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Heartland Veterinary Supply
.pharmacy Accredited
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Mav & Charlie
by Heartland Pharmacy
Vet-grade formulas.Zero vet vibes.
The same active ingredients your vet would recommend, now in your home, without the appointment. For dogs and cats. For the pet parent who reads the label.
Chlorhexidine Gluconate 2% · Ketoconazole 1%
.pharmacy Accredited
Since 1981
Free shipping over $40
The full line
Six formulas.
All business.
Every product in this line was formulated for veterinary clinics first. Now available to you, without the appointment or the pharmacy markup.
HERO SKU
Cleansing Shampoo for Dogs & Cats
Active Ingredients
Chlorhexidine Gluconate 2% · Ketoconazole 1%
Cleansing Mousse for Dogs & Cats
Active Ingredients
Chlorhexidine Gluconate 2% · Ketoconazole 1%
Advanced Ear Cleanser for Dogs & Cats
Active Ingredients
Chlorhexidine Gluconate 2% · Ketoconazole 1%
Advanced Cleansing Shampoo for Dogs & Cats
Deodorizing · Skin-Nourishing Formula
Drying agents · Natural immune support
Dry Nose & Paw Balm for Dogs
All Natural Ingredients
Shea Butter · Beeswax · Coconut Oil · 7 botanical oils
Heartland Canine Joint Soft Chews
Key Ingredients
myHMB® · Glucosamine · MSM · Green-Lipped Mussel
THE TRUST BEHIND THE BRAND
Backed by over
40 years of pet care experience.
Mav & Charlie is a pet wellness brand from the team at Heartland Veterinary Supply, a trusted pet pharmacy serving pet parents and veterinary professionals since 1981. For more than four decades, we've helped pets live healthier, happier lives. Mav & Charlie is the next chapter in that commitment, bringing thoughtfully designed wellness products to pets and the people who love them.
01
Knows the science.
Active ingredients stated plainly, every time. Chlorhexidine Gluconate 2%. Ketoconazole 1%. That's the one that works.
02
Speaks plain English.
No wellness speak. No "nourishing holistic blend." Short sentences. The word "works" appears more than "nourishes."
03
For dogs AND cats.
Not a disclaimer. Actual intent. Cat owners have been invisible in pet wellness DTC for too long. Not here.
04
Direct, always.
Vet-grade without the vet visit. The same concentrations. The same quality. Now available without the appointment.
40+
Years of veterinary formulation. Heartland has been trusted by clinics since before pet wellness was a category.
2%
Chlorhexidine Gluconate concentration. The same antimicrobial strength veterinary dermatologists reach for. Not a "gentle" alternative.
0
Prescription required. Vet-grade formulas, without the vet visit markup. Direct to your door from a Vet-VIPPS accredited pharmacy.
The category — and why it's broken
Two camps. Neither one
talks to you.
Camp A
The Clinical Brands
✓
Real clinical efficacy✗
Cold, jargon-heavy communication✗
Designed for vet offices, not bathrooms✗
Treats you like you need a degree to buy shampoo✗
Implicitly dogs onlyCamp B
The Lifestyle Brands
✓
Warm, accessible communication✓
Good at community building✗
Vague ingredient lists ("botanical blend")✗
Cosmetic-grade formulas sold as wellness✗
"And cats" as a legal disclaimerMav & Charlie
The Good Friend
✓
Real clinical actives, stated plainly✓
Plain English, no wellness speak✓
40 years of vet pharmacy heritage✓
No prescription required✓
For dogs AND cats. Genuinely.The pharmacy behind the brand
You're not buying
from a startup.
In 1981, Heartland Veterinary Supply started formulating products for veterinary clinics. Not for pet stores. Not for Amazon. For the professionals who needed formulas that actually worked.
Forty years later, those formulas are exactly the same. The only thing that changed is where you can get them.
.pharmacy Accredited
National Association of Boards of Pharmacy accreditation — the highest standard in veterinary pharmacy practice.
Hastings, Nebraska · Since 1981
A real pharmacy. Real compounders. Serving veterinary clinics and pet owners for over 40 years.
Vet-grade concentrations
We don't dilute the actives for retail. Chlorhexidine Gluconate 2% and Ketoconazole 1% — the same percentages vets use.
What pet owners say
The good stuff,
heard from people.
★★★★★
"I've tried four shampoos. Every vet I went to said use Chlorhexidine Gluconate — but no one made it accessible. This is it. Two weeks in, the hot spots are gone."
Emily R. — Goldendoodle owner
Cleansing Shampoo 8oz
★★★★★
"Finally, a brand that actually says 'for cats' and means it. My Persian has had ear issues for years. This cleanser is the first thing that's actually helped."
Michael T. — Persian cat owner
Advanced Ear Cleanser
★★★★★
"The mousse is a game changer for my dog who absolutely refuses baths. No rinse, works in 10 minutes, skin is better than it's been in two years."
Olivia M. — Cavapoo owner
Cleansing Mousse
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