Asher House Wellness rebrands as Lillie&Lee

Asher House Wellness has rebranded as Lillie&Lee, with the change positioned as more than a new name and logo. The company, founded by animal rescuer Lee Asher, said the new brand reflects a broader push into shared pet-and-human wellness while keeping its existing pet supplement formulas and standards in place. Pet Age reported the transition on April 15, 2026, and said customers should see no disruption as the company continues selling pet wellness products, bundled supplements for specific needs, and hemp-derived CBD products through the new Lillie&Lee site. The name references Asher and Lillie, his first St. Bernard, whose rescue story helped shape the brand’s origin. (petage.com)

Why it matters: For veterinary professionals, the rebrand is another sign that the pet supplement category keeps moving closer to human-wellness language, with stronger emphasis on transparency, traceable ingredients, daily-use products, and education for pet parents. It also keeps CBD in the conversation at a time when FDA scrutiny remains active: the agency’s regulatory actions page lists 2025 warning letters tied to unapproved animal drug claims for CBD pet products, underscoring the gap between consumer marketing and federal oversight. (petage.com)

What to watch: Watch for how Lillie&Lee rolls out its promised digital education resources and human supplement line, and whether its messaging stays on the right side of evolving supplement and CBD oversight. (petage.com)