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New Paradigm
in Canine Coat Care
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During This FREE Training, We’ll Reveal the Hidden Pattern That Explains Why Most Dog Care Coat Products Work...
Until They Don’t.
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LIVE Webinar with Sasha Riess: NEW PARADIGM IN CANINE COAT CARE
LIVE WEBINAR!
NEW PARADIGM
IN CANINE COAT CARE
What If We Had It Wrong
All Along?
Date: Monday, April 14th 2025. | Time: 7:00 PM EDT
For decades, we’ve been taught how to classify types of dog coats — and how all coat care should be based on that?
How many different products have you bought under the pressure of promises, advice, and trends — now just gathering dust on your salon shelves?
What if everything we thought we knew about the dog’s coat wasn’t wrong because we were doing something badly, but because no one actually understood what lies behind such vast diversity?
What if the differences between coat types — the very thing that has confused us for years, drained our time and money — aren’t real differences at all, but a misinterpretation?
What we’ve been calling a "problem"... maybe it was never a problem.
Maybe it was just a misunderstood principle.
Date: Monday, April 14th 2025. | Time: 7:00 PM EDT
Why We Need a New Paradigm
in Canine Coat Care?
For decades, the dog grooming industry has been shaped by the belief that every coat type requires a specialized cosmetic approach.
But this belief wasn’t born from understanding the canine skin and coat biology — it was born from consumerism, driven by the influence of the human cosmetology industry, a field that is highly academically regulated, scientifically developed, and deeply commercialized.
In an effort to mirror that success, the pet care industry began adopting the structure of human haircare — but without the same scientific foundation, and without adapting it to dogs’ unique physiological characteristic and needs.
As the pet care market expanded, many human cosmetic brands entered the space, or partnered with grooming companies eager to offer professional-looking product lines.
Cosmetologists trained in human haircare were hired to formulate shampoos, conditioners, and treatments for dogs, applying the principles they knew best: shine, softness, detangling, volumizing.
But these principles were based on human hair biology — not canine coat biochemistry.
This opened the floodgates to an overwhelming number of coat-type-specific products: shampoos, masks, sprays, and conditioners designed not through canine-specific science, but by translating human haircare systems into the dog world.
What followed was not clarity — but confusion.
Instead of helping dogs, many of these products began disrupting the natural function of the skin and coat. They masked symptoms without addressing causes, often interfering with the dog’s natural oil production, or dog's hair growth cycle.
The truth?
Most grooming cosmetics are based on misunderstood biochemistry, designed by professionals trained to work with human skin and hair, not canine.
Today, there is no official field of animal cosmetology, no certified training rooted in canine-specific biochemistry.
So we’ve been improvising — following marketing language rather than questioning this Status Quo.
That’s why we need a new paradigm.
Not more product choices.
Not more coat types.
But what we need now is not more product choices or marketing categories — but a clear, science-informed approach rooted in what a dog actually needs — one that can only be understood from the dog’s point of view, and only when we are willing to ask the most sophisticated question:
Who is the Dog?
Is This Webinar For Me...??
YES! This 75-Minute Webinar Is For You, Especially If you...
- Want to wash off all the fluff of the dog grooming industry away.
Cut through the marketing noise and get back to what truly matters — the dog, the coat, and your craft. - Are overwhelmed by products, promises, and opinions — and still don’t know what actually works.
Every brand tells you they have the answer, but no one explains why — and you're left spending more and understanding less. - Are tired of feeling like you’re guessing — and wondering if you’re doing it wrong.
With no clear standard, every decision feels like a risk, and every new coat like starting over. - Know there’s more to grooming than just following trends and techniques.
Deep down, you’re craving real knowledge — something rooted in nature, not just in fashion or competition. - Are ready to reclaim the field — and be part of a new era where groomers set the standard.
It’s time for our profession to be led by groomers who understand the science, the art, and the responsibility of care.
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YOUR HOST
During The 75 -Minute Webinar!
Sasha Riess
World Renowned State of the Art Dog Stylist
The Untold Story
Shift That Shook Canine Coat Care
You may already know that in 2016, Sasha Riess launched a product line that quietly disrupted the grooming industry. It was remarkably simple — actually it was too simple — yet it delivered extraordinary results across every coat type. Stylists and professionals everywhere began asking: how can one shampoo and one conditioner work for every single coat type? And more importantly — why does it work so much better?
Soon after, data emerged confirming what many had already sensed: a patent-backed claim verified that the formulations delivered up to 750% greater efficacy in functionality compared to other leading products on the market. And even as new products hit the market, the results stay the same — the data continues to hold. This wasn’t just innovation — it was something entirely different. The grooming world took notice. High-end cosmetic manufacturers from around the globe reached out to learn more, to understand the approach, and to adapt this performance into their own lines. But even as recognition grew, one question remained unanswered — even for Sasha himself.
Why did it work?
Not a single conventional theory could explain it. Not pH balancing. Not breed-based coat classifications. Not traditional haircare science. None of it fit. What this system was doing defied explanation — at least, any explanation the industry had been using for decades. It performed beyond logic, challenged assumptions, and quietly revealed the cracks in everything we thought we knew about canine coat care.
For years, Sasha and his team searched for the missing link — the deeper reason, the unspoken mechanism. And now, nearly a decade later, that answer has been found.
But it’s not what anyone expected. It’s not another marketing claim or product innovation. It’s the foundation of an entirely new scientific framework — one that doesn’t just validate what works, but redefines the way we understand the coat, the skin, the dog.
In this exclusive webinar, Sasha Riess will share that discovery for the very first time. A shift is coming — not just in grooming, but in the way we speak about dogs, care for them, and claim our place as professionals with the knowledge and vision to lead.
What’s coming isn’t a trend. It’s a new paradigm.
WE KNOW WHAT YOU'RE THINKING...
Can One Webinar Really Transform My Perception of a Dog’s Coat Care That Much?
We don’t know what we don’t know — until someone points us in that direction. And once you see it… you can’t unsee it.
The way you look at the coat, the skin, the shedding, the products — it all changes. Not because you learned a new trick, but because you finally saw the truth beneath it all.
- Easy-to-Follow Charts and Visuals
Understand coat types, shedding, and follicle behavior at a glance — no jargon, just clarity. - The New Science of Canine Coat Care
Discover the real biochemistry behind coat growth, texture, and transformation — finally explained for groomers, not labs. - A Clear Framework That Makes Sense
Stop guessing — know exactly what to use, when, and why, based on the actual needs of the dog. - The Confidence to Lead, Not Just Follow
You’ll leave with a new lens, a sharper intuition, and the tools to elevate your care — and your voice — in the industry.
WE KNOW WHAT YOU'RE THINKING...
Can One Webinar Really Transform My Perception of a Dog’s Coat Care That Much?
We don’t know what we don’t know — until someone points us in that direction. And once you see it… you can’t unsee it.
The way you look at the coat, the skin, the shedding, the products — it all changes. Not because you learned a new trick, but because you finally saw the truth beneath it all.
- Easy-to-Follow Charts and Visuals
Understand coat types, shedding, and follicle behavior at a glance — no jargon, just clarity. - The New Science of Canine Coat Care
Discover the real biochemistry behind coat growth, texture, and transformation — finally explained for groomers, not labs. - A Clear Framework That Makes Sense
Stop guessing — know exactly what to use, when, and why, based on the actual needs of the dog. - The Confidence to Lead, Not Just Follow
You’ll leave with a new lens, a sharper intuition, and the tools to elevate your care — and your voice — in the industry.
