MEET THE FOUNDER OF WILD FOR DOGS: LAURA SARAO
We are big believers that there's always room for improvement in all areas of life to be more environmentally conscious so why should caring for your pets be any different?! With so many products full of artificial fragrances, parabens and sulphates (sometimes that do more harm than good!) we are thrilled to offer a range of care products for your pets that are truly natural, but get the job done. Nobody likes the lingering smell of wet dog...
Laura Sarao, founder of Wild For Dogs, chatted to us about why she set out to create a sustainable range of dog care products and what she hopes for the future.
How would you describe your brand in one sentence?
We are a luxury dog-grooming brand dedicated to creating the highest quality organic products with sustainability and animal welfare firmly at our core; better for our dogs, better for our planet.
How did your brand come about?
I’m obsessed with all things beauty and skincare, and have worked in the industry for more than ten years. Since becoming vegan my passion really turned towards discovering the best in organic, sustainable and cruelty-free products. So when I first got my puppy Coconut in 2018, I naturally wanted to find her some grooming products that aligned with those values.
Despite the booming demand for it in the beauty industry, I was really shocked to find there wasn’t a single product on the market for dogs that answered the need for quality organic products that were also plastic-free and eco-friendly. So I decided to do something about it!
It was also really important to me that the brand would do something to give back, so I chose Wild At Heart Foundation as our charity partner, it’s such an honour to be able to support the incredible work they do. So that was how the brand was born! We launched in January 2020 and are already gaining great momentum with our amazing online community, and partnerships with really exciting stockists like A LITTLE FIND.
What is the biggest challenge you have faced as a brand?
There are so many people who instantly understand the need for the products we’ve created, and are so pleased to have found us, but I think the biggest challenge is explaining to those who don’t already shop organic/vegan/cruelty-free/eco-friendly as to why it’s so important. There are 10 million dog owners in the UK alone and I really hope one day that we have a wide enough reach to spread more awareness on the subject.
What are you most proud of as a brand?
I’m definitely most proud of our 100% 5-star reviews on Trustpilot, it means so much to me every time I hear back from a happy customer and I personally reply to each one! It’s wonderful to hear from people who totally get it and are so pleased to have found products they can feel good about using on their precious dogs.
What sets you apart from other brands in your category?
Because of my background in luxury (human!) skincare, I am applying the same principles of focusing on quality organic ingredients. We are the only dog-grooming brand to do that while at the same time driving the idea of sustainability in a market that is saturated with plastic bottles, plastic toys, plastic everything! Our packaging is all glass and our labels are compostable.
What is your best beauty hack?
If I learnt anything from my time working in professional skincare it’s the importance of exfoliation. One colleague of mine put it perfectly, saying that to moisturise without exfoliating first is like drinking from a bottle of water with the lid on! It makes such a difference to the tone and texture of the skin and instantly makes me feel more awake and glowy.
What is your LITTLE FIND?
It has to be Haeckels - the incredible skincare and fragrance brand handmade in Margate. Partly because that’s where I’m from, but mostly because they are simply amazing. The quality and consideration that goes into every single product, their passion and innovation in sustainability, and of course their flawless design. Love them!
Now, let’s have a little fun and FIND out about you...
- Tea of Coffee? Tea! 100 cups a day.
- Working alone or working in a team? I want to say both! Currently I work mainly alone and I love it, but I do really miss working in-house for a brand and being part of a team as well.
- Antique or brand new? Antique. I love discovering vintage things or pre-loved items!
- City or countryside? Live in the city but escape to the countryside.
- Call or text? Can I say voice note - the perfect mixture of the two?!
- Tv or book? I wish I was saying book, but honestly it's TV - I play Friends on repeat in the background while I work. My boyfriend is so relieved he can return to his own office!
- Pressed Juice or Cocktail? Cocktail - Aperol Spritz!
- Serums or Oils? Love love love oils, especially at bedtime with a little facial massage.