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This Founder’s Candles Put Pets First
How one dog inspired a clean candle revolution
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Issue #152
February 10th, 2025
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Quick Hits:
This week we chatted with Loren Lewin, the founder of Companion Candles.
What were you doing before you launched Companion Candles?
Everyone always assumes I was in retail but I actually worked in marketing at Grubhub!
A recent study linked cancer in dogs to common household chemicals. It seems like you recognized this issue before it became mainstream. Was this realization the catalyst for launching Companion Candles?
My dog actually had a respiratory reaction to a candle but I have always been very conscious of holistic living. There is a huge movement we are seeing right now with fresh food for dogs and it is actually about creating a consistent ecosystem of wellness - from the food in their bowl to the air they breathe and the surfaces they touch.
When we approach pet care holistically, we're not just preventing potential health issues; we're actively supporting their vitality and longevity. This mindset shift from reactive to proactive pet care represents a more enlightened way of being a pet parent in today's world. This is why I started Companion.
Companion Candles secured a purchase order from Macy’s within 90 days of launch. How did you pull that off?
I had no retail experience or industry connections - I was completely starting from scratch. But what I did have was a really clear picture of who our target customer was and the confidence that Macy's shoppers would love our candles.
So I did what any determined entrepreneur would do - I rolled up my sleeves and got creative. I tracked down the Macy's buyer on LinkedIn, found their email through some Google detective work, and simply reached out directly. I sent them some samples and... well, 90 days later we had a Macy's purchase order in hand! I think sometimes people get intimidated by big retailers or assume you need special connections to get in the door. But my experience shows that with a great product and some resourcefulness, you can make incredible things happen even as a complete industry outsider.
Youre rebranding/evolving from Companion Candles to Companion and Company.
What’s the long-term vision?
The long-term vision for Companion and Co. extends beyond just creating pet-safe fragrances – we're revolutionizing how people think about their pets' sensory environment. When you walk into a Companion home, you'll experience the perfect harmony of delightful home fragrance that's meticulously formulated to be safe for every family member, including those with four legs.
What sets us apart is our unwavering commitment to both wellness and compassion (we are free of the top 250+ toxins typically found in home fragrance and donate a portion of proceeds to animal welfare orgs). Every Companion product is crafted with the understanding that our pets share our living spaces intimately – they breathe the same air, rest on the same surfaces, and deserve the same consideration for their well-being.
We're creating a new standard where you never have to choose between a beautifully scented home and your pet's health. This year we will launch room sprays and air fresheners to add to our collection!
You’ve been featured on The Today Show, Good Morning America, Ellen, theSkimm, Forbes, and more. You’ve done an excellent job securing media attention, can you share some tips for early-stage entrepreneurs who want to do the same?
Yes! Do not pay for this, you can do it yourself. See who is covering your sector, what have they most recently written about, use Google to find their contact info and pitch away!
The pet sector is the fastest-growing consumer industry. How do you see the rise of “better for pets” products shaping the future of the pet market?
The pet care industry is experiencing a fundamental transformation driven by the "better for pets" movement, as pet parents increasingly view their animals as family members deserving of premium wellness considerations. This shift is evident in several key trends: the rise of natural, organic, and scientifically validated products; increasing consumer demand for transparency in ingredients and manufacturing; and a growing focus on sustainability and ethical practices.
We're seeing traditional product categories being reinvented with health-conscious alternatives, while entirely new categories emerge to address previously overlooked aspects of pet wellness. As premium products with clear health benefits continue to outperform traditional options, the market is evolving from purely functional products to those that enhance quality of life - suggesting a future where "better for pets" becomes the standard rather than a premium option, which I personally think is amazing.
This is a brand new segment in which we discuss pet health. This week, Marisa Hoskins discusses - Addressing Separation Anxiety
Living in three countries with my rescue dogs has taught me firsthand about managing canine anxiety. As a certified canine nutritionist, I've found success with a holistic approach combining strategic exercise, nutrition, and enrichment activities.
The key is timing. A vigorous 30-minute morning workout depletes excess energy and releases calming endorphins, but avoid exercise right before departure. Foods rich in L-tryptophan and magnesium (like turkey and pumpkin seeds) can naturally support calm behavior when given 2-3 hours pre-departure. For severe cases, quality CBD supplements may help when properly dosed under veterinary guidance.
Environmental enrichment through food puzzles provides crucial mental stimulation. This strategy helped my rescue Harley adapt to new environments during our international moves, transforming potentially stressful times into engaging activities. Start with simple puzzles and gradually increase difficulty as your dog's confidence grows.
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Finally, what do you call a dancing chicken?
Poultry in motion
See you Wednesday!