When Brian Hollowaty a rescue dog named Paisley from a shelter in Orange County, CA, he didn’t anticipate the grooming challenges ahead. Paisley’s allergies left her sneezing, constantly scratching, and carrying a smell no trip to the groomer could fix.
At the time, his friend and coworker Jennifer, who was also a devoted dog owner, was battling similar skin issues with her Frenchie, Frankie. Their shared frustrations sparked a solution.
“I hated seeing Paisley suffer,” he recalled. “So, I decided to create products that would really work for our four-legged kids.”
In 2021, he launched Frankie & Paisley in the Amazon store. The line includes gentle shampoos, itch-relief sprays, and the best-selling Fanny Foam—a proprietary no-rinse foaming treatment that lifts dirt and debris from matted fur, especially for non-shedding breeds.
One of the biggest early hurdles was reaching dog owners who had never heard of the brand. To build trust and visibility, Hollowaty joined the many sellers using Amazon A+ Content—a tool that enhances product listings and detail pages with rich visuals and storytelling elements. By adding videos, high-quality images and interactive content like shoppable product comparison charts, A+ Content can help increase sales by up to 8%. For Frankie & Paisley, it offered a way to bring the brand’s ethos to life, highlighting it’s clean, cruelty-free, USA-made formulas free of sulfates, parabens, and artificial fragrances.
“We wanted to create something that felt special—not just for show dogs, but for your dog: the one who sleeps on your pillow and licks peanut butter off a spoon,” he explained. “Every product reflects our love for pets and our passion for clean, conscious formulas.”
Hollowaty also enrolled in Amazon Vine, which connects sellers with real customers who provide honest, unbiased reviews. Feedback has been overwhelmingly positive—something he attributes not just to the quality of the products, but to the love and care baked into the brand.
Beyond business, Frankie & Paisley partners with local rescues, donates to pet adoption causes, and uses its platform to amplify shelters and foster families.
“We’re more than just pet products, we’re a community of dog lovers who believe bath time should be a bonding moment, not a chore,” said Hollowaty.
The brand also honors the pets who inspired it, especially Paisley, who has since passed away but whose spirit lives on in every product.
“There’s not a day we don’t think of our Pai-Pai. This business is our way of honoring that love, and sharing it with other pet parents.”