How to start a private label pet shampoo line

Updated October 31, 2026

Pet shampoo is one of the easiest pet products to bring to market under your own brand: stock formulas exist, minimums can be small, and the packaging is the same kind of bottle used for human hair care.

1. Choose stock or custom

A stock (white label) formula is fastest and usually has the lowest minimum. For example, Global Private Brands publishes minimums of 200 x 16 oz bottles or 100 x 4-liter jugs for its dog shampoo, and Cassco Bio Labs advertises low minimums and free label design. If you want a unique formula, a custom developer such as FormuNova can build one.

2. Get the claims right before anything else

Claims decide which agency regulates your product. Grooming claims like "cleans and conditions the coat" or "leaves fur soft" keep a shampoo a grooming product. Claims to kill or repel fleas and ticks generally make it a pesticide regulated by EPA (EPA: pets and pesticides), and claims to treat skin conditions can make it an animal drug regulated by FDA. If you need those claims, talk to a regulatory consultant first.

3. Think about the animal

Ask your manufacturer how the formula is made suitable for the species you're targeting, and be careful with essential oils and fragrance, since some ingredients that are fine for people are not suitable for pets, especially cats. Fragrance-free versions are common for sensitive-skin lines.

4. Pick packaging and labels

Retail bottles and gallon "backbar" sizes for groomers are both common. Stock bottles from packaging suppliers and short-run digital labels from label printers keep your first order small.

5. Request samples and test on real coats

Try samples on different coat types, and check lather, rinse, scent and how the coat feels dry. Ask for stability data or testing on the final formula in the final bottle.

6. Plan the rest of the line

Many pet brands add a conditioner, a deodorizing spray or a paw balm.

Browse all pet care manufacturers.