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US pet company Lil Luv Dog launches Goop-like beauty and lifestyle brand for dogs
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Ms Stephanie Suganami (left) and Ms Cara Santana Leto founded Lil Luv Dog, a beauty brand for dogs.
PHOTO: GABRIELLA ANGOTTI-JONES/NYTIMES
Cheryl Wischhover
Follow topic:
- Lil Luv Dog, founded by Cara Santana Leto and Stephanie Suganami, aims to provide dog grooming products with beauty industry-inspired branding and clean ingredients.
- The brand targets Gen Z and millennial customers who prioritise premium, eco-friendly products, offering items like dry shampoo in sustainable packaging, verified by American advocacy organisation Environmental Working Group.
- Lil Luv Dog plans to expand its product line with recycled poop bags, paw balm, and shampoo, and is tapping into celebrity endorsements and strategic retail partnerships.
AI generated
NEW YORK – “When you go into a pet store, it almost feels patronising – the colours, the prints, the font,” said Ms Cara Santana Leto.
The branding on most dog care items, she feels, tends to range from blandly utilitarian to ugly and loud.
