Millennial Pet Owners Unleash Luxury Dog Care Brand

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.