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TORONTO, Ontario (January 28, 2016) – Led by young entrepreneurs Joe Benayon, Yemina Kaiman, and their more seasoned partner, Shay Shvartshtein, Soos Pets announced the hard launch of their brand today. With the launch, the company released North America’s first and only line of Dead Sea mineral enriched pet products that are 97 percent natural. This new line of products will have a portion of their proceeds donated to charity organizations that help animals in need. The products are currently available on their newly launched website

The Dead Sea enriched pet grooming products, created to maintain the health and appearance of dogs and cats, contain health boosting minerals, essential oils, plant extracts, and vitamins. Soos Pets expects the launch to generate significant buzz among consumers and pet industry professionals.

“We launched Soos Pets after being inspired by a rescue sheltie named Shane, who was adopted later in life, and was not in a good place,” says Joe Benayon, 22, co-founder. “We began researching natural ingredients that could help revive his dry skin and soothe his irritated paws, and discovered the power of Dead Sea minerals. While there were many products available for humans, there were not any for pets. So, we decided to create a collection ourselves.”

Co-founder Yemina Kaiman, 24, adds, “Soos Pets is more than just a brand. We want to use our company as a platform to continue to drive awareness of the plight of animals and the issues that they face, ranging from starvation and abuse, to euthanization. Our goal is to do our part to help improve the lives of as many animals as possible, in whatever way we can.”

Business partner and mentor of the young entrepreneurs, Shay Shvartshtein, has been spreading awareness of the company’s mission and promoting their natural pet products. “There are so many natural products on the market for humans because of the overwhelming benefits that they offer,” Shvartshtein explains. “For most pet owners, their dog or cat is like a family member, so it is important to them that their pet has access to the same high quality and natural products that they would use for themselves.”

For more information about Soos Pets, and to shop the new product collection, visit All of the company’s products are both veterinarian tested and big box store approved. Free shipping is available on orders over $50. Retail and wholesale partnerships are available globally.

About Soos Pets
Soos Pets has a commitment to helping pet owners keep their dogs and cats happy and healthy. All of the products available are 97 percent natural, and enriched with Dead Sea minerals. The company is equally committed to supporting rescue associations throughout North America, with a portion of all proceeds donated to organizations that strive to protect animals from negligence and abuse.

Young Canadian entrepreneurs Joe Benayon, 22, and Yemina Kaiman, 24, founded the company along with their seasoned partner and mentor, Shay Shvartshtein.

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Media Contact:
Yemina Kaiman

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