WASHINGTON – Most pet shampoos contain a mystery mix of chemicals, and brands aren’t even required to disclose the ingredients. Today the Environmental Working Group is changing that with a new gold standard: EWG Verified®: Pet Grooming.
It’s the first-ever certification to ensure pet shampoos, conditioners, detanglers and cleansers meet EWG’s highest standards for health, ingredient transparency and environmental safety.
Lil Luv Dog, co-founded by Stephanie Suganami and Cara Santana Leto, is the first brand to meet our rigorous criteria. The company is debuting a line of plant-based products based on formulas designed to be as safe and healthy as the personal care products you use.
“Since 2018, I’ve partnered with EWG to champion clean beauty and push for higher safety standards in the products we use every day,” said Suganami.
“When we set out to create Lil Luv Dog, having our products meet the highest standard of clean wasn’t just a goal – it was non‑negotiable,” she said. “EWG verification is the ultimate expression of that commitment, ensuring every formula is safe, transparent and trustworthy.
“Our pets deserve the same level of care and protection that we expect for ourselves,” added Suganami.
Safer products
Pet grooming products often contain many of the same hazardous substances people try to avoid in products they use, but without mandatory disclosure, their ingredients remain a mystery.
“We’ve all made strides in choosing safer products for ourselves and our families. Our pets deserve the same,” said Jocelyn Lyle, EWG’s executive vice president for mission and partnerships.
“Pet grooming products have flown under the radar for far too long. With this new category, we’re giving pet parents peace of mind that the products they use on their dogs and cats are free from harmful chemicals and backed by real science,” she added.
The debut of EWG Verified: Pet Grooming includes two dry powder dog shampoos:
“As a second-time founder returning to the entrepreneurial world, I saw the trends reshaping beauty and personal care and realized there was a major gap in pet care, a category I’m deeply passionate about,” said Santana Leto.
“I set out to solve a problem many pet parents like me face. I saw the need for better design, modern branding, innovative packaging and true transparency in formulas. Lil Luv Dog is dedicated to moving the industry forward. After four years of work, I’m thrilled to bring this to people who care as deeply about their pets and the planet as we do,” said Santana Leto.
The EWG Verified mark means products:
- Are made with transparency, with all ingredients and materials publicly disclosed.
- Are free from EWG’s ingredients of concern that can harm health and the environment.
- Meet stringent air quality standards.
“This partnership is personal for us. As pet owners ourselves, we wanted to ensure every bottle we verify is something we’d be confident using on our own furry family members,” said Aya Matsumoto, director of EWG Verified.
“EWG Verified makes that commitment crystal clear to consumers,” she said.
Empowering consumers
The launch of EWG Verified: Pet Grooming builds on EWG’s decades-long track record of empowering consumers to make healthier choices through science-based standards and transparency about chemicals and substances used as ingredients, especially in fragrance mixtures.
Lil Luv Dog’s grooming powders are made with a short, plant-based ingredient list, including rice bran starch, oat flour and aloe leaf juice powder. They do not contain sulfates, parabens, synthetic fragrances or dyes. The powder format uses less water, reflecting a smarter and more sustainable approach to pet grooming.
“Millennials see their pets as family. Seventy percent consider them their children. I’m one of them. But when I looked at the pet products on the market, they didn’t reflect that level of care. We created this brand to fill the gap between emotional investment and product integrity,” said Suganami.
Companies can use almost any ingredient in pet grooming products. They aren’t regulated by the Food and Drug Administration, which regulates human personal care products.
Most pet grooming products face zero pre-market approval hurdles. Some brands list all ingredients voluntarily.
Marketing buzzwords seen on some products, such as “natural,” “gentle” and “non-toxic,” have no legal definition and can be misleading. As a result, many products may contain harsh chemicals, synthetic fragrances, sulfates parabens, or allergens unless a brand opts out by choice.
“The pet care industry is shockingly under-regulated. Most grooming products aren’t reviewed or approved by any governing body. As someone who’s spent years advocating for clean beauty, I knew I couldn’t ignore that gap. Our pets deserve better,” said Suganami.
The full list of EWG Verified pet grooming products, including Lil Luv Dog’s new line, is available at https://www.ewg.org/ewgverified/petgrooming.php.
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The Environmental Working Group (EWG) is a nonprofit, non-partisan organization that empowers people to live healthier lives in a healthier environment. Through research, advocacy and unique education tools, EWG drives consumer choice and civic action.
