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This is the first in a series of articles profiling original product ventures by Creators. Watch out Mr. Beast, Logan Paul/KSI and Mindy McKnight, they’re coming for you!
Floof by Brodie
Beauty + Content
Pet products are nothing new. But pet products made by a TikTok famous dog? This might be a first.
Brodie That Dood, a long-haired goldendoodle, has been posting videos and photos to social media since 2020. His self-proclaimed “dog dad” Cliff Brush (yes, Brush), age 33, left his job as an accountant to pursue content creation full time during the pandemic.
“I was envious of people who truly loved their work,” says Brush. “I told myself if I could make half as much as my accountant salary in the first year as a full-time Creator then I would stick with it. I’ve always been entrepreneurial at heart.”
This month, Cliff and Brodie launched their very own dog grooming brand, Floof by Brodie. The product line is an original venture in partnership with Underscore Talent, who also manages the duo.
Talent manager AJ Nubla started working with Cliff and Brodie in May 2022. Original dog products came up in their first meeting. Long-term the team says their goal is to be like Burt’s Bees. “You don’t have to know who Burt is to love their products,” says Nubla. “And we’re hoping for the same with Brodie and Floof. We’re just getting started”. Nubla also reps YouTube Shorts superstar Alan Chikin Chow, Steven He and Ian Boggs.
Prior to Floof, Cliff had explored other business ideas including a dog backpack and even a dog park that seconds as a cocktail bar for owners called Bark Bar. Cliff initially reached out to existing dog brands to partner on products but did not receive interest – despite reaching 1M TikTok followers at the time and a single video with over 800 comments specifically asking where a particular dog backpack was from.
Dog dad Cliff Brush and BrodieThatDood
Beauty + Content
Ultimately, the Floof by Brodie team set out to launch the brand independently. To start, they took inspiration from Brodie’s favorite dog brush – determined to recreate the quality at a much lower retail price. Brodie had achieved success selling out an AmazonAMZN brush using affiliate sales links, so the team knew the audience appetite was real. The Brodie Brush is now the line’s top seller.
“When your client has hair like Jennifer Aniston you would be a fool to pass up the opportunity to create a hair care line with them,” said Underscore Co-founder Reza Izad. “We spent over a year and a half developing a formula that is healthier than 90% of the shampoos made for people. We are really proud of the products we have developed and believe that Brodie is the best partner to represent the brand.”
The grooming line also includes shampoo, conditioner and “Floof Juice” a dry shampoo and conditioner for detangling. Cliff says the line includes the basics every dog owner needs for a monthly at-home grooming routine. Although, superstars like Brodie and other long-haired doodles still require professional grooming every two to four weeks. The Floof by Brodie formulas and manufacturing are handled by a third-party vendor who got their start developing (human) makeup formulas. Underscore previously worked with the company on BeautyXBoo a color cosmetics collection by top YouTube talent CelenaSpookyBoo.
You’ll find Floof by Brodie for sale on the brand’s .com but also available on Instagram, YouTube and TikTok Shops. Instagram Story links have been the top sales referral to date. The brand plans to expand to Amazon and will also pursue affiliate marketing through other dog and lifestyle Creators over the next few months. Later this month, you’ll find them livestreaming on TikTok Shop as part of the platform’s Black Friday incentive for Creators.
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