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10 oz makes 40 oz

Deodorizes Cleans        Moisturizes

Calms Skin

No Added Phthalates,

No Added Gluten,


to last
3 w

Made in the USA

we don't mask odors, we eliminate them!

STINKY DOG SHAMPOO eliminates bad smells rather than masks them. Our vegan and paraben-free shampoo for dogs and puppies also removes dirt and grease leaving the coat feeling soft and shiny with a long-lasting effect of 3 weeks or more.
Our formulation is infused with Panthenol (Pro-Vitamin B5) to de-tangle, moisturize and condition your dogs coat. Perfectly extracted persimmon works to eliminate all manner of odors your dog brings home or might be prone to odor by no fault of it’s own.
The after bath result will be a squeaky clean and happy dog. The aloe in STINKY DOG SHAMPOO helps soothe, nourish and calm even sensitive skin.This shampoo lathers well to get your dog clean and shiny from  “The head to the hiney”
Dog Spas and family homes all around the world love this formulation! You will too! Organic, Concentrated STINKY DOG SHAMPOO is suitable for all breeds and coat types. It’s safe to use on puppies after 8 weeks of age.

our products

Stinky Dog Shampoo

Stinky Dog Shampoo is organic, pure and simple. It's perfectly PH balanced, rich in vitamins and anti oxidants. SDS contains a perfect extraction of persimmon and other proprietary ingredients that cleanse and dissolve lipid oil buildup older dogs and specific popular breeds experience through no fault of their own. Then there are the days that our four legged family members come into the house after rolling with glee in all kinds of smelly things. Reach for a bottle of concentrated Stinky Dog Shampoo and take care of business. 


What's Up Dog? Deodorizer

What's Up Dog? is more than a foo foo spritz for you pet. It truly freshens and deodorizes breaking down smells at their source in between bath times. Our signature persimmon extraction gets the job done and is a perfect pairing with Stinky Dog Shampoo. It's residue and soap free. When it comes to our four legged friends, life and funk just happen. Keep a bottle handy with your 'must have' pet supplies.


Brand New Day

is currently formulating a Perfect Persimmon Detergent Booster

for your dog's beds, blankets and canine wardrobe. We'll keep you posted on our progress. 

We love it and are grateful for this solution!

We're confident you will be too.

Free Shippping!

image of 10 ounce stinky dog shampoo bottle
Stinky Dog Shampoo
Organic and Concentrated
10 ounce bottle                - $24.95
you add the water! (makes 40 ounces)

Stinky Dog Shampoo
Organic and Concentrated
32 ounce bottle with pump - $60.00
you add the water! (makes two gallons)

What’s Up Dog? Deodorizer 
5.3 fluid ounce spritzer       - $19.95
great for in-between bath times
image of whats up dog deodorizer 5.3 ounce
Our Products

how to use

Rogers Story

Because Stinky Dog Shampoo is truly concentrated, we recommend using an empty squeeze bottle to dilute.  Pour one part shampoo and three parts water and give a good shake. Feel free to dilute even more and apply to your soaking wet dog. Work into skin and bring to a nice lather.  Make bath time fun with reassuring words and a shampoo serenade. Avoid getting soap in the eyes. Rinse well then dry thoroughly. It's 'dog gone good groomin' when you gently and completely dry the folds of skin, ears and paws. 


Spritz What's Up Dog? Deodorizer over coat and work into skin from head to tail, being careful not to get it in the eyes.  No need to rinse. Use as desired.

How to Use

Most potent

dog breeds


Our four legged friends have winning personalities but love rolling with glee in all kinds of funky things; road kill and poop to name a few. Others will find delight by  jumping in a scummy pond.   Dogs with heavy undercoat experience hygienic challenges. There are breeds prone to noticeable anal excretions, yeasty paws or ears. Odor happens!  


It can be a problem,

but we have a


Here is a list of  loveable
but stinky dogs. 

(alphabetical order)

1-   Basset Hound

2-   Beagle

3-   Bloodhound

4-   Boxer

5-   Bulldog

6-  Bullmastiff

7-   Chihuahua

8-   Cocker Spaniel

9-   Golden Retriever

10-  Great Dane

11-   Labrador Retriever

12-  Lhasa Apso

13-  Mastiff

14-  Newfoundland

15.   Pug

16-  Saint Bernard

17-  Shar-Pei

18-  Spinone Italiano

19-  Weimaraner

20-  Yorkshire Terrier

our story

When our 10 year old golden named Hurley Boy was diagnosed with terminal spleen cancer, we were devastated. Our vet said he could put him down or we could take him home and love him through until he tells us it’s time to go home to GREEN PASTURES.
Of course we chose the latter. 

Like many retrievers, as Hurley aged he developed an old dog smell. Poor guy! Regular shampoos couldn’t effectively address this.

Out of necessity we tabled a formulation for a similar

conundrum that seniors experience, nonenol or "elder smell", and shifted to our Stinky dog formulation that was in the works.
Hurley's last bath was one month before he passed, and was our stamp of approval for Stinky Dog Shampoo. Hurley smelled clean and fresh to his last day on the earth.

We are so happy to share this quality product with you.

Our Story

our values

One of our values is community. We give back a portion of our proceeds as compassionate allies of American veterans and first responders.
We believe honesty is the best policy. Kindness and compassion

to the animal kingdom and all living things is a value we hold high.

We desire to partner with others who hold this value.
We strive to make every Brand New Day formulation, and each step of the process,
from conception to formulation to packaging, excellent. We use the highest quality and most effective pure ingredients

available to us.
We honor our Creator God as the giver of life and life eternal. We’re grateful for the beautiful natural ingredients He provides in our formulations.

image of persimmon

Brand New Day
Products with Persimmon

Whether you’re a dog groomer, shelter, pet store or distributor, we would love for you to share your story about using Stinky Dog Shampoo and plug your business or non-profit at the same time. Include your link for our Brand New Day community.

We're building a
Brand New Day community.
We'd love to hear from you!

"What's up Dog?!!"

That's what I say to my 12 year old dog

Baxter when his anal glands leak.The whole house knows it and lets him know.    He gets a sorry kind of look on his face similar to when he has to wear the 'cone of shame'. We've learned to 'do the deed' and have saved a lot of money as he gets impacted every few months.

Thanks for making Stinky Dog Shampoo and  What's Up Dog Deodorizer. It  neutralizes that nasty smell and really tackles the problem." Thanks!

                              Sally from Kalamazoo

Contact Us



jingle karaoke


Love your ol' dog but sure smells rough, the years have brought it on.

Time for a new trick! Get rid of the ol' ick, you got a clean dog from now on. (Wuf wuf wuf!!!)

Clean and shiny from head to the hiney

It's a dog-gone wonder, so fresh!

No one'll be complainin', no need for explainin' - Tail is a-waggin'!

For the old dog is a new dog; Whose a good dog? It's YOU!

Stinky Dog Shampoo! Old dog, new trick! Stinky dog shampoo!

We want to hear and see your version of our jingle! Download the music, put your creative hat on and record your voices or make a video version, featuring your dog right on your phone!  Share on social media and back to our site! Send your link or epic recording to:

Stinky Dog Shampoo
Starring Whimsy Girl!

We dedicate our product line to the memory of renowned scientist, educator and inventor, George Washington Carver. Here are some of our favorite quotes from this great man:

"I love to think of nature as an unlimited broadcasting system, through which God speaks to us every hour, if we will only tune in.”

“Look about you. Take hold of the things that are here. Let them talk to you.”

“As I worked on projects which fulfilled a real human need forces were working through me which amazed me. I would often go to sleep with an apparently insoluble problem. When I woke the answer was there.”

 ~George Washington Carver~

Jingle Karaoke
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