Clean, then uncomfortable
Some dogs scratch, flake, or seem unsettled after a bath that was supposed to help.
Fragrance-free care for sensitive dogs
Clean without the perfume cloud.
Mildmere is developing a premium dog wash for sensitive dogs and scent-sensitive homes—built to clean effectively, rinse cleanly, and leave the coat soft without added fragrance.
✓No added fragrance planned
✓Rinse performance tested across coat types before launch
✓Every ingredient and its purpose shared before launch
Expected retail $32 • No charge today
See the confirmed formula, testing notes, and launch details before deciding.
No added fragrance planned
Every ingredient explained
U.S. production planned
Rinse testing before launch
The problems we are building around
Dog shampoo shouldn’t create a second problem.
Customers keep describing the same tradeoffs: products that are gentle but weak, “unscented” but still fragrant, or effective but difficult to rinse.
“Unscented” that still smells
Perfume, botanical scent, and base-formula odor can linger long after the rinse.
Gentle that barely cleans
Watery formulas and weak lather can mean more product, repeat washing, and disappointing results.
Soap that won’t leave
Dense, curly, and double coats can take far too long to rinse completely.
A label that explains nothing
Words like “natural” and “hypoallergenic” rarely explain why each ingredient is there.
Mildmere is being built around these frustrations—not around another generic oatmeal-shampoo claim.
The Mildmere standard
Gentle care shouldn’t create a performance tradeoff.
Sensitive-skin shampoos often solve one problem by creating another: heavy scent, watery lather, lingering residue, or unclear value. Mildmere is being built to clean effectively, rinse cleanly, and leave the coat soft—without covering your dog in perfume.
No perfume cloud. No mystery ingredients. No performance tradeoff—that’s the standard we’re testing toward.
Help shape the first batch
Help us build the dog wash you actually want to use.
Join early access at the expected $32 retail price. There is no charge today. We’ll share the confirmed formula, testing notes, timing, and reservation terms before asking you to purchase.
✓Expected retail price shown before signup
✓Formula and supplier updates along the way
✓First access if the product moves into production
Join Early Access
Start with your email. Then answer three quick questions that help us validate the first batch.
Expected retail
$32
Today
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Formula shared before launch
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This is an early-stage product concept. Formula, manufacturing claims, price and timing remain subject to confirmation.
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The finished-product standard
Four standards the finished formula must meet.
Launch requirement 01
Truly fragrance-free by design
No added fragrance—and no essential oils included merely to scent the coat.
Launch requirement 02
Clean, not perfume-covered
The formula must remove everyday dirt and odor without using fragrance to create the impression of clean.
Launch requirement 03
Rinse-tested across coat types
Spread, lather, rinse time, and residue will be evaluated before the product is approved.
Launch requirement 04
Clear value per bottle
Final dosing, expected baths per bottle, and complete usage instructions will be published before launch.
Ingredient transparency
A short formula with a clear job for every ingredient.
The formula is still being finalized. Before launch, we’ll publish every ingredient, its purpose, and why it made the formula.
Colloidal oatmeal
Proposed for a gentle, skin-conscious bath.
Aloe vera
Considered for a soft, conditioning feel.
Mild cleansers
Selected to remove everyday dirt without heavy fragrance.
Glycerin
A humectant being evaluated for the finished formula.
Final ingredients, sourcing details, and usage instructions will be shared before launch.
Early access
See the proof before you decide.
Join the Mildmere founding list for the confirmed formula, rinse-testing notes, expected value per bottle, and first access. No payment information required.
Questions
Frequently asked questions
Is this a medicated shampoo?
No. Mildmere is being developed as a grooming product, not as a treatment for allergies, infections or medical skin conditions.
Does it have a scent?
The first formula is being developed without added fragrance. Final specifications will be shared after sample testing.
Where will it be made?
We are evaluating U.S. manufacturing partners. The final manufacturing location and country-of-origin language will be confirmed before orders are accepted.
Is the formula final?
Not yet. Supplier documentation, samples, rinse performance, packaging compatibility and unit economics must be validated first.
Join Mildmere early access
$32 expected retail · No charge today
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