Today, ~50% of American households own a dog, and they all face one universal issue: ugly, “vibeless” pet care branding, according to actress/entrepreneur Cara Santana Leto.
That’s why she, along with influencer Stephanie Suganami, founded Lil Luv Dog — a luxury lifestyle brand for elevated pet grooming products, or, essentially, Goop for dogs, per The New York Times.
Launched in August, it combines “clean” beauty products for pups with upscale branding, and has already raised $1m in funding.
High-end treats and visual feasts
Unlike most pet care products currently on the market, Lil Luv Dog’s branding is minimalistic, similar to those found in the beauty industry.
The company’s first product is a human-grade dry shampoo that comes in two scents and is made with “clean” ingredients (there’s no legal definition for what that means, but it is an effective marketing buzzword).
Priced at $26-$36, it’s more expensive than standard dog shampoos (and many human shampoos).
- It comes in two sustainable packaging options — a compostable bamboo container and dissolvable wood-pulp packets — and is the first pet care product to receive the Environmental Working Group’s stamp of approval.
- Lil Luv Dog is also working on upcycled poop bags, compostable scented wipes, apple cider vinegar paw cleaner, and more.
The shampoo is available on the brand’s website and at a handful of retailers, and will soon be sold at human hair salons to meet their target customers — little luxury-loving Gen Zers and millennials — where they’re at.
Barking up the right tree
People spend big money on their precious little fur babies: US pet care spending is projected to hit a record $157B this year, and over 50% of people think it’s reasonable to buy luxury products and services for their pets.
And considering other luxury services like dog-specific airlines and hotels already exist, it only makes sense that doting pet parents have hopped on the beauty bandwagon.
Plus, Lil Luv Dog isn’t the only player entering the space:
- Artemis, founded by former beauty editors, sells a $28 “powder-to-lather” dog wash.
- Biche, which makes perfume for pups, launches next year.
- Launched in October, Welltayl peddles a “skin barrier stick” that’s safe for cats, too.
While the products might be pricier, perhaps there’s an argument for cost savings — you can now share a shampoo with your dog.
