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Have you ever felt tempted to use your dog’s grooming products on yourself because it just smelt so good?

Well, we were—after getting a whiff of the Holistic Hounds grooming range. That beautiful blend of essential oils and herbal extracts got us to chat more with Erica, the founder of Holistic Hounds, a boutique brand crafting all-natural grooming products for dogs—products so good, you’ll wish they were made for humans too.

LD: From skincare for humans to grooming care for dogs, how did you make this move, Erica?

HH: Between Suzanne & I we have 50 years’ experience formulating and manufacturing natural skincare. That experience is at the heart of Holistic Hound - it’s where we learnt how powerful minimal, natural formulations can be, and it’s what inspired us to start creating safe, effective grooming products for our own dogs who struggled with skin sensitivities.

Suzanne Hall MNZM (Member of the New Zealand Order of Merit) is a natural skincare expert who is best known for founding Living Nature in 1987, a global first original certified natural skincare and cosmetics company that manufactures clean, plant-based products using native botanicals and sustainable processes. She has since then worked on other brands.

I am the founder of Anoint Skincare, a premium artisan brand known for its gentle, essential oil-based formulations and award-winning sustainable packaging. Together, we have combined decades of experience, global perspective, and a shared commitment to authenticity, natural beauty, and meaningful innovation in the skincare and wellness space to create our products for dogs.

LD: What was your process and strategy while selecting the ingredients to make your products?

HH: Our commitment is to have a natural, safe, and transparent formulation. Many of our ingredients are either certified organic or wild-crafted. We uphold a rigorous standard of natural integrity, traceability, and safety through our GMP-certified manufacturing process and transparent ingredient sourcing.

We also grow and process many of our own ingredients. We carefully select natural, plant-based ingredients that are gentle, biodegradable, and suitable for sensitive canine skin. Our ingredient policy includes:

• No synthetic fragrances or colors
• No parabens, sulphates, or petrochemicals
• No animal testing (all products are trialed only on willing, happy hounds, never in labs)
• Preference for local, sustainably harvested botanicals where possible

Each raw material we purchase must be accompanied by a Certificate of Analysis (COA) from the supplier. These COAs provide verified data on:

• Ingredient identity and purity
• Microbial count (safety assurance)
• Presence or absence of allergens, pesticides, and heavy metals
• Batch number and date of manufacture

This documentation allows us to fully trace every ingredient back to its origin, ensuring consistency and quality from source to shelf.

LD: That’s really reassuring to know as a Pawrent. How does Holistic Hound ensure quality control and maintain shelf life, specially when exported to markets such as South-east Asia?

HH: All Holistic Hound products are manufactured at our GMP-certified natural skincare facility in New Zealand, owned and operated by Suzanne Hall MNZM. The facility adheres to internationally recognised Good Manufacturing Practice standards and these systems ensure every product is safe, stable, and consistent, even without organic certification.

We maintain full transparency in our ingredient listings, so consumers know exactly what they’re putting on their pets. We also follow a "less is more" philosophy, using only what’s necessary to cleanse, soothe, and nourish your hound’s skin and coat, no fillers, no fluff.

Our products are primarily anhydrous or dry, meaning they contain no water and therefore do not require synthetic preservatives. This makes them inherently more stable and less prone to microbial growth when stored correctly. Each product is crafted in small batches and has a shelf life of 18–24 months from the date of manufacture, depending on the specific formula and packaging.

While the range is designed for durability, we do recommend storing all products out of direct sunlight and away from high heat or humidity to preserve the integrity of natural ingredients and essential oils.

The Serum, in particular, contains high-performance botanical oils and should be stored in a cool, dark place, especially in tropical climates where temperatures and humidity levels can exceed 70–80%. Refrigeration is not essential but can help extend the product’s shelf life and maintain its sensory qualities.

Each batch undergoes stability and micro testing to ensure product safety and performance throughout its intended life.

LD: How has the customer feedback been so far?

HH: As a newly launched brand, we’re already receiving some wonderful feedback from early adopters and stockists who love the natural formulations and gentle effectiveness of our range. We’d love to hear feedback of customers in Singapore too.

LD: How do you help keep Holistic Hound eco-friendly, besides the ingredients used?

HH: At Holistic Hound, sustainability is at the heart of everything we do, from our ingredients to our packaging and production practices. We are committed to reducing plastic waste and designing packaging that’s as kind to the planet as it is to pets. Our solutions include:

• Reusable and recyclable glass jars and bottles with tin lids
• Compostable sachets for single-use or travel products
• Solid bar formats (such as shampoo bars) to eliminate the need for plastic altogether
• Minimalist packaging design to reduce excess materials and freight weight
• Biodegradable, waterway-safe ingredients and selected for their gentle efficacy and environmental profile
• Ecocert-approved or compliant

LD: New Zealand is such a pristine and clean country. How have you incorporated the best of Kiwi ingredients into the Holistic Hound range?

HH: Well, as a start we use Matauri Bay clay, sourced from the pristine coastal region of Northland, New Zealand, which is one of the very few known natural deposits of halloysite clay in the world. Halloysite is a rare, naturally occurring mineral belonging to the kaolin group, distinguished by its unique nanotubular structure and exceptional purity.

Matauri Bay Clay in Holistic Hound Products helps with:

• Detoxification & Deep Cleansing: Its powerful adsorption pulls out toxins, pollutants, and bacteria from the skin and coat, helping to prevent infections and reduce odors.
• Soothing & Calming: The fine, smooth texture soothes inflamed, itchy, or irritated skin, providing relief especially for dogs with hot spots or allergies.
• Mineral Nourishment: The natural minerals nourish the skin, improving hydration, texture, and overall coat health.
• Improved Coat Condition: By gently exfoliating and cleansing without stripping natural oils, it helps maintain a soft, shiny, healthy coat.

We also use New Zealand Glacial Clay, a premium, naturally sourced clay formed over millions of years in the glacial lakes of the Southern Alps. This mineral-dense clay is renowned for its exceptional purity and potent skin benefits, making it a standout ingredient in Holistic Hound’s formulations.

Kawakawa: A Revered Māori Botanical for Skin Health

Kawakawa (Piper excelsum) is a treasured native New Zealand plant deeply rooted in Māori tradition and healing practices. Known for its heart-shaped leaves and distinctive aroma, Kawakawa has been used for centuries for its powerful medicinal and soothing properties.

We have our own Kawakawa wild plantations.

What Makes Kawakawa Special?

• Traditional Māori Medicine: Kawakawa has long been valued as a natural remedy for skin ailments, wounds, inflammation, and digestive health, reflecting a profound cultural heritage.
• Rich in Bioactive Compounds: It contains flavonoids, essential oils, alkaloids, and tannins that contribute to its anti-inflammatory, antimicrobial, and antioxidant effects.
• Sustainably Harvested: Kawakawa used in our formulations is ethically sourced in New Zealand with respect for native ecosystems and Māori guardianship.

Benefits of Kawakawa in Holistic Hound Products

• Anti-Inflammatory & Soothing: Helps calm irritated, itchy, or inflamed skin, reducing redness and discomfort, making it ideal for sensitive or reactive dog skin.
• Antimicrobial Properties: Supports skin health by inhibiting harmful bacteria and aiding in the prevention of infections or hot spots.
• Promotes Healing: Encourages skin repair and regeneration, accelerating recovery from minor wounds or irritations.
• Natural Aromatic Comfort: The gentle, earthy aroma adds a calming sensory experience to grooming rituals.

By including Kawakawa in products like our Paw & Skin Soak, we honor New Zealand’s indigenous botanical heritage while offering effective, natural skin support tailored for dogs’ wellbeing.

Mānuka Honey: Nature’s Healing Treasure from New Zealand

Mānuka honey is a rare, premium honey produced by bees that pollinate the native Mānuka bush (Leptospermum scoparium) in New Zealand. Celebrated worldwide for its unique antibacterial and healing properties, Mānuka honey is a cornerstone ingredient in Holistic Hound’s formulations.

What Makes Mānuka Honey Unique?

• Unique Manuka Factor (UMF): Mānuka honey contains naturally occurring compounds such as methylglyoxal (MGO), which provide potent antibacterial and anti-inflammatory effects not found in other honeys.
• Sustainably Sourced: Our Mānuka honey is ethically harvested from trusted New Zealand beekeepers, supporting sustainable apiary practices that protect bee populations and native flora.
• Natural Preservative & Moisturizer: Its viscous texture helps lock in moisture while acting as a natural preservative, enhancing product stability.

Benefits of Mānuka Honey in Holistic Hound Products

• Antibacterial & Antimicrobial: Helps prevent and soothe skin infections, hot spots, and minor wounds by inhibiting harmful bacteria.
• Anti-Inflammatory: Reduces redness, irritation, and swelling, promoting calm and healthy skin.
• Supports Skin Repair: Encourages regeneration of damaged skin tissue and accelerates healing.
• Hydrating & Nourishing: Rich in antioxidants, vitamins, and minerals that moisturize and protect the skin and coat, enhancing softness and shine.

LD: Such an amazing range of natural goodness. We assume it's safe, in case our dogs try to lick the serum or balm after application?

HH: Yes, all of our ingredients are natural and safe if your dog does lick their paws or coat. For best results, we recommend gently distracting them and giving the product a little time to absorb before they lick.

LD: The products sound really safe and beneficial for dogs. Are they safe for cat owners to try out too? 

HH: Our products are formulated specifically for dogs, but all of the ingredients are natural and safe if a cat does come into contact with them. That said, cats can be more sensitive to essential oils, so we don’t promote the range as suitable for cats.

LD: Thank you – now we’re even more tempted to use our dog’s products! We would love for our customers in Singapore to try out your products, and join the Holistic Hound journey for more natural, eco-friendly grooming solutions for our dogs.

See the Holistic Hound range here