As the pet industry continues to expand in 2024, innovation is not just a buzzword—it's a standard. Dog and cat-centric brands are increasingly rivaling their human-focused counterparts, delivering effortlessly cool products that can go toe-to-toe with mainstream brands.

We’re talking branding that turns heads and stops that doom scroll in its tracks, and with the competitive nature of social media and the market in general, that’s no easy feat. Whether you’re window shopping for inspo or are looking to spend some of your paycheck on Fido, take a peek at 18 pet brands we’re keeping an eye on this year.

1. Diogie: Lint Roller Not Included

What's the buzz?

Enter Diogie: where cutting-edge style meets canine camaraderie. This isn't just another pet-friendly brand; it's a declaration of dog devotion, wrapped in urban cool.

Sporting phrases like 'I like dogs', 'pup culture', and 'bark' on sleek, minimalist caps, Diogie channels a vibe that’s as effortlessly cool as it is earnestly pet-passionate.

Why we're watching

Diogie nails the intersection of street cred and pet love with undeniable flair. They understand that pet enthusiasts don't just want accessories; they want style statements that reflect their personalities and their pets'.

With a keen eye for what’s next in both fashion and pet culture, Diogie crafts pieces that stand out in a crowd—perfect for the discerning dog lover with an edge. It’s about showcasing your pet pride in a way that’s as bold and unapologetic as you are.

Don a bold bucket hat here

2. Cleo&Hooman: Heartfelt Solutions with Style

What's the buzz?

Cleo&Hooman is LGBTQ+ founded and began with a personal quest to solve a beloved Frenchie’s skin sensitivities and transformed into a mission-driven brand committed to exceptional pet care.

Louie Marte, CEO and creator, inspired by his journey with Cleo, along with Michael McLafferty’s insights into the lifestyle of active pet parents, fused their experiences to create products that cater not just to pet needs but to their overall well-being.

Why we're watching

Cleo&Hooman stands out for their dedication to creating grooming products that are as gentle on pet skin as they are on the environment. With every product born from real-life challenges faced by pets and their families, this brand’s commitment to quality and well-being is palpable. Collaborating with veterinary dermatologists, they ensure all offerings are safe, effective, and designed with both luxury and practicality in mind.

Beyond their products, Cleo&Hooman's commitment to education and community support through various animal welfare initiatives showcases their deep dedication to not just caring for pets, but also enriching their lives extensively.

Grab some no waste, small batch goods here.

3. Wulf Snacks: Single Ingredient Supremacy

What's the buzz?

Hailing from the sunny vibes of Southern California, Wulf Snacks is all about keeping it real and simple. Led by Celine, a vet tech turned TikTok sensation, this brand champions single-ingredient treats that are as wholesome as they are popular online.

Whether it’s showcasing feeding frenzies on social media or sharing insights into animal nutrition, Wulf Snacks turns snack time into a health revolution. And with every bite your pet takes, you’re guaranteed it's ethical, local, and absolutely no B.S.

Why we're watching

It's not just what Wulf Snacks offers; it’s how they offer it. This pack—led by the queen of sass, Wulf the chihuahua mix, and her crew of canine characters from cuddly to cunning—embodies the spirit of their treats: straightforward, energetic, and full of heart.

With eyebrow-raising names like Fuzzy Rabbit Feet to Blood Dust, each product follows their commitment to purity and sustainability – and pets love them! Wulf Snacks is setting a new standard for what healthy, responsible pet treats should look like. Grab a bag, and watch your pet go wild—sustainably.

Break open a bag here.

4. Toby & Linus: Inclusive Cool for Pets and People

What's the buzz?

Toby & Linus sprang from the minds of Bree and Matthew, who were inspired by their own hairless dogs, Toby and Linus, to create clothing that was as lively and full of character as their pets.

Disappointed by the existing market options, they launched a brand dedicated to vibrant, size-inclusive, matching clothing for humans and their furry companions, making sure that every pet and pet owner can find their perfect fit and style.

Why we're watching

What sets Toby & Linus apart is their commitment to inclusivity in pet fashion, ensuring that all pets—and their parents—can enjoy high-quality, matching apparel. Their approach not only fills a gap in the market but also fosters a community spirit among pet owners who value expression and personality in their pet's wardrobe.

As a family-owned business, Toby & Linus embody the passion and creativity that can transform personal inspiration into a successful brand that resonates with diverse audiences.

Get all matchy-matchy here.

5. DOG by Dr. Lisa: Move Over Aesop

What's the buzz?

DOG by Dr. Lisa brings a touch of veterinarian-approved luxury to pet care that makes even top human brands take notice. Crafted in Sydney, this eco-friendly line of pet grooming products combines natural ingredients with professional care, all dedicated to making your dog or cat look and feel their best.

Why we're watching

With its B Corp Certification, DOG by Dr. Lisa not only promises but also proves its commitment to high social and environmental standards, rivaling beloved human brands in ethical credibility.

With products like Wash, Leave-In Conditioner, and Colognes, everything is made locally using ingredients that are gentle on both pet skin and the earth. Dr. Lisa Chimes’ hands-on experience as a vet and her understanding of what pets truly need shine through in her products. It’s the best of the best for animals, without compromising on planetary health.

Grab a bottle (or two) here.

6. Community Treats: The Erewhon of Pet Snacks

What's the buzz?

Imagine if your favorite boutique market, yoga studio, and juice bar teamed up to create dog goodies—we imagine they’d look something like Community Treats. With a minimalist, chic aesthetic that gives "clean living," their pre-packaged snacks are a feast for both the eyes and your pup's stomach.

Limited ingredients, strictly natural with no artificial nonsense, and handmade in small batches—each delicacy is a testament to meticulous craftsmanship and dietary mindfulness.

Why we're watching

Community Treats is setting trends in the pet food industry with their impeccable standards and sleek packaging. Their ethos of transparency, strong support for charity, and commitment to local sourcing from Canadian suppliers reflect a deeper care for both pet wellness and environmental sustainability.

With products like dried tinned fish, bone broth, and freeze-dried fruits and veggies, they have health-conscious pet parents drooling just as much as their pets. Plus, their unbeatably cool branding makes their snacks something you’d proudly display on your countertop, not stash away in the pet drawer.

Treat your pup and look cool doing it here.

7. Scout's Honor: Iron-On Cool for Your Misfit Mutt

What's the buzz?

Scouts Honor is a brand that’s serious about celebrating the eccentric, the odd, and the outright mischievous traits of our pets through their quirky line of iron-on merit badges. Think of it as streetwear for your pet's gear, where badges like 'rescue', 'good boy/girl', and 'sock thief' show off your dog or cat’s cutest… or most embarrassing traits.

This concept, born from a pun and a cocker spaniel named Scout, has exploded into a full-blown culture of pet personality worship. Like a combination of Doug and Russell from UP in the best way possible.

Why we're watching

Why does Scout's Honor grab our attention? It's simple: they've transformed a niche idea into a cult favorite by tapping into our desire to flaunt our pet’s unique traits. Also, their designs are so sweet they literally trigger my cute aggression.

Some patches are a middle finger to the idea of a ‘perfect’ pet, celebrating everything from heroic to hilariously naughty behaviors. Adding these to your dog's bandana or blanket is a fun way to embrace the quirks that make our pets irreplaceably cool.

Join their troop of very good boys and girls here.

8. Dirty Dog Beauty Club: Bold and Bubbly

What's the buzz?

Dirty Dog Beauty Club (DDBC) is revolutionizing pet grooming with a mantra that says ‘bye’ to boring branding and hello to clean, vibrant, and safe pet care. DDBC flips the script on traditional dog grooming products with eye-catching, primary and neon-colored packaging that would look right at home among your favorite skincare brands in Sephora.

Formulated by veterinarians and beauty industry mavens, DDBC’s products boast human-grade, sustainably sourced ingredients that are kind to your dog's skin and the environment.

Why we're watching

Why do we adore DDBC? Because they're not just about looking good—they're about being good. From their commitment to non-toxic grooming essentials to their vibrant, almost edible-looking slime aesthetics, DDBC offers a new era of pet care that’s both effective and environmentally responsible.

With a team that includes high-caliber professionals like Jessica Teicher, Natalie Mackey, Nate Newman, and vets from the Nat Geo show 'Critter Fixers', this brand adds a layer of expertise on to their fun design. Add to that their dedication to mental health through supporting service dogs?! We’re sold.

Enter the beauty club here.

9. Holy Cap: Whole Foods on Shrooms

What's the buzz?

Holy Cap has taken the health food revolution to the pet world, crafting mushroom-powered supplements that you'd expect to find on the shelves of an upscale health food store. This brand champions a preventative approach to pet health, blending Eastern and Western holistic remedies into a powerhouse supplement.

With a commitment to human-grade, whole ingredients, Holy Cap makes it effortless to boost your dog or cat’s meals with a sprinkle of nature’s finest fungi.

PS – always consult with your vet before introducing new supplements to your pet’s diet.

Why we're watching

Holy Cap isn’t just another health brand; they’re a lifestyle movement aiming to transform how we nourish our pets. Formulated by Dr. Vicky Simon, a veterinarian known for her integrated approach to animal health, these supplements harness the extraordinary benefits of functional mushrooms.

From claims about enhancing immune health to boosting brain function, Holy Cap's products promise mealtime excitement and vitality for pets. With its transparent, health-first philosophy, Holy Cap shares wellness with every sprinkle.

No cap – grab a bottle here.

10. Good Thomas: Premium Threads for Pups and People

What's the buzz?

Meet Good Thomas, where the goal is all about matching with your soulful sidekick in the coolest way possible.

Born from a DIY project for a festive rescue pup named Thomas, this Minneapolis-based gem has quickly become the go-to spot for pet parents with a flair for fashion. Featured on Shark Tank and worn by celebs like Justin Bieber, Good Thomas turns heads with every twinning fit.

Why we're watching

Good Thomas has a knack for nailing that perfect party look for pooches and their people, but they’re not just about looking good—they’re doing good, too. From 100% recycled mailers to turning scrap fabric into donated dog beds, Good Thomas walks the walk when it comes to sustainability and community.

Their brand has high appeal and high impact, with each stylish piece supporting nonprofit animal rescues.

See what's good here.

11. Real Mesa: Fine Dining Meets Fluff

What's the buzz?

Real Mesa isn’t just about feeding dogs; it’s about elevating mealtime into a gourmet experience. Inspired by the vibrant flavors and rich culinary traditions of the Mediterranean and under the guidance of well-respected Chef José Andrés, Real Mesa transforms ordinary dog food into feasts.

Whether it's the savory depth of Rioja-inspired beef or the fresh zest from Galician seafood, every dish is a nod to both heritage and innovation.

Why we're watching

This brand captures a unique niche at the intersection of fine dining and pet nutrition. Real Mesa's commitment goes beyond taste and fosters a shared sense of community and connection at the dinner table—extending from humans to their pups.

Each purchase supports global humanitarian efforts through World Central Kitchen, making every meal an act of love and charity. With dishes like lamb and tomato stew and chicken kabobs that mimic traditional Mediterranean meals, Real Mesa is making pets part of a larger, more compassionate narrative.

Get your feast on here.

12. Zoop: Pet Care You Won’t Want to Hide

What's the buzz?

Enter Zoop—think of it as the cool kid on the block of pet care. This isn’t your grandma’s idea of pet grooming and home care.

With products like their Pet Odor Eliminating Scented Candle and the All-in-1 Natural Complete Between Bath Freshening Spray, Zoop is killing the game with solutions that are both wickedly effective and eco-friendly. They’ve turned mundane pet care chores into a style statement, all while keeping it 100% natural.

Why we're watching

Zoop’s bold line-up stands out with vibrantly branded packaging and ingredients you can feel good about. More than simply smelling good or looking clean (though both are invaluable for life with pets) their products blast through grime and stink with a vengeance yet are gentle enough for your mud-loving rebel.

Their promise to keep things non-toxic means you’re not compromising your pet’s health for efficacy. Zoop’s commitment to flipping the boring norms of pet care with powerful, earth-friendly ingredients makes them a standout in a sea of blahh. They're the brand for pet parents who want their clean-up game to be as fierce as their love for their pets.

Stand up to stink with Zoop here.

13. The FurryFolks: Design Plus Play

What's the buzz?

Born on the vibrant streets of New York and now thriving in Seattle's innovative scene, The FurryFolks fuses a trending eye with practical design, and their products are inspired by the founder’s rescue dog, Danny.

Their newest toy drop, the Tinned Fish Nosework series, is a fun play on the booming popularity of tapas-style snacking with a brain-stimulating spin. Packed with hidden treat pockets and crinkle paper, it's designed to challenge and engage your pet in playful problem-solving.

Why we're watching

What's not to love about a brand that brings the best of design school ingenuity to the pet world? The FurryFolks’ approach is all about enhancing those joyful, playful interactions between pets and their parents.

Their trendy wear, like the elevated V-neck t-shirt with a foldable high neck and rib panels for comfort, speaks to their commitment to style and utility. It's the attention to detail and dedication to quality that makes The FurryFolks a favorite for pet people seeking to celebrate the quirky spirit of our soulful sidekicks.

Dive into design here.

14. Barkin: The Treat Pouch Glow Up

What's the buzz?

Barkin, based in Vancouver, Canada, merges the art of design with the practical needs of dog parents, creating a lifestyle brand that resonates with those who value both style and substance. Founded by the visionary Inés, Barkin offers elegant, efficient solutions that not only enhance the pet-owner bond but do so with flair.

Recognized as "le Jacquemus de tous les pawrents" by an enthusiastic customer, Barkin's products are a testament to modern minimalism, playful color palettes, and innovative design.

Why we're watching

Barkin stands out for its commitment to small-batch production, ensuring each collection and color run remains unique and special. The brand's signature Treat Pouch, launched in Spring 2023, exemplifies their approach—functional yet fashionable, meeting the everyday needs of dog parents without compromising on aesthetics.

As a female-owned business that blends motherhood with entrepreneurship, Barkin is a source of inspiration and empowerment. And to top it all off, every design is inspired by the brand’s four-legged muse, Mister Boeing.

Elevate your gear game here.

15. Natural Rapport: Uncomplicated Care

What's the buzz?

Natural Rapport takes a no-nonsense approach to pet care, stripping back the superfluous and focusing on what truly matters: simplicity and effectiveness. By adopting a "back to basics" philosophy, Natural Rapport has curated a line of pet products that resonate with pet owners looking for straightforward, natural solutions.

Their commitment to creating products that are as close to nature as possible ensures that every item is not just easy to use but also packed with genuine benefits, embodying the essence of their minimalist yet impactful ethos.

Why we're watching

Natural Rapport stands out in a crowded market with its clear-cut stance: no marketing gimmicks, just pure, effective pet care essentials. Their extensive range of products proves they are not "One Trick Ponies"—each formulation is carefully developed to live up to its promise, offering a dependable and holistic approach to pet health.

For pet owners weary of navigating the often-confusing claims of the pet care industry, Natural Rapport offers a breath of fresh air: a brand that values authenticity and delivers on its promises with products endorsed by Mother Nature herself.

Get back to basics here.

16. FINN: Pet Wellness with a Human Touch

What's the buzz?

FINN is all about bringing the same level of care and innovation we expect in human wellness to our four-legged family members. Founded by Alex, inspired by her aging pup Bonbon, FINN turns every product into a labor of love—think top-tier supplements that keep tails wagging and dogs thriving.

From daily multivitamins to specialized skin and joint support, FINN products are backed by science, loved by pets, and designed to cater to the unique needs of each dog.

Why we're watching

What hooks us on FINN is their relentless commitment to quality and tailored pet care. They don’t just sell supplements; they create pathways to better health with every tin of Allergy & Itch, Hip & Joint, or Calming Aid they produce.

Partnering with shelters and donating proceeds, FINN is also big on giving back, ensuring that their impact goes beyond just the products they sell. With each purchase, dog lovers not only enhance their own pet’s life but also support broader efforts to improve canine welfare everywhere. It’s a fresh, informed approach to pet health that makes every day better for dogs nationwide.

Pamper your pet here.

17. Meaty Bubbles: Not Just For Kids

What's the buzz?

Meaty Bubbles turns playtime into an olfactory adventure with their vegan, gluten-free, and non-toxic bubble solution that’s safe for both dogs and cats. Crafted in their North Wales bubble factory, these bubbles pack a punch of savory scents that pets can't resist.

Take their Cheese Bubbles, for example, which come with a coy warning: "This one really stinks! Your pet will go wild haha." It's like giving your pets their favorite treats, only in bubble form!

Why we're watching

Why are Meaty Bubbles catching our eye? Because they've merged the universal childhood joy of chasing bubbles with the irresistible allure of meaty flavors. This innovative approach to pet entertainment is not just fun but also engages pets in a new sensory way. Suitable for use with a bubble wand or machine, these bubbles make every pop an explosion of flavor, ensuring playtime is never boring.

Their packaging also gets two thumbs up – replicating clever shapes like picnic baskets and ice-cream pints for different flavors. Plus, their commitment to safety with non-toxic ingredients means you can let your pets jump into the bubble action without worry.

Get your meaty claws (Spongebob reference anyone?) on some meaty bubbles here.

18. ProbaPaws: A Fresh Take on Pet Design

What's the buzz?

Okay, you got us—PROBA might be abuzz in the human design world, but they’re now sliding into the pet scene with ProbaPaws, and honestly, we’re buzzing. Far from just another pet line, it’s a full-on style statement.

With swanky offerings like the "Paw-fect" Bed and sleek "Ripple" Bowls, ProbaPaws is turning pet essentials into lifestyle must haves for the color-drenching enthusiast. Each piece not only serves a purpose but does it with the kind of flair that’ll make both you and your furry friend feel like influencers.

Why we're watching

ProbaPaws is totally nailing the art-meets-function game. Think of it as the pet world’s answer to cutting-edge design, where every product pops with Alex Proba’s signature style. From cozy beds to quirky toys, this lineup is all about making your pet's world as aesthetically pleasing as yours.

And let’s not forget the cherry on top: a slice of your purchase goes to help animal rescues. So, while your pet lounges in luxury, you’re also doing a solid for less fortunate pups. Style, substance, and social good? Yes, please.

Sink into a “pawfect” bed here.

Lizz Caputo is the Manager of Content Strategy at Figo, animal enthusiast, and owner of a rescued senior American Bully. Her hobbies include checking out new restaurants in her area, boxing, and petting dogs of all shapes and sizes.