Jo Malone London enters dog grooming with WildWash shampoo
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Jo Malone London has entered the dog grooming category with a new Orange & Cedarwood Dog Shampoo developed in collaboration with British pet-care brand WildWash, according to the companies’ Sept. 1 announcement and follow-up trade coverage. The 285 mL shampoo is Jo Malone London’s first dog grooming product and is being sold online, in Jo Malone London stores, and as an exclusive item through John Lewis & Partners in the UK. Trade reporting says the product was about 18 months in development, is positioned as a permanent SKU, and is priced at £18. (prnewswire.com)
Why it matters: For veterinary professionals, the launch is another sign that premium beauty and fragrance brands see pet care, especially grooming, as a growth category. WildWash’s role is notable: Jo Malone London leaned on a specialist pet-care partner rather than formulating alone, with executives saying they wanted category expertise and a formula designed with dogs’ skin and coat needs first. That consumer messaging may resonate with pet parents who increasingly expect “natural,” premium, and lifestyle-aligned grooming products, which can influence questions veterinary teams get about ingredient safety, skin sensitivity, and whether luxury-branded products are appropriate for routine use. (cosmeticsbusiness.com)
What to watch: Watch for whether this remains a one-product brand extension or becomes a broader prestige pet-grooming line, and whether other fragrance or beauty houses follow with veterinarian-adjacent grooming launches. (cosmeticsbusiness.com)
Jo Malone London is moving into pet care with a new Orange & Cedarwood Dog Shampoo created alongside British pet-care brand WildWash, marking the fragrance house’s first entry into dog grooming. The product was announced Sept. 1, 2026, and is being sold in a 285 mL format through Jo Malone London’s website and stores, with additional UK distribution through John Lewis & Partners. Trade coverage identifies it as a permanent SKU rather than a limited-edition novelty launch. (prnewswire.com)
The move fits a broader pattern in premium consumer brands stretching further into the home and lifestyle space, especially where pet care overlaps with gifting, fragrance, and wellness. In comments to Cosmetics Business, Jo Malone London’s vice president of global fragrance development, Céline Roux, said the brand had been considering dog products for some time and viewed the category as a natural extension of its scented, home-centered positioning. Roux also framed the launch as consistent with the company’s identity as a gifting brand and with its longstanding dog-friendly brand image. (cosmeticsbusiness.com)
WildWash brings the category credentials. The company was founded in 2013 by Andrew and Jane Cooper after their American bulldog, Missy, experienced sensitive-skin issues, according to trade reporting summarizing the brand’s background. Coverage also describes WildWash as a cruelty-free British brand with B Corp and ethical accreditation, helping explain why Jo Malone London chose collaboration over an in-house pet formula. Roux told Cosmetics Business that the company knew how to make human bath and body products, but wanted a pet-care expert involved “to do it right.” (cosmeticsbusiness.com)
On product details, the shampoo uses naturally derived or natural essential oils of orange and cedarwood, which Jo Malone London and retail listings say are intended to cleanse, freshen the coat, and leave shine. Jane Cooper told Cosmetics Business that orange was selected for cleansing and gentleness, while a mild cedarwood was chosen for balancing the skin and coat. The product took roughly a year and a half to develop, according to trade coverage. Packaging is part of the marketing strategy as well: each bottle carries one of four dog-breed illustrations, with online buyers receiving a surprise design unless they shop in-store while stock lasts. (prnewswire.com)
The launch is also being pushed with a lifestyle-heavy campaign featuring actor and Jo Malone London brand ambassador Tom Hardy and his French bulldog, Blue, who had appeared in earlier campaigns for the brand’s Cypress & Grapevine fragrance. Jo Malone London has published supporting campaign content around Blue and the dog shampoo on its UK site, reinforcing that this is being marketed as a serious branded extension, not just a one-off press item. (prnewswire.com)
Industry reaction so far has centered less on formulation controversy and more on brand strategy. Beauty and fragrance trade outlets described the product as Jo Malone London “breaking into” dog grooming and highlighted the product’s permanent status, price point, and retail exclusivity with John Lewis. That framing suggests observers see this as a test of whether prestige fragrance equity can translate into repeat pet-care purchases, not just gift sales. That’s an inference, but it’s supported by the way coverage emphasizes both the permanent SKU status and gifting angle. (cosmeticsbusiness.com)
Why it matters: For veterinary professionals, this kind of launch reflects the continued premiumization of companion-animal grooming and the growing overlap between veterinary-adjacent skin care, retail pet wellness, and luxury consumer branding. As more pet parents buy grooming products through beauty, department-store, or lifestyle channels, clinics may see more questions about fragrance, essential oils, suitability for sensitive skin, and whether premium positioning signals better dermatologic safety. The Jo Malone London-WildWash partnership is especially relevant because it shows mainstream luxury brands recognize they need pet-specific credibility when entering this space. (cosmeticsbusiness.com)
What to watch: The next signal will be whether Jo Malone London expands beyond shampoo into a fuller pet-grooming assortment, and whether competitors in prestige fragrance or beauty make similar moves over the next 12 to 24 months; just as important, watch whether veterinary dermatology and grooming professionals begin weighing in publicly on how these lifestyle-led products should be used in dogs with sensitive skin or chronic coat issues. (cosmeticsbusiness.com)