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Only An Ocean Introduces Hownd Plant-Based Pet Care Line

Product lines will launch nationally in select Whole Foods Market stores.




(PRESS RELEASE) Only An Ocean, LLC announces the UK-based Hownd brand’s entry into Whole Foods Market’s pet segment. Hownd is a plant-based vegan pet care product company whose products carry the Leaping Bunny seal of approval by Cruelty Free International, and are accredited by PETA Cruelty Free, The Vegetarian (Vegan) Society, and the Ethical Company Organization.

A curated selection of Hownd’s Conditioning Shampoos and Refreshing Body Mists of the ‘Keep Calm,’ ‘Yup You Stink!,’ and ‘Got An Itch?’ product lines will launch nationally in select Whole Foods Market stores.

“We are thrilled to work with Whole Foods Market by including Hownd in their pet care segment for 2023. This market expansion opportunity inspires our company and our brand partner, Hownd, to broaden our vision of making plant-based products available to a broader audience committed to ingredients and respect for our planet,” said Cheryl Pedersen, co- founder, Only An Ocean.

All shampoos are pH-balanced and free of harsh chemicals. Hownd’s formulas are rich in allergen-safe premium ingredients, such as vegan keratin, oatmeal, argan oil, and aloe vera leaf juice. Together, they nourish a dog’s skin and condition the coat for healthy and easy at-home grooming.

“We are so excited to launch Hownd as our customers are always looking for fun ways to pamper their pets,” said Cindy Hwang, assistant category merchant at Whole Foods Market. “Our shoppers will love the, vegan options that are certified cruelty free!”

The gentle Keep Calm Conditioning Shampoo deeply cleanses a dog’s skin and coat and helps reduce shedding while conditioning and strengthening fur. The shampoo and body mist contain calming lavender and patchouli and further help to repel insects thanks to a delicate blend of rosemary and cedarwood essential oils.


The Yup You Stink! Conditioning Shampoo contains a grime-busting formula for dogs that get extra smelly. The formulation of eucalyptus and cedarwood essential oils neutralize and absorb strong odors. The body mist can be sprayed on a dog’s dry fur after bathing and between washes to refresh stubbornly stinky dogs. Both products deodorize while helping repel fleas and insects.

Got An Itch? Conditioning Shampoo is specially formulated to help relieve a dog’s dry, flaky skin. This shampoo penetrates hair follicles while deeply cleansing, moisturizing, and detangling. The shampoo formula includes rose, orange, and bergamot essential oils, all of which contribute to easier grooming and helps restore luster to dull coats of all breeds.

About Hownd

‘For us, the connection we have with our dogs is one of the most beautiful, boundless, wondrous, whimsical, and joyful things there is.” Mark Hirschel & Jo Amit, Co-Founders. Since its inception in the United Kingdom, Mark Hirschel and Jo Amit have continued to grow the brand’s presence worldwide. From their love for dogs and respect for our planet, their commitment is to consistently offer global communities the most ethical, plant-based, and professional-grade products and packaging. Founders of the UK Bring Your Dog to Work Day since 2014, they create initiatives to benefit the planet and pet welfare with fundraising events, charitable contributions, and donation-based invitations to have like-minded companies be a member of their ‘Pawsome Partners’ family.

About Only An Ocean

Based in Charleston, SC, we are a team of passionate pet people representing the pet industry’s collective mindset and lifestyle. Our team brings an experienced and curated perspective and expertise of the entrepreneur, retailer, distributor, and, most importantly, the pet-centric consumer.

We champion and develop innovative, best-in-class pet brands through their products and services to the North American and European marketplace.




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