Lil Luv Dog has launched its liquid shampoo and leave-in conditioning mist exclusively at department store Selfridges, marking its debut in the UK market.
The products are available at Selfridges Oxford Street and on selfridges.com.
They join the brand’s dry shampoo vessel, dry shampoo sachet refill, grooming wipes, and grooming brush.
The Selfridges exclusive reflects Lil Luv Dog’s retail strategy since launch, according to the business.
Rather than entering traditional pet channels, the brand has intentionally built its distribution via prestige beauty and lifestyle retailers, including Goop, Violet Grey, Revolve, FWRD, Pop Up Grocer, and Community Goods.
The Selfridges launch also marks the start of a broader rollout for the brand’s wash routine.
Its liquid shampoo and leave-in conditioning mist have launched in the US via its website. The products are set to expand across Lil Luv Dog’s US retail partners.
Related Story
Further prestige beauty and specialty retail distribution will follow into 2027 as the company continues to scale its offering across both markets.
The pet care brand’s liquid shampoo gently cleanses without disrupting dogs’ skin barrier, according to the brand.
Its leave-in conditioning mist detangles, softens, and refreshes dogs’ coats between baths with no rinsing required.
Available in desert cactus flower and oatmeal milk and honey scents, each fragrance has been developed with fragrance specialist Carrubba to be lick-safe.
Lil Luv Dog founder Cara Santana Leto said: “We built lil luv dog to the standards people expect from their own bathroom shelf, not from the pet aisle.
“Selfridges understood that immediately. This is a beauty launch that happens to be for dogs.”
Lil Luv Dog co-founder Stephanie Suganami added: “Selfridges has an incredible eye for brands that shape culture, not just categories.
Bringing Lil Luv Dog to the UK with a partner that values design, innovation, and modern luxury feels like the perfect next chapter for us.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
