The origin of the methodology

It began with our toy poodle, Bear, and a persistent sense that the standard of care was fundamentally flawed.

The shampoos available on the market were designed to clean, often aggressively so. They left Bear’s curls looking dull and his skin looking tight, and sometimes inflamed. It became clear that the pet industry was focused on lots of things but not the individuality of each dog.

So, we returned to first principles. We went back to herbal, traditional practices. We ordered loads of books of canine skin and understanding how simple ingredients can be used to create powerful effects for health, naturally. From there we started creating formulas in our kitchen and bathroom, always testing for pH transparency.

After a few washes with my home concoctions, the shift in his skin and hair was noticeable. Everyone on walks would say “wow, his hair is GREAT”, which really got me thinking how I could help other dogs not just with the look of the curls, that’s a by product, but with the root of the hair follicles, and the skin it grows from.

Today, Furth is no longer a kitchen project. We collaborate with a veterinary, bio-molecular scientist for canine skin health. We are building a methodology for the longevity of the dog.

Malikah, John & Bear, Co-Founders