natunora

natunora is building a premium pet health brand. It starts with collagen drops for dogs: a liquid supplement added to food daily via pipette that supports joints and mobility as well as skin and coat, especially in older dogs. From there, natunora is building a range of functional supplements, starting with dogs and eventually extending to cats.

The company was founded by Luca Beese and Thore Jähne in Braunschweig. When we invested, they were selling functional dog accessories: a no-pull harness, a mobility harness for senior dogs and a cooling mat for summer. With these products, they quickly built one of the fastest-growing D2C brands in the German dog segment and got to know their customers closely. Under the name natunora, they are now focusing entirely on dog health and functional gear.

natunora brings what we look for at Good Brands: a focused team, a large market, a strong product idea and disciplined performance marketing. We're glad to back Luca and Thore on this journey.