The pet industry turned dogs into dolls — perfumed, polished, and stripped of their instincts. Humans made them fit into our world, instead of letting them thrive in theirs.
mud™ exist to undo that.
Launched in London, mud™ is a new kind of dog care — rooted in instinct, sustainability, and respect. It rejects the vision of dogs as lifestyle props, perfectly behaved and hyper-aestheticised on our social feeds. Because that’s not what real dogs are like. They roll in dead things, eat trash, and lick your face right after. That’s the beauty of them.
mud™ launches with one product: The Everyday Wash for Dirty Dogs. A pH-balanced, odour-neutralising shampoo made for dogs, not their owners. No fake scents. No pointless additives. No human ego. Just what dogs actually need to stay healthy while living filthy.
The formula is made with 100% dog-safe, plant-based ingredients including oat, aloe, panthenol, and bioenzyme odour-fighting tech. And it smells like… nothing.
Because dogs don’t want to smell like a candle shop. They have 300 million scent receptors. Most washes are hell for them.
mud™ is a small act of rebellion against the sanitised world of modern pet care. The brand embraces the mess. The logo reacts to the weather—expanding with rain, contracting in the dry—just like the mud under their paws. The mud™ thermal-ink bottle mimics the cycle. When wet, the logo vanishes like dirt washing off a dog, then reappears as it dries. A metaphor for the mess, the rinse, and the return to it.
Beyond the product, mud™ taps into a shifting cultural convention: away from treating pets as lifestyle accessories and toward recognising them as instinct-driven animals with emotional depth and needs of their own. It speaks to a generation of dog owners who want to restore a more honest bond with their dogs.
mud™ is for dogs who were meant to get dirty. And the humans who let them.