5 Dogs, 1 Stubborn Founder,
and Zero Greenwashing
We're a small Lancashire business that started because we couldn't find eco dog products that weren't rubbish. So we made our own.
Charlotte Fallon Smith
Founder, ePAW
📍 Lancashire, UK
🐕 5 Dogs at Home
🧠 Neurodivergent Founder
It Started With a Gap
After exiting my previous business, I had time to look at something that had been bugging me for years: why is it so hard to find pet products that are actually good for the planet?
Sustainability was always something I cared about – it goes back to uni days. But the pet industry? Full of plastic tat marketed as “eco-friendly” when it really wasn't.
I couldn't find an eco dog bed I'd actually buy. Everything was either cheap and synthetic, or wildly overpriced with vague sustainability claims. So I thought: I'll just make one myself.
That bed – filled with recycled polyester from plastic bottles – became our first real product. The calming donut design came from watching my own anxious dogs settle better with a raised rim to rest their heads on. Real problem, real solution.
“I don't want ePAW to be the kind of brand that greenwashes. Every claim we make, we can back up. If we can't prove it, we don't say it.”
– Charlotte
Today, every product is tested by five very opinionated dogs at home before it goes anywhere near a customer. Billy, Blue, Stan, Piper, and Lyla. If they don't approve it, it doesn't ship.
Meet the Pack
Billy broke through 5 doors to get to Blue. They had 9 puppies. We kept Piper and Lyla. Stan is the Italian Greyhound uncle. This is the chaos that tests every product.
Billy
German Shorthaired Pointer
The Dad
Broke through 5 doors for Blue. Father of 9. Still thinks he's a puppy.
Blue
German Shorthaired Pointer
The Mum
Mum to Piper and Lyla. Runs this house. If her pups approve, it ships.
Stan
Italian Greyhound
The Uncle
The fancy uncle of the pack. An Italian Greyhound with standards. Judges every product with a single sniff.
Piper
German Shorthaired Pointer
The Hyper One
Blue and Billy's daughter. Can't sit still for five minutes – but she'll stop for the right bed.
Lyla
German Shorthaired Pointer
The Dreamer
Piper's sister. The calm one. If Piper stopped bouncing, it must be comfy.
The Numbers That Matter
Not vanity metrics. Real impact.
Bamboo Bowls Sold
Compostable Bags Sold
Bottles Per XL Bed
Greenwashing
How We Got Here
Charlotte exits her previous business. Starts asking: why is every dog product on the market plastic rubbish?
First product launches on Amazon: bamboo & cornstarch bowls. 4.6 stars. Nearly 3,000 sold before selling out completely.
Compostable poo bags join the range. 50% thicker than competitors. Over 10,000 bags sold and counting.
Three years of development pays off: the Eco Calming Donut Bed launches. 111 recycled bottles per XL bed.
ePAW gets its own home. This website. No more hiding behind Amazon.
What We Actually Stand For
No corporate waffle. Just what we believe in.
Honest Eco Claims
If we say “111 recycled bottles”, our supplier has the GRS certification to prove it. No vague “eco-friendly” labels without proof.
Dog-Tested, Dog-Approved
Every product goes through 5 dogs first. The calming bed design came from watching our own anxious dogs. Real problems, real solutions.
Small & Stubborn
We're one founder, five dogs, and a lot of determination. Not a faceless corporation. Just a Lancashire business that gives a damn.
Ready to Join the Pack?
Give your dog better sleep and the planet fewer plastic bottles. Every purchase matters.