The Story Behind ShelterBaby: How a Family-Run Brand Is Redefining Pet Wellness
In a quiet corner of their home, Zhenya Villarreal stood in front of a camera, holding a spoonful of her company’s latest dog supplement. With a confident smile, she swallowed it. This wasn’t a marketing stunt—it was a declaration. For Zhenya, co-founder of ShelterBaby, the guiding principle is simple: if it’s not clean enough for her, it’s not clean enough for her animals.
ShelterBaby, founded in late 2024 by Zhenya and her husband Alex, is more than a wellness brand—it’s a mission. Born from a deep love of animals and a sobering look at why pets are surrendered, the couple set out to create solutions for some of the most common (and painful) challenges in pet ownership: chronic health issues and stress-driven behavioral problems. Their goal? To make safe, functional, human-grade products that help pets live better lives—and stay in the homes that love them.
From Shelter Volunteering to Product Innovation
Before ShelterBaby was even an idea, Zhenya spent years volunteering in U.S. shelters. Time after time, she saw a heartbreaking pattern: pets weren’t given up due to a lack of love, but because their care became overwhelming or unaffordable. That insight became the foundation for ShelterBaby’s approach—proactive, preventative wellness that supports both pets and the people who love them.
Their flagship product, a dry coat care powder, was carefully formulated for dogs suffering from skin sensitivities, chronic itch, and allergy-related conditions—issues that often lead to costly vet visits or behavioral outbursts. Over a year of research and development went into the formula, which includes Astaxanthin, a powerful antioxidant more often seen in premium human skincare, along with pre- and probiotics to nurture the skin’s microbiome. The result? A clean, effective powder that’s easy to use, vet-reviewed, and already a favorite among discerning pet owners.
Addressing Behavioral Challenges with Science
Behavioral issues are one of the top reasons dogs are surrendered—but they’re rarely addressed at the root. ShelterBaby set out to change that with a calming aid designed not just to sedate, but to support the entire nervous and immune system. Their formula skips the usual CBD or hemp, opting instead for a scientifically layered approach to emotional balance.
Originally developed for their own dog, Beetlejuice, who struggled with anxiety during fireworks and storms, the calming supplement is now being used on a case-by-case basis in shelter settings to help dogs during stressful introductions and meet-and-greets. It’s already making a quiet but meaningful difference in increasing adoption readiness.
ShelterBaby’s calming aid is also used by long-term customers like the owner of Eva, a Swiss Shepherd managing separation anxiety and occasional reactivity with remarkable success—a living testament to the formula’s impact.
Earning Trust Through Transparency and Quality
ShelterBaby’s uncompromising commitment to transparency is more than a brand value—it’s a practice. Every product they sell is 100% human-grade and made with certified organic ingredients. To prove it, Zhenya eats them on camera. This radical form of transparency has resonated deeply with their audience and earned the brand a growing following among niche pet influencers and loyal customers.
In 2024, their innovation was formally recognized when ShelterBaby won Best Innovation in the Bath Category at the Pet Innovation Awards, standing alongside major industry names like Zesty Paws and Pet Honesty. Their dry shampoo has also been independently ranked among the Top 10 Best Dog Dry Shampoos in the U.S. for 2025.
Products Designed with—and for—their Own Animals
Unlike many brands that focus on scaling quickly, ShelterBaby’s approach remains deeply personal. Every formula is tested on—and refined for—the animals in Zhenya and Alex’s own multi-species household. Whether it’s Beetlejuice the dog, Eva the Swiss Shepherd, or their rabbit, each product must pass the ultimate test: their own pets have to love it.
Their upcoming rabbit supplement went through three separate iterations before it was approved—because their rabbit simply wouldn’t eat the first versions. “We don’t push anything to market until our animals love it,” Zhenya explains. “They’re the first customers, always.”
Looking ahead, the brand is expanding its line to serve other species they live with daily—parrots, rabbits, even horses—each product meeting the same gold standard of safety, efficacy, and palatability. It’s slow, intentional growth. And that’s exactly the point.
A Mission-Driven Future
ShelterBaby’s evolution from passion project to award-winning pet wellness brand proves that love and science aren’t mutually exclusive. With every new release, they reaffirm their belief that pet wellness should never involve compromise.
For pet owners seeking functional solutions that are safe, clean, and created with heart, ShelterBaby stands apart—not only because of what they make, but how they make it. With their eyes set on new species and new solutions, Zhenya and Alex are building a future where more pets stay healthy, balanced, and—most importantly—home.
Explore ShelterBaby’s Offerings
Discover ShelterBaby’s range of human-grade, organic pet wellness products designed to address real-life challenges like anxiety, allergies, and skin issues. Visit their storefronts and social channels to learn more:
