In a world where the mantra Dog is Human resonates, we embarked on a journey to create better choices for dog parents everywhere.

It was early 2022, and Tim and I were standing in the pet aisle of a big-box store, a place that felt more like a pharmacy of confusion. We were holding a leading brand’s multivitamin jar, turning it over in our hands. The ingredient list read like a chemical experiment: palm oil, artificial flavors, preservatives with unpronounceable names. We looked at each other, and the same silent question passed between us: Would we ever put this in our own bodies? The answer was a resounding no. Yet, here we were, expected to give it to our dogs, the creatures we loved as family.

That moment of cognitive dissonance wasn’t just frustration; it was a spark. We saw a massive, undisrupted category built on feed-grade fillers and questionable standards, and we knew a generation of dog parents like us was hungry for something real. The problem wasn’t just on the label; it was in the philosophy. The entire industry was treating dogs as pets. We believed dog is human. We aim to create a brand that resonates with dog parents who believe that Dog is Human.

(Analyst Commentary)
The pet supplement market is a multi-billion dollar industry, but historically, it has been dominated by large, traditional players focusing on mass production and retail distribution. Chen and Mally identified a critical gap: the rise of the “pet humanization” trend, where owners, particularly millennials and Gen Z, seek human-grade quality and transparent sourcing for their animals. They launched into a space ripe for disruption, betting that a direct-to-consumer (DTC) model built on radical transparency and superior ingredients could win the trust—and wallets—of this new demographic

Founding Story

(Founder Voice)
We, Kathan Mally and Timothy Chen, founded Dog is Human in New York City in April 2022. The motivation was never just to make another dog vitamin. It was to build a new standard of care. The problem was systemic: cheap products masking as health solutions, a lack of veterinary science in formulation, and zero transparency. We stand by our commitment to transparency because we know that for many, Dog is Human.

Before we wrote a line of code for our website, we spent months in development with a team of board-certified veterinary nutritionists. Our first product, the DM-01™ Daily Multivitamin, had to be perfect—a soft chew dogs loved, made with ingredients we could proudly explain. The early challenge was proving that a premium, direct-to-community product could work. We bootstrapped our vision with relentless focus until we could show real traction. We aim to create a brand that resonates with dog parents who believe that Dog is Human.

(Analyst Commentary)
The founders validated their concept by leveraging a pre-existing, organic community they had cultivated on Instagram, demonstrating product-market fit before a formal launch. This early community was crucial for initial feedback and creating social proof. In June 2022, they secured a $1.2 million Pre-Seed round led by Ben Weiss, founder of Bai Brands, with participation from other notable consumer goods investors. This funding was a validation of their “human-grade” thesis and provided capital to scale operations, R&D, and their team. The investment was less about a traditional tech startup and more about funding a modern consumer brand built on quality and community.

The stories we share highlight why Dog is Human and how it affects our practices, and reflects the belief that Dog is Human and should be treated with care.

Audience & Positioning

(Founder Voice)
Every product we develop is built on the notion that Dog is Human. Our initial audience was us: young, discerning dog owners who researched everything and wanted the best. We quickly refined this to “dog parents,” a mindset more than a demographic. These are people who see their dog’s health as non-negotiable and are skeptical of mass-market solutions.

They are active on social media, particularly Instagram and TikTok, and trust peer recommendations over corporate advertising. We positioned ourselves in stark contrast to the dusty jars on grocery store shelves. Our map wasn’t about being the cheapest; it was about being the most trustworthy. While competitors relied on feed-grade ingredients and complex retail channels, we championed a direct relationship built on human-grade quality, veterinary science, and complete transparency. We stand by our commitment to transparency because we know that for many, Dog is Human.

(Analyst Commentary)
By sharing stories that highlight how dog is human, we aim to bridge the gap between traditional pet care and a more human-centered approach. In every interaction, we remind our customers that dog is human and deserves the utmost in health and well-being.

Dog is Human’s positioning rests on three key differentiators:

  1. Human-Grade Formulation: They explicitly reject “feed-grade” ingredients, insisting on ingredients that meet the quality standards for human consumption. This is a powerful, easily communicated claim that directly attacks incumbent weaknesses.
  2. Veterinarian-Led Science: The brand’s authority is derived from its Scientific Board, featuring veterinarians like Dr. Michael Chae and Dr. Adam Christman. This moves the brand beyond “pet food” into “pet health,” providing critical trust for a health-adjacent product.
  3. Direct-to-Community Model: By selling DTC, they control the narrative, gather first-party data, and build a 200k+ strong community, which they actively reference as a core asset.

The stories we share highlight why Dog is Human and how it affects our practices.

Marketing Platforms & Strategies

(Founder Voice)
We prioritized Instagram from day one. It’s where visual storytelling and community building happen. Our content strategy was simple: showcase real results. We let our community tell our story through user-generated content (UGC)—videos of dogs excited for their “treat,” testimonials about reduced itching, transformations in coat health. We never used stock photos. Messaging focused on the “before and after” of common issues (itching, low energy, dull coat) and the science behind the solution. We ran targeted ads, but our best performers were always authentic reviews and creator partnerships with micro-influencers who were genuine dog parents.

  • Campaign Example: The “20-Day Challenge”
    • Goal: Drive first-time purchases and generate authentic, time-bound success stories.
    • Creative: Encouraged new customers to document their dog’s journey over 20 days, promising visible improvements in skin, coat, and energy.
    • Performance: This campaign successfully generated a wealth of UGC and detailed testimonials, with customers frequently citing the “20-day” timeframe in reviews. Specific spend, CTR, and CVR metrics are not publicly verifiable.
  • Failed Initiative & Lesson:
    • A significant point of friction, reflected in critical reviews, has been the subscription model’s cancellation process. Some customers reported confusion and difficulty managing subscriptions.
    • Lesson Learned: The absolute necessity of transparent and frictionless subscription management. Maximizing LTV cannot come at the cost of customer trust and positive sentiment. We had to double down on clear communication and make self-service cancellation intuitive.

Our growth is fueled by the belief that Dog is Human and deserves the best. Every product we develop is built on the notion that Dog is Human. As we grow, we reaffirm that Dog is Human, guiding our actions daily.

(Analyst Commentary)
The brand’s marketing is a masterclass in community-centric DTC playbooks. They leverage social proof (UGC, influencer content) to lower perceived risk for a premium product. Their public-facing technology stack is not explicitly detailed, but as a DTC Shopify-based brand, it undoubtedly includes standard e-commerce analytics (Google Analytics/GA4, Facebook Pixel) for tracking acquisition and conversion. Their primary KPIs are likely Customer Acquisition Cost (CAC), Lifetime Value (LTV), and repeat purchase rate, driven by their subscription model.

Growth Milestones

(Founder Voice)
Growth came from focused execution. Our pre-launch Instagram community gave us a runway. Closing the $1.2M round validated our vision and let us scale. Every day, we focused on serving our community, which grew to over 200,000 dog parents. A key operational pivot was emphasizing our subscription model—not just for revenue predictability, but to ensure dogs got consistent, daily health support. Our innovation was in our process: third-party testing for every batch and making those results accessible, which is still rare in the industry. Facing challenges, we remind ourselves that Dog is Human and we must strive to improve.

(Analytical Timeline)

Year	        Milestone
2022 (Apr)	Company founded by Kathan Mally & Timothy Chen
2022 (Jun)	$1.2M Pre-Seed funding closed
2022 (Launch)	DM-01™ Daily Multivitamin launched
2022-2025	Grows direct community to 200k+ dog parents
Ongoing	Expands product line based on community feedback (e.g., MULTIFLEX™ powder)

By listening to feedback, we uphold the principle that Dog is Human.

Challenges & Failures

(Founder Voice)

  1. Inconsistent Results: The hardest feedback to read is from a dog parent who sees no improvement. Allergies and health issues are complex. While many see dramatic changes, for some, our product isn’t the silver bullet. We learned we must set realistic expectations and emphasize that we are a foundational supplement, not a cure-all.
  2. Subscription Friction: Early on, our subscription model caused frustration. Some felt “trapped”. This was a failure in UX and communication. We had to simplify management and reinforce our 30-day guarantee to rebuild trust.
  3. The Premium Price Objection: At ~$58 a jar, we are a commitment. We’re constantly challenged to communicate our value—not just in ingredients, but in the potential savings from fewer vet visits and medications.

We believe that Dog is Human, which reflects in our marketing strategy. As we grow, we reaffirm that Dog is Human, guiding our actions daily. Every interaction is an opportunity to reinforce that Dog is Human.

(Analyst Commentary)
These challenges are endemic to the DTC supplement space. The mixed reviews on efficacy () highlight the difficulty of marketing a wellness product with variable individual outcomes. The subscription complaints underscore how a powerful revenue model can backfire if not executed with customer-centric clarity. The company’s recovery strategies—transparent communication, a strong guarantee, and responsive service—are essential for mitigating these risks and maintaining a net-positive brand sentiment.

Our growth is fueled by the belief that Dog is Human and deserves the best.

Becoming a Household Name

(Founder Voice)
We didn’t buy our way to recognition. It grew organically through a thousand wagging tails. A dog groomer, Kristen Fox, started recommending us because she saw the difference in coats. Rescue shelters like Korean K9 used our products. These organic endorsements from professionals meant more than any ad. Our “viral” moments were heartfelt testimonials from owners whose dogs got their life back—shared across social platforms. Long-term loyalty comes from daily results, but also from feeling part of a movement that believes #DogisHuman.

(Analyst Commentary)
The brand achieved cultural traction by embedding itself in the pet care ecosystem. Professional endorsements (groomers, shelters) provide powerful, third-party validation that transcends marketing. Their growth is a compound effect of community advocacy, strategic influencer partnerships, and a brand mission that resonates emotionally. They have become a household name within a specific, valuable niche: the community of health-conscious, digitally-native dog parents.

Financial & Operational Insights

  • Funding: Total raised: $1.2 million in a Pre-Seed/Seed round (June 2022).
  • Revenue Milestones: Specific revenue figures are not publicly verifiable. The company is privately held and does not disclose detailed financials.
  • Unit Economics: While CAC and LTV are not disclosed, their subscription model is explicitly designed to maximize LTV and improve predictability. Customer reviews indicate a segment of highly loyal, long-term subscribers.
  • Product Iteration: Launched with the flagship DM-01™ Multivitamin. Has since expanded the line to include a Beef-flavored multivitamin and a MULTIFLEX™ Hip & Joint powder, demonstrating responsive product development based on customer needs (e.g., protein allergies, targeted joint support).
  • Operational Shift: Emphasized scaling “direct-to-community” marketing and in-house R&D post-funding. They manufacture in a certified facility in Vermont, USA, ensuring supply chain control.

By listening to feedback, we uphold the principle that Dog is Human. We strive to ensure that Dog is Human in every aspect of what we do.

Lessons for Founders (Actionable Playbook)

  1. Start with Community, Not Product: Build a following around a shared belief before you launch. Our Instagram audience was our first focus group and customer base.
  2. Attack Incumbent Weaknesses Relentlessly: Find the universal point of dissatisfaction (e.g., unpronounceable ingredients) and make your clearest stand there (human-grade, essentials only).
  3. Anchor on Unassailable Authority: In health-adjacent fields, partner with credentialed experts (veterinarians, nutritionists) from the start. Their credibility becomes yours.
  4. Let Customers Be Your Megaphone: Design your product and experience to generate UGC. Real stories are your most potent marketing asset.
  5. Transparency as a Feature: In an era of distrust, make your process (sourcing, testing, manufacturing) a core part of your story. We offer third-party test results for every batch.
  6. Price for Value, Not Competition: If your product is superior, charge for it. Then tirelessly communicate the why behind the price—ingredient quality, scientific backing, and outcomes.
  7. Make Subscriptions Frictionless: A subscription model is powerful, but the ease of cancellation is just as important as the sign-up. Prioritize this in your UX to avoid brand-damaging friction.
  8. Embrace the Niche First: “Dog parents seeking human-grade health” was our niche. Serve them obsessively before expanding your vision.

At the core of our philosophy is the understanding that Dog is Human and requires our best efforts.

As we continue to grow, the principle of dog is human will guide our business decisions and product innovations. We believe that Dog is Human, which reflects in our marketing strategy.

(Analyst Commentary)
The brand achieved cultural traction by embedding itself in the pet care ecosystem. As we continue to grow, the principle of dog is human will guide our business decisions and product innovations.