US – Launching in May 2023, Floof is a premium dog grooming brand bringing clean, science-backed, innovative formulations to the petcare market. The brand’s Gentle Essentials line will include four high-quality, safe and effective products – a nourishing dog shampoo and conditioner, a soothing cream and renewing dog wipes.
The products were designed to be ‘human-grade’, providing furry friends with the same level of care and attention that pet parents would give to their own human skin. To achieve this, Floof’s line was crafted by in-house vet dermatologists and skincare chemists using high-grade, clean and science-backed ingredients formulated to best suit dogs’ sensitive skin.
In our Prestige Pets microtrend, we have highlighted how the growth of the pet market is creating opportunities in the luxury apparel sector. With products like Floof, the grooming segment appears to be catching up.
By matching the quality and innovation of premium human products, Floof is opening pet grooming to a new wellness-centric market for furry friends