Beauty for the Beast
Biche is a first-of-its-kind pet grooming brand bringing beauty industry standards to our furry friends. With clean, vet-approved formulas, pet-friendly scent developed by top perfumers, and thoughtful design, we’re making bath day feel like spa day — and in the process, helping pets and their people build rituals they’ll cherish.
“As a beauty editor, I’ve tested the best of the best skincare, hair care, makeup, and fragrance. We humans have our pick of products that check all the boxes: safe, effective, beautifully designed. But our pets don’t. Biche is changing that. With vet-approved formulas, pet-friendly scent, and ‘shelfie’-worthy design, our products take grooming from meh to marvelous.”
Grooming doesn't have to be a chore. With human-quality ingredients, sophisticated, pet-friendly scent, and thoughtfully designed packaging, we’re transforming bath time into a bonding ritual that nurtures your pet’s physical health, happiness, and overall longevity.
Our Standards
Vet-Approved Formulas
Many existing pet grooming brands white-label. Translation: they slap their branding and logo onto a pre-made formula. We don’t do that. Instead, we create our own formulas in collaboration with a veterinary dermatologist to ensure they support the unique needs of your pet.
Safe, Sophisticated Scents
Our products include low levels (0.5% to 1.5%) of gentle fragrance that's free of phthalates and parabens. We take extra care to ensure our scents won’t overwhelm your pup by working with top perfumers at Givaudan, a global fragrance house renowned for its commitment to safety and sustainability. Givaudan adheres to strict standards set out by The International Fragrance Association (IFRA), an organization that regulates the safe use of fragrance. IFRA regularly bans, limits, and sets criteria for the use of certain ingredients in perfumery based on scientific evidence and consumer insight. Givaudan is also a member of the Animal-Free Safety Assessment Collaboration (AFSA).
Kind to Animals
Our products are always clean, vegan, cruelty-free, pH-optimized, and free of phthalates, sulfates, parabens, and silicones — plus, they're approved by our Veterinary Advisor, vet dermatologist Dr. Joya Griffin.
Our Team
Alexandra Pauly, Founder
(+ Human to Cam the rescue mutt)
Alexandra Pauly is a dog mom and award-winning beauty editor. Her dog, Cam (the inspiration behind our logo), is an 8-year-old rescue mutt. One of the ways Alex earned Cam’s trust after adopting him was by building a regular hands-on grooming routine. Throughout the process, she quickly realized how lackluster the pet grooming products on the market were. They made Cam’s skin itchy, dried out his fur, smelled like detergent, and came in bottles that looked like industrial cleaning products. They paled in comparison to the beauty products she constantly tested as an editor. After years of struggling to find safe, effective, and thoughtfully designed pet grooming products, Alex set out to create the solution, founding Biche in 2024.
Joya Griffin, DVM, DACVD, Veterinary Advisor
(+ Human to Magic the mutt, Guri the Lhasa Apso, Donut the Nontraditional Ragdoll, and Peaches the Siamese mix)
Dr. Joya Griffin is a board-certified veterinary dermatologist and graduate of Cornell University College of Veterinary Medicine. In 2010 she became a Diplomate of the American College of Veterinary Dermatology, an accreditation given to only a select number of vets each year. Dr. Griffin is also the star of “Pop Goes the Vet with Dr. Joya,” a National Geographic documentary series.
Carlos Huber, Fragrance Developer
(+ Human to Chorizo the Miniature Dachshund)
Carlos Huber is a fragrance developer and the founder of Arquiste Parfumeur, an award-winning niche fragrance brand. With a background in architecture, Carlos approaches his olfactory work with a deep understanding of art history and design. His transportive scents evoke time, place, and nostalgia. In addition to Biche, Carlos has developed fragrances for brands including Vacation Inc., Trudon, and J.Crew.
Christina Christie, Perfumer
(+ Human to Gaston the French Bulldog and Thunder the Australian Shephard)
Christina Christie is a Senior Perfumer at Givaudan. She trained with Master Perfumer Gus Van Loveren and has gone on to create scents for both cosmetic and niche fragrance brands. In 2022, Christina won the Women in Flavor & Fragrance Commerce, Inc. Perfumer Recognition Award.