Is dog merchandise beauty's next big flex?

By Lollie Hancock | Published: 7-Sep-2026 Lollie Hancock
Marketing

As beauty brands such as Jo Malone London and Glossier continue to launch products for our furry friends, Cosmetics Business uncovers how dog-focused beauty merchandise has become a surprising subcategory within the industry

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Is dog merchandise beauty's next big flex?

Beauty has gone barking mad as established brands expand their merchandise offerings to include options for our four-legged friends.

Dogs have been placed at the centre of this strategy as beauty brands such as Glossier and Jo Malone London launch exclusive new merchandise and products for man’s best friend.

With an estimated 30% of households globally owning a dog, according to data-centric platform World Population Review, beauty brands are now tapping into a huge network of animal lovers by launching products that merge consumers’ love of beauty with their love for pets. 

The pet business is highly profitable, with pet insurance company Agria revealing the national average spend per year on pets in the UK as £55.75 bn, with data insights company DataM Intelligence predicting the global pet accessories market alone is set to hit US$55,999m by 2033.

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While this trend is not explicitly new, with hair care brand Ouai’s Fur Bébé dog shampoo first launching in 2018 as a limited edition sku, these products are now rising in popularity as an increasing number of beauty brands join the quest for pampered pooches.

From blush and mascara-inspired plushies for your pooch to fine fragrances transformed into scented shampoos for muddy paws, discover the beauty brands investing in pet-focused products.

Jo Malone London X WildWash Orange & Cedarwood Dog Shampoo

Is dog merchandise beauty's next big flex?

Jo Malone London has entered the dog grooming category with an Orange & Cedarwood scented Dog Shampoo created in collaboration with British pet care brand WildWash.

The Jo Malone London x WildWash Orange & Cedarwood Dog Shampoo has been formulated with natur

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