Vanguard Awards: Shampoos

The shampoos category is not slowing down. Companies are making their products accessible at retail and formulated with ingredients pet parents feel confident about applying to their pets’ skin and coat. Best Shot Pet Products, for example, is attuned to the growing presence of self serve dog washes at retail and has capitalized on the opportunity to introduce pet parents to the Best Shot line of solutions where they can see results for themselves before they make a purchase. Another leader, Pure and Natural Pet entered the shampoos category in response to a growing demand among pet owners for grooming products that are genuinely organic, pure, harmless and effective. In response to this gap in the market, Pure and Natural Pet introduced shampoos that are USDA certified organic, manufactured in the USA and recommended by veterinarians. 

“When we launched into the shampoos category, we saw a growing demand from pet parents who were looking for truly natural, safe and effective grooming products—but were often left with limited or misleading options,” said President Brian Taus. “Many shampoos in the market contained synthetic ingredients, harsh chemicals or fragrances that were not only unnecessary but potentially harmful to pets. We believed there was a clear gap for a brand that could offer USDA certified organic, USA-made and veterinarian-recommended grooming solutions grounded in transparency and trust.”

Best Shot expects to experience 15 to 20 percent growth this year largely due to the rise in grooming services. 

“Full-service pet grooming and self-wash services continue to be profit centers for retailers, franchise stores and boarding facilities are experiencing tremendous growth,” said Sales and Marketing Director Dave Campanella. “These services cannot be purchased online, so they are key to bringing traffic into brick-and-mortar locations. It’s all positive for us when you consider that great grooming starts with a bath!”

Pure and Natural Pet is committed to authenticity and quality in their shampoo offerings. Their products go beyond mere marketing claims by adhering to cruelty-free practices, as well as achieving reputable certifications. 

“Our shampoos go beyond ‘natural’ marketing claims—we back it up with USDA certified organic ingredients, cruelty-free practices and rigorous third-party certifications,” Taus said. “We formulate without sulfates, parabens, synthetic dyes or artificial fragrances and each product is crafted with a function: to nourish, soothe and support the skin and coat health. From oatmeal-infused formulas for sensitive skin to waterless and hypoallergenic options, we provide solutions with a deep concern for researched and effective ingredients.”

As for the strategies and initiatives the company is using to drive category growth, “Best Shot has made a hard shift in emphasis from traditional trade marketing to education leveraging social media pet grooming influencers and educators, live streaming events such as workshops and trade seminar courses, and online trial offers to close the deal,” Campanella said. 

Pure and Natural Pet’s core philosophy centers around animal welfare and earning pet owners’ confidence, Taus said. “Our North Star has always been the well-being of pets and the building the trust of their pet parents,” Taus said. “Whether we’re navigating supply chain disruptions, inflationary pressures or evolving regulatory environments, we prioritize transparency and consistency. We’ve worked hard to maintain our product integrity, even when it’s more difficult or expensive to do so. Our team continues to innovate with intention, staying focused on quality, education and supporting retailers and pet parents alike with solutions they can feel good about.”

He continued, “One major milestone we’re proud of is the expanded distribution of our grooming line into independent pet retailers nationwide, along with growing recognition for our sustainability efforts,” Taus said. “We’ve also seen increased interest from professional groomers who are recommending our products for pets with sensitive skin or allergies. It’s incredibly rewarding to know that what we’re creating is making a meaningful difference—helping pets feel better and giving pet parents peace of mind. That’s why we do what we do.”