration.
Then we formulate accordingly.
Different plant based surfactants.
Different conditioning ingredients.
Different oils.
Breed specific ingredients.
Different approaches.
Because “breed specific” isn’t just putting a breed name on the label.
Ingredients with a purpose.
We’re not interested in adding ingredients because they sound impressive.
Every ingredient needs a reason to be there.
Organic aloe vera became a cornerstone of our formulas after Roxxie saw the difference it made for her own dogs’ sensitive skin.
That’s why we use an aloe vera base throughout our shampoo range rather than treating aloe as a token ingredient.
You’ll also find ingredients such as glycerin, vitamin E, provitamin B5 and hydrolysed wheat protein across our formulas, selected for their roles in caring for the skin and coat.
And we have an equally deliberate list of ingredients we choose not to use.
We don’t formulate with unnecessary additives simply because they’re conventional or inexpensive.
We formulate the way we’d want someone to formulate for our own dogs.
Made in Melbourne, Australia 🇦🇺
Serotoninkc isn’t a faceless dog-care brand.
We’re a family business, and we make our products ourselves in Melbourne.
That means we can be hands-on with formulation, manufacturing and quality at every stage.
It also means Roxxie can walk into the factory, talk to the team, check what’s happening and - quite often - get distracted talking about dogs.
We’re proud to manufacture locally.
Not because “Australian made” is simply a label we can put on a bottle, but because we genuinely enjoy knowing the people who make our products and being involved in how they’re made.
We’re still learning.
Some of our best product development conversations have happened with professional groomers.
We’ve worked with groomers throughout the development of our breed ranges to understand what actually matters when you’re washing and grooming dogs every day.
Their feedback has helped us refine our formulas.
Because we’re not interested in pretending we know everything.
We’re chemists. They’re dog grooming experts.
And we’re much better when we listen to each other.
Dogs are the reason we do it.
It’s easy to say you love dogs when you sell dog products.
For us, it’s a little more personal.
Serotoninkc began because Roxxie wanted better products for Karl and Charlie.
Today, we love hearing that someone’s Poodle is easier to brush.
That a heavy shedder’s coat is easier to manage.
That a sensitive-skinned dog has finally found something their owner feels comfortable using.
That a groomer has discovered a product that makes their day a little easier.
We read the reviews.
We look at the photos.
We talk about your dogs around the office.
And we’re genuinely excited every time a product we’ve made helps.
Because that’s what this business is really about.
Making dogs feel great and making life a little easier for the people who love them.
Happiness, to the power of Karl & Charlie.
There’s a little chemistry in our name.
Serotonin is commonly associated with happiness - and with Roxxie’s chemistry background, it felt like a fitting name for a business created because of two very special dogs.
Karl and Charlie brought an enormous amount of happiness to our family.
So we took that happiness…
and multiplied it.
Serotoninkc
Happiness to the power of Karl & Charlie.
Want to know the science behind our formulas?
Meet Roxxie Myers, the chemist and formulator behind Serotoninkc, and discover why almost two decades of formulation experience goes into every product we make.
Or explore the Serotoninkc Coat Care Academy for practical guides to dog skin, coats, grooming and breed-specific care.