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Following the launch of Mousse, her Parisian hair salon and coffee shop, Natoo is embarking on a new venture: Michelle Gamelle, her own brand of dog kibble. It’s a launch that blends her love for animals, her quirky personality, and a more personal ambition.
A project two years in the making
Unveiled in a YouTube video on October 27, Michelle Gamelle is a project Natoo has been working on for two years. With this brand, the creator aims to offer healthier dog food while maintaining a cheerful and colorful visual identity.
The brand offers four ranges tailored to different dog profiles: puppies, adults, seniors, and sterilized adults. The kibble is available in chicken or salmon, made in France, and formulated without grains, artificial colors, or added preservatives.
In terms of distribution, Michelle Gamelle is available at several major retailers, including Carrefour, Monoprix, Intermarché, and Animalis. For example, a 2.5 kg bag of chicken kibble is priced at 22 euros at Carrefour. The brand also plans to donate 1% of its pre-tax revenue to an animal welfare charity.
When creators launch brands that reflect who they are
With Michelle Gamelle, Natoo is following a well-established trend: content creators are no longer limiting themselves to partnerships with existing brands and are now developing their own products. The goal is to build a project that extends their world, their interests, and the relationship they have with their community.
Natoo is already familiar with entrepreneurship through Mousse, which opened in Paris in 2024. This time, she is focusing on a sector directly linked to her love for animals. To support the launch, she is backed by Universal Music, which has previously participated in other creator-led brand projects, such as Mister V's Pizza Delamama.