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Meet Pup Wax of Takeoff Pets 2021

Meet Pup Wax of Takeoff Pets 2021

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Meet Pup Wax of Takeoff Pets 2021

This is the eighth installment in an interview series with the 2021 Target Takeoff Pets cohort. Participating companies are sharing, in their own words, details about their innovative companies. All interviews have been conducted by the Target Takeoff Program Management team.

Meet Pup Wax®.

The headshot of Julie Napolitano, the founder of Puppington and a Target Accelerator alumni.
Julie Napolitano, Pup Wax® CEO and Founder 

TT: What’s the one-liner description of Pup Wax®?

Julie: Pup Wax® is clean skincare for dogs, we enrich dogs’ lives by improving their health from the outside in.

TT: What inspired you to start Pup Wax®? What makes what what you are doing different from anyone else in the marketplace? 

Julie: I’m that friend who checks the labels and researches every ingredient that I don’t know before I make a purchase. When I had a foster foster dog with dry paws, and I tried to find a healthy solution for him, I discovered that there weren’t any great options. Personal care for dogs still has a long way to go and is mostly nowhere near “clean.” There are great options for our own skincare, and most people I know only buy organic, clean food for their dogs – but those safer, healthier options were not broadly available in skincare for dogs. Pup Wax® is different because it’s made from 100% clean, all-natural ingredients – without preservatives, fillers, and petroleum-derived add-ins. Our high quality ingredients are carefully selected for their therapeutic benefits, sustainably sourced and delivered with a fun, flashy, & ‘gram-ready unboxing experience.

A number of Pup Wax products from Puppington placed on greenery with black product gift boxes scattered throughout.

TT: How did you decide it was the right time to join an Accelerator? What are you most looking forward to getting out of the Target Takeoff experience?

Julie: The timing of the Accelerator is pretty amazing. I launched Pup Wax® just before the pandemic, so my ability to network effectively has been more limited over the past year. I am definitely looking forward to connecting with other like-minded pet care founders and building relationships with the program mentors & alumni!

TT: What currently keeps you up at night, as a founder/leader of Pup Wax®?

Julie: Hopefully nothing! I am committed to my health in 2021, and that means getting a good night’s sleep!

TT: How do you stay motivated through the ups and downs of growing a business?

Julie: By staying focused on the end game. I believe in what we are doing, and the only guaranteed path to failure is by quitting. My personal motto is “Never give up.” If the going gets really tough, it helps to take a step back, reset and recharge. Those moments of rest and meditation usually provide me with the energy and clarity to overcome the obstacles in front of me.

For more information on Pup Wax® and their products, check out

2 Pup Clean Shampoo bars and the Pup Wax products from Puppington.

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Post topic(s): Pets Target Takeoff Black-ownedMature

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