Alpha Animals is proud of it's own brand True Iconic. These amazing range of grooming products developed by business partner and Master Groomer Valerie Khoo of Pawfect Collection truly represents what Alpha Animals stand for. Not only A grade ingredients of the purest and highest grades, but also gathered in respect for nature and people. An innovative super premium brand consisting of simple in use yet effective range of products. A few products are mildly scented to reduce chance of allergies for both dog and owner. True Iconic is not tested on animals and does not contain salt or harsh chemicals. True Iconic products are designed and developed in collaboration with groomers, handlers, breeders, vets and pet owners besides our own chemists. All these opinions and expereinces matter to us. And because we are a small team of people which have a fully integrated system from development to delivery, we can react fast on what you expect from us.