France vs the USA: What I Learned While Building Pooey Mu

Building Pooey Mu, my luxury natural dog-care brand in Corsica, has shown me just how profoundly different the French and American startup worlds are. After working with thousands of startups in the United States as a headhunter for more than twenty five years, I expected to recognise the entrepreneurial landscape in France. Instead, the process of creating Pooey Mu revealed new challenges in culture, communication, and administration. This journey not only shaped Pooey Mu, it also completely refined how I conduct business in an ever-increasing competitive landscape.

1. Mental Support: You’re on Your Own Here

In the U.S., setbacks are normalised and often embraced. While working with startups in America, I observed networks that thrive on exchanging insights, conferences like FailCon and mentors/investors who genuinely champion your growth. Even if a business stumbles, it’s regarded as valuable experience. The environment motivates and energises.

In France, the response is often skepticism. Friends, relatives, and coworkers may question why anyone would challenge multinational corporations (many are slaves to multinationals here). Encouragement is rare. In founding Pooey Mu, I quickly realised I had to become my own cheerleader, because sometimes the only person I have for moral support is myself! Alone, I celebrate small victories, push through obstacles, and remind myself of my “why”, essentially the larger purpose of what we are building here.

2. Navigating French Administration and Processes

France is known for high standards and strict regulations in industries like cosmetics and natural formulations. Websites such as Service-Public demonstrate how detailed the requirements can be. These rules guarantee safety and quality for consumers, but they also slow down operations.

When we moved last year, updating our business address for Pooey Mu took several months, with endless paperwork, phone calls and ultimately help from a military friend who knows how to navigate French bureaucracy. All for an address change! In contrast, similar steps in the U.S. are completed online in minutes. These constant interruptions demand focus, perseverance, and emotional stamina at every stage.

3. Working in a Non-Native Language While Building a Brand

Operating a company in French, my second language, adds invisible layers of difficulty.

Each contract has nuances. Each email requires double-checking. Even my American directness can sometimes feel out of place in the French workplace.

Not everyone, of course; I have business-owning friends here who fully understand the challenges, even if not the linguistic ones. But the cultural tension is real.

Still, this has made me sharper. My communication have become clearer, my decisions more deliberate, my relationships more intentional. Slowly, credibility builds.

4. Real Startup Challenges: Risk, Resilience & Unexpected Obstacles

Every startup faces chaos, and Pooey Mu was no exception. Our filling facility was acquired in the middle of our production schedule. Our graphic designer resigned at the exact moment our labels were due, slowing our bottling timeline. These are classic early stage challenges, but handling them in a foreign system and language multiplies the difficulty.

France is more risk-averse than the United States, which means innovation is examined carefully. The positive side is that when you truly innovate, people pay attention. Shortly after our official launch on August 1, 2025, Pooey Mu was featured in Corse-Matin, a respected Corsican newspaper. We were also nominated for awards at CosmoPet right up against multinational brands! Also last week I was interviewed by my school, Formula Botanica, on my expertise in pet formulation. All of these small things add up in developing a credible French brand that can compete again multinationals.

If you want to read more about our journey, you can explore the Pooey Mu Blog.

The Advantage of Creating Pooey Mu in France

France offers extraordinary benefits for natural and luxury pet care. The country has some of the strictest cosmetic and essential oil regulations in the world, supported by institutions such as the European Chemical Agency and COSMOS. This ensures purity, safety, and credibility for every formula.

Corsica itself adds something magical. With ingredients like wild Immortelle, maquis botanicals, and other rare Corsican essential oils, we are able create grooming rituals that reflect the island’s purity and natural richness.

For pet parents around the world searching for safe, plant-based grooming, Pooey Mu stands apart because of this combination of Corsican ingredients and French formulation excellence.

Why Building Pooey Mu in France Has Been Worth It

Launching a business in France requires patience, resilience, and adaptability. Cultural differences, administrative steps, language barriers are challenging, but ultimately they elevate the quality of the final product. Pooey Mu reflects a fusion of American entrepreneurial spirit and French devotion to formulaiton and craftsmanship. We are shaped by passion, persistence, and the desire to create natural grooming products that honour the dogs we love.

For anyone discovering us for the first time you can explore our natural grooming rituals here.

If you want to discover the heart of Pooey Mu, you can explore our full collection of luxury natural dog shampoos and conditioners on our Shop Page.