LOS ANGELES — Premium, science-backed pet supplement brand Other Half Pet announced it has raised $3 million in a seed funding round. The round was led by Willow Growth, with participation from Habitat Partners and Off Leash Capital.

Other Half was created by AJ Patel, founder of Zesty Paws, and Mike Watts. Patel is leveraging his experience from Zesty Paws to create science-backed pet supplements formulated with active, functional ingredients to provide various health benefits. According to Other Half, there is a clear gap in the pet supplement market for more transparency and simplicity, as well as clean and human-grade ingredients. 

“We’ve been inside this category long enough to understand the real challenges pets and their owners face — and where legacy brands fall short,” Patel said. “This is a space we helped shape, and we’re reentering it with a clear mission: to lead with transparency, simplify wellness routines and deliver meaningful results — not marketing noise.”

The new capital will be used to grow Other Half’s innovation pipeline, make strategic hires across marketing and product development, and scale the brand’s direct-to-consumer (DTC) and Amazon presence with its flagship products Everyday™ and Doggie Dental™. 

Since launching in November 2024, the brand has seen significant growth, including new customers and customer subscription signups across all platforms showing growth of 25% and 35% month to month, respectively, according to Other Half.

“We back consumer brands that know how to move fast, build trust and scale efficiently,” said Deborah Benton, managing partner of Willow Growth. “Consumers today demand science-backed, clean and effective ingredients to drive optimal pet health and longevity. With AJ and Mike, we’re backing not just great products, but proven entrepreneurs and operators who’ve already won in this space — and are about to do it again.”

Read more about pet supplement products and trends.