Antibiotic resistance (AMR) is a global health crisis that impacts both healthcare and business. As bacteria develop resistance to commonly used antibiotics, we risk losing the ability to treat routine infections, leading to increased costs and disruption across industries. Here are five key facts about AMR—and five ways you can help combat it. 5 Key Facts About Antibiotic Resistance 1. Antibiotic resistance is a growing threat. Antibiotic resistance leads to over 1.2 million deaths each year, making once-treatable infections difficult or impossible to cure. Without effective solutions, routine medical procedures and common infections could become life-threatening, jeopardising global healthcare and business operations. 2. Overuse of antibiotics is the main driver. Over-prescription in healthcare and excessive use in agriculture are the biggest contributors to antibiotic resistance. Antibiotics are often used unnecessarily, particularly in animal farming, accelerating the spread of resistant bacteria. 3. The economic cost of AMR is rising. Antibiotic resistance increases healthcare costs, extends hospital stays, and disrupts supply chains, especially in food production. As infections become harder to treat, businesses face higher operational and healthcare expenses. 4. New antibiotics are scarce. The development of new antibiotics has slowed, with fewer drugs entering the market. As resistance grows, existing antibiotics become less effective, leaving healthcare providers with fewer treatment options for drug-resistant infections. 5. AMR is a global problem requiring immediate action. Antibiotic resistance affects human health, agriculture, and economies worldwide. From healthcare to food production, every industry must act to reduce antibiotic misuse and explore sustainable alternatives to protect future generations. 5 Things You Can Do to Combat Antibiotic Resistance 1. Control antibiotic use in your supply chains. Limit the use of antibiotics to cases where they are medically necessary. Implement strict protocols in both healthcare and agriculture to ensure antibiotics are used responsibly and sustainably. 2. Invest in research for alternative treatments. Support innovation in antibiotic alternatives, such as antimicrobial peptides, probiotics, and plant-based therapies. Encouraging research in these areas can reduce reliance on traditional antibiotics and help address the growing resistance problem. 3. Advocate for stronger regulations. Encourage global regulatory changes to limit the misuse of antibiotics, particularly in industrial farming. Advocate for transparency and compliance in your organisation and supply chain to ensure responsible antibiotic use. 4. Promote infection prevention. Implement strict hygiene practices, vaccination programmes, and infection control measures across your operations. By preventing infections, you reduce the need for antibiotics, slowing the spread of resistance. 5. Explore sustainable alternatives to antibiotics. Consider natural, non-antibiotic treatments for skincare, healthcare, and animal health. Sustainable alternatives, like those developed by Epitheal, can effectively treat inflammation and infections without contributing to antibiotic overuse, making them a key part of the solution. About Epitheal Epitheal is a leader in sustainable healthcare, providing natural alternatives to antibiotics and steroids for both human and veterinary skincare. As antibiotic resistance threatens global health, Epitheal’s innovative treatments harness the power of natural ingredients to address inflammation and infection without adding to the overuse of antibiotics. By focusing on safe, effective, and eco-friendly solutions, Epitheal is at the forefront of promoting sustainable healthcare practices that protect the efficacy of antibiotics for future generations.

It starts subtly—a flare-up in a dairy herd, a stubborn skin condition in a top athlete, or a nagging skin infection after surgery. The fixes seem obvious: antibiotics and steroids, the go-to solutions that have dominated healthcare for decades. But look closer, and you’ll see the cracks in this system. What once felt like medical triumphs are now fueling a global crisis—antimicrobial resistance (AMR) and the dangerous overuse of steroids. This isn’t just a health issue; it’s a ticking time bomb with implications for humans, animals, and the entire healthcare ecosystem. Enter Epitheal, a west-of-Ireland disruptor taking on antimicrobial resistance (AMR) and steroid overuse with science and precision. Their patent-pending cream, crafted from rigorously tested natural compounds, delivers a safer, smarter, and more effective solution that aims to redefine the approach to skin recovery for humans and animals. A Dangerous Cycle The overuse of antibiotics and steroids has been quietly fueling one of the 21st century’s biggest healthcare challenges: the rise of drug-resistant bacteria. It’s a problem that costs millions of lives annually and billions in healthcare expenses. Meanwhile, steroids, the go-to for quick skin fixes, carry their own risks: thinning skin, compromised immunity, and dependency. For years, these two pillars of dermatological care have reigned supreme—until now. Epitheal is betting big on a paradigm shift, one that doesn’t just bandage the problem but rewrites the prescription altogether. From Nature, With Science The team at Epitheal isn’t just tinkering with formulas—they’re reshaping the future of skin health. Their breakthrough product combines potent natural ingredients into a unique compound that offers antimicrobial, anti-inflammatory, and anti-parasitic properties—all without the need for a prescription. More importantly, this isn’t just a product; it’s a philosophy. "This is about creating a solution that's effective, safe, and sustainable." - JP Prendergast, Co-founder and CEO “We saw an opportunity to move beyond the short-term thinking of antibiotics and steroids,” says JP Prendergast, Epitheal’s co-founder and CEO. “This is about creating a solution that’s effective, safe, and sustainable.” In a world where over 500 million people are prescribed antibiotics or steroids annually, the stakes couldn’t be higher. Why This Matters for Your Medicine Cabinet What sets Epitheal apart isn’t just its efficacy—it’s its versatility. From chronic eczema to equine wounds in racehorses, the cream has already shown promise across a spectrum of use cases. And while its veterinary applications might seem niche, they’re anything but. Consider this: the global veterinary dermatology market is projected to reach $14.7 billion by 2028, growing at a brisk 9.3% annually. Tack on the human dermatology market, and you’re looking at a combined industry poised to exceed $30 billion by 2030. Epitheal is positioning itself not just as a skincare solution, but as a response to a growing global crisis—one that affects everyone, from the horse stables of Kentucky to the dermatology clinics of Paris. The Bigger Picture What makes this story particularly intriguing isn’t just the science—it’s the timing. Regulatory bodies like the European Union are clamping down on over-the-counter antibiotics and steroids, leaving healthcare providers and patients searching for alternatives. Epitheal is stepping into this void with a product that aligns perfectly with these shifting trends. "We're solving problems that have plagued healthcare for decades." - Michael McLoughlin, Co-Founder and Pharmacist “We’re not just addressing symptoms,” says Michael McLoughlin, co-founder and pharmaceutical veteran. “We’re solving problems that have plagued healthcare for decades—and we’re doing it in a way that prioritizes safety, accessibility, and sustainability.” A New Standard in Skin Health The global skincare industry is valued at $194 billion, and Epitheal is betting it can lead a revolutionnot by following the crowd, but by redefining what’s possible. At its core, Epitheal isn’t just about solving a problem—it’s about setting a new standard for what skin health can mean in the modern age. From chronic conditions to acute wounds, for humans and animals alike, Epitheal’s innovative approach offers a glimpse of a future where treatments are safer, more sustainable, and backed by science. The implications are profound, touching the lives of patients, healthcare providers, and even the broader pharmaceutical industry. Discover Epitheal In a world grappling with the consequences of overused antibiotics and steroids, Epitheal provides hope—and a tangible solution. This isn’t just a skincare product; it’s a shift in how we approach health, sustainability, and innovation. Ready to learn more? Visit www.epitheal.com and join the movement to redefine skin health for humans, animals, and the planet. It’s time for a new conversation about skincare. Epitheal is ready.

Antibiotic resistance is no longer a distant threat. It’s a global public health crisis that affects millions annually, undermining our ability to treat even routine infections. Once considered the cornerstone of modern medicine, antibiotics are becoming less effective due to widespread misuse, leading to the rise of antimicrobial resistance (AMR). The challenge is urgent: without action, we may soon face a future where common skin infections, respiratory illnesses, and post-surgical infections become life-threatening once again. To tackle this crisis, it’s crucial to understand the cultural, medical, and systemic drivers behind antibiotic overuse. While solutions must be global, the way antibiotics are understood and prescribed varies significantly from one region to another. The issue goes beyond simple misuse; it’s rooted in how antibiotics are perceived as both anti-inflammatory and anti-infective agents, and this perception continues to fuel their overuse in both human and veterinary medicine. Why Are Antibiotics Overused? The Global Perspective In many healthcare settings, antibiotics are often used inappropriately to treat conditions for which they offer no benefit—such as viral infections or conditions associated with inflammation but not infection. This misuse is particularly prevalent in parts of Asia, where antibiotics are frequently viewed as “anti-inflammatory” drugs. The term xiaoyan yao , commonly used in China, translates to "medicine that reduces inflammation," shaping public perception of antibiotics as a cure-all for a range of symptoms, including those caused by viruses or non-bacterial inflammations. This semantic and cultural framing isn’t unique to China. Across the globe, antibiotics are over-prescribed for symptoms like sore throats, colds, and fevers—conditions that are often viral in nature and do not respond to these medications. In the United States and Europe, patient demand for a quick fix often leads to unnecessary prescriptions, and in many cases, doctors feel pressured to comply in order to meet patient expectations. These global patterns of misuse reflect deeper issues in healthcare systems that lack the tools, time, or cultural support needed to curb antibiotic overprescription. Inflammation, Infection, and the Misconception That Drives Resistance At the heart of the problem is a misunderstanding of the difference between infection and inflammation. Many people, including healthcare providers, conflate these two biological processes. Inflammation is the body's response to injury or infection, characterised by redness, swelling, and heat—symptoms that are often assumed to require antibiotics. In fact, these symptoms can occur in both bacterial and viral infections, and only bacterial infections should be treated with antibiotics. The tendency to treat inflammation with antibiotics is a significant driver of AMR. In healthcare settings where diagnostics are limited, the temptation to prescribe antibiotics "just in case" leads to their overuse. This is seen not only in human healthcare but also in veterinary practices, where animals are frequently given antibiotics as a preventive measure against infection, further contributing to the resistance problem. This issue is exacerbated by the fact that antibiotics have traditionally been framed as "anti-life" agents targeting harmful bacteria. Yet their systemic effects can go far beyond killing pathogens, disturbing the body’s microbiome and weakening natural defences. While they remain essential in treating bacterial infections, antibiotics are not the answer to every case of inflammation or illness. Rethinking Public Health Education: Why Awareness Campaigns Must Evolve The World Health Organization (WHO) has long emphasised the need for public education to combat AMR, calling for campaigns that improve awareness about when and why antibiotics should be used. However, traditional educational models that focus on knowledge transfer are often insufficient. As seen in regions where antibiotics are synonymous with anti-inflammation, simply educating patients about the dangers of misuse doesn’t fully address the issue. Education needs to go deeper. Public health campaigns must adapt to local contexts, addressing the cultural and linguistic factors that influence antibiotic use. For example, in regions where antibiotics are seen as inflammation reducers, public health messaging should emphasise the role of inflammation in the body’s natural healing process and introduce alternative, non-antibiotic treatments for managing inflammatory symptoms. Moreover, healthcare systems need better tools for diagnosing the causes of inflammation. Diagnostic advancements, such as rapid tests for distinguishing between bacterial and viral infections, can help healthcare providers make more informed decisions about whether antibiotics are warranted. These innovations, coupled with local and global education efforts, can reduce unnecessary prescriptions and slow the spread of resistant bacteria. A Call for Sustainable Alternatives to Antibiotics The global healthcare community must also invest in alternatives to antibiotics—particularly for treating inflammatory skin conditions and other common ailments where antibiotics are overused. Natural alternatives, such as antimicrobial peptides, probiotics, or plant-based treatments, hold promise for addressing inflammation without contributing to AMR. These solutions align with the growing interest in sustainable healthcare and reflect a shift towards treatments that work in harmony with the body's own defences. As research into natural remedies for inflammation and infection advances, these alternatives could reduce the burden on antibiotics, preserving their efficacy for when they are truly needed. The role of these treatments in both human and veterinary medicine cannot be overstated, especially as overuse in agriculture continues to accelerate resistance. The Path Forward: Collective Action Against AMR Addressing AMR will require a coordinated effort across healthcare systems, industries, and national borders. Policymakers must strengthen regulations around antibiotic sales, especially in countries where over-the-counter access remains widespread. Healthcare providers need ongoing support and resources to resist patient pressure for unnecessary prescriptions, and patients themselves must be empowered to understand when antibiotics are—and aren’t—the answer. Furthermore, greater attention must be given to how antibiotics are perceived and used in veterinary care. The excessive use of antibiotics in animal husbandry is a well-documented contributor to AMR, and yet, it remains a difficult area to regulate. The global health community must work closely with agricultural industries to reduce reliance on antibiotics for disease prevention, promoting natural alternatives and more sustainable farming practices. The Way Forward: Sustainable Alternatives, Improved Diagnostics, and Targeted Public Health Campaigns Antibiotic resistance is a global crisis, but it’s one that can be addressed through thoughtful, context-driven interventions. By rethinking how we use and understand antibiotics—not just as infection-fighting agents but as part of a broader health strategy—we can slow the rise of AMR and preserve the efficacy of these vital medicines for future generations. Sustainable alternatives, improved diagnostics, and targeted public health campaigns are all part of the solution. The time for action is now. About Epitheal Epitheal is pioneering sustainable healthcare by offering natural alternatives to traditional antibiotics and steroids, specifically designed for human and veterinary skincare. As the world faces the growing threat of antimicrobial resistance, Epitheal’s innovative solutions harness the power of natural ingredients to treat inflammation and infection without contributing to the overuse of antibiotics. By focusing on safe, effective, and eco-friendly treatments, Epitheal is helping to preserve the efficacy of antibiotics for future generations while promoting healthier, more sustainable practices in both human and animal care.

Epitheal has now entered the last stage of product development with the anticipated first product Veterinary Medicine application.  The initial application will ensure the safe, effective and high value medicine in the European Union (EU) anticipating first product entry in Europe early 2025.

In the exhilarating world of international show jumping, Team Bengtdtsson, a Swedish national and international rider team, has consistently demonstrated their prowess and dedication to equestrian excellence. Located in the scenic Harryda Komm in Sweden, this family-run yard is home to a remarkable collection of 100 horses, with an impressive 75% of them sourced from Ireland. Over the years, Team Bengtdtsson has achieved remarkable milestones, including competing in prestigious events like the Rio de Janeiro Olympic Games, the European Championship, and the Dressage World Cup. Facing the Challenge of Sweet Itch Among the many challenges faced by horse owners, sweet itch is a notorious and frustrating condition. Sweet itch, or summer dermatitis, is a common allergic reaction caused by insect bites, particularly those of Culicoides midges. It results in intense itching, hair loss, and skin lesions, often leading to significant discomfort for the affected horses. Resolving this condition requires an effective solution that can alleviate itching, promote healing, and encourage hair regrowth. Epitheal Equine Cream: A Game-Changing Solution Enter Epitheal Equine Cream, a revolutionary product that has become the go-to solution for Team Bengtdtsson in their battle against sweet itch. This topical cream, developed specifically for veterinary use, combines the potent properties of key ingredients, including mineral compounds and trace elements, to promote skin health. With its fast-acting formula and wide-ranging benefits, Epitheal Equine Cream has emerged as a game-changer in the world of equine skin care. Real Results: Before and After Team Bengtdtsson has witnessed firsthand the transformative effects of Epitheal Equine Cream on their horses affected by sweet itch. Before and after photographs of horse tails afflicted by the condition tell a powerful story of recovery and regeneration. These images serve as a testament to the cream's remarkable properties and its ability to restore horses' tails to their former glory. Before and After "Miracle Cream": Heartfelt Testimonials from Team Bengtdtsson Team Bengtdtsson is wholeheartedly impressed by Epitheal Equine Cream's efficacy in treating sweet itch. They describe it as nothing short of a "miracle cream." Horses treated with Epitheal Equine Cream stopped scratching and rubbing affected areas from day one, providing them with immediate relief. The cream's ability to promote wound healing is also highlighted, with observations of flesh torn at the site showing signs of healing as early as day three. Additionally, regrowth of tail hair is evident in all cases by day five, a remarkable feat considering the usual loss experienced during this time of year. Team Bengtdtsson attests that Epitheal Equine Cream has facilitated complete regrowth of tails even in the most challenging cases, describing it as "gold dust" and emphasizing that there is "nothing like it on the market". Epitheal Equine Cream - A Game-Changer in Equine Skin Care Epitheal Equine Cream has truly revolutionized the way Team Bengtdtsson combats sweet itch. With its potent combination of ingredients and remarkable properties, this cream has proven to be a game-changer in the world of equine skin care. The team believes that the cream's ability to alleviate itching, promote healing, and stimulate hair regrowth has made it an indispensable tool for success, ensuring their horses' optimal skin health as they continue to achieve new heights in international show jumping.

Wounds are an inevitable part of equine life. Whether it is from a cut, scrape or puncture, horses are susceptible to injuries that can lead to problems such as proud flesh. Proud flesh is an overgrowth of granulation tissue that can impede the healing process and lead to unsightly scars. To combat this issue, many horse owners turn to Epitheal Equine, a natural and non-toxic horse healing cream. Salicylic acid is a common ingredient in many skincare products due to its anti-inflammatory and exfoliating properties. It helps to reduce inflammation, redness and irritation by penetrating deep into the skin. When applied topically to wounds, it can help to break down the excessive granulation tissue and promote healthy skin regeneration. It also has antiseptic properties that can help to prevent infection and reduce the risk of further complications. Epitheal also contains a mineral compound, another key ingredient. It natural mineral that has been used for centuries for its healing properties. This compound has been shown to have antibacterial and anti-inflammatory effects, making it an ideal ingredient for wound care. It also helps to create a protective barrier over the wound, preventing further damage and promoting faster healing. A trace element found in Epitheal is a powerful antiseptic that is commonly used in wound care. It has been shown to have broad-spectrum antimicrobial activity, meaning it can kill a wide range of bacteria and other pathogens that can cause infection. Iodine also has anti-inflammatory properties, making it an effective ingredient for reducing swelling and pain associated with wounds. The combination of these natural ingredients makes Epitheal Equine a highly effective topical cream for wound care. The cream works by reducing inflammation, preventing infection, promoting healthy tissue growth and providing pain relief. It is also non-toxic and safe to use on horses of all ages. One of the benefits of using Epitheal Equine is that it is recommended by trainers and breeders for its fast healing properties. The cream can help to reduce the healing time for wounds and prevent the formation of proud flesh, leading to better overall skin healing for the horse. It is also easy to apply and can be used as part of a horse first aid kit for quick and easy access in case of an emergency. In addition to its healing properties, Epitheal Equine is also a cost-effective solution for horse owners. With regular use, it can help to reduce the need for expensive veterinary treatments and prevent the development of chronic skin conditions. Epitheal's combination of key ingredients make it a powerful tool in promoting fast healing and preventing the formation of proud flesh. It is a non-toxic and safe alternative to traditional wound care products, making it an ideal choice for horse owners who want to provide the best possible care for their animals.

As the largest organ of the body, the skin performs a vital role in protecting the it from environmental stressors, such as ultraviolet (UV) radiation, physical injury, and infection. Epitheal is a veterinary cream that has gained attention for its ability to promote skin health in animals. The cream contains three key ingredients: zinc oxide, salicylic acid, and iodine. In this article, we will explore the individual properties of these ingredients and how their combination makes Epitheal a valuable therapeutic agent for veterinary medicine. Key Mineral Compound: A Multifunctional Ingredient in Epitheal A mineral compound found in Epitheal has been used in medicine for centuries to promote wound healing. Its mechanism of action is based on its ability to stimulate the formation of new skin cells and promote collagen formation, which is crucial for wound healing. In veterinary medicine, this mineral is used to treat various skin conditions, such as wounds, dermatitis, and other forms of skin inflammation. It has several properties that make it an effective ingredient in Epitheal: Salicylic Acid: A Versatile Ingredient for Skin Health Salicylic acid (SA) is a beta-hydroxy acid that is commonly used in topical treatments for skin conditions, such as acne, psoriasis, and seborrheic dermatitis. Salicylic acid works by exfoliating the skin, breaking down the bonds that hold dead skin cells together, unclogging pores, and preventing the formation of acne and other skin conditions. Its anti-inflammatory properties make it useful in reducing redness, swelling, and pain associated with skin conditions. Salicylic acid is useful in treating animals with skin conditions such as seborrheic dermatitis, acne, and warts. Its ability to penetrate the skin allows it to reach deeper layers of the skin, where it can help to treat conditions such as psoriasis and eczema. Salicylic acid's effectiveness in treating these skin conditions has been attributed to its ability to inhibit the production of pro-inflammatory cytokines and chemokines, which are involved in the inflammatory response. A Trace Element that Acts as A Powerful Antimicrobial Agent A trace element found in Epitheal is as powerful antimicrobial and antiseptic agent. It has broad-spectrum antimicrobial activity against bacteria, viruses, and fungi, making it an effective ingredient in Epitheal. Its mechanism of action is based on its ability to damage the cell walls and disrupt the metabolic processes of microorganisms. In veterinary medicine, the element is used to treat various skin conditions, such as wounds, dermatitis, and other forms of skin inflammation. Its ability to increase cell permeability allows other ingredients, such as salicylic acid and key mineral compounds, to penetrate the skin and promote healing. Furthermore, it's ability to increase blood flow to the affected area promotes metabolic activity and facilitates the delivery of oxygen and nutrients to the injured tissues, thereby accelerating the healing process. The Combined Powers of Epitheal's key ingredients The combination of ingredients in Epitheal creates a powerful therapeutic agent that can treat a wide range of skin conditions in animals. The synergistic effects of these ingredients work together to promote skin health and accelerate the healing process. The antiseptic and anti-inflammatory properties of mineral compounds and trace elements can reduce the risk of infection and inflammation in the skin, while salicylic acid's ability to exfoliate the skin and unclog pores can prevent the formation of acne, psoriasis, and other skin conditions. The physical barrier provided by by key ingredients can also protect the skin from environmental stressors, such as UV radiation and physical injury. In addition, the ability of a key trace element to increase blood flow to the affected area can enhance the delivery of oxygen and nutrients to the injured tissues, which is crucial for the healing process. The combination of these ingredients can also promote collagen formation, which is necessary for wound healing and tissue repair. Epitheal: A new era in skin care Epitheal is a veterinary cream that combines the powers of these powerful ingredients to promote skin health and accelerate the healing process in animals. The individual properties of these ingredients make them effective in treating a wide range of skin conditions, ranging from mild irritations to severe infections. Epitheal's key mineral compound provides antiseptic and anti-inflammatory properties, as well as the ability to provide a physical barrier against moisture and bacteria, making it a valuable ingredient in Epitheal. Salicylic acid's ability to exfoliate the skin and inhibit the production of pro-inflammatory cytokines and chemokines makes it useful in reducing redness, swelling, and pain associated with skin conditions. The cream's key trace element's broad-spectrum antimicrobial activity, combined with its ability to increase cell permeability and blood flow to the affected area, can enhance the delivery of oxygen and nutrients to the injured tissues and promote tissue repair. Overall, the combination of these ingredients in Epitheal creates a powerful therapeutic agent that can treat a wide range of skin conditions in animals.

A good understanding of equine wound care is an essential part of maintaining horse health. Unfortunately, wounds on distal limbs, especially below the knee or hock, are challenging to manage, often leading to the production of proud flesh, also known as exuberant granulation tissue. Early recognition and appropriate treatment are crucial for complete wound healing. Here we’ll explain the wound healing process, appropriate treatment to avoid proud flesh, and what to expect when managing proud flesh with your veterinarian. Wound Healing Process The normal wound healing process includes four stages: hemostasis (clotting), inflammatory (localized swelling), proliferative (rebuilding), and maturation (remodeling). They normally proceed in an organized and linear fashion; however, contamination, infection, inflammation, and motion can halt the progression of healing and lead to chronic wounds. Proud Flesh: The Challenge Proud flesh develops when the normal proliferative phase of the wound healing process proceeds unrestricted. Typically, granulation tissue is pink and appears rough or bumpy. This tissue is highly vascularized, which means it contains many blood vessels that help supply oxygen to the area. However, it does not contain nerve endings. Horses are more prone to proud flesh than other species, especially when it comes to wounds on the distal limbs. This predisposition occurs due to the high tissue tension and mobility in these areas. Bandaging and rest are vital to wound healing, as continuous wound movement and contamination cause persistent inflammation, which complicates healing. Preventing Proud Flesh Persistent inflammation, along with infection, is a major contributor to proud flesh formation in a wound. Your veterinarian should examine any wound closely and remove foreign material, bone fragments, or dead tissue that can cause inflammation and infection. He or she should also lavage (flush) it immediately, preferably with a balanced saline solution. Once the wound is clean, your vet can apply an appropriate dressing and bandage, the type of which varies on a case-by-case basis. Consult your veterinarian about any wounds that appear deep or extensive, that lie over important structures like joints and tendons, or that already show signs of proud flesh development. Some cases might require debridement (trimming) of dead tissue or wound closure. Managing Proud Flesh Work with your veterinarian to manage proud flesh efficiently and effectively. The first step is determining whether the wound had any lingering infectious or inflammatory constituents. In some cases, he or she might need to investigate further through diagnostic imaging. After addressing possible infection, your veterinarian might suggest treating the proud flesh with topical steroids, surgical debridement, or both, depending on the severity. The goal of topical steroid treatment is to reduce the inflammatory response and, thus, prevent overproduction of granulation tissue. Surgical debridement is necessary when the proud flesh becomes taller than the normal epithelium surrounding it. Epithelial cells cannot climb over the mountainous granulation tissue; therefore, when this happens, wound contracture halts. Trimming the granulation tissue down to a healthy wound bed so it’s flush with the surrounding epithelium (followed by bandaging of the area) will encourage appropriate wound healing. Due to the extensive vascular supply and lack of nerve supply, trimming of this tissue will be bloody yet pain-free for the horse. Proud flesh can be a challenging condition to manage in horses, but with early recognition and appropriate treatment, complete wound healing can be a real possibility. If you have any concerns about your horse's wound healing or suspect proud flesh development, seek veterinary attention immediately.