3 Trends in Pet Grooming Liquids: What’s New & Headed Your Way in the Foreseeable Future
by Dave Campanella
Pet grooming professionals have come a long way in mindfully integrating basic hair-care science principles into their daily bathing and prepping. But like with everything else, change is a constant. The following outlines three noteworthy shampoo trends and/or innovations that are headed to—or have arrived at—a salon near you!
1. Next-Generation Silicone Copolymers
I believe some of the most significant technological breakthroughs in hair-care science come from advancements in silicone copolymer development—and I’m not talking about the oily stuff grandma used for detangling back in the day. Professional groomers are increasingly relying upon modern silicone copolymers as manufacturers capture their functional benefits while minimizing potential drawbacks.

Unlike older silicones, modern copolymers are designed to provide enhanced conditioning, detangling, and shine without buildup or skin and coat issues. Water-insoluble silicones like Dimethicone were once widely used but had a high potential for buildup, trapping dirt and residue, which weighed down the hair and sometimes led to skin irritation over time.

Modern silicone copolymers, on the other hand, are engineered to provide more targeted effects. For instance, next-generation water-dispersible silicones offer improved performance and are easier to remove, addressing past concerns about residue and environmental impact. Some brands even incorporate natural protein structures into their silicone copolymers to appeal to the demand for more “natural” ingredients.

Here are some additional notable benefits of using next-generation hair-care silicone copolymers:

  • They make drying time far faster and more efficient, enabling your dryer to act more like a brush.
  • For double-coated breeds, they add “slip” to the coat, making it easier to manage and remove shedding undercoat.
  • They help release tangles and mats, making the grooming process less stressful for both the pet and the groomer, especially for long coats and doodles.
  • They protect the hair’s cuticles and seal in essential moisture, adding shine and luster.
  • They protect the coat from thermal damage caused by heat drying, UV damage, and physical damage from the rigors of brushing and combing.
  • They repel dirt, grime and urine to keep the coat cleaner longer between washes.
Misunderstandings about hair-care silicones persist when outdated formulations from the past are recognized, leading some to generalize, fear monger and bash their usage. This is, in part, due to the notably higher costs associated with procuring them compared to any so-called alternative.

For example, some plant-based ingredients are touted as more “natural” alternatives to silicone in attempt to provide similar conditioning, detangling and shine benefits at a more reasonable cost. However, the truth is, silicone copolymers have consistently demonstrated superior performance in detangling, shine and extended manageability in established efficacy testing.

Products containing next-generation silicone copolymers are often cited by professional groomers as the most effective tools for safely removing shedding undercoats and difficult tangles with reduced physical effort and less coat damage. While some plant-based alternatives improve comb-ability, groomers resoundingly note how they do not measure up to the performance and pace of silicone copolymer development.

If you haven’t embraced the next generation of silicone copolymers, you’re still probably working way too hard!

Focus has shifted to safer fragrance ingredients for animals, and scent companies are developing new pet-specific fragrances and grooming aids to ensure products are not only effective, but also perceived as pleasant by the animals themselves, in addition to being safe for their sensitive systems.

digital illustration of roll on deodorant
2. Skin Microbiome
“Microbiome” is a new buzzword for pet hygiene products. Its marketing leverages from “skinification,” the trend of applying skincare principles to haircare, which crosses over from human facial-care products to pet shampoo. We’re seeing it proclaimed increasingly today in advertising, forums and seminars, and it certainly has a scientific ring to it. Right or wrong, fresher terms like “microbiome-friendly” or “probiotic hair care” tend to portray a brand’s products as better than conventional offerings.

A healthy skin microbiome entails the diverse ecosystem of beneficial microorganisms (bacteria, fungi and even mites) naturally residing on both human and animal skin. Skin is the largest organ hosting a micro-community of trillions of organisms that serve a critical role in maintaining skin health as well as providing the body’s first line of physical defense and immunity.

Marketers link microbiome health to common issues like dandruff, dryness, irritation and even hair loss, which makes the claims highly relevant to groomers, often interpreting microbiome-friendly to mean gentler and less disruptive to our pet’s natural ecosystem. But the fact is, skin biome science is nothing new. Advertisers are merely spinning things from another perspective. Since the global market for microbiome human cosmetic products is experiencing significant growth, pet product marketers understandably want to follow suit. All this allows brands to position their products’ perception as more innovative and effective by adding ingredients like prebiotics, probiotics and postbiotics.

It’s important to note how the science of skin microbiome is still evolving, and some argue that its marketing claims have outpaced actual chemistry, understanding and practical applications for pet shampoo. There is also a lack of regulation consistency on what constitutes a microbiome-friendly product, which leads to ambiguity and potential “greenwashing,” where a regular product is simply labeled with the buzzword. This, along with the many loopholes and lack of regulations pertaining to pet shampoos compared to more restricted human shampoo products, must also be acknowledged.

Also consider how every pet shampoo requires the use of preservatives, given they are mostly contrived of water. Water, after all, is the breeding ground for bacteria growth, and the broad-spectrum preservatives employed in a shampoo’s mixture are designed to kill microorganisms, thus postponing premature spoilage. When a pet shampoo contains both a preservative and probiotics (living microorganisms), the preservative likely kills the probiotics before providing any significant benefit. In other words, preservatives may render probiotics dead from the start.

Probiotic shampoos may need more time for innovation and development given where skin and hair chemistry is today, and are probably not the best choice for supporting a dog’s healthy skin microbiome. Instead, try turning to the many dietary applications of probiotics, prebiotics and postbiotics for substantiated proven results. That’s not to say a probiotic pet shampoo won’t clean and leave a pleasing fragrance afterwards, or is harmful in any way, though. What matters most is whether you like the results enough to continue using them.

3. Pet-Friendly Fragrance & Malodor Innovations

Pet-friendly fragrance development for shampoos and conditioners is currently going through a reawakening. Pet parents are spending more on premium grooming and cosmetics to enhance their pet’s appearance and wellbeing, sparked by humanization, with continued market growth projected. Focus has shifted to safer fragrance ingredients for animals, and scent companies are developing new pet-specific fragrances and grooming aids to ensure products are not only effective, but also perceived as pleasant by the animals themselves, in addition to being safe for their sensitive systems.

Concerns for harsh chemicals and certain known irritants have led to more manufacturers relying upon hypoallergenic fragrance options specifically engineered to minimize the risk of allergic reactions and skin irritation. This is achieved by excluding common fragrance allergens as mandated by EU regulations, using purified natural isolates or less aggravating synthetic versions, and limiting specific component dosages and/or the fragrances’ total volume load in topical rinse-off and leave-on products.

Some fragrance companies have developed additives designed to engulf and disperse malodors using cyclodextrin technology, among others, without overwhelmingly masking with pungent scents. Shampoo manufacturers now call out these proprietary technology brands by name on their packaging and in their advertising, like the Symrise NeoFresh® system1, a technology platform for managing and neutralizing malodors, and Belle Aire’s Ordenone®2, a proprietary, concentrated deodorizing agent that works by encapsulating and neutralizing malodor molecules rather than masking them.

There you have it. Whether these new innovations and trends have already taken over the way you wash pets or have sent you down a rabbit hole of research, it is up to you to decide whether to embrace them or not.

References:
  1. Neofresh® is a registered tradename and proprietary technology of Symrise (Teterboro, New Jersey USA). https://www.symrise.com/scent-and-care/
  2. Ordenone® is a registered tradename and proprietary technology of Belle Aire Creations (Libertyville, IL USA). https://belleairecreations.com/our-expertise/total-malodor-management-experience/

Dave Campanella is an entertaining seminar speaker, popular podcast guest, industry columnist and educator. He is Best Shot Pet Products sales and marketing director with over 30 years of pet industry wisdom. He and his wife Tracy (NCMG) co-owned a full-service pet salon and self-wash in Ohio prior to relocating with Best Shot to Central Kentucky 20 years ago. Together the Campanellas enjoy exhibiting at grooming shows, being industry ambassadors, and breeding AKC registered Kerry Blue Terrier Champions under the Goodfellas prefix.

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