by Heartland PharmacyVet-grade formulas.Zero vet vibes.
The same active ingredients your vet would recommend, now in your home, without the appointment. For dogs and cats. For the pet parent who reads the label.
Six formulas.
All business.
Every product in this line was formulated for veterinary clinics first. Now available to you, without the appointment or the pharmacy markup.
Cleansing Shampoo
"Not a bath-time lecture. Just a formula that works."
Cleansing Mousse
"Hates baths. Still needs the formula. Apply. Wait. Done."
Advanced Ear Cleanser
"The ears know first. Keep them clean before the problems start."
Advanced Cleansing Shampoo
"When the everyday wash isn't enough. Same vet-grade actives, dialed up."
Dry Nose & Paw Balm
"The stuff that actually fixes the dry, cracked stuff."
Joint Soft Chews
"The joints that carry them everywhere deserve a formula that works."
Backed by over 40 years of pet care experience.
Mav & Charlie is a pet wellness brand from the team at Heartland Veterinary Supply, a trusted pet pharmacy serving pet parents and veterinary professionals since 1981. For more than four decades, we've helped pets live healthier, happier lives. Mav & Charlie is the next chapter in that commitment, bringing thoughtfully designed wellness products to pets and the people who love them.
Knows the science.
Active ingredients stated plainly, every time. Chlorhexidine Gluconate 2%. Ketoconazole 1%. That's the one that works.
Speaks plain English.
No wellness speak. No "nourishing holistic blend." Short sentences. The word "works" appears more than "nourishes."
For dogs AND cats.
Not a disclaimer. Actual intent. Cat owners have been invisible in pet wellness DTC for too long. Not here.
Direct, always.
Vet-grade without the vet visit. The same concentrations. The same quality. Now available without the appointment.
Two camps. Neither one
talks to you.
The Clinical Brands
The Lifestyle Brands
The Good Friend
You're not buying
from a startup.
In 1981, Heartland Veterinary Supply started formulating products for veterinary clinics. Not for pet stores. Not for Amazon. For the professionals who needed formulas that actually worked.
Forty years later, those formulas are exactly the same. The only thing that changed is where you can get them.
The good stuff,
heard from people.
"I've tried four shampoos. Every vet I went to said use Chlorhexidine Gluconate — but no one made it accessible. This is it. Two weeks in, the hot spots are gone."
"Finally, a brand that actually says 'for cats' and means it. My Persian has had ear issues for years. This cleanser is the first thing that's actually helped."
"The mousse is a game changer for my dog who absolutely refuses baths. No rinse, works in 10 minutes, skin is better than it's been in two years."
The good stuff. In your inbox.
New products, ingredient deep-dives, and the occasional dry observation about pet ownership. No fluff.
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