The Future of Grooming
With their newest product innovations and range extensions, grooming category leaders are dominating this year. The category’s innovation exceeded expectations. These leaders are ensuring pets’ individual needs are catered to and there is a product on the shelves for every pet regardless of breed, age and lifestyle.
Pure and Natural Pet highlighted the rising expectation pet parents have for natural, gentle and practical grooming products void of synthetic ingredients, harsh chemicals or fragrances previous generations accepted. “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 Pure and Natural Pet 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 trust.”
Skout’s Honor has had a successful year within the category, and the company plans to continue on this trajectory for the rest of the year. “Grooming has been a highlight for Skout’s Honor and a category we will continue to lean into throughout the end of the year with new products and technology,” said CEO Pete Sterling. “The consumer understands the impact grooming can have as part of long-term wellness plan for their pet and the market is showing strong willingness to adopt innovation that supports a proactive approach.”
“Skout’s Honor manufactures all of our products in the USA, which makes life a lot easier for our business and customers. We will continue to focus on strengthening and maintaining a strong domestic supply chain and ensure product availability and independence from global factors to the best of our ability,” said Sterling. “Skout’s Honor has always produced premium product solutions. Best-in-class products have always come at a premium, but it is the quality and successful outcome experienced through use that will continue to provide value to the consumer.”
The earthbath team is confident in the company’s future and steadily emphasizes its focus on sustainable growth, innovation and expanding customer engagement through international expansion, retail partnerships and digital channels. Despite challenges outside the company’s control, earthbath remains dedicated to providing gentle, impactful and premium pet care products that mirror trends and pet parents’ expectations. “earthbath remains optimistic about sustainable growth, innovation and expanding customer engagement,” said Amy Johnson, Senior Sales and Marketing Associate. “We anticipate strong demand for sustainable, high-quality pet care products, with key opportunities in international expansion, retail partnerships and digital growth. Our strategy focuses on evolving consumer trends, omnichannel optimization and sustainability initiatives such as eco-friendly packaging and responsible sourcing. While managing rising costs, we remain committed to delivering safe, effective and premium pet care solutions that align with industry trends and customer needs.”
“earthbath is committed to elevating the grooming category through innovation, sustainability and strategic partnerships. We continuously develop high-quality formulations that meet evolving consumer and professional groomer needs, prioritizing safety, efficacy and sustainability. Our initiatives include ongoing collaboration with professional groomers and pet panels to refine products, investment in supporting educational programs and certifications and strategic retail and e-commerce expansion to increase accessibility for all pet parents and grooming professionals. Additionally, we support the industry through advocacy, trade events and promotional partnerships, ensuring groomers and pet parents have the best tools to provide top-tier care,” said Johnson.
Skout’s Honor has remained focused on skin care as the need to ensure pets maintain healthy skin and coats. “Pet skin care is becoming a real thing,” said Sterling. “Consumers are continuing to gravitate towards innovative products that do more than just wash dirt off of their pet. We recently received certification for our bestselling shampoo & conditioner from My Microbiome, proving that our topical probiotic formula does not disrupt the dog’s natural microbiome. This is a big deal, because anytime you disrupt that natural protective layer it opens the animal up to or worsens common issues, such as itching, dryness, irritation and odor.”
“The challenges we are seeing will only create a greater opportunity for brands and retailers who have put a focus on providing premium products solutions,” Sterling said in reference to capitalizing on opportunities.
Grooming leaders have continued to offer effective and safe solutions and methods to ensure pets are able to maintain healthy grooming regimens. Looking at what consumers are gravitating toward, these leaders continue to educate not only consumers but also themselves on best practices and pet individual needs.
