It started with one dog — mine
How a dull coat and a shocking ingredient label turned into RIXOKIN.
From the founder
I never planned to start a supplement company. I planned to fix my dog's coat.
Rixo's coat had gone dull and patchy, so I finally turned over the supplement I'd been feeding him and actually read it. Artificial dyes. Vague "animal digest." Fillers I couldn't pronounce. I was feeding my best friend a label I didn't understand — and I felt sick about it.
So I learned how a coat actually works: it grows from within, on roughly a 90-day cycle, and what a dog needs depends on their breed, their age, and where their coat is today. Then I did the only honest test I could think of — I cleaned up Rixo's nutrition and photographed him every 30 days.
RIXOKIN
His name is Rixo. Kin means family. Put them together and you get every dog we build for — Rixo's kin.
One coat cycle, documented
Same dog, same camera spot, ninety days apart. This is the before-and-after that convinced me to build RIXOKIN.
2020
It started with Rixo
The day he came home — a scruffy puppy who had no idea he'd one day have a company named after him.
2022
Something was off
His coat turned dull and patchy. I flipped over the supplement I trusted, read the label — and couldn't believe what was in it.
2024
Down the rabbit hole
I learned how a coat actually grows — breed, age, a 90-day cycle — and started rebuilding Rixo's nutrition from scratch, batch by batch.
2026
RIXOKIN
Six years in, one rule stuck: nothing goes in that I wouldn't feed Rixo. That rule became the product.
Life with Rixo
The everyday moments this whole thing is really about.
Watering service to hood
Watching him until he wakes up
He's the boss
He hired me with no salary
Tooooo photogenic
Looks for fishes
Friends started asking what I'd changed. When I looked for a clean, honest product to point them to, it didn't exist — so I built it. RIXOKIN is coat nutrition made for your dog's breed, age, and where their coat is right now. Nothing on the label I wouldn't feed Rixo.
Berk Ugur Founder & Rixo's humanSee where your dog's coat stands today
Take the 2-minute Coat Score and get a plan built for your breed.