About us in the media
Media bio
Who are we?
Anniina Kopperoinen is the creator of the popular LovePaws® brand, developer of LovePaws® Paw Wax, and paw wellness expert. She helps dog owners provide a healthy and happy life for their pets by raising awareness of the importance of paw care and providing a natural solution.
Hundreds of thousands of paws treated have given Kopperoinen's team valuable practical information not found in traditional dog books or guides. LovePaws aims to change this – to make paw care a part of the everyday life of every dog owner around the world.
LovePaws® Paw Wax is a trusted product for tens of thousands of dog owners and for many it is the first product that really helps. Word has spread through recommendations, and more and more stores have become resellers. The product has also attracted interest internationally and has been delivered to customers in Finland, Sweden and Norway, as well as in France, Slovakia and Poland. Currently, LovePaws products are sold in almost 1,000 stores in five different countries.
In February 2025, LovePaws Oy was awarded a 10,000 euro grant from Visa as part of the She's Next female entrepreneur program. This recognition strengthens LovePaws' position as a pioneer in its field and supports its growth into international markets.
Mission
Why are we here?
At LovePaws®, our mission is simple: to help dogs live their happiest, healthiest lives — one paw at a time. Whether they’re running through forests, strolling city streets, or playing in the backyard - healthy paws are the key to it all.
We’ve got a big, heartfelt goal: to give every dog in the world the comfort of well-cared-for paws. It starts with prevention, continues with gentle, effective care, and grows with something we call paw awareness — because paw care isn’t just a nice extra, it’s essential.
That’s why we’re here to remind dog parents everywhere: paws matter! And when you care for them, you're giving your dog more than comfort — you're giving them freedom, fun, and well-being, every step of the way.
Vision
Where are we going?
All the dogs in the world have healthy paws
We dream of a world where every dog has healthy, thriving paws — because paw care should be as normal as feeding, walking, brushing, or trimming nails. It’s not extra care. It’s just good care.
Not sure when your dog’s paws need attention? You can find that information from ooks, online, vets, groomers, dog professionals, and pet influencers. We all agree: paws deserve love too.
Let’s make paw care a natural part of every dog’s routine — one happy step at a time.
Our values
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Nature is important to us. After all, it is our living environment, a part of us - we are part of nature. We respect and want to work in harmony with nature. This is reflected, for example, in ecological packaging solutions and organic raw materials. No chemical pesticides or fertilizers are used during the growing phase of the ingredients, which would burden nature. In addition, we support nature conservation with regular donations to charity.
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Paw well-being as part of a dog's overall well-being. Have you noticed how important paws are every day? They carry the dog to the food bowl, to the forest, to the lake, to the cottage, to the dog park... Through their paws, dogs are in contact with the ground, on different surfaces, and explore the world by feeling. Thousands of steps on a walk, over ten thousand paw presses. 3 walks a day. 21 walks a week... Summers, winters. Conditions change, paws remain. It is our responsibility to provide the best possible life for our pets.
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LovePaws® was born from the care we gave our own dog. We wanted it to be the best it could be! Our business is based on our love for dogs. When you care about someone, you want them to be happy.
Equally, we want to act with care and kindness towards our two-legged fellows. Everything goes better with cooperation!
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Quality is our number one priority. It's something we can proudly stand behind. Something you can trust. In a world where we strive for maximum profit at any cost, it's not easy to find sustainable solutions. That's why we wanted to do it ourselves - to know with 100% certainty that the content is exactly what it says. And just as pure.
Nordics
LovePaws® is made in Finland - the land of hundreds of thousands of lakes and the purest nature of the whole world. As a Nordic brand, LovePaws® proudly carries the Finnish flag to present high-quality. Local production is also better for the environment.
Media bank
Here you will find all our necessary media