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It might surprise you to know that when it comes to pet grooming products, the federal regulations are pretty lax. While there are rules that dictate how products should be labeled, whether those guidelines are actually enforced is a separate issue. For the most part, the federal government views pet grooming products as voluntary cosmetics or grooming aids. Therefore, there’s less regulatory framework in place to ensure your pooch is safe. While it’s generally accepted that a company would take care in creating products for such a vulnerable population as our pets, the responsibility is essentially shifted onto us as pet parents to ensure that the products we’re using are safe.
With that in mind, more and more pet owners are searching for clean alternatives they can trust that promise to keep their fur babies and the environment safe. Brands like Earth Rated, WagWell and Black Sheep Organics all focus on creating natural, non-toxic grooming products that you can feel confident in using to keep your four-legged companion squeaky clean—at least for a moment. As great as all those brands are, though, there’s a new clean pet care brand on the market that has fur moms and dads falling in love, and it’s the first-ever pet grooming brand to be EWG Verified.
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Introducing: Lil Luv Dog, the clean pet care brand made for modern pet parents. Despite launching just six months ago, this buzzy new brand has already generated a dedicated fanbase, notably making its way into Kendall Jenner’s FWRD edit as a featured product. The brand was created by Cara Santana Leto and Stephanie Sunganami, who created the environmental activism platform Future Earth. In keeping with that background, the duo set out to create Lil Luv Dog, promising “clean paws” with “less waste.”
Dry Shampoo, $36 at Revolve
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So far, the brand has only launched dry shampoo in cactus flower and oat scents, but we’re positive that we’ll see even more product categories launch soon enough. The dry shampoo is formulated as a powder that you simply shake onto Milo’s coat and pet to rub in. Because of the shake-and-fluff application method, the dry shampoo is formulated without alcohol, parabens, common allergens or artificial ingredients, and its packaging is compostable and recyclable. Additionally, if you purchase the on-the-go sachets, you can conveniently dissolve them in water.
Not only is the entire line cruelty-free, vegan and FSC-certified, but it’s the first pet care brand to earn the distinction of being verified by the Environmental Working Group. That means that Lil Luv Dog products have been third-party tested to verify that not only are its products safe for your pup, but they’re safe for the environment, too. You can be confident that using Lil Luv Dog means that there is no known cancer risk, no developmental or reproductive toxicity, no known eco-toxicity risk and that its products are hypoallergenic for you and Fido.
As if all that wasn’t enough, Lil Luv Dog also donates a portion of every purchase to organizations that help unhomed dogs find their furever homes. Talk about being a brand with morals. The TL;DR of it all is that Lil Luv Dog is the clean pet care brand to watch. And who knows, maybe we’ll see more brands start to follow their lead. What products do you want to see Lil Luv Dog launch next?
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This story was originally published by Parade Pets on Feb 16, 2026, where it first appeared in the Shopping section. Add Parade Pets as a Preferred Source by clicking here.
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