A dog that constantly scratches, licks its paws, or develops recurring odors can leave pet owners feeling frustrated and overwhelmed. Many people spend months—or even years—trying different products and routines in search of relief for their four-legged companions.
It’s an experience that founders Vince and Sandy Polentes have heard about countless times. In fact, many customers begin their conversations with the same words: “I was skeptical.” Yet many of those same customers later share how surprised they were to discover a different approach to skin and coat care.
That philosophy is at the heart of Coat Defense®.
A Brand Built on Awareness and Simplicity
Coat Defense® didn’t begin as a pet company. Its roots are actually in personal care.
After facing her own health challenges, Sandy became increasingly interested in the ingredients used in everyday skincare products. As she learned more, she grew concerned about the number of products made with complex ingredient lists and chemicals she personally wanted to avoid.
Unable to find a deodorant that matched her standards, Vince created one himself using simple ingredients. The product quickly gained attention because of its versatility and straightforward formulation.
The unexpected next chapter came from animal owners.
How Horses and Dogs Helped Shape the Brand
In 2016, a horse owner used the powder on her mare after a workout to absorb moisture and keep the animal comfortable. She later shared positive feedback about the experience, and word spread throughout the equestrian community.
Soon, riders and horse owners were using the products as part of their horses’ skin and coat care routines. As the customer base grew, another surprising trend emerged.
Horse owners began telling Coat Defense® that they were also using the products with their dogs. They frequently shared stories about dogs that struggled with paw licking, scratching, and unpleasant odors and were looking for products that fit into a gentler skin care routine.
Without initially setting out to create pet products, the founders found themselves becoming deeply involved in the world of animal skin and coat care.
The Paw Licker Bundle
Today, one of the company’s featured offerings is the Coat Defense® Paw Licker Bundle, which combines two products designed to work together as part of a regular care routine.
Daily Preventative Powder
The Coat Defense® Daily Preventative Powder is formulated with plant- and mineral-based ingredients and is designed to help maintain a dry, comfortable environment on the skin and coat.
Pet owners use the powder in a variety of ways, including as a dry shampoo, deodorizer, and as part of ongoing skin and coat maintenance. The versatility of the product has made it popular among both dog and horse owners.
Sensitive Skin Dog Shampoo
The Coat Defense® Sensitive Skin Dog Shampoo is formulated with an aloe-based formula designed to cleanse while helping soothe and hydrate the skin.
For pet owners who prefer products that avoid heavily fragranced formulas or harsh cleansing agents, the shampoo provides an option centered on simplicity and everyday care.
A Different Perspective on Skin Care
What makes Coat Defense® stand apart is its philosophy.
Rather than focusing exclusively on aggressive cleansing ingredients, the company emphasizes creating products made with ingredients intended to support the skin’s natural environment. The founders also maintain a simple standard for formulation: they do not use ingredients in their dog and horse products that they would not feel comfortable using on themselves.
This ingredient philosophy reflects the company’s broader mission of providing natural, safe, and effective solutions for common skin and coat concerns.
Putting People First, Too
The company’s values extend beyond its products.
Coat Defense® places a strong emphasis on human connection and customer service. Every phone call is answered by a real person with product knowledge and an understanding of how much pets mean to their families.
The company also prioritizes taking care of its team members by emphasizing fair wages, employee benefits, paid time off, and initiatives designed to invest in its workforce.
More Than Products—A Mission
At its core, Coat Defense® believes that caring for animals shouldn’t feel unnecessarily complicated. Through simple formulations, transparent ingredient choices, and a people-first mindset, the company has built a brand that continues to resonate with dog owners, horse owners, groomers, and pet care professionals.
While every animal’s needs are unique and individual experiences can vary, Coat Defense® remains committed to offering thoughtful products and compassionate service for those seeking a simpler approach to everyday skin and coat care.
Written in partnership with Tom White
