It was a shopping expedition more than five years ago that fanned the spark of a business idea in Michael Welten's mind. The idea to create a luxury dog perfume made entirely from natural materials came to him while out shopping for a pet fragrance for Benson, his French bulldog. Pet fragrances are nothing new, they've been around for more than 20 years. But what Michael was horrified to discover on product labels was that they all contain a number of rather nasty chemicals.
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