Gemma Stocks is the founder of The Herbal Dog Co – the biggest pet brand on TikTok which she built after making natural products for her own dogs at home.
It all started back in 2017, when she was struggling to find natural solutions to treat skin problems for her own pets and began making concoctions for her poorly rescue dogs Benson and Lola from her kitchen table.
Gemma was working in hospitality, and had an interest in health brands for humans and wondered what it might be like to do the same for pets.
Wanting to do the best for her own dogs, she started experimenting with natural remedies and raw feeding, learning about herbs after work and building a range that now has a huge following across the UK.
Gemma talks about how being dyslexic and having ADHD has shaped how she runs her business – from her simple messaging to making sure no customer ever feels stupid or isolated.
We also chat about TikTok – how she said no to Dragon’s Den, then later joined TikTok Shop after being approached by someone who used to work on the show.
She talks about going live when no one was watching, the behind-the-scenes graft, and why being consistent when it was the last thing she wanted to do led to making £1million on the platform.
Plus, why she thinks self-care sometimes looks like trashy romance novels, and why making mistakes is something to be proud of.
All the links to connect with Gemma and find out more are at the end of this post, and you can listen to the full interview using the player link below.
Topics and timings in this episode:
0.20 – What to expect from this episode.
1.36 – Gemma on how she went about creating the Holland and Barratt of the pet world and how her business grew.
3.40 – How Gemma learned about food as medicine through her old role working in restaurants and hospitality.
4.10 – Doing her own DIY raw feeding and supplements for her own dogs and how this led her to explore her own solutions.
7.08 – Finding her customer base and talking in layman’s terms to her customers who are trying to figure out what’s best for their dogs.
9.56 – How Gemma connected with a former vet and herbalist to ensure what she was creating was the best she could offer.
11.38 – Regulation and the supplement industry for pets.
13.02 – Connecting the dots between the trends in human spending and matching this with the change in how we were treating our pets.
16.17 – Juggling her day job with running her new brand.
18.54 – Using what she learned from her old role to build an audience and community, working with groomers and people in the pet industry and growing the Herbal Dog Co.
23.22 – Having her first office/warehouse at the back of a friend’s pet shop, and taking on her first employee Hazel.
28.55 – How the team has grown since and how she maintains morale with her staff.
34.51 – The ways Gemma brings her company culture and behind the scenes at The Herbal Dog Co into her content.
41.33 – Why Gemma’s own experience of being dyslexic growing up shapes the way she communicates with her audience.
46.22 – Choosing TikTok shop over Dragon’s Den and how Gemma chose to take a leap of faith on the video platform which led to her making £1 million!
57.21 – What else has worked for Gemma in raising the profile of The Herbal Dog Co.
1.06.21 – Gemma on her biggest mistakes.
1.12.03 – The self-care steps Gemma follows.
1.16.02 – How Gemma is now supporting other brands who want to learn about TikTok.
1.17.53 – Where to learn more and connect with Gemma.
Quotes from this conversation:
“I used to cry before I went live. I’d think, ‘What am I doing? No one wants to listen to me.’ But I kept going – and we ended up doing a million pounds on TikTok.”
“We weren’t getting special treatment – we just did the work no one else saw behind the scenes. The hours, the testing, the learning, the turning up when it felt pointless – that’s what made the difference.”
“If you’re not making mistakes, you’re not doing business. Every single one builds your resilience. You learn faster, you make better decisions, and you stop being afraid to try. That’s how you grow – not by getting it right, but by getting back up.”
“I knew I wasn’t stupid, but I was made to feel like I was – at school, being put in special needs, being asked to stand up and tell the time when I couldn’t. That shame never really leaves you. That’s why I simplify everything in my business now. No one should ever feel left behind or like they’re not clever enough to understand.”
“There is that kind of badge of honour of burnout — if I’m not working 24/7, I’m not working hard enough. But it’s not true, because I make really bad decisions when I’m that close to burnout, when I’ve not been looking after myself or taking the rest time I need.”
“People want to buy from people. They want to know someone who genuinely cares about their dog is behind the brand.”
“I don’t want to sound clever. I want to be clear. I want people to feel seen, not confused.”
“Sometimes self-care is just a trashy romance novel and some dirt under your nails. That’s what keeps me sane.”
Links mentioned in this episode:
Watch Gemma’s video of Gigi settling in: https://www.instagram.com/reel/DOfymFFjSf1/?igsh=Zm95d2t5OWs1bDg1
Visit The Herbal Dog Co website: https://herbaldogco.com/
Follow on TikTok: https://www.tiktok.com/@herbaldogco
Follow on Facebook: https://www.facebook.com/HerbalDogCo/
Connect on Instagram: https://www.instagram.com/herbaldogco/
Resources mentioned in this episode:
Pet Business Content Planner Companion: https://rachelspencer.co.uk/shop/
Get my free content calendar download: https://rachelspencer.co.uk/calendar
The Herbal Cat Co: https://herbaldogco.com/product-category/cat/
Natasha Courtenay-Smith’s podcast: TikTok, ChatGPT and the new gatekeepers
Further listening
Gemma Glover from The Pet Carpenter on making beautiful furniture for pets
Natasha Courtenay Smith on keeping up with the content monsters
Victor Carpio and how a rescue cat in a sewer inspired the Dental Wand
What it’s like to go on Dragon’s Den with Debbie Greaves from Barking Bags
What it’s like to go on Dragon’s Den with Aneisha from Scrumbles
My beer garden lightbulb moment with Jessica Morris from The Canine Menu
Should you buy my pet business planner?
Is my Pets Get Visible membership right for you?
Takeaways from the Business of Pets event 2025
Episode summary
Prefer reading to listening? Here’s a Q&A-style version of my conversation with Gemma Stocks, founder of The Herbal Dog Co, taken directly from the podcast transcript.
It’s edited down for clarity – but every word is Gemma’s.
Can you tell us how The Herbal Dog Co came to life?
“I had two rescue dogs, Benson and Lola, and they both had terrible skin issues. Nothing I tried worked, so I started making my own remedies from natural ingredients in my kitchen.
“I was working in hospitality at the time but had a real interest in health and wellness for humans. I just thought – why can’t I do that for my dogs?”
You’ve been really open about your experience with dyslexia and ADHD – how has that shaped your brand?
“I want people to feel included. When I was younger, I was treated like I was stupid just because I couldn’t learn the same way. That shame stays with you.
“So I keep our messaging simple. I want people to understand what we do, not feel overwhelmed. I still ask, ‘What does that mean?’ if I don’t get something – and I encourage my team to do the same.”
Tell us about getting started on TikTok.
“At first, I thought TikTok was just kids dancing. But someone who worked on Dragon’s Den had moved over to TikTok and invited us to try the Shop.”
“I painted a blue wall, sat in front of my phone, and went live. Sometimes I’d cry before because it was so hard and no one was watching. But I stuck with it.”
And that consistency paid off?
“It really did. We started with a few sales, then it grew and grew. Eventually, we hit £1million on TikTok Shop. But no one saw the nights I was in tears or questioning everything.”
What’s the biggest mistake you’ve made in business?
“There are loads! Agencies that didn’t deliver. Not reading fine print. Tech glitches that cost us £50k. But I believe if you’re not making mistakes, you’re not learning. Business is hard – we need to say that more.”
What does self-care look like for you now?
“I used to feel like I had to be learning all the time. Podcasts, ebooks, hustle culture. Now I know it’s okay to just switch off. I read trashy romance novels and get out in the garden – and that’s enough.”
What keeps people coming back to your brand?
“It’s us. People buy from people. We use our own dogs in the content. We speak like normal humans. And we care – that connection comes through in everything we do.”
What’s next?
“We’ve just launched The Herbal Cat Co, and I’m now offering TikTok training for other pet businesses. I want to see more indie brands thrive. If I can help, I will.”
Find out more about Gemma here: https://herbaldogco.com/
