11 pet startups that are taking on traditional brands with more innovative products

Each of these three online startups that humans love, Casper, Purple, and Parachute, sell miniature, pet-approved versions of their best selling sleep products. People who shop with these innovative companies tend to be heavily invested in their overall missions and brands, so it's no surprise that they want matching beds for their pets.

Casper's dog bed combines pressure-relieving memory foam and durable support foam, while Purple's features its signature Smart Comfort Grid, a polymer design that adapts to your dog's movements. Parachute's favors a polyester filling over a foam one.

Read our full reviews here:

• Casper has a new line of dog beds — I got one for my new puppy, and he's in love with it

If humans have their own at-home DNA tests to discover more about themselves, why not dogs? Embark, which partners with Cornell University's College of Veterinary Medicine, determines your dog's breed and checks for over 175 genetic health conditions and traits. You'll not only satisfy your curiosity about your dog's origins, but also better understand important things about its health.

Read our full review here:

• This dog DNA test helped me figure out what breed my rescue dog is — and what health conditions to watch out for

At Wild One, even tennis balls and poop bags get the elevated, aesthetically pleasing, and high-quality treatment usually reserved for home startups. It places special emphasis on clean design and resilient materials that will keep both you and your dog happy, whether he's walking, sleeping, eating, or playing.

BarkBox, founded in 2012, tapped in early to dog owners' increasing commitment to their pets. Its monthly boxes, which always revolve around some type of fun theme, contain at least two creative toys, two all-natural bags of treats, and a chew. Dogs (more than 2 million of them to date) can't get enough of these monthly surprises.

Ethique's solid shampoo and conditioner bars cut down on plastic waste and are better for your hair because they're made with natural, non-toxic ingredients. If you care about both the environment and your body, your commitment to sustainable cleaning solutions doesn't have to stop here. Ethique also makes gentle, pH-balanced dog shampoo bars. One of these bars is equivalent to three bottles of liquid shampoo.

Read our full review (of the human shampoo) here:

• This eco-friendly startup was named New Zealand’s most sustainable business — its solid shampoo and conditioner bars aim to reduce plastic waste