ABOUT US
Our journey began in 1996 with White on White, the first true color-correcting shampoo for cats and dogs. What once started as a one garage operation in Dallas, Texas has since evolved into one of the premier grooming brands on the planet.
Professional groomers across the world trust us to provide high-quality shampoos, styling aids, and grooming tools to achieve coat perfection consistently. Our products are tested on humans before they ever reach an animal, ensuring the best safety standards for your furry companions!
We currently offer 476 products, and with an average of 5 products in development at all times, we don’t intend to slow down!
Our core line is extensive, and includes all-breed and coat-specific products, intensive coat treatments, quick fixes, color enhancements and styling solutions, hand-crafted brushes and grooming tools, state of the art shears, professional pet salon products, the quietest force dryers available, and durable D-Flite tack boxes.
The only way to do great working is to love what you do
STEVE JOBS
OUR PROMISE
Our founders, Chris and Lisa Christensen, demand the very best out of all our products. They insist that every product fulfils the promise it makes on the label. This is one of the hallmark qualities of our brand. Every single one of our product ideas has to pass a three-question test:
- Does this product serve a purpose for our customers?
- Is there a product like this on the market?
- If so, can we make it better?
Once a product passes these three questions, it is subjected to an exhaustive process of testing, trial, and prototyping, until it's perfect for use.
WHY CHOOSE US?
Thought Leaders
We aim to be thought leaders in the field of pet nutrition in the country and act as a hub for similar minded professionals and individuals.
Pet Parents first
We sell products which we use for our own pets. No exceptions
Pet Speciality Specialists
We work exclusively with similar minded pet speciality retailers, breeders, vets to ensure a pan India presence.