Behind the Brand
Finn was founded by James Shalhoub, a former Wall Street banker-turned-entrepreneur. Coming out of his career in finance, James embarked on a health and wellness journey that led him to start developing a business concept around wellness for humans. At the time, however, James and his girlfriend had adopted a Bernadoodle named Sophie, and they had fallen head over heels for their puppy. James had even started a pet-focused newsletter due to his love for pets and animals. As he witnessed people hosting birthday parties and making Instagram accounts for their dogs, James began to conceive the idea for Finn. He knew that dog owners would hold their dogs to the same standards of modern wellness and nutrition that humans held themselves to.
James partnered with top-caliber veterinarians to formulate his first dog supplement products, knowing that he wanted to include twice the amount of key nutrients that other brands included. He underwent a rigorous 6-month process for Finn to become certified by the National Animal Supplements Council (NASC) — the ultimate stamp of approval in the pet supplement industry — and packaged his products in recyclable and reusable tins. James launched Finn in 2020, offering a fresh take on pet wellness that resonated with modern pet parents. Today, Finn is pioneering a new category of pet healthcare that has evolved with the times.