In an industry where marketing claims often outpace scientific evidence, Dr. Christelle Demongeot Navarro, DVM, founder and CEO of Sarasvet, is taking a different approach. Her firm's tagline — "Where science meets conscience" — isn't just a slogan; it's a filter for the clients she takes on and the work she delivers.
A Philosophy of Transparency
For Dr. Demongeot Navarro, the philosophy translates directly into how she selects partnerships. "I choose to partner exclusively with companies that share this exact philosophy: businesses genuinely committed to delivering high-quality, scientifically sound veterinary care rather than rely on misleading claims," she explains.
Conscience, in her view, extends beyond the immediate client relationship. "Conscience also means taking a broader responsibility toward our planet, our animals, and the humans involved across the entire ecosystem: from suppliers, clients, and partners to competitors," she says. "Commercial success does not require disparaging industry peers or overpromising to consumers; it requires doing things right, with science as a foundation and ethics as a guide."
The Regulatory Gap in Pet Care Products
One of the most pressing issues Dr. Demongeot Navarro identifies is the proliferation of overpromising and pseudo-medical claims, particularly among direct-to-consumer (DTC) and digitally native vertical brands (DNVBs). "The most prominent issue I see today is overpromising and making unjustified, pseudo-medical claims, particularly on hygiene, cosmetic, and pet care products," she notes.
The problem is compounded by a regulatory vacuum. "Because European regulatory frameworks currently lack dedicated legislation for veterinary cosmetics or medical devices, it creates a loophole that some operators exploit, both in formulation choices and marketing claims," she explains. With regulatory authorities stretched thin, pet owners are left unable to distinguish between science-backed products and opportunistic brands.
Balancing Commercial Goals with Animal Welfare
Dr. Demongeot Navarro helps clients navigate this tension by grounding product development in rigorous science. "I start by eliminating overpromises," she says. Her approach involves crafting precise, legally compliant language, building genuine scientific evidence, and designing products based on species-specific physiology rather than blindly copying human wellness trends.
"By providing deep market insights, structuring solid clinical evidence (clinical trials and publications), and facilitating connections with KOLs across the global veterinary community, I help businesses build robust brand equity that drives long-term commercial growth without ever compromising on animal welfare or evidence-based standards," she adds.
The Disconnect Between Research and Practice
When it comes to non-prescription products, Dr. Demongeot Navarro sees a fundamental flaw in how scientific literature is applied. "Many brands rely solely on generic ingredient research, which is frequently conducted on humans, laboratory models, or completely different animal species," she points out.
"Every species possesses its own distinct physiology, anatomy, and metabolic pathways. Simply extrapolating data from one species to another without validation is a major flaw," she says. True evidence-based practice, she argues, requires rigorous verification to ensure every ingredient and final formulation is genuinely efficacious, safe, and tailored to the target animal.
Adapting to the Owner-Animal Bond
The growing emotional and financial investment pet owners make in their animals presents both opportunities and risks. "Modern pet-parents expect the same level of safety, quality, and care for their animals as they do for themselves, creating clear opportunities for premiumisation and market elevation," Dr. Demongeot Navarro observes.
However, she cautions companies against overstepping. "Hygiene products, cosmetics, and complementary feeds play a supporting role in daily well-being; they are not pharmaceuticals and must never attempt to replace or undermine prescribable medicines," she emphasizes. Brands must build trust through authenticity, leaving medical diagnosis and treatment in the hands of qualified veterinary professionals.
For more on the evolving landscape of veterinary consulting, see this overview of veterinary consulting firms and guidance on evidence-based veterinary medicine.