Category Catalysts: Paw Care - Pet King Brands

While the grooming category as a whole encompasses a variety of solutions, an area that is frequently overlooked is paw health. Building on a reputation for solutions that deliver, brands like Pet King Brands are honing in on this niche. In bringing a wellness solution for paw care that both alleviates pet ailments—but also addresses frustrating smells and sights for pet owners—the category is ripe for growth. 

“We were led to enter the paw care category for one simple reason: many years of our grooming partners asking for something to help with ‘stinky, corn chip-smelling paws,’” said Debra Decker, Pet King Brands Director of Marketing. “From those initial conversations with our partners, our internal team jumped into action to make sure every part of Funky Paws provides the best solution on the market, meticulously selecting ingredients to fight bacteria and yeast overgrowth that can cause the issue of ‘corn chip’ feet while also conditioning and soothing paws, noses and skin folds. Since then, we have driven growth in the space as the only enzyme-based paw product on the market. Our LP3 Enzyme System set us apart, as these enzymes target the root causes of infections, reducing the frequency of chronic issues like skin irritations.”

“We initially entered the skincare space with a mission to support calm and healthy coats through our enzyme-formulated sprays, creams, shampoos and conditioners. Now, with Funky Paws, we’ve added a product specifically focused on paw care to bring that optimal skin health all the way down to the toes!” said Decker.

The company has created many products using the LP3 Enzyme System, which has helped curate a unique product line for Pet King Brands. 

“At the center of all our products is the effective LP3 Enzyme System, based on more than 40 years of advanced technology comprising three enzymes each with their own unique, naturally derived properties. When combined, they work synergistically to form a powerful antimicrobial system that differentiates our products from anything else on the market,” explained Decker.

Looking back on this year, “We’ve been able to elevate the paw care category with the launch of Funky Paws, now providing an evergreen product with benefits in the summer for outdoor activities and swimming, spring for allergies and itchy paws and fall and winter for dry, irritated paws, noses and folds. It can be used after a pet’s grooming appointment or bath, as part of a post-walk routine or whenever paw and skin irritation occurs to help prevent infection,” Decker said.