BRANDS PET CARE


BEAUTY GOES TO THE DOGS


With pet care one of the best-performing areas of discretionary spending, traditional beauty players are extending their expertise into pet grooming formulations. So which brands have crossed to the ‘fur’ side and what does their competition look like? Asks Julia Wray


T


he worlds of animal grooming and human grooming have long been in synergy. There is good reason the equine care brand Mane ‘n Tail bears the tagline ‘formulated for horses and discovered by humans’. But, recently, rather than the phenomenon of humans discovering hair care ‘hacks’ sitting alongside their riding tack, traditional beauty brands and retailers are looking to get their claws into the pet care market.


THG-owned beauty e-commerce brands Lookfantastic and Cult Beauty both offer pet care as part of their lifestyle offer, as does e-tail rival Feelunique.


Lookfantastic, which launched into pet care in mid-2021, has seen searches for dog shampoo shoot up 38% over the past three months. “We chose to move into this sector as our customers became increasingly aware of the products and ingredients they were using on their pet’s skin and fur, as well as seeing beauty brands such as Ouai expand into the pet care category, thereby increasing demand,” Faith Hobson, Buying Director THG Beauty, tells Cosmetics Business. In addition to Ouai’s Fur Bébé Pet Shampoo, which blends ingredients that wouldn’t be out of


62 September 2022 cosmeticsbusiness.com


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