One of the trendiest cosmetic brands in Europe, Rituals, (with 200 stores across the Nordics), just launched “The Dog Spa Collection”.
And that is not a throw-the-dice move and see what happens.
I already talked about how Fiskars (probably the most international Finnish tool brand) did a similar move earlier this year, including pet care in their brand expansion.
This is the result of how other industries are listening to market trends.
The pet care market was 207 billion USD (roughly 179,5 billion euros in 2025), with “premium” as a category around 51,8 billion euros, according to Euromonitor International.
But why does a cosmetic brand like Rituals goes into pet care?
→ Same buyer, same basket
The person buying a rose foaming shower gel is very often the same person Googling “best paw balm for winter”.
→ Same emotional territory
Rituals sells the idea of turning small routines into meaningful moments. They didn’t invent a new category. A dog’s bath time already fits that story perfectly.
→ Pet care is simply outgrowing beauty
Beauty isn’t growing at that pace in most mature markets, 56% of pet owners worldwide now see their pet as family. And younger pet parents, Gen Z and millennials, are reportedly spending up to 20% more on premium pet cosmetics than on basic care, per recent market research (TGM Research).
Two generations are redefining what “care” means, for themselves and for their dog.
These numbers are the reason both a wellbeing brand and a tool company can walk into the same category from opposite directions, and both make sense.
When Rituals puts its signature scent on a dog shampoo, what do you think is doing? Is that genuine wellbeing philosophy reaching a new member of the family? Or is the dog just the newest, most emotionally effective way to sell a human brand story one more time?
As a pet parent and a marketer, I believe before any brand asks,
“Should we launch a petcare line?”
it should ask
“Does our brand and value proposition really fit into that customer?”
I genuinely wonder if their stores are honestly pet friendly as they have now to serve a one-of-a-kind new customer, right? 🧡🧡
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