01
Underdosing
The right ingredient at the wrong dose is the same as no ingredient. Most brands list the actives — at a fraction of what the studies actually used.
Our story · A letter from Andrew
It started when Biscuit got old.
She's my Maltese — and the reason this brand exists. I'm a veterinarian, so when my own dog started slowing down, I assumed I'd just pick a supplement I trusted and move on. I couldn't find one. So I built it.
— Andrew, founder & veterinarian
N°01 · The why
I'm a vet. I still couldn't find one I trusted.
Biscuit is a Maltese. For years she was a white blur tearing around the apartment. Then she got old — and the blur slowed down. Stiff getting off the couch. Cloudier eyes. A coat that lost its shine. Nothing dramatic. Just age, doing what age does.
I've spent my career telling owners which products to trust, so I figured this part would be easy. Instead I did something I'd never really done as a clinician: I read the labels like a scientist. Dose by dose.
What I found was bad. Glucosamine at a fraction of the studied dose. "Proprietary blends" built to hide how little is actually inside. Probiotic counts that die on the shelf. Fish oil so oxidized it did more harm than good. A whole industry fairy-dusting real ingredients at amounts too small to do anything — and charging like they worked.
"Most dog supplements aren't dangerous. They're just doing nothing — at a premium."
So I went deeper. I pulled the research, re-learned the nutrition we skim past in vet school, and rebuilt every dose from the study up. Clinical amounts. Forms that survive a stomach. Nothing in the jar that isn't pulling its weight.
That became APEX Daily — fifteen actives at doses that match the evidence, no fillers, and a taste even a Maltese with opinions will eat. One scoop in Biscuit's bowl every morning. She finishes it before I've poured my coffee.
That's the test I cared about. That's the brand I built.
Andrew · founder & veterinarian, paws.
The vet who couldn't find a supplement he trusted — so he made one
N°02 · What I learned reading the labels
The four ways a supplement does nothing.
02
Proprietary blends
If a label won't show you the milligrams, it's usually because the number is embarrassing. A "blend" lets a brand feature an ingredient without committing to a real dose.
03
Dead actives
Probiotics with no live count left by the time they reach your dog. Fish oil that's already gone rancid. Fragile nutrients packed like they're indestructible.
04
Fillers & flavor tricks
Cheap bulking agents to make the scoop look generous — or so much flavoring the dog is eating bacon dust, not nutrition.
N°03 · How we build
Three rules we don't break.
01
Taste comes first.
If the dog won't eat it, nothing else matters. Every batch wins a blind bowl test against the category leader before it ships. No exceptions.
02
Evidence over hype.
Every claim ties back to a dose. Every dose ties back to a study. The label tells the truth — even when the truth is "more research needed."
03
The pack is the proof.
Real dogs, real owners, real bowls. Our marketing is a window into the community — not into a studio. We don't run paid testimonials. Ever.
N°04 · What we commit to
Four promises in writing.
01
Real dogs. Real owners.
Every photo on this site is or will be a real customer (or someone on the team). No stock photography of dogs we don't know. Studio shots get labeled.
02
Receipts on every batch.
Type your lot number into our portal — the 3rd-party COA loads. No mystery, no "trust us." If we can't print it, we shouldn't claim it.
03
60 days, no questions.
If your dog doesn't take to it, email us. Refund lands in 3–5 days. Keep the jar — we don't want it back. The risk is on us, not on you.
04
A real human reads every email.
No AI canned responses. Reply to any of our emails and a human reads it the same business day. The address is hello@wearepaws.com — and it's not monitored, it's read.
N°05 · Where it's made
Wisconsin, USA.
A cGMP-certified facility that also makes supplements for two of the human brands we trust. Every batch is supervised by a USDA-registered quality lead.
N°06 · Who tests it
An accredited 3rd party.
Identity, potency, heavy metals and microbial — every batch, every time. We're a NASC member, which means an annual audit of everything we just promised.
N°07 · How it ships
From Iowa to your door.
2–4 day ground shipping, recyclable mailer, no plastic peanuts. Carbon-offset through a verified Cool Effect partnership — the actual receipts are in your shipping email.
N°08 · Join the pack
Built for
Fifteen actives. Clinical doses. The supplement we feed our own dogs every morning.
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