BY AUDREY PAVIA
To the surprise of no one, the natural grooming products category is seeing a growing
interest in high-quality ingredients, according to manufacturers.
“In all industries, consumers
are becoming more ingredient
conscious and making more
educated choices,” said Yemina
Kaiman, strategic marketing di-
rector for Soos Pets in Toronto.
“This is very much the case for
our industry. As a society, we’re
moving toward natural, holistic
products, and away from those
made with harsh chemicals.”
Emphasis on quality ingredi-
ents also has resulted in a move
toward organic ingredients, said
Jason Riccardi, president of Pura
Naturals Pet in Providence, R.I.
“Organic is trending heavily,”
he said. “The big buzz is going to
be USDA certified because there
are so many false claims current-
ly out in the marketplace.”
Retailers also have noticed a
move toward more companies
entering the category as natu-
ral grooming products become
more popular with dog owners.
“I have seen a larger number
of companies entering into this
space over the last few years,”
said Brad Kriser, founder and
CEO of Kriser’s Natural Pet in Il-
linois, Colorado, Texas and Cal-
ifornia. “Most of the growth has
been in shampoo lines.”
Aimee Thompson, founder of
My Buddy & Me in Centennial,
Colo., said that more is not nec-
“I think we are getting to a
point of too many grooming
products,” she said. “It makes
it difficult for any of us to know
which is best to carry on the
shelf. Because of this, we tend to
keep it small and simple.”
With a plethora of grooming products to choose
from, dog owners zero in on natural choices.
Reconnecting With Nature
Natural grooming products call for
high visibility in the retail environment,
according to manufacturers.
“I often find grooming products
are relegated to a corner or the back
of the store,” said Yemina Kaiman,
strategic marketing director for Soos
Pets in Toronto. “They should be visible
on a shelf so consumers can judge
them against one another and find the
one that’s best for them. Convenience
products should sit along the line to
the register or at it. That way, they can
be grabbed quickly.”
Elyse Horvath, founder of Natural
Paws in Scottsdale, Ariz., agreed that
displaying the products near the point
of purchase is always a sales booster.
“Making sure that the key points
about the product stand out—
especially if it’s something that’s different
from the norm—can make all of the
difference,” Horvath said.
A look at natural grooming products released in the past six months
gives a clue into the direction this category is heading.
Warren London in New City, N. Y., recently released an Exfoliating Butter Wash for dogs, said Eric Bittman, CEO.
“We took our leave-in butter moisturizer and created a Butter
Wash with jojoba beads to help exfoliate the skin and coat,” he
said. “These products come in two scents: Pomegranate & Fig and
Milk & Honey. The Butter Wash can take the place of a shampoo
for moisturizing and a soft coat, along with an amazing scent.”
BioDerm Laboratories in Longview, Texas, launched a line of
shampoos called Natural Scents that contain baobab oil, which
is obtained from the seeds of the African Adansonia tree, said
Peggy Smith, media director.
“It’s the first product line of its kind to incorporate baobab
protein,” she said. “This shampoo is so nourishing, users will
notice a conditioner is not required. It can improve the condition
of the coat with repeated use.”
Smith pointed out that the scents were chosen for their
earthy, natural qualities and pleasing smell.
“Each is light, airy and long lasting,” she said, adding that
each shampoo has a matching cologne.
Also in the pet cologne category, Reliq in Southlake, Texas,
has a new line of Botanical Mist sprays.
“The Botanical Mist spray is formulated especially for dogs
and cats,” said Cameron Fang, international sales director.
“Infused with highly effective natural ingredients that hydrate
the skin and coat, these environmentally friendly sprays leave
pets smelling fresh.”
Soos Pets in Toronto recently introduced a unique line
of natural grooming products, said Yemina Kaiman, strategic
“Our line of 14 products is the first line of Dead Sea grooming
products for pets,” she said. “Dead Sea products have been incredibly popular for people for centuries, and we wanted to bring these
benefits to our pets. Soos Pets products are enriched with Dead
Sea minerals, vitamins, essential oils and plant extracts. They are
versatile enough to use in numerous ways to treat the various skin
and coat issues that animals experience on a day-to-day basis.”
WHAT’S NEW IN NATURAL GROOMING
& Specialty Pet Stores