Let sleeping dogs lie – preferably in an infrared-powered bed, paws slicked with jojoba oil while a plug-in diffuser releases calming pheromones into the air. Dogs may have been embracing their own version of cold plunges and mud masks for centuries, but today their wellness routines are catching up with ours.
No longer just man’s best friend, pets are now firmly embedded as furry family members. And as our emotional investment grows, so too does our desire to optimise their health, happiness and longevity. From gut microbiome support to supplements promising extended lifespans, our own wellness obsessions are being projected – enthusiastically – onto our four-legged companions. The result? A booming industry (the global pet perfume market alone is expected to reach $2.7 billion by 2034).
“Pet wellness is top of mind for consumers in 2026, driven by a heightened emphasis on humanising pet care,” says Olivia Houghton, a lead beauty, health and wellness analyst at The Future Laboratory. “As pets become increasingly integrated into the family, we’re seeing rising demand for premium, tailored services that mirror human wellness trends.”
The shift is also being fuelled by China’s rapidly expanding pet economy, where declining marriage and birth rates are driving a surge in pet ownership. “We’re in an era of elevated expectations, and pet parents are dedicating more resources than ever to their pets’ wellbeing.”
Pampered pet era
A simple shampoo and nail trim no longer cuts it. Enter the era of the $1,000 grooming session as human beauty trends merge with pet care. “Consumers are investing in human-grade formulations, with brands like L’floof offering a suite of grooming products that mimic premium skincare,” Olivia says. Think barrier-boosting ingredients like the jojoba, shea butter, aloe vera and panthenol found in Tropiclean’s Essentials collection and Mud’s Everyday Wash For Dirty Dogs (£21) – and that’s before Fido has even discovered his signature scent.
Food for thought
“You are what you eat and so is your dog,” says Anna Webb, a pet behaviour and nutrition expert. With growing concern around ultra-processed foods, pet owners are applying the same scrutiny to their animal’s diets. Fresh, organic and raw feeding has surged alongside a booming supplements market now worth billions. “Raw, balanced, complete food – such as Naturaw – is the fastest-growing sector in dog nutrition,” Anna explains. “Brands like Arterra Pet are focusing on supplements and health foods targeted at longevity and well-being for pets. These products are evidence of a trend towards more holistic, health-oriented pet care.”
Track the pack
Forget the dog basket. Today’s pets are sleeping in smart beds like the Domethics Carepet that that monitor vital signs. From infrared therapy to AI-powered diagnostics, pet tech is evolving at pace. Wearable designs track dogs’ activity, sleep and behaviour while apps promise everything from health insights to even analyses of your dog’s poo. “Pet parents are investing in their animals the same way they invest in themselves,” says Jessica Alcalde, the Vice President of Product at the wellness brand HigherDOSE, whose infrared PEMF pet bed aims to support relaxation and recovery. “As homes become wellness hubs, it’s natural that these instincts extend to pets, which we saw first-hand when our community’s pets kept stealing their PEMF mats.”
Not all tech is created equal however. Anna advises opting for clinically-backed devices, particularly when it comes to red light – where precision and regulation matter.
Nine lives
The future of pet wellness isn’t all about pampering – it’s about longevity. From microbiome research to pharmaceuticals designed to extend canine lifespans, the space is rapidly moving into biotech territory. Start-ups such as Loyal are attracting serious investment, while venture funds dedicated to pet care – like TAW Ventures, set up by the Estée Lauder heiress Jane Lauder – are on the rise. And while pet cloning may already have celebrity backing, the real focus is on helping animals live longer, healthier lives, potentially unlocking insights that could one day benefit humans too.
Pet picks
Marleybones Gut Health Supplement, £10
A healthy gut isn’t just a human thing. These tasty, soft-baked chews are packed with prebiotics and functional foods to help keep your pup’s microbiome in balance. The result? Happier digestion and healthier poos (you’ll thank us later!)
Photizo Vetcare hand-held red light therapy device, £295
A medical-grade device ideal for osteoarthritis (which affects around 80% of dogs over the age of eight) as well as stimulating cellular energy to help repair damaged cells, whether in joints, wounds, or to aid with post-surgery recovery.
HigherDOSE Infrared PEMF pet bed, £599
Infrared heat meets pulsed electromagnetic therapy to promote calm, support mobility and enhance daily recovery for a happier pooch.
Fitbark GPS tracker, £59.95
A lightweight, waterproof, wearable device that tracks your pet’s location, activity, sleep and behavioural patterns.
L’floof Boop + Beans nose and paw balm, £22
This all-natural skin-soother is formulated with sweet almond oil, shea butter and aloe vera to help nourish, replenish and revitalise dry and sensitive skin.
Pet Wellbeing Calming Care supplement, £59.95
Designed to provide emotional balance and nervous system support for your canine companion, this supplement’s blend of adaptogens and nervines work over time to help your hound stress less.
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