Dr. Ineke Meredith didn’t set out to build a pet care brand. She spent 20 years training and practicing as a surgeon, specializing in breast cancer, reconstruction, and skin. But a few years ago, a different kind of patient changed her life, her dog.

Her pup suffered from severe dermatitis. Weekly vet visits turned into an exhausting cycle of antibiotics, steroids, and frustration. Watching her dog chew at her paws one day, Ineke remembered a young eczema patient whose parents had put socks on his hands to stop the scratching. That memory sparked a realization: dogs with dermatitis were being treated with drugs, but missing the most important foundation of care, moisturization.

In humans, daily hydration is the cornerstone of eczema management. In veterinary care, it was virtually nonexistent. That gap became the starting point for Fur Love, a dermocosmetics brand for dogs.

Building During Crisis

Fur Love launched in New Zealand at the height of COVID. Like many non-essential businesses, they weren’t allowed to trade. Instead of stopping, Ineke leaned on her medical background. She designed and ran a clinical study with veterinarians to prove the products worked. The results were striking: dogs showed a 60% reduction in redness and itching, measured just like human skincare trials.

That credibility became Fur Love’s launchpad. Today, the brand is recommended by veterinarians and has expanded into France, with a European rollout underway.

The Founder’s Reality

The path hasn’t been easy. Ineke admits she once thought the business could be built with just $20,000. “That’s not at all possible,” she says now. The commitment has been enormous, mentally and financially. Eventually, she made the leap from surgery to full-time entrepreneurship, deciding that only she could make it work.

She also had to learn balance. After two years of working nonstop across time zones, she finally drew a line: Saturdays off. “It’s going to take as long as it takes,” she reflects, “but I have to enjoy the journey, not just kill myself getting to the end.”

Growth Channels and Challenges

Fur Love operates in both clinical and consumer spaces. Veterinarian recommendations lend credibility, while e-commerce allows direct connection with dog owners. Education remains a big hurdle, many pet parents still see skincare as unnecessary. But Ineke believes this mindset is shifting as dogs are increasingly viewed as family members.

Her biggest operational bottleneck is logistics. Ingredients often ship from New Zealand, with containers delayed or rerouted through ports in Hong Kong or Singapore. “It’s frustrating,” she says. “You’re spending hours solving supply chain problems instead of growing the business.”

Despite these challenges, the traction is real. Ads on Meta perform well, vets are stocking the line, and dog owners are beginning to understand skincare’s role in hygiene and health.

Looking Ahead

The next 12 months are focused on expanding across Europe, raising capital to grow the team, and lowering costs of goods to improve margins. Long term, Ineke envisions an eventual exit, but not before shifting how people care for their dogs.

“Traditionally, the first line of care has been drugs,” she says. “But in humans, daily moisturization reduces the need for medication. That’s what we want to bring to dogs: better care, and a better quality of life.”

Key Takeaways

• The best ideas often come from personal challenges, Ineke’s breakthrough came from her own dog’s dermatitis.
• Clinical validation builds credibility, especially in industries where skepticism is high.
• Balance matters, founders can’t sprint forever without risking burnout.
• Multi-channel growth (veterinarians + e-commerce) increases resilience and reach.
• Logistics and supply chain issues can consume enormous time, but solving them is critical to scaling.

🎥 Watch the full interview to hear how Dr. Ineke Meredith turned a personal struggle into FurLove and why dog skincare may be the next frontier in pet health.