www.lux-review.com Page 11 LUX 2022 Pet Products & Services Founded by Michael Welten, Mipuchi is on a mission to allow pet owners to enjoy a closer connection with their furry friends with its natural range of pet grooming products, made pure in New Zealand. The company provides a natural alternative to synthetic-based grooming products which incorporate signature New Zealand ingredients including manuka honey, kowhai flower, kiwi fruit, and native lavender. Join us as we take a closer look at Mipuchi and its groundbreaking product range. Mipuchi Most Innovative Luxury Pet Grooming Product 2022: Mipuchi Apr22449 Michael Welten’s career began in sales management 15 years prior to founding Mipuchi, having worked for national and multinational FMCG companies. The beginning of the Mipuchi story stems back to five years ago, when he was on a shopping expedition in search of a pet fragrance for his French Bulldog, Benson. While pet fragrances have been around for more than 20 years, Michael was horrified to discover that they all contained a number of rather nasty chemicals – and he certainly wasn’t about to spray them on his beloved Benson. This sparked the idea to create a luxury dog perfume made entirely from natural ingredients, and so a product development journey began with the assistance of his father who was a veterinarian for over 30 years. Michael’s goal was to create a 100% plant-based pet fragrance that was alcohol-free and contained no parabens or harmful chemicals. The result was Mipuchi – the world’s first luxury dog perfume, made pure in New Zealand. Also alongside Michael in this journey has been his business partner, Tony Aubrey, who has spent 20 years in senior creative director roles for national and multi-national advertising agencies. Tony worked with Michael to develop the Mipuchi branding, packaging, and marketing to bring the product to the market. As a dog lover, Tony, too, was passionate about the Mipuchi brand and providing fellow dog lovers around the world with the opportunity to build a closer connection with their pets. Together, Michael and Tony have successfully launched the product in New Zealand, Singapore, and the US – and they have expanded their portfolio to include a range of premium plant-based pet shampoos and conditioner… much to the delight of dog groomers and customers both in New Zealand and overseas who are raving about the performance of the products! This innovative range of plant-based luxury dog perfumes is beyond kind to your pooch’s skin while being ideal for a range of scenarios, including in between dog grooming appointments, so every day can smell like grooming day; to remove that ‘wet dog’ smell; when you want your dog smelling divine before guests arrive; when you’re visiting pet-friendly accommodation, cafes and restaurants; when you’re visiting friends or taking your dog on a playdate; after your dog has been to doggy day care or playing with other dogs; and to get them ready to travel by car. Then, the plant-based dog shampoos and conditioner are perfect for in between dog grooming appointments, and when your dog has had too much fun playing in mud and swimming in lakes and rivers. The shampoo is deep-cleansing and hypoallergenic while the conditioner is protective and protein-rich, using New Zealand’s harakeke flax, which is nature’s moisturiser with three-times the hydration power of aloe vera and olive oil. The natural plant-based ingredients also contain moisturising ingredients to provide a protective film, which contribute to a shinier coat and assist in making combing easier. Since bringing Mipuchi to the market, Michael has noticed that the pet industry continues to grow significantly, with there having been a huge increase over the last decade in the number of public places that pets are now allowed (restaurants, cafes, public transport) – so there may be more pet owners wishing to make their fur babies smell heavenly before taking them to these places. Alongside this, covid has contributed to increased pet ownership. As a result, pet owners are now becoming more aware of their pet’s smell and appearance, and are seeking premium and natural solutions for their canine friends – instead of the low quality, bad smelling synthetic and alcohol-based perfumes, shampoos, and conditioners. Mipuchi solves this problem with its range of natural plant-based pet grooming products. Indeed, Mipuchi has come a long way since Michael made that discovery five years ago, and it’s not showing any sign of stopping. The company is continually developing new and innovative natural plant-based pet grooming products, so watch this space! Additionally, it has launched a range of horse grooming products and is looking for export partners and opportunities around the world. Company: Mipuchi Contact: Michael Welten Email: [email protected] Website: www.mipuchi.com
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