Earth Rated, the Montreal-based pet accessories company, has launched a line of Eye & Ear Wipes for dogs developed in partnership with Dr. Stephanie Malmquist, DVM, a paid veterinary consultant, the company said Monday. The product targets what veterinarians widely identify as a neglected category in consumer pet care: daily eye and ear hygiene.
The launch extends Earth Rated's existing portfolio of grooming and waste-management products into a higher-contact, health-adjacent segment. The company did not disclose pricing, retail distribution details, or projected revenue contribution from the new line.
The pet care market has seen sustained premiumisation pressure over the past three years, with consumers increasingly seeking veterinarian-endorsed or clinically positioned products across grooming, nutrition, and supplements. According to the American Pet Products Association, U.S. pet industry expenditure exceeded $150 billion in 2023, with grooming and supplies representing one of the faster-growing sub-segments. Earth Rated's move into vet-developed wipes positions it to capture share in that trend without requiring a full pivot toward prescription or therapeutic channels.
By anchoring the product's development to a named, credentialed consultant rather than a generic clinical claim, Earth Rated is deploying a differentiation strategy increasingly common among mid-market pet brands competing against both private-label mass-retail offerings and specialist veterinary distributors. The approach carries reputational risk if clinical outcomes are scrutinised, but lowers the regulatory and commercial barriers compared with launching an over-the-counter therapeutic.
The company has not announced a broader veterinary advisory board or indicated whether Dr. Malmquist's involvement will extend to future product lines. Earth Rated's core brand identity has historically centred on sustainability credentials — including compostable waste bags — making this health-and-wellness positioning a meaningful category expansion. Whether the brand can sustain clinical credibility at scale alongside its environmental messaging will be a key variable for retail buyers and investors watching the company's trajectory.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
