The safe alternative to salt.

Traction Magic was created because there was no safe way to prevent slipping or get instant ice traction. Composed of all-natural crystal granules, it's pet and child safe, and non-damaging to property.

Few things are more important than our planet. The name Gaia (pronounced GUY-YA) comes from the gnostic term for Mother Earth, symbolic of our unyielding approach to developing safe and effective products for people, pets, and property.

A Proven Track Record in Sustainability

Our belief in the importance of sustainable products is why we create. Traction Magic was developed in 2015 out of necessity. Nothing in the market met our standards for safety, so we created a product we could trust. As part of the Gaia family of products, Traction Magic shares Gaia’s ongoing mission to provide products that uphold our commitment to sustainability.

Our Mission and Vision

Our mission is simple: replace harmful products with safe options. We hope to one day be the most trusted manufacturer of environmentally safe products around the world.

Our Mission and Vision

Our mission is simple: replace harmful products with safe options. We hope to one day be the most trusted manufacturer of environmentally safe products around the world.

How We Started

Gaia’s roots go back to 1980 when Mr. Greenwald, Gaia’s founder, sold chemical degreasers and solvents in industrial markets. The nuclear power plants he sold to asked for non-corrosive and environmentally safe ice melters, but nothing like that existed. With his chemical engineering degree, Mr. Greenwald went to work in his lab. By 1986, he’d found the combination of products that make up Safe Thaw and submitted his patent. While the product did well in its niche market, Mr. Greenwald wanted to make it available to the masses but had a hard time selling Safe Thaw in the retail world. It wasn’t until the family dog was found with sores on its paws due to harsh rock salt that a pet-safe ice melt became a priority. In 1995, Mr. Greenwald created Safe Paw. Made with premium quality ingredients, Safe Paw is completely safe, even if ingested. With the support of Petco and PetSmart, Safe Paw broke into mass retail. Today, sales continue to increase every year as more and more people recognize the need for environmentally safe products.

The Gaia Family