The animal sector is booming, with British people spending £8 billion a year on our pets. There are 13.5 million dogs, 12.5 million cats, five million small pets (rabbits, hamsters, etc), three million domestic birds and an estimated 600,000 exotic pets in the UK (1).
Additionally, there are around 850,000 horses and more than 350,000 households own at least one horse or pony. Although equines are fewer in number, they are an expensive “pet” and the equine industry as a whole is worth £5 billion.
Financially times are tough and research suggests that 8 in 10 consumers have changed their grocery shopping habits to save money, but only 1 in 10 pet owners have cut back on what they spend on their animals. This research finds 42% spoil pets with treats even though their budgets are tight (1) and many owners admit to spending more on their pets’ shampoo than their own! Little wonder then that canny brands are devoting their energies into creating grooming and wellness products for our furry friends.
Regulatory Sector
Many raw materials used in the cosmetic industry cross over into pet grooming. However, pet grooming products are not regulated as cosmetics. UK Cosmetics Regulations state that cosmetics are a substance or mixture intended for external human use. (2)
To effectively classify pet products into the correct legal framework, companies have to pay attention to the function of the product. If the purpose of the product is just to clean the pet, as with shampoos and conditioners, then they will likely be classed as a ‘general product’. This means that in the UK they will have to comply with the General Product Safety Regulations 2005 (GPSR). (2)
If the purpose of the product is to kill fleas or other parasites it could be classified as a biocide or a veterinary product. Guidance can be sought from the EU Commission.
Humanisation
As the pet sector grows, it becomes ever more “cosmetic” in nature. Vogue Business has even identified pet care as the next luxury opportunity in their article Is petcare the next luxury opportunity? | Vogue Business. The article focuses on it-girls and dog-lovers Cara Santana Leto and Stephanie Suganami whose luxury pet brand Lil Luv Dog launched this August after four years in the making. Whilst the brand may seem frivolous, the creators do make the important point that the pet care industry is under-regulated.
Ouai is known for its luxury human shampoos and their pet range is just as high-quality, containing ingredients specifically chosen for the health and safety of dogs’ skin and fur. Their Fur Bébé Pet Shampoo contains the brands signature fragrance, “Mercer Street”, containing notes of Italian lemon, Turkish rose, jasmine sambac and white musk. It includes aloe vera to condition fur, rambutan seed extract to hydrate and protect against pollution and Panthenol for a shiny finish.
Cornelius can help: We have an extensive range of surfactants, including mild APGs and speciality materials; CorFactant PO 65 has lipid layer enhancing qualities for the skin and softening benefits for hair. Pationic ISL is an active secondary surfactant which has the capacity to moisturise skin and repair damaged hair sites. Studies show that a shampoo containing 3% Pationic ISL deposits on damaged hair fibres, effectively “filling in” the damaged portion. Further studies show the continued moisturisation of skin after washing with a shower gel containing Pationic ISL.
Peanut & Pickle are the “home of handmade canine skincare”. Their range includes products which would not seem out of place in a cosmetics aisle. Marshmallow Brightening Facial took a year to develop. It’s enriched with Pro Vitamin B5, Glycerin & Marshmallow Root extract and designed to help detangle knotty muzzles but also deeply cleanses and brightens skin. Shed It Baby! Is a mud mask that contains detoxifying kaolin combined with Mango Butter, Chamomile and Glycerin to create the perfect canine mud mask. Daily Doodle Detangle Spray is especially designed to keep curly coats in perfect condition, removing tangles and keeping coats shiny.
Cornelius can help: We supply panthenol in a variety of grades from our partner Rita. Also known as pro-vitamin B5, it is a humectant which draws moisture to the hair and skin to improve hydration and smoothness. Hair texture and moisture retention are improved, making hair look and feel better.
We have a range of clays from our partner Argile du Velay. Their Green Clay is proven to aid wound healing and digestion in horses. For further details see the equine section below.
KOAHDE Pet Skin Repair Hair Growth Tincture is designed for pets who have lost hair through allergic skin conditions. It contains antibacterial and anti-inflammatory plant extracts to soothe irritated skin. It moisturises and helps skin retain elasticity whilst conditioning the coat and helping bald patches regrow.
Our partner SILAB have over 100 plant derived actives for skin and hair, however these have only been tested for cosmetic efficacy on humans. Whilst it is possible there are benefits for animals, testing would need to be conducted.
Smelly hounds
At the end of the day, dogs are dirty! Mud, poo, filthy water – they love nothing more than leaping with abandon into these piles of mess. Furthermore, they can be quite stinky with odour all of their own. Therefore, an efficacious dog shampoo is arguably the most important of item in any grooming collection.
Animolgy Fox Poo dog shampoo has been specially formulated to effectively remove fox poo and other foul odours from your dog’s coat. It provides deep cleaning with built in conditioner and pro-vitamin B5 to keep coats shiny. Like all Animology shampoos, it effectively removes dirt without stripping essential oils and is suitable for all dogs from six weeks old. The ‘easy rinse’ formulation keeps washing time to a minimum.
Cornelius can help: Our Mud Release Shampoo contains an efficacious surfactant blend to quickly remove dirt and mud from dogs’ fur. It also contains mild, lipid-layer enhancing CorFactant PO 65 to condition hair and skin, as well as CHT-BeauSil QUAT 212 EM, a conditioning agent designed for transparent formulations with a strong cationic character.
Bugalugs Stinky Dog Shampoo contains an odour-neutralising charcoal and orange and bergamot essential oils. It effectively removes all grime, including poo and leaves fur soft and shiny, it’s paraben-free and infused with Panthenol.
For dogs with white fur, Burt’s Bees Care Plus+ Charcoal & Coconut Oil Deep Cleansing Whitening Dog Shampoo is designed to brighten and gently remove stains. The deep cleansing formula is pH-balanced, sulfate-free and gentle on the skin. The smoothing formula is good at removing knots and tangles.
Cornelius can help: Our Activated Charcoal from Eurocarb is derived from Sri Lankan coconut shell and activated with steam treatment to imbibe it with detoxifying, soothing and anti-inflammatory properties.
Our Cor Products Range portfolio features a collection of plant-derived oils, including CorOil Coconut Refined, that have conditioning properties for the hair and skin. Each oil brings a unique property to a formulation. For example, Coconut is especially beneficial for dry skin and hair, sealing in moisture; CorOil Castor is very viscous and has an unusual “slowing” texture with excellent lubricating properties; CorOil Grapeseed provides premium skin feel; Olive has a rich skin feel and is widely used in veterinary products.
Find out more about our Cor Products Range.
Cat care
Cats famously hate water and due to their innate self-grooming habits, require infrequent bathing from their humans. However, there are instances when a bath is required, most often due to a parasite infestation. Flea shampoos are frequently designed for use on both cats and dogs.
Cat specific shampoos are formulated to require minimal rinsing, limiting our feline friends contact time with water.
Pets at Home Calming & Conditioning Cat Shampoo is designed to make bathing as stress-free as possible for nervous cats, being low foam and easy rinse in nature. It contains lavender, oatmeal and chamomile extract to gently cleanse, condition and remove odours.
Animology Glamour Puss No Rinse Shampoo Spray has a gentle, no-rinse formula that removes dirt, grease and odour from cat’s fur. It’s enriched with aloe vera and conditioner to leave the coat healthy and shiny.
Cornelius can help: Our partner CHT has a wide selection of silicone-based materials that impart shine and improve the condition of hair and skin. CHT-BeauSil™ RE-AMO 919 EM is a microemulsion of a sugar-modified Siloxane made of recycled silicone raw material. It is used in human haircare to provide a long lasting conditioning effects: gloss, shine, antistatic effects, wave enhancement, combability.
Oral Hygiene
Oral hygiene is as important for our pets as it is for us, but it is vital that human products are not used on animals as fluoride and xylitol – common ingredients in human pastes – are both harmful to dogs and cats. Bugalugs Enzymatic Dog and Cat Toothpaste is a popular example of an enzymatic paste, these are designed to inhibit plaque-forming bacteria, and available in meaty liver or chicken flavours for better palatability.
Dry mouth has numerous causes in dogs and cats. Dehydration or a fever can result in temporary dry mouth. Humans often complain about dry mouth when taking different types of medications, and sometimes owners will notice pets licking their lips or smacking their gums when they are on the same types of drugs (3). So, it’s likely that animals also experience dry mouth in these circumstances. Common veterinary drugs that could reasonably be expected to cause dry mouth in pets include, but are not limited to, antihistamines, decongestants, diuretics and sedatives. Offering treats with a high water content and daily tooth brushing are two ways in which owners can help alleviate the discomfort of dry mouth for our pets.
Cornelius can help: Biomoist Hyaluronic Acid from Bloomage is a hyaluronic acid specifically for oral care, designed to relieve dry mouth, repair gingival tissue and reduce oral inflammation. It’s a kind of mucopolysaccharide produced by fermentation, which widely exists in Extracellular Matrix (ECM) and Intercellular Substance in mammals, and is rich in the eyes, joints and skin. It is capable of 500 times its own weight in water, thus relieving dry mouth. At 0.2% Biomoist was shown to repair damaged cells, returning them to normal after 48 hours treatment.
Equine Care
Equine care products are a separate category, standing apart from pet care. Broadly speaking, they encompass coat, hoof, health and leather care products.
Established in 1765, UK brand Carr & Day & Martin have a comprehensive range which ticks every conceivable health and grooming box: mane & tail conditioners, shampoos, stain removers, coat finishers, hoof maintenance and treatments, muscle recovery, insect repellents and a variety of leather care and cleaning materials are available.
Cornelius can help: We offer a few starter formulations for equine care. Our hoof ointment, mane and tail conditioner and saddle soap each contain waxes, oils, surfactants and silicones from our portfolio.
Hoof care is a vital part of overall horse health. Hooves need to be checked daily so that stones can be removed and any cracks or splits can be addressed. Hoof ointments and oils are a popular choice for promoting healthy growth, locking in moisture to prevent dryness and cracking and leaving a gloss finish which is aesthetically pleasing for shows and competitions. Many brands supply hoof oils and some have additional care benefits, such as Farrier Hoof Oil which has added Stockholm Tar. This traditional treatment provides antibacterial properties, helping to protect an area that is vulnerable to infection.
Clay is an especially beneficial material for horses. Applied to the hooves, it is an efficacious treatment for the common problems of thrush and white line disease. Thrush is a bacterial infection primarily affecting the frog of the hoof and can lead to discomfort and further complications if not treated promptly. The antimicrobial properties of hoof clay play a vital role in combating these harmful bacteria. When applied, the clay creates a protective barrier that not only helps to draw out excess moisture but also inhibits the growth of bacteria, promoting a healthier environment for hoof recovery.
White line disease is caused by a fungal infection that affects the junction between the hoof wall and sole. The texture of clay allows it to adhere effectively to the hoof, delivering targeted treatment directly to the affected area. Unlike sprays that may wash away quickly or be lost in muddy or wet conditions, hoof clay remains in place, providing extended protection, ensuring clay has more time to work against pathogens and support healing.
Green clay has antiseptic and wound healing properties on horses. Our partner Argile du Velay have conducted a study which shows the dramatic healing effects of Velay Green Clay on severe open wounds. The green clay promotes tissue healing and cell regeneration, provides cooling relief for inflammation, reduces swelling and protects against mud fever. Contact us at sales.info@cornelius.co.uk if you are interested in a copy of this study.
Considerations for the future
The animal care industry is growing fast and with a luxury sub-sector set to boom in the coming years. This currently unsaturated market is an exciting arena for brands to consider tapping into.
As mentioned earlier, doting owners will frequently pay more for their beloved pets’ grooming products than for their own; and new product types within the grooming sector demonstrate that pet parents are open to trying out new options which expand upon traditional offerings. However, those wishing to launch pet care lines should thoroughly investigate the regulations which govern this sector. Whilst animal care is currently under-regulated it will surely be under the spotlight as it continues to expand.
How Cornelius Supports the Growing Pet Care Market
At Cornelius, we supply a wide range of ingredients and speciality materials for the booming animal care, pet grooming and equine wellness markets. With our technical expertise, regulatory knowledge and broad portfolio of innovative ingredients, Cornelius is well-placed to support brands creating the next generation of pet grooming, animal wellness and equine care products.
Our portfolio includes:
- Surfactants – from mild APGs to speciality systems like CorFactant PO 65 for lipid-layer enhancement and Pationic ISL for moisturisation and hair repair.
- Vitamin – We supply Panthenol (Pro-Vitamin B5) in a variety of grades from our partner Rita, delivering hydration and smoothness for skin and hair.
- Clays – including Green Clay from our partner Argile du Velay, proven for wound healing, equine hoof care and detoxifying treatments and digestion support in horses.
- Silicones – As well as our own extensive CorSil range, CHT has a wide selection of silicone-based materials, such as BeauSil™ RE-AMO 919 EM for shine, combability and anti-static effects, and CHT-BeauSil QUAT 212 EM for transparent formulations.
- Natural Oils – CorOil Coconut Refined, CorOil Castor, CorOil Grapeseed and olive, each offering unique conditioning, lubricating and soothing properties.
- Functional Ingredients – such as Activated Charcoal from Eurocarb for detoxification and odour control, and Biomoist Hyaluronic Acid from Bloomage for hydration in oral care.
- Formulation Expertise – Cornelius starter formulations for pet shampoos (including Mud Release Shampoo) and equine care (hoof ointment, mane & tail conditioner, saddle soap).
Contact us at sales.info@cornelius.co.uk to discuss how we can help you develop new formulations for the growing animal care market.
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