Your pet, your ritual.
Salon-quality grooming with coat-loving actives and scents that are safe for pets. Sign up to be the first to shop.
Formula led
Actives that actually do something, not just bubbles.
Cats and dogs
All breeds, all ages, no exceptions.
No nasties
Sulphate free, paraben free, vegan, cruelty free.
Salon at home
The formulas your groomer wishes you knew about.
Shop the way you shop
Four groups, built around when you reach for something rather than what is in it. Between-bath first, because that is what people buy most.
Curated for what their coat needs
Every range is built around one coat need, with the actives chosen for it.
Not sure which one?
Five simple questions about coat, temperament, skin and smell, and you walk away with a custom routine.
Tell us about the coat
Dull, matted, shedding or already shiny.
And the temperament
From total meltdown to completely unbothered.
Get your routine
A shampoo, a conditioner and one finishing step.
What everyone is looking at right now
- Odour-prone coats
- Active, outdoor and muddy pets
- Any dog who found the fox poo
- Pets who hate bath time
- Rescue and sensitive pets
- Any coat that needs a calming reset
- For the stinky one
- A whole routine in one box
- Wrapped and ready to give
- Fragrance-sensitive pets
- Puppies and kittens
- The extra-sensitive crew
Pick a scent, pick your steps, watch the discount unlock as you go. Three items saves 10%, five saves 15%, seven saves 20%. Build it here and the saving is applied to your basket for you.
Wrapped and ready
Eight sets, each built for one job. A whole routine in one box.
No bath required
Waterless foam, deodorising spray, bamboo wipes and glove wipes. A full-body freshen up for the days a bath is simply not happening.
The founders
We are Alex and Sophie Liddy, a mother and daughter, and we kept buying the same disappointing bottle.
Pet shampoo was either something that worked but looked like it belonged in a shed, or something beautiful that did nothing much. Nobody seemed willing to do both. Meanwhile our own bathroom shelf was full of things chosen on actives, on pH, on how they felt and how they smelled, and on whether we would be happy to leave them out where people could see them.
So we made the pet version of that shelf. Actives that actually do something. pH balanced for cats and dogs, because their skin is not ours. Sulphate free, paraben free, vegan and cruelty free. And packaging we are happy to leave on the side of the bath.
We do it for ourselves. It seemed strange not to do it for them too.
If the approach feels familiar, it is the same one behind Ciroa Beauty and is clean. by Ciroa Home. Three brands, one standard.
Is it safe for cats as well as dogs?
Yes. Every formula is pH balanced and suitable for cats and dogs of all breeds and ages. The scent free range is the gentlest place to start for cats and for any pet with reactive skin.
How do I pick the right range?
Start with what is actually going on, the same way you would for yourself. Itchy or flaky skin goes to Soothe Me. The ones who hear the tap and vanish go to Calm Paws. Dull or tangled goes to Coat Care. Stinky between baths goes to Fresh Fur Baby. Scent Free is the paws, ears and noses bits, with nothing added to smell of. Or take the quiz and we will tell you.
How does the bundle discount work?
Build your bundle on the bundle page and the saving is applied to your basket for you. Three items takes 10% off, five takes 15% and seven takes 20%. One discount applies at a time, so you always keep the bundle price rather than a smaller one.
What is not in these formulas?
No parabens, no sulphates, no mineral oil and no petrolatum across the wash range. Everything is vegan friendly and cruelty free. Per product exclusions are listed on each product page.
How often should I bathe my pet?
For most pets, every four to six weeks is plenty. Between baths use the waterless foam, deodorising spray or wipes rather than washing more often, which dries the coat out.