Content reviewed by Nell Ostermeier, D.V.M., CVA, FAAVA

How did America's favorite dog go from high life to homeless?

French Bulldogs, those squat, wrinkly-faced companions that dominated Instagram feeds and commanded five-figure price tags during the pandemic, have started showing up in shelters across America in record numbers.

The surge hasn’t just been notable—it’s unprecedented. Rescue organizations from Los Angeles to New York have reported stark increases in surrendered Frenchies compared to pre-pandemic levels.

But how did we get here? The answer lies at the intersection of irresponsible breeders, pandemic-era impulse purchases, and the harsh realities of owning one of the most genetically complicated dog breeds in existence.

The irresistible allure of Frenchies

The French Bulldog's appeal isn't hard to understand. They're the perfect combo of cuteness and convenience for urban living. With their compact size (typically under 28 pounds), minimal exercise needs, and those signature "bat ears," Frenchies seem tailor-made for modern lifestyles.

Their personality plays a huge role too. Some scientists theorize that short-faced dogs like Frenchies “seek out humans when faced with problems more frequently, which may promote a stronger social relationship between… owners and their dogs due to this perception of helplessness.” Others point to their unique combination of affectionate lapdog and goofy entertainer that many dog lovers find irresistible.

Known for their adaptability, Frenchies typically do well in apartments, don't require extensive outdoor exercise, and generally maintain an even temperament that makes them suitable for families with children or single owners.

Celebrity ownership has also amplified their appeal. From Lady Gaga's Asia to Dwayne "The Rock" Johnson's Hobbs, French Bulldogs have become the go-to companion for high-profile personalities. Their expressive faces and stout frames make them perfect for social media content—a factor that's significantly boosted their popularity among millennials and Gen Z.

The rise of the designer dog

Let’s face it – people don’t always get pets for the right reasons. Sometimes, they want a status symbol or to hop on a trend. In that respect, French Bulldogs became the ultimate flex.

The numbers tell the story: French Bulldog registrations with the American Kennel Club skyrocketed 1,000% between 2012 and 2023. By 2022, they had officially dethroned the Labrador Retriever as America's most popular dog breed, ending a 31-year reign.

What's remarkable is how modern breeders have transformed this centuries-old breed into a luxury commodity, following a playbook similar to the designer dog trend. While French Bulldogs are very much a purebred dog—with a history dating back to the 1800s—today's marketing tactics have reimagined them as exclusive accessories rather than the working companions they were originally bred to be.

It's a masterclass in marketing. Breeders have managed to position certain colors and features as "rare" and "exotic" with terms like "merle," "fluffy," or "mini". This drives prices even higher, despite these traits often being associated with health problems or achieved through questionable breeding practices.

The parallels to the designer dog boom are clear: both phenomena involve marketing dogs as luxury items, promising exclusivity, and often prioritizing unusual appearances over health.

But unlike designer dogs, which at least have the potential benefit of genetic diversity, the trend toward extreme features in French Bulldogs is narrowing their genetic pool even further.

The cost of "cute"

What many pandemic puppy parents didn't realize was that their Instagram-worthy companion came with a steep price tag—and not just the initial purchase cost. French Bulldogs are brachycephalic (flat-faced) dogs, which means they're prone to a host of health issues:

• Respiratory problems requiring surgery ($2,000-$10,000)

• Spinal issues common to the breed ($8,000-$15,000 for treatment)

• Skin fold infections requiring constant maintenance

• Heat sensitivity that demands climate-controlled environments

“People acquire brachycephalic dogs mostly due to their appearance, followed by their size, and the perception that they are good with children and a good companion breed. Health is not a key factor influencing decisions to acquire them, even though they often have serious chronic health conditions” claim the authors of a study on designer dog ownership in the USA. “Owners of these dogs are also more likely to buy them from a puppy-selling website and are less likely to ask about their health and meet their parents than are owners of non-brachycephalic dog breeds.”

Now, shelters are seeing pet parents surrendering their Frenchies when they get hit with the first major medical bill. And it’s not just the United States that’s struggling with this influx. According to the RSPCA, the number of dumped French Bulldogs saw a staggering increase of over 7,000% in just three years – from 8 in 2020 to 582 in 2023.

“After their popularity soared, owners saw the costs stacking up as health problems left them with rising vets fees. Sadly, instead of asking for help, some may have chosen to dump their dog” says Esme Wheeler, a dog expert with the organization.

Backyard breeding boom

It’s not a stretch to say that money-hungry breeders share much of the blame for this abandonment crisis. The explosion in popularity created a gold rush for breeders, with a single French Bulldog puppy selling for $4,000-$20,000 during peak pandemic demand. This led to a surge in backyard breeding operations, many cutting corners on genetic testing and proper breeding practices.

In an effort to appeal to the masses with ‘cuter’ puppies, these breeders began selecting for extreme features—wider heads, flatter faces, specific colors—without regard for health or ethics. Now we're seeing the consequences.

How can you vet a breeder if that's the route you're taking to get your Frenchie? Figo Vet Spokesperson Nell Ostermeier, D.V.M., CVA, FAAVA suggests, "Talk with the breeder about their line. They should be open to questions about what screening has been done and whether any genetic abnormalities have been present in the line. Health screenings may include anything from blood tests for genetic mutations, radiographs to rule out musculoskeletal and intervertebral disc disease, and specific evaluation for respiratory and ophthalmologic disorders. Pet owners really need to find a reputable breeder that has done the screening and has a history of a healthy line."

Insurance realities

If you're still set on becoming the mom or dad to a Frenchie and plan to simply cover all your costs with pet insurance, you may want to rethink that strategy. The insurance landscape for French Bulldogs reveals an important aspect of responsible breed guardianship that many prospective pet parents don't consider until after they've brought their new friend home.

The math is straightforward: While most dogs might need a few hundred to a few thousand dollars in veterinary care annually, French Bulldogs frequently require respiratory surgery ($2,000-$10,000) and spinal surgery ($5,000-10,000+), along with ongoing treatment for chronic conditions.

These spinal issues are particularly concerning, as Dr. Ostermeier explains: "Spinal surgery is very complicated and very expensive. This issue is occurring more frequently in French Bulldogs due their genetic makeup and their physical structure."

When the majority of a specific breed requires major surgery in their lifetime, it creates a challenging situation for everyone involved. Think of it this way: if a Labrador Retriever parent pays the same monthly premium as a French Bulldog parent, but the French Bulldog consistently needs significantly more expensive care, it means Lab parents are essentially paying extra each month to help cover the known health issues of a different breed.

That's why many insurance providers either adjust their premiums based on breed-specific health risks or create specific coverage limitations to keep things fair for all pet parents.

For potential French Bulldog parents, this means:

• Higher monthly premiums may reflect the real likelihood of needing expensive care

• Breed-specific policy details based on actual health statistics

• The cost of insurance could be factored into the total cost of ownership

• Setting aside dedicated savings for veterinary care might be necessary to help supplement insurance coverage

Understanding these realities before bringing home a French Bulldog can help prevent heartbreaking situations where owners must choose between unaffordable care and surrendering their pet. It's not about whether insurance companies will cover the breed, but about understanding and preparing for the true cost of responsible pet parenthood.

The case for breed-specific rescue

Is a French Bulldog still in your future? Breed-specific rescues offer a compelling alternative to purchasing from breeders or pet stores. These specialized organizations understand the unique needs and challenges of Frenchies, and their adoption processes often include extensive education about the breed's care requirements.

When you adopt from a breed-specific rescue, you're not just saving one dog—you're helping break the cycle of irresponsible breeding. Good rescues ensure adopters receive comprehensive health histories, ongoing support, and education about the breed's needs.

Plus, many rescued dogs have already had necessary medical procedures, which can save adopters thousands in immediate medical costs.

Breed-specific rescues often offer these advantages:

• Thorough health screening and medical history

• Known temperament and personality assessments

• Post-adoption support and resources

• Lower costs compared to purchasing from breeders

• The opportunity to see fully grown dogs rather than just puppies

• Connection to a community of experienced Frenchie owners

These organizations also tend to be more selective about placements, ensuring that dogs go to homes prepared for their specific needs.

Looking ahead

The French Bulldog crisis serves as a cautionary tale about the intersection of marketing trends, impulse purchases, and the responsibility of pet guardianship. As shelters continue to fill with these dogs, experts are calling for stricter breeding regulations and better education for prospective owners.

For now, the dogs that once commanded premium prices and elite status are increasingly finding themselves in need of second chances—and serving as a stark reminder that pet trends, like all trends, eventually face their reckoning. But through responsible adoption and education, there's hope for turning this crisis into an opportunity to create better outcomes for these beloved dogs.

Lizz Caputo is the Manager of Content Strategist 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.