TORONTO — Upon losing her dog to a chronic illness, Senia Wang was determined to change the pet food industry eventually launching Charmy Pet with her partner. As co-founder and chief operating officer of the brand, Wang aims to bring the health benefits of Traditional Chinese Veterinary Medicine to dogs and cats in order to improve their quality of life.

“We’ve blended high-quality, raw ingredients with evidence-backed Traditional Chinese Medicine — like herbs and mushrooms — to create something that just didn’t exist in the market before,” she shared.

In the following Q&A, Wang shares her journey into the pet industry, Charmy’s unique focus on Traditional Chinese Veterinary Medicine, and the importance of mindful innovation and transparency in the pet food industry.

 

PFP: How did you get your start in the pet industry, and how did that experience lead you to where you are now?

Wang: I’ve been an animal lover for as long as I can remember. Whether it was hamsters, rabbits, dogs or cats — I always felt a special connection with pets. That bond has been a constant in my life.

Senia Wang with her Cockapoo Luca

Senia Wang with her Cockapoo Luca.

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Source: Senia Wang

While I was still in university, I met my partner Zach in class. We instantly connected over a shared, painful experience: we had both lost our dogs to chronic illnesses. That moment sparked something big. We looked at each other and knew — we had to do something to change the industry.

Later on, we named our second dog Charm, after our brand Charmy. It’s a daily reminder of why we do what we do. Having his name on the brand keeps us inspired and driven to push the pet space forward with purpose.

 

PFP: What has been your biggest challenge — personal or professional — related to your work in the pet industry?

Wang: One of our biggest challenges has been bringing something truly new into the pet space. From finding our first co-packer willing to work with our freeze-dried recipes using traditional Eastern herbs, to helping pet parents understand the holistic benefits — none of it has been straightforward.

Since I lead marketing, I’ve felt the weight of building a new category from the ground up. There’s solid scientific evidence supporting the effectiveness of Chinese herbs for pets, and Charmy is also partnering with top universities in animal nutrition to dive even deeper into the benefits. But earning trust around something unfamiliar takes time.

Whether it’s getting retailers excited or helping pet parents see how these herbs can support their pets’ health, we’ve had to stay nimble and creative — especially with the budget constraints of a small company. These challenges have definitely made us sharper storytellers and even more passionate about the impact we’re trying to make.

 

PFP: Tell me about a professional accomplishment in the pet industry that you are proud of.

Wang: One professional accomplishment I’m especially proud of is our When East Meets West product line — the first herbal dog food of its kind in North America. It includes our Freeze-Dried Raw Herbal Dog Food and our mushroom bone broth, and it’s a real fusion of Eastern wisdom and Western nutrition.

We’ve blended high-quality, raw ingredients with evidence-backed Traditional Chinese Medicine — like herbs and mushrooms — to create something that just didn’t exist in the market before. Everything is made with restaurant-grade meats and locally sourced Canada and US superfoods like herbs, mushrooms and berries.

What really sets it apart is how we formulated it based on Traditional Chinese Veterinary Medicine (TCVM), focusing on functional benefits for pets — from digestion to immune support. It’s not just another freeze-dried food or basic bone broth. It’s clean, intentional and made to support pets in a deeper, more holistic way.

Hearing from customers who are seeing real changes in their pets after switching to this line — it’s those stories that remind me how meaningful this work is.

 

PFP: What is top of mind for you and/or your business in the industry right now?

Wang: Charmy has always been focused on sourcing, sustainability and transparency since day one. We’re proud to be a 100% Canadian brand, so we put a lot of effort into using high-quality ingredients from Canada and doing our best to produce locally. Right now, I want to focus on our roots in TCVM and expand our product line to include more natural superfoods and herbs that support pet wellness in a clean and functional way.

 

PFP: If you could pick three trends influencing the industry today, which are the most important and why?

Wang: I’d say three big trends shaping the pet industry right now are: functional food with real health benefits, locally and sustainably sourced ingredients, and clean, raw or fresh feeding options. For us, that means focusing on things like adaptogenic mushrooms for immune support, digestive herbs rooted in Traditional Chinese Medicine, and nutrient-dense ingredients like berries and seeds that support overall wellness.

“What matters most isn’t just following trends — it’s how we translate these innovations in a way that truly resonates with pet parents,” said Senia Wang, co-founder of Charmy Pet.

But honestly, what matters most isn’t just following trends — it’s how we translate these innovations in a way that truly resonates with pet parents. More people are treating their pets like family, and they want products that reflect the same care and standards they expect for themselves. So, our real focus is delivering that message clearly and creating products that genuinely align with that mindset.

 

PFP: What is something about the pet industry that people outside of the industry may not realize?

Wang: A lot of people assume that pet food made in Canada meets high standards — especially if the packaging says so — but that’s not always the case. In reality, Canada doesn’t have a dedicated regulatory body overseeing pet food manufacturing, which means companies aren’t held to consistent standards. Ingredient quality and production practices can vary a lot, and it’s up to individual brands to set their own bar. That’s why transparency and integrity matter so much in this space.

At Charmy, we’ve always focused on using restaurant-grade ingredients and responsible sourcing, but it’s not always easy. We’ve had to work hard to make sure our manufacturing partners only use the ingredients that meet our standards — it’s been a constant challenge, but we will never compromise on that.

 

PFP: What advice would you give to other women in this industry?

Wang: I’m so happy to see more women joining the pet industry and creating amazing products. My advice would be: if you have a great idea, don’t postpone your act. I know sometimes it feels overwhelming — you might not know where to start, or you might feel it’s too complicated when you think through the process. But don’t try to figure out every single step. Let your passion guide you and fuel your courage to move forward. Also, think about how you can turn your unique proposition into something valuable. That’s what helps you stand out and gives people a reason to believe in you and support your brand.

 

Senia Wang’s Cockapoo Luca and Bengal Ivy

Senia Wang’s Cockapoo Luca and Bengal Ivy.

| Source: Senia Wang

PFP: Just for fun, do you consider yourself a dog person or a cat person? Or, if you have pets of your own, tell us a little bit about them. 

Wang: I have both — a Bengal cat (4 years old) and a Cockapoo (1.5 years old). I’ve never really thought about being more of a “dog person” or “cat person” because I love them equally! That’s also why most of Charmy’s products are made for both cats and dogs to enjoy.

My cat Ivy has such a wild spirit. She doesn’t follow any rules and won’t do tricks — and I totally respect that. She’s the queen of the house, goes wherever she wants and lives her best life. At the same time, she can be needy and always around when I’m working from home, she loves walking across my desk or standing on my shoulders during meetings — and I can’t say no to her.

My dog Luca is the sweetest little guy. He’s a big foodie, super smart and knows how to get along with people. The funny thing is he has a very expressive face — you can totally see his attitude when he doesn’t get what he wants, like a treat or toy. It’s a lot of fun having both dog and cat at home, and I’m very grateful to have them in my life.

Senia Wang is a first-generation immigrant and female founder. She co-founded Charmy Pet with partner Zach Sheng in March 2020 at just 20 years old. During this time, she juggled a career and academic life, seeking to bring her perspective to the pet industry. Since its launch, Charmy has evolved from a pet treat subscription box to a fully-fledged pet food brand with a large presence throughout Canada — and a burgeoning footprint in the United States. Wang holds a bachelor’s degree from Ryerson University and a master’s from the Ivey Business School at Western University. Read more about Charmy and its focus on Traditional Chinese herbs.

Continue reading about other female leaders featured in our Women in the Pet Industry series.