Pseudoscalar couplings between Standard-Model quarks and dark matter are normally not considered relevant for dark-matter direct-detection experiments because they lead to velocity-suppressed scattering cross-sections in the non-relativistic limit. However, at the nucleon level, such couplings are effectively enhanced by factors of order O(mN /mq) ∼ 10 3 , where mN and mq are appropriate nucleon and quark masses respectively. This enhancement can thus be sufficient to overcome the corresponding velocity suppression, implying -contrary to common lore -that direct-detection experiments can indeed be sensitive to pseudoscalar couplings. In this work, we explain how this enhancement arises, and present a model-independent analysis of pseudoscalar interactions at directdetection experiments. We also identify those portions of the corresponding dark-matter parameter space which can be probed at current and future experiments of this type, and discuss the role of isospin violation in enhancing the corresponding experimental reach.