Amy the co-founder of the Good Fluff with Reggie a fluff golden cocker spaniel on her knee

01

Whats the problem?

Let’s be honest: the pet care aisle is full of fluff (the bad kind). Bottles claiming to be “natural” but packed with hidden chemicals. Overpowering scents and unnatural colours that make you question what’s really inside.

And meanwhile, we can't stop thinking about the street dogs around the world that have been left behind.

So we decided to start something.

Golden Cocker Spaniel in the bath being washed

02

We didn't know how...

But we knew why we were doing it.

We’re Amy and Kate, two besties who believe business can be a force for good. We weren’t chemists, just dog lovers who cared enough to ask the right questions and bring in the right experts.

After months of researching ingredients, working with trusted manufacturers, and testing on our own furry crew (happy testers, don’t worry), we kept coming back to one question:

What would we want for the dog we love most in the world?

The answer? High-quality, natural, safe products that look, feel, and do good.

Kate the Co-founder of the good fluff in a purple shirt and pants sitting on a colourful chair with a German Shepherd cuddling

03

But we built it!

And if you made it this far, welcome to The Good Fluff! A dog care brand that’s all about:

  • Care that’s safe enough for humans, made for dogs
  • Truly natural ingredients (like, actually natural)
  • Reducing our plastic use
  • Giving back - £1 from every order goes to dog rescue charities (read more here)

Because life with your dog should look good, feel good, and do good too.

Hand drawn dog illustrations with a collage of real dogs at the top in frames to showcase the Good Fluff family members

04

Meet the good fluff family

You might’ve spotted a few familiar faces on our packaging and website — say hello to our good fluff family.

Each one hand-drawn and inspired by our own pups, the dogs of our friends and family, and other wonderful dogs we've met along our journey.

Each one celebrates the joy, personality, and unconditional love that dogs bring into our lives. Just like your own 'good fluff', they're here to remind us of the love that goes into everything we do.

Woman sitting on steps with three street dogs, with text overlay about feeding street dogs sausages.

05

Where we're heading...

This is just the beginning. We're building a community of dog lovers who care!

Every product is tested with love (and fluff), packed by hand, and sent with purpose.

The Good Fluff stands for more than good products - it’s about good people, positive change, and doing good in the world.

Join The Good Fluff family and discover products made with purpose. We couldn’t do it without you!

Amy & Kate

Co-founders, dog obsessives, big dreamers

Explore our range

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