Backed by Science: Rooted Owl Finds Success in Botanical Animal Health Products

While a well-balanced diet is the cornerstone to nutrition, supplements can help to augment the nutrients available to a pet’s system. The market for pet supplements has increased exponentially over the past few years as pet parents seek to slow the progression of disease and support their pet’s body to prevent illness.

Rooted Owl develops pet wellness supplements using a science-led approach and human-grade standards. Formulated by veterinarians, Rusted Owl’s pet wellness products are manufactured in a GMP-compliant, FDA-registered facility and use standardized extracts to ensure consistent concentrations of active ingredients.

Pet Age recently spoke with Rooted Owl CEO and founder Karan Madan, who discussed how the brand’s products are developed following pharmaceutical human-grade standards, ensuring consistency, reliability and effectiveness with every dose.

What can you tell us about the science behind Rooted Owl?

At Rooted Owl, science is the starting point. The brand was built on the belief that natural pet wellness delivers its greatest value when it is designed to achieve clear, measurable results. Efficacy is the guiding principle behind every product we develop.

Our development process begins with rigorous ingredient selection. We focus on clinically studied actives with proven biological relevance and reproducible outcomes, rather than following ingredient trends. Each formula is designed to support a specific physiological function, using ingredients that are supported by research and suitable for long-term use.

A key example of this approach is our Calming Oil. Unlike many calming products on the market, it has completed a clinical safety and efficacy study, demonstrating measurable improvements in stress-related behaviors without over-sedation. The formula combines a high concentration of whole-plant hemp extract with calming terpenes and the adaptogenic botanical Ashwagandha, creating a comprehensive approach to stress support.

Across the brand, delivery is treated as a scientific decision. In our supplement line, microdose capsules are used deliberately to protect sensitive active ingredients and allow them to pass through the early stages of digestion intact, reaching the gut where absorption and systemic distribution occur most effectively. This ensures that what is listed on the label is what actually reaches the body.

Rooted Owl products are developed with human-grade standards in mind — applying the same level of ingredient quality, formulation logic, and scientific rigor expected from products designed for human use. Our goal is simple: to create natural solutions that work because they are built on solid science.

What makes Rooted Owl’s formulas so effective?

The effectiveness of Rooted Owl’s formulas lies in recognizing that science has its own vehicles. Ingredients alone do not determine outcomes — how they are delivered is equally critical.

Our supplement line is intentionally built around capsule-based delivery. Capsules act as a protective vehicle, shielding sensitive active ingredients as they move through the early stages of the digestive system. This allows those actives to be released in the gut, where absorption and bioavailability are optimized. In contrast, formats such as powders or soft chews begin breaking down immediately in the mouth and stomach, meaning a significant portion of the active ingredients can be degraded before reaching the point of absorption. As a result, only a fraction of the original dose may ultimately reach systemic circulation and the organs that need support.

By using capsules, Rooted Owl ensures dosing accuracy, ingredient integrity and consistent delivery. This enables us to work with highly concentrated, standardized extracts and clinically studied compounds, achieving results with microdoses rather than bulk servings.

Equally important is formulation discipline. Our products are intentionally minimalist, avoiding fillers and unnecessary additives that dilute performance. Every ingredient has a defined role, and every formula is designed to support a clearly identified function.

Our products are developed using human-grade ingredients and standards, reflecting our belief that pets deserve the same level of scientific consideration and quality applied to human wellness.

Tell us about your product range and your most popular varieties.

Rooted Owl offers a focused portfolio designed around performance-driven solutions, with particular strength in joint health and stress support.

Our most recognized product is Joint & Muscle Health, a truly differentiated formula that combines UC-II undenatured type II collagen with L-Carnitine. UC-II has been clinically shown to be more effective than traditional ingredients such as glucosamine for supporting joint function, while requiring only a fraction of the dose. Rooted Owl is the only product on the market to pair UC-II with L-Carnitine, creating a comprehensive approach that supports joint integrity alongside muscle recovery and performance. This dual-action design has made it a standout solution for aging dogs, large breeds and active pets.

From our Hemp Line, the flagship product is our Calming Oil. It features one of the highest concentrations of cannabinoids available in the pet market and is formulated with whole-plant hemp extract to preserve natural cannabinoid and terpene synergy. Its combination with Ashwagandha, an adaptogenic botanical known for supporting the body’s response to stress, further differentiates the formula. The product has completed a clinical study demonstrating safety and efficacy, positioning it as a science-backed, results-driven solution.

While our portfolio includes additional condition-specific supplements, these two products best represent Rooted Owl’s philosophy: unique formulations, clinically supported ingredients, and solutions designed to deliver meaningful outcomes.

What is your vision for Rooted Owl going forward?

Rooted Owl’s vision is to raise expectations in pet wellness by demonstrating that natural products can be both clean and highly effective.

As the category continues to mature, we believe long-term value will be driven by brands that prioritize performance, transparency, and scientific integrity. Our focus is on developing solutions that address real physiological needs — not by adding complexity, but by making smarter, more intentional formulation choices.

Looking ahead, we plan to expand thoughtfully into new areas of pet health where efficacy has historically been limited, while continuing to refine our existing products as research evolves. Education will remain a key pillar of our strategy, particularly in supporting retailers and veterinary professionals with clear, science-based guidance.

At the same time, our ambition is global. We want Rooted Owl® to be present in pet stores everywhere, making the highest standard of care accessible to pets around the world. Building strong partnerships with retailers and distributors is central to that goal, ensuring that our products are not only available, but properly understood and confidently recommended.

Ultimately, our aim is to build a brand recognized for trust and results — one that consistently delivers meaningful outcomes and sets a higher standard for what pet wellness products should provide.