ABOUT US
Nicholas Tan
Founder
Founder of True Iconic alongside his wife, Valerie, a brand dedicated to elevating professional pet grooming through high-performance tools and innovative product design. An animal and dog lover since young, he has always been deeply connected to pets, which inspired his journey in the grooming industry after graduating with a BA (Hons) Degree in the UK. With a strong focus on quality, functionality, and modern aesthetics, he has developed a range of grooming essentials tailored for both professionals and pet owners. Each product is thoughtfully created with care and passion, adding value to both pets and show dogs—bringing out their best through grooming crafted with love.
As the Vice-Principal of Pets Icon International Grooming Academy (PIGA), he plays a key role in shaping the next generation of groomers, combining practical expertise with industry knowledge.
A Professional Show Groomer and Handler, as well as Owner and Breeder of Iconic Kennel, he brings real-world experience into product development—ensuring every product meets the demands of professional grooming.
Valerie Khoo
Founder
Founder of True Iconic alongside her husband, Nicholas, a brand driven by professional grooming innovation, where advanced skin and coat care expertise meets high-performance product design. Guided by a philosophy of efficiency, precision, and purposeful simplicity, she has led the creation of a complete range of grooming solutions tailored for both professional groomers and pet owners-designed to deliver exceptional results while saving time and effort. By redefining the grooming experience, True Iconic empowers individuals to spend less time on hectic grooming routine for pet groomers and routine care for pet owners to share more meaningful moments with their loved ones, or for themselves fostering a more harmonious and elevated lifestyle.
Founder & Principal of Pets Icon International Grooming Academy (PIGA), where she has played a key role in nurturing and shaping professional groomers across the industry.
An International Grooming Educator and Business Coach with over 25 years of experience, she has trained more than 20,000 students across 538+ regions worldwide. She is Malaysian Kennel Association (MKA), Fédération Cynologique Internationale (FCI) first officially international certified Grooming Judge in Malaysia. American Kennel Club (AKC) Certified Master Groomer since 2006, CFMG - National Cat Groomers Institute certified, Professional Pet SPA Skin & Coat Rejuvenate Care Instructor, American Certified Animal Masseur & Aromatherapist.
Her vision and deep expertise in grooming and skin science continue to drive the development of innovative, results-driven products under True Iconic.
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Johnny Huynh
CEO & Partner
Founder of OLC and a 3rd generation family member of a 150 years old textile dynasty. The textile mill was started in Vietnam by his grandfather and extended to HK and China by his father and family, and long-term ties with Japanese textile.
He was positively influenced by his father's mentoring, always taken to attend and be part of business meetings and gatherings from an early age. This influenced him, after graduating with an MBA in Canada in the early '80s, to start his own business, focusing on sustainability by applying new fabric and materials into sustainable lifestyle goods from fashionable and sports apparel to fashion accessories and home textiles.
True Iconic History
True Iconic, since its inception, has been dedicated to providing top-tier pet care products for all stages of a pet's life. In 2007, the brand made a significant mark by introducing its revolutionary shampoo and conditioner line, featuring standout products like Show Beauty Bath and Show Silk Protein Conditioner. These products quickly gained global recognition and high critical acclaim for their exceptional quality and versatility in everyday use.
The formula was then meticulously refined to cater to specific coat types. Products like Volume Maxi Bath, Volume Maxi Care, Collagen Plus Bath, Collagen Plus Care, Texture V Bath, and R Texture Bath were developed and released worldwide. This ensured that each coat type had a shampoo and conditioner tailored to maintain its individual texture and volume.
Expanding their range further, True Iconic introduced pet cosmetics products, including Snowflake Grooming Powder, 5S Serum, NRS No Rinse Shampoo and Magic Treatment Oil. These additions offered versatile solutions, enhancing the quality and detail in pet care for both show dogs and domestic furkids.
True Iconic solidified its position in the grooming world with the global release of the cutting-edge True Iconic Grooming Scissors and Shears Collection. Premier scissors like Minuet Rainbow, Lite Rainbow, Minuet Starlight, Lite Starlight, Myriad+, Myriad, Bravo, Infinity, Blaze, Minuet Rosegold, Fang, and Verge revolutionized grooming by meeting the perfect specifications and quality for each grooming requirement. Complementary brushes such as Spire Slicker-brush, Aglow Pin Brush, Flash, and Flash X further transformed the grooming scene.
In 2016, Meow by True Iconic was introduced as a premier feline care line. This included Show Plus with licorice root extract, Volume Up shampoo, and Tropic degrease shampoo. Care Plus Conditioner, containing lavender, was released alongside Refreshing Waterless Foam, featuring salvia hispanica seed oil & spirulina platensis extract. This marked another step in ensuring comprehensive care for pets alongside their canine companions.
Research & Development
True Iconic is committed to delivering cutting-edge products crafted from natural ingredients, completely free from silicon. We firmly oppose the use of parabens and SLS in our pet care items, ensuring that all our products are void of harmful chemicals and colorants that could compromise the well-being of any pets. We prioritize premium ingredients, including pomegranate extract, licorice root extract, green tea extract, lavender extract, eco-certified argan oil, and collagen, promoting a sleek, healthy coat and overall pet well-being. True to the touch, our products are gently formulated for sensitive skin and are hypoallergenic for both you and your fur kids.
Mission
True Iconic is devoted to enhancing the global standard of pet care and grooming. Our mission is to assist professional groomers, show handlers, and pet owners in providing the finest treatment and care for all show dogs and pets. We are driven by our passion to fortify the bonds between pets and their owners. This commitment is reflected in our delivery of cutting-edge, reliable, and affordable products designed for easy use. Additionally, we strive to impart proper and accurate knowledge in caring for pets, regardless of the situation, fostering a healthier and happier relationship between pets and their caregivers.