For a long time, “pet care” meant damage control—masking odours, hiding stains, and hoping the product on hand could keep up. Rufus & Coco has taken a different path: build a true personal-care ecosystem for pets that improves daily life room by room, product by product, experience by experience. Eighteen years in, the company operates across nine countries, partners with leading specialty, grocery and online retailers, and keeps a tight promise: sustainable ingredients, independent SGS testing, and solutions that consistently outperform in real homes.
This chapter of the story goes well beyond what happens in the litter tray. Rufus & Coco has quietly stitched together a suite of high-use essentials. Australian-made grooming, clean-up tools that shorten the mess-to-bin moment, hygiene products that freshen spaces without harsh chemicals, and services designed to lower stress for pets and the people who love them.
Grooming that matches pet biology (salon-quality, pH-balanced)
Rufus & Coco’s grooming range is pH-balanced for the unique pH of pet skin and coats, cleansing effectively without stripping natural oils or causing irritation. Formulated with naturally derived ingredients and free from parabens, harsh chemicals, and heavy synthetic perfumes, it’s safe for puppies, dogs, and cats and salon-quality—the same standard used by professional groomers at The Fur Salon. For oral care, the Dental Buddy Kit (toothbrush + paste) supports routine brushing, Breath Buddy freshens between brushes, and Antiseptic Aid offers a quick-apply step for minor skin upsets.
Clean-up that actually stays put—Wee Kitty® Bio Liners
Skip the slip. Wee Kitty® Bio Liners use a full elastic skirt to grip the tray edge for an edge-to-edge seal—no bunching, no mid-pour slide, just lift-tie-done. Made from strong, plant-based material, they’re tear- and leak-resistant to handle daily scoops while reducing reliance on virgin plastics and helping keep rims and floors cleaner.
Pair them with Rufus & Coco Wee Kitty® natural litter—independently SGS-tested and engineered to outperform traditional clay, lasting up to 5× longer—and the whole routine levels up: fewer refills, less tracking during top-ups, cleaner changeovers, and a protected tray that stays looking newer for longer. Ideal for renters, small spaces, and multi-pet homes.
Materials that make sense—source to sink
Base materials drive real-world impact. Clay (bentonite) litters are commonly surface/strip-mined and do not biodegrade, adding a long tail in landfill. Silica brings another concern: respirable crystalline dust is a documented human health hazard in industrial contexts, underscoring why lower-dust choices are valued at home. Rufus & Coco’s answer is consistent across the portfolio: plant-based, biodegradable inputs for litters, compostable materials in clean-up, and formulations that avoid heavy, persistent residues. The aim isn’t to posture as perfect; it’s to keep choosing better—then proving it with independent SGS testing on absorbency, odour control, dust, tracking, durability, and rinse-out.
Health signals as standard (not a separate gadget)
While the brand is broader than any one feature, built-in health cues represent a meaningful upgrade to routine care. Rufus & Coco Wee Kitty pH Health Check Litter brings colour-change pH indication into the tray for cats; Wee Woof pH Health Check Pee Pads apply the same idea for dogs—especially useful for puppies and seniors. The signal doesn’t diagnose; it prompts. Families get an early reason to call a vet—or a reason to keep watch—without adding steps or buying a separate device.
Retail partners as co-designers
Rufus & Coco grows with retailers who care about category growth driven by repeat, not just first-time trial. In Australia, the brand works with Petbarn, Petstock, Petcircle, Woolworths, and Coles; internationally, it’s available through Amazon, Chewy, and PetSmart, among others. The playbook is consistent across channels: proof on-pack, education in the aisle, and replenishment that feels effortless. The company also invests in on-shelf visuals that decode how products work (for example, what a colour change in Wee Kitty pH Health Check Litter actually means), reducing returns and increasing confidence.
Global traction—how the model travels
Rufus & Coco isn’t exporting slogans; it’s scaling a system. In Canada, the brand’s natural litter and clean-up tools are finding traction with pet-specialty shoppers who want lower-dust, high-performance alternatives without sacrificing convenience in cold-weather, apartment-heavy cities. Across Asia, growth is driven by urban customers prioritising cleaner indoor environments—here, low tracking and odour control matter as much as sustainability, and on-pack education in local languages speeds adoption. In New Zealand, households lean into compostability and plant-based inputs that align with broader national sustainability goals. In each region, partnerships emphasise merchandising that teaches quickly (shelf talkers, simple icons, QR-linked demos) and replenishment programs that make staying with the routine as easy as starting it.
What “outperform” actually means here
“Outperform” is anchored to specifics: lock moisture faster, control odour longer, leave less dust in the air, and track less across floors—then prove it. For grooming, it means clean thoroughly, rinse quickly, calm the coat, and leave a finish that lasts—without harshness. For clean-up, it means fewer motions, less residue, and better smell control. The label talks in outcomes customers can feel and see, not vague superlatives.
Services that raise the experience, not just the standard
The Fur Salon and The Fur Dental extend the brand’s philosophy beyond the bottle. The salon model focuses on calm, skilled, pet-first grooming, trained consultations, and environments that feel safe for anxious pets. The Fur Dental delivers sedation-free dog teeth cleaning, designed to keep oral care on schedule between vet visits without the stress or cost of full sedation. These touchpoints keep the company close to everyday needs and feed practical insights back into product design and education.
Anneke van den Broek (Pet mum & Founder)
Founder Anneke van den Broek brings a marketer’s discipline and a lifelong love of pets to every decision—dogs, cats, even a childhood side-hustle selling mice to a local pet store. After being retrenched, she built Rufus & Coco from a kitchen table with a clear brief: personal care for pets that uses sustainable ingredients, proves performance with independent SGS testing, and fits how people actually live. Her hands-on leadership—shaped in part by the Entrepreneurs’ Organization (EO) community—keeps the company close to customers and quick on iteration. It’s why Rufus & Coco now serves families across Australia, Canada, Asia, and New Zealand, and why the brand’s products and services consistently earn repeat purchase: they outperform, they’re easier to use, and they strengthen the bond that makes life with pets so good
“Raise pet personal care and everything lifts. We choose sustainable ingredients, verify performance independently, and design for the real world—so our products and services outperform and help pets live large, while people and the planet are better off.” — Anneke van den Broek
