The following comments and quotations are attributed to Paul Armstrong, President and CEO of earthbath®.
For more than 30 years, earthbath has been creating pet care products with a simple belief: pets deserve safe, effective products, and the planet deserves thoughtful stewardship.
Founded in 1995, earthbath has built its business around what it calls "Pet Care with Purpose®"—a commitment to responsible ingredients, sustainable manufacturing, and community giving. That philosophy recently led the company to rethink one of its most popular product categories: grooming wipes.
"When we looked at our wipes, we felt a responsibility to understand the upstream impact of the materials we were using," Armstrong said. "We wanted to ensure the raw materials were harvested with respect for nature and that we knew exactly where those materials came from."
As part of that effort, earthbath transitioned its grooming wipes to FSC-certified plant-based fibers, helping ensure the materials originate from responsibly managed forests that protect biodiversity, water resources, and local communities.
For earthbath, FSC-certified products naturally align with the company's broader sustainability goals. Alongside sourcing FSC-certified fibers, the company redesigned its wipe packaging, moving from rigid plastic tubs to flexible pouches and reducing plastic content by 79%.
As an FSC Promotional License Holder, earthbath is also able to communicate the value of responsible sourcing directly to consumers.
"The FSC logo helps us tell a much bigger story," Armstrong said. "Instead of simply saying a product is plant-based, we can help consumers understand why the source of those materials matters. It demonstrates transparency, responsibility, and supply chain integrity."
That message is increasingly resonating with pet owners. According to Armstrong, consumers are paying closer attention to sustainability claims and certifications as they seek products that align with their values.
"Today's pet parents want the same environmental standards for their pets as they do for the rest of their household," Armstrong said.
Armstrong believes brands also play an important role in helping consumers understand responsible forestry and sustainable packaging choices.
"Our biggest role is making things simple," Armstrong said. "Consumers shouldn't need a degree in environmental science to make responsible purchasing decisions. Trusted certifications help communicate complex sustainability efforts in a clear and accessible way."
Looking ahead, earthbath continues to advance its sustainability journey. In addition to FSC-certified fibers, the company has achieved USDA 100% Biobased certification for its wipes and recently secured Leaping Bunny certification across its entire product portfolio. The company also plans to expand its involvement with the Pet Sustainability Coalition to share lessons learned and help other brands navigate their own sustainability initiatives.
For companies considering FSC-certified materials, Armstrong offers simple advice: start somewhere.
"Don't let the desire for perfection stop you from making progress," Armstrong said. "Pick one product, one component, and focus on making it better. Small changes can lead to meaningful impact."
Through its FSC-certified grooming wipes and ongoing sustainability efforts, earthbath demonstrates how brands can use responsible sourcing not only to improve products, but also to help consumers make informed choices that support healthy forests and a healthier future.
