1. What inspired you to start Floof?

Michael: Floof was inspired by my French bulldog, Leo, who had a lot of skin issues growing up. When the vet suggested using dish soap on him, I knew there had to be a better way—there was no way I was doing that to Leo! I started researching and quickly realized there weren’t any high-quality, modern products with transparent ingredients out there. Most pet grooming products aren’t regulated unless they’re medicated, and it felt like the big brands weren’t really innovating or putting pets first. That’s when I decided to create Floof—something pet parents like me could trust. With the help of Dr. Jennifer Schistler, our amazing dermatologist partner, we built a line of science-backed products to keep dogs like Leo healthy and happy. It’s been such an incredible journey, watching Floof grow from a personal passion into a brand that’s helping so many pets thrive.


2. If Leo had to pick a favorite Floof product, which one would it be and why?

Michael: Oh, without a doubt, it’s our Soothing Cream! Leo loves being pampered and the balm helps with his sensitive skin. Every time I take it out, he gets so excited—it’s like he knows a mini spa day is coming. Plus, it’s easy to apply, which makes it a win for both of us.


3. What trends in the pet wellness industry do you see ahead, and how is Floof planning to stay ahead?

Michael: I think we’ll see more emphasis on proactive pet care—things like supplements, skin maintenance, and lifestyle products that promote wellness before issues arise. Consumers are looking for eco-conscious and multifunctional products too, which means brands need to be thoughtful about their formulations and packaging. At Floof, we plan to expand our product line with even more innovative topicals and wellness solutions. We're also keeping sustainability at the forefront of what we do, with eco-friendly packaging in development. Staying connected to what pet parents want and need will help us keep growing.


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