As a cosmetic formulator, not much time or thought is given to making products for pets. Unless you work at a pet product company or a contract manufacturer, you do not get much chance to work on the products. This is unfortunate because pet products can be every bit as interesting as products for humans. While they use similar ingredients there are some differences in how to approach formulation.

The pet care market has traditionally been a simple category. The products were mostly shampoos, deodorizers, and basic grooming products. But things are changing, moving from a focus on basic functional products to ones emphasizing holistic wellness. In 2024, the the pet care grooming market was reportedly valued at USD 14.69 billion but is now projected to be USD 24.82 billion by 2033 (1). Growth is thought to be driven by "pet humanization," where animals are treated as important family members.

Whenever there is growth in a category, it creates an opportunity for companies and product formulators alike. When developing products in this space, you cannot just take a human formula, swap out the fragrance, and call it a pet shampoo. Competition has prompted consumers to expect more.

Pet products formulating

One of the biggest mistakes in pet care formulation is assuming that what works for people will work for animals. While the chemistry is the same, the impact certain ingredients have on animals is not necessarily the same as on humans.

Dogs and cats have different skin characteristics than humans. Their skin is generally thinner and more sensitive, and their surface pH is different too. The surface acidity of human skin tends be more acidic, while dog and cat skin is usually closer to neutral or slightly alkaline. That means a formula designed for human skin may not be appropriate for a pet, even if all the ingredients sound gentle.

For example, high-foam sulfates are not ideal for animals especially for frequent-use products. Of course, you can make safe products using them since dose, frequency of washing, overall formulation and the condition of the animal’s skin all matter. But if you are trying to design a pet product that is mild and modern, SLS would not be the ingredient to use. Better is using a lower foaming secondary surfactant like Decyl glucoside.

Consumers still want “Clean”

Whether formulators like it or not, consumers are reading labels and bringing their personal care expectations into pet care. If they avoid certain ingredients in their own shampoo, they are going to question those same ingredients in a product they use on their dog.

That means ingredients like parabens, sulfates, synthetic dyes, fragrances, and formaldehyde donor preservatives could all negatively impact sales. While the concern is more emotional than scientific, as a formulator this is something that has to be considered. True or false, consumer perception drives purchasing behavior.

Of course, pet products are not regulated in the same way as human personal care products. Ingredient lists are not required unless the product is a drug or pesticide meant to treat a condition like fleas. For most products, the primary regulator is the FTC (Federal Trade Commission) and they focus on advertising. This means any claims made about the product must be truthful and not misleading.

Beyond product safety, another aspect of clean is the inclusion of “natural” ingredients. Things like oatmeal, aloe vera, chamomile, and biodegradable surfactants fit nicely into that story. Upcycled ingredients also have appeal, especially for brands that want to position themselves around sustainability. Of course, just because an ingredient is natural does not make it automatically better or safer. Natural marketing claims are easy. Building an effective and stable product is harder.

The market is getting more specialized

Another trend in pet care is moving beyond simple cleansing. There is growing demand for products that solve specific problems.

Skin issues are a good example. Some pet owners want products that help with dry skin, itching, flaking, dull coat, excessive shedding, or environmental irritation. That opens the door for more targeted formulas using ingredients aimed at barrier support and conditioning. Using familiar skin care ingredients like ceramides, fatty acids, mild emollients, and skin soothing agents is a reasonable strategy. While there is scant evidence that any of these will have much impact, consumers will be more willing to believe they do because they recognize the ingredients in human products.

There is also growth in daily maintenance products. So products like paw balms, nose conditioners, rinse free cleansers, grooming wipes, and waterless foams all make sense.

Then there is the wellness angle. Some brands try to incorporate calming benefits into grooming products using fragrances or trendy ingredients associated with relaxation. It may be an interesting marketing direction, but companies should be careful not to overpromise. Just because an ingredient is trendy does not mean it is doing much in a rinse off product.

Manufacturing matters

On the business side, there are a few practical shifts worth paying attention to. One is the rise of lower minimum order manufacturing. This makes it easier for smaller brands to test new concepts without having to commit to huge production runs.

Social media has also made it possible for someone to inexpensively build a following and then launch a product for their loyal fans. This could result in pet care becoming more niche launching products like those for sensitive skin dogs, or a paw balm for winter weather. Smaller batch manufacturing makes that kind of product more realistic.

And yes, data is becoming more useful too. Brands that pay attention to consumer behavior, category trends, and product performance will have a better shot at launching something people actually want, instead of just copying what everyone else is already doing.

Final thoughts

Developing pet care formulations can be an exciting opportunity for formulators. It is still an emerging market, but it is growing. Consumers also are less price sensitive than they may be about even their own products. When creating products, formulators need to consider animal physiology, product positioning, and consumer expectations. That means there is still lots of room for innovation.​​​​​​​