Beginning with a promise

Naturel Promise began with a commitment to making effective, natural pet care products with trustworthy ingredients. From the beginning, we’ve recognized that our pets are worthy of the same—or better—quality of products as we use for our own grooming and care.

Combining our experience in developing salon-quality shampoos for people with our pet product expertise, we created our first line of natural pet shampoos in 1991.

Since then, we’ve continued our mission to use trusted, natural ingredients to create safe, effective, natural products for pets. From Fresh & Soothing shampoos and conditioner and Clinic Aid clinical-strength products that comfort the most irritated skin, to Fresh Dental products for easy pet oral care and Flick! natural flea and tick repellent and treatment, every item we’ve created is made with the same commitment to quality and care—it’s our Naturél Promise.

The best product I’ve had in 60+ dog-owning years.”

Everyone who pets my Golden has commented how soft and clean her coat feels.”

Our Naturél Promise

Our promise

Products that work for you and your pet, made with ingredients you can trust, because the pets we care for—and who care for us in return—deserve the very best.


Ingredients you can trust

The health and wellness of our pets is at the heart of all that we do. We first saw promise in applying naturally effective plant-based ingredients to deliver a rich lather, deep clean, and soft, shiny coat, and continue to work to realize the promise of renewable ingredients found in nature.

Renewable, plant-based ingredients

We seek to be good stewards of the environment, using renewable, plant-based ingredients wherever possible.


Made in the U.S.A.

All Naturél Promise pet products are made in the U.S.A., aligning with the highest product safety standards and supporting the American economy.


Where you go, there we are

Available in your favorite retailers, it’s easy to pick up your next bottle of Fresh & Soothing shampoo, Clinic Aid clinical-strength products, Fresh Dental dental health solution, or Flick! natural defense against fleas, ticks, and mosquitoes. Find Naturél Promise products at your local retailer.

Made in the U.S.A.