Biche is bringing luxe beauty to our pets, because they deserve it too The new era of pet care: beautiful, aromatic, and très chic

A longtime fragrance enthusiast and a pro when it comes to everything beauty, Alexandra Pauly might be better known for founding Highsnobiety Beauty. Now, she has entered a new chapter not so far from her expertise realm. By founding Biche, a luxury pet grooming brand that creates rituals for animals and their owners, Pauly is filling the void left by the limited selection of pet grooming products. After rescuing her dog, Cam, in 2018, the beauty professional was dissatisfied with the shampoos, conditioners, and other products she tried that dried out Cam's skin, smelled like detergent, and resembled household cleaning materials. Naturally, she had an epiphany: she would create her own brand and combine her two passions - animals and beauty - with the same quality standards of the finest beauty brands. Offering clean formulas; a classy, pet-safe scent inspired by fine fragrances; and chic, Instagram-worthy packaging, her brand would keep your furry friend in mind. Now, Pauly is about to give pets and their owners a new way to be, feel, and connect. Ahead, nss G-Club sat down with the beauty guru and founder of Biche, discussing everything from its first drop to pet grooming and self-care.

Interview with Alexandra Pauly, founder of Biche

The name Biche sounds very chic. What does it mean to you, and how does it capture the soul of the brand?

In French, "ma biche" is a term of endearment. It translates to "my darling," or "my pet." The spelling and pronunciation of Biche are also very similar to "bitch," which of course has its own double meaning depending on the context. So, Biche evokes both our love for our pets, and the brand’s playful yet refined sensibility. 

You’ve defined dog self-care as a ritual. Can you explain that philosophy?

If you think about it, pet grooming is just like your own self-care ritual. Routines like applying skincare and taking care of your teeth don’t just prevent physical health issues, they also make you feel good. Think of how you might unwind before bed with a face mask or relax after a stressful day with a long shower. Grooming your pet is exactly the same. When you give them a bath, trim their nails, brush their teeth, etc., you’re preventing a whole range of animal health issues and, at the same time, building an emotional bond with your pet. Grooming routines are acts of care that require physical touch, which is key to fostering trust with your pet and building your unique bond.  At Biche, we want to reframe pet grooming as a bonding ritual that’s beneficial for both animal and human. Taking fifteen minutes out of your day to brush out your pet’s coat or give them a bath is a fantastic opportunity to connect with the present moment and show your pet how much you love them.

Are there any myths or outdated ideas about pet grooming you’re hoping to shift with Biche?

Yes! There are a few. 

1. Pet grooming doesn’t need to be a chore, which is why we’ve put so much thought into both the form and function of our products. With our formulas, scent, and packaging, we want to create a spa-like sensorial experience.

2. Grooming also doesn’t need to be stressful! If your pet gets anxious at bath time, start slow. For example, introduce them to the bathtub or sink and reward them before even turning the water on. Easing your pet into these routines with positive reinforcement is key. We’ll continue to use our platform to help educate animal lovers on reducing stress and anxiety around things like baths and nail-trimming.

3. The pros are just as important as you. Professional services from groomers and veterinarians are crucial, but at-home maintenance is just as important. Think about it this way: You see a facialist and a dermatologist once in a while, but the majority of upkeep is done at home, on your own. 

What’s your take on the intersection between human wellness trends and pet wellness? Where do they align, and where should they diverge?

As we increasingly humanize our pets (they’re members of the family!), we’re seeing human and pet wellness trends overlap. For example, the pet supplement industry is booming. Dog salons are marketing their services as spa treatments. We’re even seeing the emergence of pet CBD products. We’re excited that the industry is realizing that our pets deserve higher-quality care. At the same time, it’s important to understand when and where the needs of our pets differ from our own. For example, you might love the way your shampoo works on your hair, but a product formulated for a human is going to be way too harsh for your pet. That’s why we’ve enlisted a Veterinary Advisor, board-certified veterinary dermatologist Dr. Joya Griffin, who helps ensure our products are both safe and effective.

What role does scent play in the overall self-care experience for dogs and humans?

As a former beauty editor and longtime fragrance lover, I know how powerfully scent can elevate an experience. Lots of pet products currently on the market are fragranced, but they smell like cleaning detergent, and they often contain essential oils, which can irritate animal and human skin. From the start, I knew I wanted to take a more elevated, intentional approach to scent with Biche. That said, we have to be extremely careful given the sensitivity of dogs’ noses. We’ve created a signature scent that will be used at very low levels, around .05% to 2%, compared to the 15% or 20% that’s often used in human eau de parfums. To further ensure safety, we partnered with the experts: fragrance designer Carlos Huber (founder of Arquiste) and Givaudan, a global fragrance house that adheres to the strict standards set out by The International Fragrance Association (IFRA). IFRA is an organization that regulates the safe use of fragrance. And, as mentioned before, our formulas are created in collaboration with our Veterinary Advisor, board-certified veterinary dermatologist Dr. Joya Griffin. 

How would you describe Biche’s customers?

The Biche customer loves animals, first and foremost. They march to the beat of their own drum. They’re leaders, not followers. They have exquisite taste but don’t take themselves too seriously. 

Let’s talk about the first drop, the Cloud Cleanser and Après Oil. Can you tell me why you decided to launch them first?

Our debut products are still under wraps, but all will be revealed very soon (follow us on Instagram and sign up for updates at our website). What I can say is that Cloud Cleanser and Après Oil address one of the biggest pain points I’ve experienced with pet grooming products, specifically for dogs. (Our first drop is for dogs, but we plan to expand into cat and horse down the line.)

If you had already dipped your toe in the world of fragrance development with Biche and felt like spilling just a little tea, what would you say?

As a longtime perfume lover I was so excited to dive into the behind-the-scenes of perfume creation and help develop a fragrance from start to finish. Carlos and Givaudan were completely aligned with my vision, which made the process even more gratifying. Our signature scent is nostalgic yet contemporary, crisp yet textural. 

When creating fragrances for pets, are there any particular notes that you insist on including? What about the ones you avoid?

You want to make sure the fragrance isn’t overpowering for the animal. You also want to make sure you’re working with a perfumer or a fragrance house (like Givaudan) that adheres to IFRA standards. IFRA regularly bans, limits, and sets criteria for the use of certain ingredients in perfumery based on scientific evidence and consumer insight. Another reason I wanted to work with Givaudan is that they’re a member of the Animal-Free Safety Assessment Collaboration (AFSA). Our products are vegan and never tested on animals.

Pop culture-wise, is there a dog that encapsulates Biche’s energy perfectly? Like Scooby Doo? Snoopy? Or something more like Elle Woods’ Bruiser?

William Wegman’s Weimaraners.

And finally, what’s the ultimate goal? Is it seeing Demi Moore’s Pilaf as a brand ambassador? Or something even more revolutionary? Where do you hope to take Biche in the years to come?

We love Pilaf and Demi Moore! While we hope to partner with celebrity dogs, our ultimate goal is much bigger. We want to be leaders of the movement for better, healthier petcare products that encourage us to slow down and savor the time we have with our four-legged friends. Animals enrich our lives in so many ways, and I want Biche to give pets and the people who love them a new way to connect.