About Fraser Essentials

Fraser Essentials was founded by Michelle Fraser, whose lifelong experience with animals — especially dogs — shaped the heart of the brand.

Together with her parents, Darrell and Maureen, Michelle has been immersed in the world of purebred dogs for nearly 40 years. Over the years, she has owned, bred, groomed and exhibited a variety of breeds, including German Shepherds, American Cocker Spaniels, Afghan Hounds, Border Collies, English Springer Spaniels, Pekingese and Papillons. Michelle is also licensed to judge Toy and Working dogs.

Through decades of grooming, breeding and exhibiting, Michelle trialled and tested many products with varying degrees of success. Along the way, she gathered grooming knowledge, practical tips and coat care techniques from experienced breeders, exhibitors and dog people from around the world.

Fraser Essentials brings together this experience to create grooming products designed to help you get the best from your dog — whether for the show ring, professional grooming or everyday home care.

For show dogs, the right grooming routine can help support coat presentation, texture, shine and manageability. For beloved family companions, Fraser Essentials makes it easier to keep your dog clean, fresh, comfortable and looking fabulous.

We believe caring for your dog’s coat should not feel like a chore. With the right products and routine, grooming can become an enjoyable part of caring for your dog — helping them look, feel and present at their best.

Thoughtful Grooming for Every Coat

Every dog’s coat is different. From draping coats and dense double coats to wire coats, curly coats and short coats, Fraser Essentials supports grooming routines based on coat type, skin needs and desired finish.

Our products are suitable for home users, grooming professionals and show breeders who want effective, practical and thoughtful coat care.

Need help choosing the right routine?
Tell us your dog’s breed, coat type and grooming concern — we’ll be happy to recommend a suitable Fraser Essentials routine.

 

Des - Pack CEO of Poochy Land

We’ve been using frasers essential since 2023 and gulliver’s coat has changed drastically from dry and dull to now voluminous, shiny and soft! we tried a few different brands before but so far only frasers works wonders for his coat! and their customer service and advise is amazing too! 

all my other grooming doggos use this too, and it’s been great so far! 

Olive's owner

"What I love most about the Fraser Essentials product is its versatility. It's designed to cater to various pet breeds, so whether you have a long-haired or short-haired companion, it works like magic. With its high concentration, i can do up a spa day at home 😉. The specially formulated ingredients are gentle yet effective, ensuring a comfortable grooming experience for my pets."