In this episode, I’m talking to Julie Napolitano about her affordable luxury dog skincare brand, Pup Wax. She shares her inspiration behind creating an all-natural, non-toxic paw balm and how she sets her product apart with high end packaging that delights the senses. Julie and I also talk about the tech side of starting your own pet brand like email opt-ins and digital downloads designed to educate customers.

Set Your Pet Brand Apart with Distinctive Packaging

Julie Napolitano founded Pup Wax® in 2019 while fostering a beagador (that’s a beagle/lab mix) named Tuxedo. While searching for a paw balm for Tux, Julie discovered that ingredients in some existing dog balms and moisturizers raised red flags for her. Pup Wax® is a dog-centric affordable luxury brand that improves dog health from the outside in. Julie uses clean, non-toxic ingredients to create healthy, safe, and effective all-natural skincare for dogs.

Julie lives in Chappaqua, NY and recently added two rescue dogs to her family, Rusty and Coco.

Topics Discussed in this Episode:

  • Being mindful about all-natural skincare products for dogs
  • How Julie made the jump into selling her own products
  • How to stand out with creative product packaging
  • Implementing effecting website opt-ins

Resources Discussed in this Episode:

Where to Find Julie:



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Spend Less Time Working, and More Time with Your Dog

The Wear Wag Repeat Resource Guide has over 160 apps, tools and resources recommended by my podcast guests that will help you run an efficient and successful pet industry business!

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