We loved speaking with Laura Sarao, Founder of Wild For Dogs, a natural, organic, and sustainable pet grooming and lifestyle brand. Laura's commitment to the well-being of our beloved pups through ethical and environmentally conscious practices has established her as a pioneer in the pet care industry. Her beautiful range, which we adore at AMLY, not only deeply aligns with our values but also delivers gorgeous scents, thoughtful formulation, and effective results without harmful additives often found in grooming products. Through Wild For Dogs, Laura channels her passion into creating products that are 'kinder for dogs, kinder for the planet'.

As dog owners and animals lovers, we love your brand and ethos of ‘Kinder to dogs, Kinder to Planet’. Tell us a bit about what inspired you to start Wild for Dogs.

After spending 12 years working in skincare and wellness, I got my puppy Coconut and was shocked to find the quality of the products available on the market for dogs. Just like for us, the skin is their largest organ, and it was so important to me to be able to provide her with the best care for hers.

What are your top tips for caring for your dog and keeping them looking and feeling their best?

Regular brushing is so important to keep matting and knots at bay - not just for aesthetic reasons or comfort, but because it gives you better access to their skin to check for any bites, ticks, inflammation, fleas etc. Exposing a young puppy to regular brushing is a great way to establish trust and ensure that if you ever need to ‘inspect’ the skin they’ll be able to relax and let you get on with it! 

Could you please share more about the ingredients you use and the reasoning behind your choices?

A dog’s skin is up to 5 times thinner than a human - and more sensitive than a baby’s. And unlike humans who cater to their skin and their hair separately, for a dog it’s one and the same. So it’s so important to select ingredients that take care of the skin and the coat at the same time. So many products out there focus solely on cleaning and odour - so the products are crammed with stripping ingredients and allergens such as SLS and synthetic fragrance. We avoid these kinds of nasties and pack our products full of skin and hair-loving ingredients such as Argan Oil, Apricot Kernel Oil, Aloe Vera, Coconut Oil, Kelp Extract, Nettle Leaf Extract, Lavender Essential Oil and Cedarwood Essential Oil. 

We love your focus on sustainability and natural ingredients - do you have any other dog-related tips to share in this area?

As we all know the gut is another key to our overall health. I try to feed her the best quality food and avoid ‘dog treats’ made with who knows what. Some plain chicken (or even cucumber is one of Coco’s faves!) is far better for her and also more affordable! I did try to homecook for a while but life gets in the way - but about once a week I do make her a nutrient-packed vegan meal from scratch, and it always feels good to know she’s eating a healthy well-rounded diet.

What are your ambitions for Wild for Dogs for the future?

So many trips to the vet are for totally avoidable skin conditions. I really hope for more people to come across the range and help to spread more information about how to take care of their dog’s skin so they can live their happiest and healthiest lives! 

What does natural beauty mean to you?

To me natural beauty means embracing and nurturing what you have, and as Roald Dahl said - letting good thoughts shine out of your face like sunbeams! 

Can you tell us a little about your self-care rituals?

I love my morning and evening skincare regimen. When everything else is chaos, making sure I take that 5 minutes for myself feels so grounding.

Finally, which are your favourite AMLY products and how do you include them in your everyday rituals?

Oh it’s so hard to choose, every formulation is so unique and beautiful. But if I had to pick one not to live without it would be the Deep Reveal Cleansing Balm and Mask - I love a multifunctional product, the texture is sooo luxurious, and my skin feels so soft and nourished immediately every time.

Laura has kindly offered our AMLY family a huge 20% off sitewide until the end of April 2024. Enter code: EARTHDAY20 and click here for the Wild For Dogs website.