The start up has taken inspiration from the fine fragrance and personal care categories which are a “major growth driver” in beauty and men’s grooming, but not yet seen in UK petcare.
Its line of products include a “No Rinse Charming”, a dry shampoo for dogs, “Give A Dog Cologne”, a fine fragrance with natural essential oils, conditioning agents and botanicals, “Fab Paw” a conditioning and soothing protection balm and “Fragrant Fur Coat” a 3-in-1 brightening and conditioning shampoo, all which retail for £14.
It has also launched “Wippets” – individually packed cleansing wipes priced at £7.
The range is vegan-friendly and is available to purchase at Ocado, Fetch.com and independent pet stores.
Lee Sargent, MD at Sniffe and Likkit, said: “We’ve put ourselves at the heart of the British pet-boom to really unleash the opportunity in the premium petcare category.
“With 67% of ‘pet parents’ willing to pay more for better quality, more natural, products our range appeals to those who treat their dog like one of the family. And for them, we bring an innovative, fresh take on familiar product categories.”