Pet health continues to gain momentum as new brands enter the market offering higher quality products that meet the demands of today’s pet parents. This phenomenon, often referred to as the humanization of pets, reflects the modern lifestyles of consumers (largely Millennials and Generation Z) who want to find the same standards for their pets as themselves.
The pet care market is expected to reach approximately $236.2 billion by 2030, according to reports from Grand View Research Inc. While pampering their pets has been reflected in holiday budgets over the past few seasons, pet parents are perhaps most focused on preventive health. including purchasing foods, supplements and treats with human-quality, sustainable ingredients.
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WagWell aims to capitalize on growth in the pet industry. Founded by former Make Beauty’s William Smolen, a beauty industry veteran and self-described “product idiot”, WagWell’s products aim to bring innovation to the pet industry using criteria drawn from the beauty industry.
Smolen said there is opportunity for innovation in the pet health space, and WagWell has done extensive research to offer products that are better, easier or more effective than those currently on the market.
“In a world where consumers are increasingly looking for holistic approaches to personal care and well-being, WagWell realized that consumers want to provide the same level of attention and care to their dogs,” said Smolen. “But the pet industry, which is much less regulated compared to the beauty industry, has historically been slow to develop, as evidenced by many products on the market that favor cheaper, lower quality ingredients without considering the nutritional needs of the dog. “WagWell aims to help shift the paradigm focusing on functional, high-quality ingredients that are effective in meeting our pup’s needs while simplifying the nutrition panel.”
To take this approach even further, the WagWell team works closely with veterinary nutritionists and food scientists to analyze ingredients for effectiveness, function and safety.
“WagWell is the most innovative, coolest thing I’ve ever built,” Smolen said. “We are changing the way pet parents think about their dogs’ health by putting our dogs’ needs first as we innovate across product categories to build a trusted wellness brand.”
One of WagWell’s first products to gain attention in the space was Ahiflower Omega Oil, which Smolen said was a “gateway” of sorts for consumers to find the brand. The plant-based formula provides users with numerous benefits for skin, gut and joint health and offers an alternative to fish oil omega-3s, which are increasing in cost and fueling environmental concerns.
“WagWell recognized this alarming trend and decided to make a change and disrupt the status quo,” Smolen told WWD. “WagWell is the first dog brand to introduce Ahiflower; Already proven in the equine community, this sustainably grown, plant-based oil is clinically proven to contain omega 3, 6 and 9, the same nutritional value as salmon oil, to improve the dog’s skin, coat and joints.”
WagWell estimates that one bottle of Ahiflower Omega Oil saves 600 fish from the sea.
WagWell’s newest launch is fully cooked, freeze-dried treats available in beef and cheese varieties and produced in U.S. facilities. The single-ingredient treats are fully cooked using human-grade ingredients and then freeze-dried to preserve their nutritional value and flavor. Treats can be used as a water-reconstituted food bowl or as a healthy, high-protein snack.
“We worked diligently to create a product that would follow our brand ethos of improving what was available,” Smolen said. “We are proud of the end result with our human-grade treats that are all natural, minimally processed, free of fillers, corn, wheat and soy.”
Smolen, a six-month-old brand, told WWD that WagWell has been very thoughtful about partnerships, aligning with other like-minded brands and companies to foster consumer trust. As the company focuses on building its online community, it has partnered with the popular @weratedogs account and membership-based club Dog PPL in Santa Monica.
“WagWell is a new brand and I consciously did not launch it with a celebrity. In this respect, it is a different game from beauty. What you feed your pet really matters; The product has to work. It is a field that has traditionally favored licensing, and some may refer to it as [supplements] “It is snake oil, but there is value in it and it needs to be presented in the right context as part of a holistic approach.”
Smolen told WWD that the company has partnered with Gwyneth Paltrow’s Goop starting in June. Smolen said Goop “leads the industry in our aligned values of health, innovation and intentional ingredients.”
WagWell treats will be available at select Goop retail locations in New York City, Los Angeles and Sag Harbor on Long Island. “We are excited to join several other pet brands that have earned a place in their curated selection and look forward to a successful retail launch next month.”
Looking forward, Smolen said WagWell will continue to innovate and find new solutions in the pet space as it builds the company’s omnichannel strategy.
“I really make time for this,” Smolen said. “I want to make sure our customer is who we say we are and build that relationship appropriately. they were seeing [retailers] Answer this but there is also a price difference, these products are not cheap but we are not trying to be luxurious for the sake of being luxurious. I love the word ‘Mastige’ because it is at an affordable price point and provides effectiveness. We use high quality materials and build a reliable brand; Affordable and easy to use for pet parents.”
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