BRANDS PET CARE
“Pet ownership has increased tremendously after the pandemic and doesn’t seem to be slowing down; in March 2021, the Pet Food Manufacturers’ Association said a total of 3.2 million households in the UK had bought a new pet since the start of the pandemic.
“They have become an even more integral part of our families and people view them as their children that they want to care for – the trend for ‘pet humanisation’ is very much on the rise.”
WHAT’S IN A FORMULA?
While we might like to think of our pets as fur babies, their grooming needs do diverge slightly from our own, as British Veterinary Association (BVA) President Justine Shotton explains. “Keeping a pet’s coat and skin in healthy condition is really important,” she says. “We would always advise speaking to your vet before deciding to use pet grooming products and get advice on the best way to groom them, as this will differ from breed to breed.
“Overbathing can cause issues so it’s vital to carefully think about if your pet needs a bath before doing so.
“Owners should also consider if their pet has been treated with any spot-on parasiticide treatment recently, as washing these products off down the drain can have a negative effect on the environment, as well as no longer protecting your pet.” For manufacturers, Shotton warns: “With the introduction of any new pet products to the market, at the British Veterinary Association, we call for robust evidence to ensure they are safe to be used on pets and by humans. In particular, companies should be mindful of the direct ecological impact grooming products have.”
This is something Faith in Nature kept front of mind while creating its line-up.
“Dogs’ skin is way more sensitive than ours, so
that’s why it’s important to always choose mild, non-irritating dog shampoo to calm, cleanse and nourish,” a brand spokesperson tells Cosmetics Business.
“Faith in Nature dog shampoo is carefully pH-balanced and made with no parabens or SLS, so there are no nasty surprises. They are also formulated with naturally-derived essential oils and vitamin E to keep their coats shiny, conditioned and smelling amazing. “It’s advised to only wash your pooch every few weeks, if possible, as any more than this could strip away their natural oils, leaving their skin itchy and their coats dry.”
Dry skin was an issue targeted by Furr Collective when it launched its first skus in June 2021, during the pandemic.
The brand was initially created for Bossenger’s own dog, Milly, who suffered from dry and flaky skin, with Bossenger unable to find a natural product on the market to help alleviate Milly’s skin condition.
“As someone working in the beauty industry and being a natural skin care enthusiast myself, it was important to find a product that aligned with my values,” she says. “I wasn’t able to find anything that suited and so I worked alongside my dad (who is a chemical engineer in the cosmetics industry) to develop a natural conditioning shampoo to help her. “I gave it to a few friends and family during the pandemic to try and people loved it, so we went on to create the brand from there. “We now have a range of pet grooming products and accessories with a focus on natural, multifunctional products to save you time and money.”
‘Dogs’ skin is way
more sensitive than ours, so that’s why it’s important to
always choose mild, non-irritating dog shampoo
64 September 2022
cosmeticsbusiness.com
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