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 is £55.75bn, with data insights company DataM Intelligence predicting the global pet accessories market is set to hit US$55,999m by 2033.
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.
Rituals Dog Care Collection
Rituals recently launched a dog care collection. AI-generated image
Rituals has launched a new Dog Care Collection, created to offer care products for our furry friends with a genuine wellbeing angle.
The collection’s grooming range comprises Gloss Like a Boss Dog Shampoo, Smell Ya Later Dog Dry Shampoo, Breath Taking Dog Mouth Spray, Shit Happens Dog Wipes, Smell Like a Pup-Star Dog Perfume and Pawtection Dog Paw Balm.
Alongside the line-up of pet products lands Rituals’ Dog Collar and collapsable, portable Dog Water Bowl, as well as Fresh Like a Daisy Air & Fabric Freshener to refresh your home with notes of white tea, apricot and sandalwood.
RRP from £9 to £80, rituals.com
Artemis’s Bobbi Brown-backed pet care products
Artemis offers dog cleansing products formulated for sensitive skin
Backed by a number of investors from the beauty industry, including Jones Road founder Bobbi Brown; Starface co-founder Brian Bordainick; Sabena Suri, Sephora’s Director of Marketing (Hair); and former Glossier CFO Vanessa Wittman, Artemis was born from founder Noël Duan’s personal frustrations surrounding a lack of sensitive skin care products for pets.
The former Allure and Teen Vogue Beauty Editor launched the brand with a single sku – 3-in-1 Powder-to-Lather Dog Wash – formulated alongside a leading veterinary dermatologist and two former L’Oréal chemists.
The powder concentrate offers a shampoo, conditioner and skin soother in one, created with colloidal oatmeal to address itchy, irritated skin alongside prebiotics to balance the skin microbiome and seaweed to leave coats with a soft, healthy shine.
Beauty industry veterans are involved in every aspect of the business, with Brown stepping in to offer fee
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