In an eye-opening call to action, brand strategist and pet industry veteran, Richard Gray is sounding the alarm on a long-overlooked issue plaguing pet care aisles across the country: the dangerous ingredients hiding in plain sight on dog grooming product labels.

While the pet wellness movement has pushed brands to reimagine food and supplement formulations with human-grade, natural ingredients, Gray says the grooming aisle has largely escaped scrutiny. Many mainstream shampoos and conditioners still rely on synthetic chemicals, artificial fragrances, and petroleum-derived ingredients — despite growing consumer awareness about ingredient safety.

“We’ve made huge strides in feeding our pets better — but we’ve ignored what we’re putting on their skin,” said Gray. “Many grooming products wouldn’t pass safety tests if used on humans, yet we’re slathering them on our pets during weekly baths.”

The Disconnect Between Food and Grooming Standards

Pet parents increasingly seek premium, functional foods — from single-protein diets to anti-inflammatory supplements. Yet, the grooming aisle hasn’t caught up. According to Gray, most shoppers still encounter:

• Misleading labels featuring “natural” branding while hiding parabens and phthalates in the fine print.
• Lack of ingredient transparency, with generic terms like “fragrance” masking potentially toxic compounds.
• Few regulations, leaving formulation safety largely unchallenged by federal oversight.

A Growing Demand for Change

Gray predicts a consumer-led reckoning is on the horizon.

“We’re already seeing a wave of clean grooming brands trying to change the narrative, but they’re not getting the shelf space or attention they deserve,” said Gray. “Pet retailers need to recognize this shift — and partner with trusted formulators who are using science-backed, clean-label ingredients.”

One standout brand leading the clean grooming charge is Pawfume — a luxury pet grooming company redefining the category with human-grade, non-toxic formulations and full ingredient transparency. 

Unlike many legacy products, Pawfume’s line of shampoos and grooming sprays are free of sulfates, parabens, and synthetic fragrances. Instead, they feature nourishing botanicals, essential oils, and lab-tested safety standards designed to support the skin microbiome and long-term pet wellness.

“Pawfume is doing for grooming what the raw food movement did for nutrition,” said Gray. “They’re showing that pets deserve the same standards of purity and care we expect for ourselves.”

He emphasizes the opportunity for grocers, chains, and specialty stores to win over health-conscious pet parents by stocking better grooming options and educating shoppers on the connection between skin health, chronic conditions, and the products used at bath time.