Los Angeles entrepreneurs Cara Santana Leto and Stephanie Suganami are entering the $246 billion global pet market with the launch of Lil Luv Dog, a premium grooming brand debuting August 26.

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The company’s first product is a plant-based dry shampoo, sold in a $36 compostable bamboo shaker and $25 water-soluble sachet. Ten additional SKUs are in development for 2025.

Lil Luv Dog closed a $1 million pre-seed round led by Ani VC, alongside Halogen Ventures, Twenty Two Ventures and angel investors including PrettyLitter founder Daniel Rotman and former Zesty Paws CEO Steve Ball.

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Santana Leto, who previously launched beauty-on-demand platform The Glam App, and Suganami, former COO of KKW Brands, say they see a gap for “aesthetically engaging, elevated petcare” that aligns with millennial-favourite beauty brands. The brand is certified by EWG and Leaping Bunny.

Petcare has emerged as a fast-growth category. Morgan Stanley forecasts 7% annual growth through 2030, with recent deals including Nestlé’s investment in Drools and Loyal’s $135 million raise. Lil Luv Dog is positioning itself at the premium end of the market, adopting a social-first, DTC model before moving into retail.

“People don’t just buy products, they buy into brands,” says Santana Leto. “We believe Lil Luv Dog can define the category.”