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Our Story
Our mission is to help pets live longer, safer, and happier lives by combining smart safety tools with science-backed wellness, making it simple for every pet parent to protect, nourish, and care for their pet every day.
From our founder
"Supernormal started the day our little dachshund bolted after being spooked by a big dog. We are joined at the hip, so after an hour of searching, I was panicking. A lovely couple had found her, but the number on her tag was out of date. It made me realise there had to be an easier way to update pet owner details, share more helpful info, and avoid vet holding fees altogether. That moment sparked Supernormal, and now we are on a mission to make pet ownership simple and worry-free."
— Stephen, Founder at SupernormalDad to a Dachshund and an Australian Shepherd
Our Values
At Supernormal, we believe every pet deserves to live a safer, healthier, and happier life, and that caring for them should feel effortless. Our values guide every product we create, from smart tracking to science-backed wellness. We focus on what matters most: keeping pets protected, supporting their long-term wellbeing, and giving owners complete confidence and peace of mind in every moment.
Safety First
Safety First
We exist to keep dogs safe, always. Every product, feature, and decision we make starts with the question: “Will this help protect dogs in the real world?” From smart tracking technology to proactive wellness tools, we design with prevention in mind so owners can feel confident and prepared.
Simplicity
Simplicity
Great dog care should be stress-free. We build intuitive products that save time, remove complexity, and give owners peace of mind. If it doesn’t make life easier for both the dog and the parent, we don’t make it.
Togetherness
Togetherness
Dogs bring us joy, grounding, and unconditional love, and we honor that bond. Our technology keeps owners connected to their dogs even when they’re apart, empowering them to stay informed, involved, and emotionally close at every moment.
Science
Science
We believe dogs deserve the same level of care and innovation that humans do. That’s why we use research-driven formulas and partner with experts in nutrition, behavior, and veterinary wellness. No gimmicks, just evidence-based solutions that genuinely improve dogs’ lives.
Improvement
Improvement
We don’t settle. We listen to our community, evolve based on data and real feedback, and constantly refine our products. Innovation isn’t a one-off event, it’s our default setting.
Transparency
Transparency
Pet parents deserve to know exactly what they’re giving their dog, no vague claims, no confusing jargon. We communicate openly, share the why behind everything we build, and stand behind our products with integrity.
We envision being the world’s most trusted companion in modern pet care, uniting safety, health, and technology so that every pet can thrive and every owner can feel confident, connected, and prepared.
We Always
Put the pet's wellbeing first, no exceptions.
Every product we build exists to protect, nourish, or meaningfully improve the life of a pet. Decisions are made based on what’s best for them, not what’s easiest for us.
Use science-backed, vet-approved innovation.
We combine wellness research with modern technology, from smart tracking to functional nutrition, so pet parents can feel confident, informed, and prepared.
Make pet care effortless and affordable.
Products should reduce stress, not add to it. That means clear ingredients, intuitive tech, and tools that fit into real life without friction or confusion.
We Never
Prioritise profits over pets or our customers.
If a decision puts revenue above a pet's safety, wellness, or longevity, we don’t do it. Our commitment is to the pet and their family first, always.
Compromise on ingredients, materials, or data integrity
No fillers, no shady shortcuts, no watered-down nutrition, no unreliable tracking. If it touches a pet's body or data, it meets our highest standards.
Make anything complicated
Pet care shouldn’t require guesswork, manuals, or stress. We don’t build complexity, we build confidence.
Our mascots
Mollie (aka Bean or Slink)
Fun Facts: 🐾 Will try to dig to another country if she doesn't have a blanket 🥕 Loves carrots, and will sell her soul for chicken 🌧️ Hates the cold, rain and tiptoes across wet grass ☀️ Favorite hobby: Sunbathing
Charlie (aka Young Sir)
Fun Facts: 🍲 Can demolish a bowl of food in around 10 seconds 😬 Smiles when called 💧 100% Guaranteed to jump in any puddle 🐶 Favorite hobby: Tail chasing
