Doggo was founded in 2019 by entrepreneur Kurt Cheng, a lifelong dog owner who wanted to bridge the gap between inexpensive generic pet products and expensive international brands. According to the company, the idea originated from Cheng’s observation that many high-quality pet products available overseas were difficult to find in the Philippine market. [3]

Rather than following the traditional retail-first approach, Doggo launched as a digital-first brand, selling primarily through Lazada and Shopee. This strategy proved advantageous during the COVID-19 pandemic, when online shopping experienced rapid growth and many physical pet stores faced temporary closures. The company states that its business grew significantly during this period and expanded its product lineup beyond treats into food, grooming supplies, and accessories. [4]

Doggo positions itself as a premium yet affordable pet care brand designed for everyday Filipino pet owners.

According to the company, its goals include:

• Making quality pet care more accessible

• Offering products curated from trusted manufacturing partners

• Combining functionality with modern design

• Providing products suitable for dogs of different breeds, sizes, and life stages

The company’s slogan is “Pawfectly Made!” [5]

Doggo’s catalog has expanded considerably since its launch.

Dog Food

The brand now offers:

• Dry dog food

• Wet dog food

• Puppy formulas

• Adult formulas

• Different protein recipes

Dog food has become one of Doggo’s major product categories alongside treats. [6]

Dog Treats

Doggo is particularly known for its treats, including:

• Dental sticks

• Brushie Treats

• Puppy Cubes

• Rawhide chews

• Bone treats

• Training treats

These products are designed for rewards, dental care, and chewing enrichment. [7]

Grooming

Doggo also manufactures grooming products such as:

• Dog shampoos

• Conditioners

• Brushes

• Nail clippers

• Grooming scissors

• Coat care products

Some shampoos are marketed for deodorizing, anti-parasite, or medicated use. [8]

Accessories

The brand sells various everyday accessories, including:

• Leashes

• Harnesses

• Collars

• Bowls

• Feeding accessories

• Poop bags

• Travel containers

• Slow-feeding bowls

• Automatic feeders

• Toys

These products are intended for daily pet care, travel, and training. [9]

Doggo markets itself as a locally owned Filipino brand that competes with international pet care companies while maintaining competitive pricing for the Philippine market.

Its products are targeted primarily at:

• First-time dog owners

• Budget-conscious pet owners

• Families seeking premium-quality products without premium pricing

• Online shoppers

The company has emphasized e-commerce as one of its core strengths since its launch. [10]

Doggo products are available through:

• The company’s official website

• Lazada Philippines

• Shopee Philippines

• Pet specialty retailers such as Pet Express

• Selected independent pet stores

The brand continues to expand both its online and offline retail presence. [11]

According to company and media reports, Doggo has achieved several milestones, including:

• Recognition among the Top 5 pet brands on major Philippine e-commerce platforms.

• Becoming one of Lazada Philippines’ leading pet supplies brands during major shopping campaigns.

• Receiving the 2020 Lazada Winning Circle Award for the Pet Supplies category. [12]

Doggo is operated by KP International Group Corp. Trademark records identify the company as the applicant for the “DOGGO PAWFECTLY MADE!” trademark in the Philippines. [13]

The company also operates the companion cat brand Purreetty, offering cat food, cat litter, treats, and accessories. [14]

Doggo has established a presence among Filipino pet owners, particularly through online marketplaces. Reviews commonly highlight its broad selection of products, attractive packaging, and value-oriented pricing. As with most consumer brands, experiences vary depending on the specific product and individual pet. Community discussions online include positive feedback for some treats and growing interest in the brand’s dog food offerings. [15]

• Purreetty (cat care brand)

• Pet Express

• Lazada Philippines

• Philippine pet care industry

1. How Doggo helps pet owners love their dogs even more

2. About us | Doggo and Purreetty

3. Doggo and Purreetty

4. Doggo

5. Doggo is a local brand that offers top-tier pet products online – ASTIG: Philippine News & Reviews

6. Intellectual Property Center, 28 Upper McKinley Rd.

7. Buy Doggo Pawfectly made! Dog Wet Food for sale online | Lazada Philippines

8. ‘Doggo’ for your dogs: Paw-some treats, products readily available online – Manila Millennial

9. May nakatry na ba ng doggo brand?

10. Doggo leaves a “bark” as your partner in fur parenting

11. ‘Woof woof!’: Filipino pet brand Doggo opens first pop-up #DoggoHouse in BGC | Discover MNL

12. Pawfect partner: Fur parents find fun, easy companion in dog care with Doggo – Orange Magazine

13. Homegrown brand Doggo offers top-tier products for your fur babies | DailyPedia

14. Buy Doggo Pawfectly made! Hips & Joints for sale online | Lazada Philippines