Beauty for the Beast
Pet grooming is getting a much-needed makeover. Biche brings the same exacting standards of the finest beauty brands to your furry friends — because they deserve safe, high-performing, thoughtfully designed products too.
“As a beauty editor, I’ve tested the best skincare, hair care, makeup, and fragrance. We humans have our pick of products that check all the boxes: safe, effective, beautiful. But our pets don’t. Biche is changing that. With vet-developed formulas, pet-friendly scent, and shelfie-worthy design, we're taking grooming from meh to marvelous.”
Grooming shouldn't feel like a chore. It's a bonding ritual that builds trust and nurtures your pet’s health, happiness, and overall longevity.
Our standards
Developed with a veterinary dermatologist
Other pet grooming brands white label. Translation: they slap their logo on a pre-made product and call it their own. We create our own unique formulas with our Veterinary Advisor, Dr. Joya Griffin (DVM, DACVD), to ensure they're gentle and effective.
Kind to animals
Our products are always:
✓ Vegan
✓ Cruelty-free
✓ pH-optimized for dog skin
✓ Free of phthalates, sulfates, parabens, and silicones
✓ Formulated for all breeds and coat types
Safe, sophisticated scent
We use low levels (0.5% to 1.5%) of gentle, pet-friendly fragrance that's free of phthalates and parabens — and actually smells good. We work with top perfumers at Givaudan, a globally renowned fragrance house that crafts your favorite scents for Hermès, Louis Vuitton, and more.
Givaudan is a member of the Animal-Free Safety Assessment Collaboration (AFSA) and adheres to strict standards set out by The International Fragrance Association (IFRA), an organization that regulates the safe use of fragrance.
Supporting animal rescues
We're proud to partner with Waggytail Rescue, a 501(c)(3) non-profit that rehabilitates and rehomes dogs and other animals in need. Every purchase helps us donate product to Waggytail and their adopters. Because all pets deserve to be pampered!
Our team
Alexandra Pauly, Founder
Alexandra Pauly is a dog fanatic and award-winning beauty editor. After rescuing her dog, Cam, she bonded with him by building a regular hands-on grooming routine. Quickly, she became frustrated with the pet grooming products on the market. They made Cam itchy, dried out his fur, smelled like detergent, and looked like industrial cleaning products. So Alex set out to create better, more thoughtful pet grooming essentials, founding Biche in 2024.
Joya Griffin, DVM, DACVD, Veterinary Advisor
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. Dr. Griffin has four pets: Magic the mutt, Guri the Lhasa Apso, Donut the Nontraditional Ragdoll, and Peaches the Siamese mix.
Carlos Huber, Fragrance Developer
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. He has a Miniature Dachshund named Chorizo.
Christina Christie, Perfumer
Christina Christie is a Senior Perfumer at Givaudan. She trained with Master Perfumer Gus Van Loveren and, in 2022, won the Women in Flavor & Fragrance Commerce, Inc. Perfumer Recognition Award. Christina has two dogs, Gaston the French Bulldog and Thunder the Australian Shepherd.