Rituals expands into premium pet care with The Dog Spa
Rituals has moved into premium pet care with the launch of The Dog Spa, extending its beauty and wellbeing portfolio into dog grooming, fragrance and accessories. The collection adds a new category to the business, bringing pet care into the same retail offer as its bodycare, skincare and home products.
The move places Rituals alongside beauty brands already active in pet grooming. Aesop offers its Animal wash, while OUAI’s Fur Bébé pet shampoo carries the brand’s Mercer Street fragrance, providing established examples of beauty brands extending their identities into products for pets.
Rituals’ approach spans everyday care and gifting, with shampoo, paw balm and dog perfume sitting alongside walking accessories and an air and fabric freshener. Dedicated Dog Essentials and Dog Wellness gift sets carry the gifting element into the new category. On its UK website, the brand has organised the collection into grooming, accessories and sets, giving pet care its own shopping destination.
From a retail perspective, the mix creates opportunities for repeat purchases through grooming staples, alongside occasional spending on accessories and gifts. It also gives existing Rituals customers another reason to shop within the brand, extending its role in the household.
The expansion comes during a period of growth for the wider business. Rituals generated net revenue of €2.43 billion in 2025, up 16% year on year, and opened more than 200 boutiques. Its plans for 2026 include accelerating product innovation, further expansion in Asia and the continued rollout of its Mind Oasis wellbeing concept.
The Dog Spa collection has launched on Rituals’ UK website.
Rituals has moved into premium pet care with the launch of The Dog Spa, extending its beauty and wellbeing portfolio into dog grooming, fragrance and accessories. The collection adds a new category to the business, bringing pet care into the same retail offer as its bodycare, skincare and home products.