For years, the luxury dog shampoo market was the domain of human beauty brands dabbling in pet care. Brands like Aesop, Kiehl’s, and Malin + Goetz set the stage with dog grooming lines inspired by their human products. Even Jen Atkin added a dog shampoo to her cult-favourite haircare line Ouai back in 2018. But what felt like a niche for indulgent pet parents is now blowing up.
Case in point: a new generation of pet-care brands with the aesthetics and language of fancy skincare that has emerged in the last couple of years, selling pet shampoos with polished, luxurious packaging that might make you reconsider your own shower shelf. There’s Artemis founded by former beauty journalist Noël Duan, which offers a powder-to-lather shampoo in the chicest recyclable bottle. Brooklyn-based brand Welltayl—launched last year—sells “barrier-safe” products for dogs, while Lil Luv Dog offers a dry shampoo for days in between baths in a neat, minimalist bottle. Just last month, former Highsnobiety beauty editor Alexandra Pauly launched Biche, her own take on luxury doggy care, which boasts a custom scent developed with a Givaudan perfumer. Even Aesop released a new editorial-style campaign recently for its Animal shampoo with a cast of extremely photogenic dogs, reminding everyone that even your four-legged friend can participate in the aspirational bathroom-shelf economy.

















