For most pet owners, occasionally getting busy with a bottle of dog shampoo is as far as Fido’s routine pampering goes. Which is usually more than enough, but it seems there’s a growing market out there for those who take pet grooming to much greater extremes.
The latest success story on Shark Tank being a prime example – the show being an Australian answer to the UK’s Dragon’s Den. Long story short, an entrepreneur by the name of Melanie Newman and her husband Cory managed to scooped up an investment worth $150,000, in return for 50% ownership of their new business venture.
Which is, in the simplest terms, a new-generation health and beauty product business. One that sells everything from basic shampoo to cologne for dogs.
That’s not a misprint…canine cologne!
The company, Melanie Newman Salon Essentials is already valued in excess of $750,000 and is pegged for bigger and better things going forwards. Apparently, the primary inspiration for the business came on the back of her own sensitivities and allergies to existing dog grooming products. As the owner of a grooming salon, she found herself constantly battling skin irritation while performing everyday treatments.
‘I get really bad eczema on my hands and arms, so I wanted to create a product that was safe for me to use,’ the 38-year-old told Daily Mail Australia.
‘I just needed something that was quite safe and sensitive for myself and didn’t want any synthetic fragrances.’
She’d planned to design and launch just one super-gentle shampoo, though in the end created more than 30 products and a hugely impressive business empire.
Despite not being taken seriously by anyone at first, she was convinced her idea had legs. Four of them, to be exact…and a wagging tail.
‘I woke up in the middle of the night and thought, I’m asking the wrong manufacturers,’ she said.
‘I went to an aromatherapist and started from scratch with her. Pets are part of the family now and they deserve better products.’
Fast-forward to the summer of 2017 and Melanie’s range of ultra-gentle pet products are in greater demand than ever before. To such an extent that they’re not on sale as far afield as the USA and United Kingdom.
So while you might have scoffed at the thought of doggy perfume having any realistic audience…well, let’s just say it’s clear who’s having the last laugh now!