About us
We started with one dog.
RUMI is a dog wellness brand from the Netherlands. We made a daily routine to help your dog stay young and well for as long as they possibly can, because dogs aren't pets. They're family.
Our story
Meet Nala.
She's the reason RUMI exists.
We'd had her twenty-four hours when we found out she had parvo. The vet told us she probably wouldn't make it through the night. I promised myself that if she made it, I'd give her the absolute best I have. Every single day.
She made it.
Something shifted after that week. I wasn't going to take a single day with her for granted, and I wanted to look after her properly for all of them, not just when something was wrong.
That's what RUMI is. A daily routine for dogs we're not willing to take for granted.
Our standards
What we hold ourselves to.
Some of this is about what goes in the bag. Some of it is about how we want to run a company. We'd rather be judged on both.
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Made to be taken daily
A routine only works if it actually happens. So everything we make has to be easy to give and something they'll happily take — every day, not just the first week.
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We say what we don't know
We'll tell you what the research supports and where it stops. No miracle claims, no before-and-afters we can't stand behind, and an honest answer if something isn't right for your dog.
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Dogs are family
The standard is simple: if it isn't good enough for Nala, it doesn't go out. She's on everything before anyone else's dog is.
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We give while we grow
5% of profit goes to local shelters every month — from the first order, not once it's comfortable. Growing and giving happen at the same time or not at all.
Our mission
200 million
Dogs still living on the street
We won't stop until it is zero.
Every RUMI order funds the people already doing the work, real rescuers, not organisations. Follow them, donate to them directly, and watch the number come down.
@melezdogrescueTurkeyRescuing & transforming the lives of Turkish strays
@bali.pawsBaliHelp us to help dogs in need!
@patitascoSpainRescue & shelter street dogs
@soidogfoundationThailandAsia’s largest dog rescue organisation
@wearehappydoggoUKOn a mission to fix the global street dog problem
Show us your dog
@Daisy_Jen
@Lauraspec
@tobbie_
Our products
We'd love to help yours too.
While we're helping the dogs still out there, we'd love to look after the one at your feet. A happy gut, easy movement, and clean teeth and breath, one daily routine.
Not sure where to start? The quiz takes two minutes.
Every order keeps these shelters funded.
