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 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-safe scent, and ‘shelfie’-worthy design, our products take grooming from meh to marvelous.”
Your own self-care routine nourishes the mind, body, and spirit. Grooming routines do the same for your pet, yet they often go overlooked. At Biche, we believe grooming is a bonding ritual integral to your pet’s physical and emotional wellbeing. In addition to preventing serious health issues (from ear infection to coat matting to tooth decay), it also builds trust, fostering the animal-human bond.
Professional services are important, but petcare doesn’t end at the vet’s office or dog salon. Biche helps build at-home rituals for animals and their humans, giving them a new way to connect.
Our Standards
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 custom formulas in collaboration with a veterinary dermatologist to ensure they support the unique needs of your pet. Our products are clean, vegan, cruelty-free, pH-optimized, and free of phthalates, sulfates, parabens, and silicones — plus, they work on all breeds and coat types.
Our products include low levels (1% to 2%) of pet-safe fragrance. We take extra care to ensure our singular scents won’t irritate your pup by working with 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, which is also a member of the Animal-Free Safety Assessment Collaboration (AFSA), additionally maintains its own database of potential irritants in humans and animals.
Our Team
Alexandra Pauly, Founder
(+ Human to Cam the rescue mutt)
Alexandra Pauly is a devoted dog mom and award-winning beauty editor. Her dog, Cam (the inspiration for our logo), is a 7-year-old rescue mutt — a mix of Chihuahua, Yorkshire Terrier, Shih Tzu, Pomeranian, and Lhasa Apso. He’s also a double-rescue, meaning he was abandoned twice before finding his forever home. One of the ways Alex earned Cam’s trust and bonded with him was through regular hands-on grooming: baths, brushing, nail-trimming, and tooth-brushing. 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 Designer
(+ Human to Chorizo the Miniature Dachshund)
Carlos Huber is a fragrance designer and the founder of Arquiste Parfumeur, an award-winning niche fragrance brand. With a background in architecture, Carlos approaches his olfactive 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.