Promoting Transparency and Trust in Pet Wellness

Our mission is to bring evidence-backed total transparency to the pet wellness space with our product line. We know pet parents read product labels and want trustworthy brands. With our ethical supply chain and third-party verification, every product delivers sustainability through traceability and responsibility.

Passion for Animal Advocacy

Our love of animals inspires us to create a compassionate and socially aware business that makes a positive impact within our community. From day one, we've donated our time, products and resources to both local and regional animal rescue shelters. By choosing to purchase from us, you're helping provide our healing skin & coat, and mobility products that comfort and relieve shelter dogs, while they anxiously await their forever home. For this we're eternally grateful.


In 2023, Vital Pet Life became the first US-based pet wellness company to demonstrate the traceability of its fish oils through ORIVO's certification. The ORIVO verification process ensures our fish oils' authenticity based on species and geographic origin. We honor the continued trust through transparency relationship with our consumers concerned with pet food safety, fraud and labeling.


The Marine Stewardship Council (MSC) sets the world's most recognized standards for sustainable fishing and for the supply chains that sell sustainable fish. By adhering to rigorous environmental criteria, the MSC ensures that certified fisheries operate responsibly, maintaining healthy fish populations and protecting marine ecosystems. When you see the blue MSC label, you can be confident that the product is sustainable and traceable to a certified source.4o

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Our Approach to Pet Wellness

Less is More

Bigger is not always better. As a family run business, we choose to grow with intention so that each and every product is formulated with precision, research and care.

Responsible Sourcing

An ethical and secure supply chain is a gamechanger and win-win for our brand and for you. We believe in science and transparency, so what is on our label is in the bottle. You don’t have to compromise or choose between what’s right for you, your pets or our ocean.

Better Packaging

Our sustainable packaging initiatives include using an Eco-Ready flexible pouch with the How2Recycle label, while continuing to learn from our How2Recycle and the Sustainable Packaging Coalition memberships.

Giving Back/Rescue Shelter Advocacy

I started Vital Pet Life with the goal of healing and supporting animals, while modeling compassion and social awareness. Giving back is a big part of our mission.

Donie’s Message of Optimism

Our message has always been to bring joy and vitality to your pet while aligning our products with our purpose and vision of a sustainable future. In order to do this, we are enriching, educating and elevating our tight knit VPL customer community as well as ourselves. We revel in knowing that our passion for all animals brings us together and we’re grateful to share the love with all of you in our community.


Dog and butterfly
Dog and butterfly