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We are so glad you came to our site ! How we love our four legged family members, We love em' to the end. The ‘golden years’ of our dog Hurley are what prompted us to formulate a special shampoo - a true solution for his oily skin and coat.
Kindred dog lovers all over the world want to keep their cuddly friend close, especially as they age or go through physical and medical challenges.  
Even if your dog is healthy, young and active or the breed is not particularly prone to odor, you will love the outcome:

"Clean and shiny from head to the hiney!"




10 oz makes 40 oz


Calms Skin,

Lathers Well,




proudly made

in the USA 

Pure, Organic Ingredients




No Added Phthalates,

No Added Gluten,


to last
3 w

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.
Infused with Panthenol (Pro-Vitamin B5) to detangle, moisturize and condition your dogs coat. Perfectly extracted persimmon works to eliminate all manner of odors your dog brings home or has by no fault of it’s own.
The after bath result will be a squeaky clean and happy dog. The aloe in ‘SDS’  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.

Watch our Jingle!


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 SDS. 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.


Our team at

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.

Say okay
to a Brand New Day...

Stinky Dog Shampoo
Organic and Concentrated
10 ounce bottle - $21.95
you add the water! (makes 40 ounces)

Stinky Dog Shampoo
32 ounce bottle with pump - $68.00
(makes one gallon)

What’s Up Dog? Deodorizer - $19.95
5.3 fluid ounce spritzer
(great for in-between bath times)

how to use

Because Stinky Dog Shampoo is truly concentrated, we recommend using an empty squeeze bottle to dilute.  One part shampoo to three parts shampoo will give you the consistency of a  typical ‘off the shelf’ dog shampoo.

Feel free to dilute even more, then shake it up and work in to a soaking wet dog. Work into the skin and bring to a nice lather. Bath time with  reassuring words and a little doggie massage is the best. Shampoo well and rinse  then dry thoroughly. It's 'dog gone good groomin' when you gently and completely dry the folds of skin, ears and paws. 


Shake 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


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  jumpping in a scummy pond. Dogs with heavy undercoat experience hygienic challenges. There are breeds prone to noticable anal excretetions, yeasty paws or ears.Odor happens!  


It can be a problem,       but we have a solution. 

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


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 till he tells us it’s time to go home to green pastures.
Of course we chose the latter.  Hurley slept on our bed, getting up with a ramp and had his cozy spot on the family couch for movie and game night.
Like many retrievers, as Hurley aged, he had developed an old dog smell. Poor guy. Regular shampoo’s couldn’t effectively address this.
It caused us to table a formulation for a similar connundrum that seniors experience, nonenol or elder smell, and shift to getting samples of our dog shampoo formulation that was in the works.
Hurleys last bath was 1 month before he passed and was our 1st approved sample of 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.

Click here for Hurley's tribute

our values

One of our values is community. We give back a portion of our proceeds as compassionate allies to the Permission to Start Dreaming Foundation {PTSD}.  This NW foundation supports returning soldiers and their families to readjust to life back home. PTSD funds equine therapy and companion support dogs for soldiers and first responders,

focusing on post traumatic growth.
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 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. You learn to talk to them.”

“Fear of something is at the root of hate for others and hate within will eventually destroy the hater. Keep your thoughts free from hate, and you need have no fear from those who hate you.”
“Our creator is the same and never changes despite the names given Him by people here and in all parts of the world. Even if we gave Him no name at all, He would still be there, within us, waiting to give us good on this earth.”

“More and more as we come closer and closer in touch with nature and its teachings are we able to see the Divine and are therefore fitted to interpret correctly the various languages spoken by all forms of nature about us.”

“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.”

“We get closer to God as we get more intimately and understandingly acquainted with the things he has created. I know of nothing more inspiring than that of making discoveries for one's self.”

 ~George Washington Carver~

Potent Breeds
Our Story
Our Values

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!

Your Story

"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 it.  His glands get impacted and I know he's uncomfortable and gets a sorry kind of look on his face similar to when he has to wear the 'cone of shame'.

Thanks for making Stinky Dog Shampoo and  What's Up Dog Deodorizer. It really tackles the problem."

                                            Sally from Seattle

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