Pet Wellbeing Launches Liquid Ashwagandha in Separate Dog and Cat Formulas

Pet Wellbeing launched liquid ashwagandha supplements in separate formulas for dogs and cats, timed to land before the holiday travel and houseguest season.

The species split and what it costs the shelf

The Louisville-based supplement maker developed two distinct liquid tinctures rather than a single all-pet formula, a decision that doubles the SKU count but reflects different dosing and administration needs between cats and dogs. Pet Wellbeing's herbalists and veterinarians developed each formula for dogs and cats, according to the announcement.

Pet Wellbeing holds the National Animal Supplement Council quality seal and was named Rising Supplier at NASC's 2026 conference. The ashwagandha line launches October 27 at petwellbeing.com and on Amazon.

Mandy Tinevez, the company's lead product developer and clinical herbalist, said in the release that cats are often an afterthought in the stress-support category, and that Pet Wellbeing wanted a daily option formulated for felines specifically. The liquid format gives pet owners who struggle with pill or chew administration a different delivery method.

The adaptogen launch and the timing

Ashwagandha is an adaptogenic herb used in Ayurvedic practice for centuries, and Pet Wellbeing is positioning it as a gentle daily option for pets dealing with travel, vet visits, grooming, and loud noises. The company said in the release that pet parents report the holidays as some of the hardest weeks for their animals, citing houseguests, new routines, and New Year's fireworks as stressors.

Pet Wellbeing is positioning the herb's growing recognition in human wellness as a reason pet owners will look for it in the pet aisle, and offering it as a single-ingredient product appeals to owners who want to control what they're adding to their pet's routine.

Tinevez said more people are learning about herbs and appreciate the flexibility of using a single herb formulated specifically for pets.

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Our read: the format matters more than the ingredient

The liquid tincture is the decision point, not the ashwagandha itself. If you're already carrying stress-support products and you see returns or complaints from owners who can't get their pet to take a chew or a capsule, a liquid option solves an administration problem and may justify the slot. If your stress-support set turns well and you're not hearing dosing complaints, adding a new ingredient to a crowded subcategory is a tougher call.

The species split makes sense from a formulation standpoint, but it does mean you're evaluating two SKUs instead of one. We'd watch early velocity on both before committing to permanent placement for each. If the cat formula moves and the dog formula sits, or the reverse happens, you know where to allocate the facing.

The NASC seal and the October 27 launch date put it on shelves in time for the November and December stress window. That timing works if your holiday traffic includes first-time stress-product buyers who don't yet have a go-to brand.

The company recommends pet parents talk with their veterinarian before adding the supplement, which is standard language but also a reminder that staff will need to be ready to explain what an adaptogen is and why someone would choose ashwagandha over the product sitting next to it. If your team can't make that case in 30 seconds, the SKU sits.

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