Luxury “dog beauty” is officially a thing thanks to pampered pandemic pets


New York-based luxury salon Julien Farel is known for its $ 1,000 haircuts and A-list clientele who are seeing demand for their services after the pandemic. At some point there was a waiting list of 1,200 people. But it’s not just people streaming in; The well-heeled customers of the salon are joined by their pandemic puppies.

“We have many, many customers who have new dogs,” said the salon’s CEO and co-founder Suelyn Farel, who has noticed an increase in customers cutting or coloring hair with their new fur babies in tow. “There seems to be a real buzz.” Common breeds include French bulldogs, who “seem to be taking the market by storm right now,” as well as golden retriever puppies “and the doodles,” she said.

As the new Samoyed puppy owner, Farel also noticed that her customers pampered their new dogs, bringing puppies with “nice leashes and collars” and Goyard tote bags. So she decided to add a new line of products to the salon’s hair care line in June: the dog care brand Pride + Groom.

Pride + Groom was $ 54 for a shampoo and conditioner set and $ 85 for a fragrance gift set and was launched in April of this year by Vogue alums Regina Haymes and Jane Wagman along with advertising directors Heather Perlman and the Chemical engineer Patricia Machado launched. They founded the brand for pet parents who wanted more than the standard shampoo offering for pet stores.

The timing has been successful as pet adoption increased during the pandemic and consumers increased their pet expenses. Pride + Groom categorizes itself as a “dog beauty brand” and offers products for a variety of fur types, including heavy shitters, non-shitters, and pets with sensitive skin. The recommended ingredients are those you would find in a top-notch human shampoo, including avocado oil and marigold extract.

“There’s this huge trend in humanizing your dogs,” Wegman said.

Haymes added, “You have seen all dog supply sales go up, from fresh food to those beautiful boxes that look like beautiful furniture. [People] wanted to make everything in their dog’s life better because dogs were our calming therapists during the pandemic. But when it came to grooming products, options were limited.

“We realized that there really isn’t a dog company that is a beauty company,” Wegman said.

Farel found out about the brand when Haymes, a customer of the salon, came to the barber shop. “It’s nice to pamper yourself because the products work; They deliver the results for the dog and they smell really great, ”said Farel.

The Farel salon partnership isn’t just a one-off for Oprah’s Favorite Things-approved brand, which is offered at luxury retailers and salons more known for human beauty products. In addition to traditional retail channels such as Amazon, and premium groomers, Pride + Groom also sells at Fekkai Salons, Bloomingdale’s, Selfridges and Onda Beauty from New York. For Mother’s Day, the brand launched a giveaway with celebrity hairdresser Harry Josh. It’s also sold in fitness guru Isaac Boots summer pop-up store in the Hamptons.

“People seem open to shopping for dog beauty when they are about to get theirs [own] Services done, ”said Haymes.

This follows a trend of upscale human beauty brands bringing pet products to premium retailers. That includes Ouai, which recently launched its pet shampoo permanently in Sephora. Aesop, Kiehl’s and Pink Moon also offer dog shampoos.

The eye-catching black and white branding of Pride + Groom is intended to convey an upscale feeling. The founders wanted to create bottles that pet owners would like to leave “on” [bathroon] counter and don’t feel like they have to hide it, ”Wegman said. “The whole point was that this is as beautiful as any other beauty product you’re proud of.”

Dogs “want to feel good; they want to be glamorous, ”said Haymes. “When you love something, you humanize it.”

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