Our Story

We’re a small, home-grown brand based in the bayside suburb of Chelsea in Melbourne, Australia — built by dog lovers, for dog-loving humans

It all began with Marley

How SniffLab Started

It all started with Marley, our energetic Australian Kelpie. Curious and always ready to explore, he struggled to settle in new places. Wet grass, busy parks and uneven ground made training on the go harder than it needed to be.

We couldn’t find gear that was simple, portable, durable and easy to clean, so we made our own. What began as a solution for one dog quickly became a way to help dogs everywhere find calm, focus and connection — wherever life takes them.

Our Pack

  • 🐕 Marley

    Smart, active Kelpie and original inspiration.

  • 🐱 Pongo

    A 14-year-old cat with plenty of opinions and zero chill.

  • 👦🏽 RJ

    A curious 7-year-old human, excellent at “testing” everything.

  • 👩🏽🤝👨🏼 Damo

    Partner in life and idea-sceptic-in-chief.

  • 👩🏽💻 Gracie

    Digital product designer turned dog-gear maker.
Dog with a colorful collar lying on a textured surface

Why we do what we do

What Drives Us

We believe calm, happy dogs make calmer, happier homes. Our goal isn’t more stuff — it’s better enrichment. Gear that fits into everyday life, supports instinctive behaviour, and helps dogs feel grounded — not overstimulated or misunderstood.

Every product we create encourages:

Curiosity — so dogs can explore and learn.

Connection — deeper bonds between dogs and their people.

Calm — through natural behaviours like sniffing and foraging.

Designed thoughtfully, made for real life, and always tested by paws before people.

From our family to yours

Our Promise

Good design simplifies life — for dogs and the humans who care for them. Every SniffLab product is:

  • Built to last through everyday use and adventures.
  • Simple in form, intentional in function.
  • Created with a caring, practical mindset.

That’s our promise to you.

something else that represents sustainability

For the planet

Our Commitment

We’re committed to making better choices — from design and materials to packaging and delivery — because healthy, happy dogs deserve a cleaner, more sustainable world too.

We’re always learning, always improving, and genuinely grateful you’re here with us on the journey.

We’re passionate about making enrichment better with every design — and grateful to have you with us on the journey.

Image Credits & Licensing

At SniffLab, we use high-quality, ethically sourced images to reflect our values of curiosity, connection, and wellbeing.

Most images on our blog and website come from Pixabay, a community of photographers and creators who share royalty-free content under the Pixabay Content License.

We ensure all visuals are free from trademarks, logos, or recognisable individuals to comply fully with Pixabay’s terms of use.