What is the Lil Luv Dog brand?

Lil Luv Dog is a new luxury dog care brand founded in August 2025 by Cara Santana Leto and Stephanie Suganami, aiming to bring a 'beauty brand' aesthetic to pet grooming products.

How does Lil Luv Dog's dry shampoo compare to standard dog shampoos?

Lil Luv Dog's dry shampoo powder is priced between $26 and $36, significantly higher than the $7 to $20 range for standard dog shampoos at Chewy. However, the founders claim it can last for six months if used once a week on a medium-size dog, potentially saving money by extending the time between grooming sessions.

Who are some of the influencers and celebrities associated with Lil Luv Dog?

The brand has tapped into its founders' extensive network, including Jen Atkin of the Ouai hair care brand, Aaron Harvey of Flamingo Estate, and Olivia Culpo's dog, to help promote Lil Luv Dog.

Home / Lifestyle / Millennial Pet Owners Unleash Luxury Dog Care Brand

Millennial Pet Owners Unleash Luxury Dog Care Brand

15 Nov

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Summary

Lil Luv Dog founders aim to bring 'beauty brand' aesthetic to pet care
Products use 'clean' ingredients and sustainable packaging
Brand taps into influencer network and celebrity pet owners

As of November 2025, a new luxury dog care brand called Lil Luv Dog is making waves in the pet product market. Founded in August 2025 by longtime friends Cara Santana Leto and Stephanie Suganami, the brand aims to bring a 'beauty brand' aesthetic to the traditionally 'vibeless' pet grooming industry.

Dissatisfied with the bland and utilitarian designs of most dog care items, the Lil Luv Dog founders set out to create a line of premium products that cater to the modern, wellness-conscious pet owner. Drawing inspiration from beauty brands like Goop and Coterie, the company's offerings feature sleek branding, 'clean' ingredients, and sustainable packaging.

Lil Luv Dog's first product, a dry shampoo powder, is priced between $26 and $36 and is designed to extend the time between baths. The brand has also raised $1 million in funding and plans to expand its line next year with items like poop bags, paw balms, and liquid shampoos.

Tapping into their extensive network of lifestyle influencers and celebrities, the founders have enlisted the help of notable figures like Jen Atkin, Aaron Harvey, and Olivia Culpo's dog to promote the brand. Lil Luv Dog products are currently available on the company's website, at select retailers, and in some high-end hair salons.

With the 'humanization' of pets driving younger generations to seek out premium, wellness-focused pet products, Lil Luv Dog is poised to capitalize on this growing trend in the $100 billion pet care industry.

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