ShelterBaby: The Pet Wellness Brand That’s Changing the Game for Dogs and Their Owners
ShelterBaby is a family-run pet wellness brand that’s taking a stand against the status quo—creating products that solve real problems and improve the lives of pets and owners alike.
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Aug 4, 2025
NATIONWIDE - AUGUST 2025 - (USAnews.com) — When you think of the pet wellness industry, you might picture cute products that promise to make your pet happy. But at ShelterBaby, the story is different. This family-run business, founded by Zhenya Villarreal and her husband Alex, is on a mission to address the real challenges that pet owners face—especially when it comes to skin issues and stress-driven behavior.
Their journey started not from the pages of a marketing textbook but from a deep love for animals, a passion for volunteering at U.S. shelters, and a heartbreaking realization: too many pets were being surrendered not because they weren't loved, but because their health or behavioral needs became overwhelming and costly.
“We didn’t want to just sell products for the sake of it,” says Zhenya, the heart and soul behind ShelterBaby. “We wanted to create solutions that help dogs stay in their homes, not end up back in shelters. That’s where we began—and it’s still our mission today.”
More Than Just Products: Solving Real Problems
ShelterBaby isn’t just another pet brand. It’s a problem-solver—and its products are designed to address the root causes of many common issues faced by dogs today. Take their dry coat care powder for example. Chronic itching, allergies, and skin sensitivities are becoming more prevalent in pets, and these problems are not only painful for dogs—they’re also expensive to treat. That’s why ShelterBaby developed a formula using human-grade, luxury ingredients like Astaxanthin, prebiotics, and probiotics to nourish and balance dogs' skin.
Zhenya and Alex didn't just create another dog shampoo—they crafted a formula to help dogs with skin sensitivities and allergies—issues that require frequent vet visits and often lead to dogs being surrendered due to their high cost and difficulty to manage.
The best part? Zhenya is so committed to transparency and safety that she eats or drinks the products herself on camera to prove their safety and quality. Her belief in the products she creates is so strong, she’s willing to put her money where her mouth is (literally!).
“We believe in the power of our products,” says Zhenya. “If I wouldn’t use it on my animals, I won’t sell it.”
Calming Aid for Anxious Dogs: A Real-Life Solution for Shelters and Homes
Another game-changing innovation from ShelterBaby is the Calming Aid, which was created specifically for dogs with anxiety. Unlike many calming aids on the market that rely on sedative-like ingredients such as CBD or hemp, ShelterBaby’s formula was designed to provide long-term emotional balance without sedation. Initially crafted for Beetlejuice, their own dog who struggled with anxiety during thunderstorms, the calming formula quickly proved effective in shelters as well—helping dogs stay calm during meet-and-greets and improving their chances of adoption.
It’s a more natural approach to managing stress, aimed at helping dogs stay grounded and emotionally resilient over time—without relying on tranquilizers or sedatives. For Zhenya and Alex, this isn’t just a business—it’s personal. The calming aid was born from their own struggles with anxiety-prone pets, and it’s designed to be a sustainable, holistic solution to a very real problem.
“We didn’t want something that made them fall asleep,” says Zhenya. “We wanted something that helped them cope and improve long-term. Our goal was to help dogs stay emotionally balanced, calm, and ready for adoption—without putting them to sleep.”
A Brand Built on Trust, Transparency, and Love for Animals
At the core of ShelterBaby is a sense of authenticity that’s hard to come by in today’s crowded market. Unlike big-name pet companies that often prioritize profits over purpose, ShelterBaby is built by two passionate dog lovers who live the mission every day. Zhenya is like a modern-day Snow White, living with a menagerie of animals—dogs, horses, donkeys, and more—who are treated like family. Every product is tested on the animals Zhenya personally cares for, ensuring it’s effective and safe.
"We don't just create products for dogs—we create products for real pet parents," says Zhenya. "We know what it's like to see your dog suffer from allergies or stress, and we built ShelterBaby to help solve those issues, not add to the noise of trendy pet products."
More Than Just Dogs: Expanding to Underserved Species
What sets ShelterBaby apart even further is their commitment to underserved species. While many pet companies focus only on dogs, Zhenya is on a mission to expand the brand to rabbits, parrots, and horses—species that are often overlooked in the pet wellness space.
ShelterBaby’s next big project? A revolutionary product for rabbits, because, as Zhenya says, “They deserve clean, functional care too.” Following that, expect to see new products for parrots and horses—because at ShelterBaby, the mission goes beyond just dogs—it’s about creating a holistic approach to animal wellness.
“We don’t just follow trends. We create solutions for real-life needs,” says Zhenya. “If our products don’t serve the animals we care for personally, we won’t make them.”
The Power of Trust: Building a Brand Backed by Real Results
What’s even more remarkable is that despite being a family-owned startup, ShelterBaby has won awards and earned recognition in less than a year. The brand was named Best Innovation in the Bath Category at the Pet Innovation Awards in 2024, competing alongside industry giants. And their dry shampoo has been ranked among the Top 10 Best Dog Dry Shampoos by multiple independent review sites.
ShelterBaby’s secret weapon isn’t flashy marketing—it’s the trust they’ve built with their customers. Influencers, pet parents, and animal lovers have rallied around the brand because it’s authentic, effective, and passionate about making a difference in the lives of pets.
ShelterBaby—A Brand with a Mission
ShelterBaby isn’t just changing the pet care industry—it’s changing the lives of the pets it serves. With products that are safe, innovative, and purpose-driven, ShelterBaby is rewriting the rules of pet wellness. For Zhenya and Alex, it’s not about profit—it’s about purpose. And that’s a story worth telling.
Ready to experience the difference? Check out ShelterBaby today and join the revolution in pet wellness.
