More Pet Brands We're Eyeing in 2024

Pssst- Figo recieves no kick-backs or sponsorships from these products. We're just pretty obsessed with everything new in the pet space!

The pet industry is booming, and 2024 is no exception. With an ever-growing market flooded with innovations, we love to keep a pulse on the brands reshaping the spaces, skincare, and snacks we offer pets.

We've scouted the landscape and handpicked twelve emerging pet brands that promise to make waves with their unique, forward-thinking approaches to pet care. Let's dive in and discover what makes these products the next big thing for pet parents.

1. Floof: Pet products you’ll be envious of

What's the buzz?

Floof has emerged as a beacon of innovation in dog skincare, grounded in science and a commitment to quality. It's not just another pet brand; it's a revolutionary approach to ensuring our furry friends' skin and fur receive the care they truly deserve.

Why we're watching

What sets Floof apart is its premium, science-backed formulas that cater specifically to the needs of dogs' skin and fur, held to the same high standards we expect for our own skincare. The brand proudly boasts formulations free from sulfates, phthalates, synthetic fragrances, and parabens, focusing on safety and effectiveness.

Dr. Jennifer Schissler, a Board-Certified Veterinary Dermatologist, sits at the helm of product development to ensure every product is vet-approved. Plus, the branding is as vibey as any you’d find in Sephora.

Floof's ethos is not just about external care but about fostering a deeper understanding among pet parents about the importance of skin and fur health, promising a holistic approach to pet wellness.

For more details on Floof's offerings, visit Floof.

2. Just Fred: Fashion, meet compassion

What's the buzz?

Just Fred is revolutionizing the pet accessory world with its vegan, stylish dog carriers and accessories. Inspired by founder Tennille Teague's bond with her two senior dogs Mo and Rizzo, the brand intertwines chic street style with compassion.

Why we're watching

The brand stands out not just for its high-quality, cruelty-free products but also for its mission. With every purchase, Just Fred donates 5% to Badass Animal Rescue to benefit senior dog adoption, embodying a deep commitment to animal welfare.

And when it comes to pet parenthood, Just Fred just gets it, saying, “We do what we do because we understand the bond between dogs and humans can be thicker than blood. We believe that leashes weren't invented to avoid losing our dogs, but rather so we don't lose each other. From the Greatest Dane to the smallest mutt, we believe they all deserve the very best.”

Inclusivity sits at the heart of the brand, which not only champions style but also embodies social responsibility through its partnerships with diverse charities and causes. As a proud female-led venture, Just Fred skillfully merges fashion with a commitment to making a difference, setting it apart as a must-watch brand in 2024.

Explore more at Just Fred.

3. KatKin: Cats deserve cool brands, too

What's the buzz?

KatKin is revolutionizing cat nutrition with its commitment to 100% real meat, grain-free recipes that prioritize your cat's health and mimic their natural dietary needs.

Why we're watching

KatKin's fresh, frozen meals are a game-changer, focusing on high protein and moisture content without fillers or artificial additives. Their approach ensures cats receive meals as nature intended, standing out for their quality and dedication to feline well-being. With packaging that stands out a mile away and recipes formulated by a board-certified vet nutritionist, you can relax knowing that your cat is noshing on something truly nutritionally balanced.

Short on time? KatKin streamlines mealtimes for busy pet parents with a subscription service that can be easily customized, paused, or canceled. By gathering information about your cat, they create a personalized meal plan, ensuring your feline gets 100% of their daily nutritional needs from freshly cooked, portioned, and delivered meals. It’s an easy way to provide high-quality grub for your feline.

Shop their recipes at KatKin.

4. Muzzle Movement: Break stigma, make safety stylish

What's the buzz?

The Muzzle Movement was born from founder Clara's deep love for her dog, Tolly, and her determination to transform the shame around muzzled dogs. Inspired by Tolly's story and challenges, Clara left her senior role to create a brand that offers thoughtfully designed muzzles, advocating for muzzled dogs and their guardians.

Why we're watching

The Muzzle Movement is all about flipping the script on how we see muzzled dogs. Thanks to Clara's passion and expertise, they've rolled out muzzles that are not just good-looking but are comfy and kind too. It's all part of their mission to shake up the old views, showing that muzzles are about love and safety, not fear. With a focus on pups that need a little extra help navigating the world, they're leading the charge in making muzzles cool, caring, and totally essential for some pups.

In places like the UK, where muzzle mandates and bans unfortunately exist for certain breeds, this brand stands out as a forward-thinking ally for responsible pet parents, proving muzzles can be a positive part of pet care. Plus, I can give a personal testimonial: My reactive dog loves her Muzzle Movement muzzle!

For more on their story and products, check out The Muzzle Movement.

5. Cool Poo Bags: Almost too cool to toss

What's the buzz?

Cool Poo Bags stands as a testament to eco-conscious pet care, driven by a woman-owned, small business with a grand vision. Dedicated to making a less than glamorous chore both chic and earth-friendly, their products are a step towards a greener planet.

Why we're watching

Their innovative design—printed in reverse—reveals a stylish pattern post-pickup, adding a touch of cool to clean up. Crafted from cornstarch, Cool Poo compostable bags break down efficiently in proper composting settings, significantly reducing water usage, energy consumption, and greenhouse gas emissions compared to traditional options.

Embracing sustainability, they've eliminated the inner core, cutting potential waste by 28%. With a team of two, including a human and an Italian Greyhound named Bunny, Cool Poo Bags personifies dedication and personal touch in every aspect of their operation. Plus, they actually do look pretty darn cool.

For a deeper look into their eco-friendly solutions, visit Cool Poo Bags.

6. WagWear: Pet-first approach to trends

What's the buzz?

WagWear, founded by Amy Harlow in 1998, transforms canine fashion with its preppy, utilitarian, and modern designs. Inspired by her own Shiba Inus, Amy utilized her fashion background to create a line of dog apparel and accessories that are both stylish and functional.

Why we're watching

WagWear’s reach hit all-time highs with the release of WagWellies, inspired by the viral MSCHF Big Red Boots, which offer a practical and stylish footwear option for dogs. Unlike their human counterpart, these boots are designed for year-round use, protecting against urban hazards like glass and debris.

Made from durable rubber, they're ideal for various weather conditions and surfaces. Priced at $49 for four, they're an affordable accessory for fashion-forward pets, ensuring they can join the trend without compromising comfort or utility.

Harlow’s innovative approach to trends highlights WagWear's commitment to quality, design, and the well-being of dogs, making it a favorite among pet owners seeking practicality and head-turning style. What viral trend will they take on next? We’ll have to watch and see.

Explore WagWear's chic offerings at WagWear.

7. Maev: Food for picky pet parents

What's the buzz?

Maev is dedicated to transforming dog diets with its easy, nutritionally balanced raw food options. This space is buzzy in general, with the raw pet food movement drawing controversy and a lot of conversation. When giving nutritional advice, our take is to always consult your real-life vet first. But opening the discussion around what and how we feed our pets – now that’s something we can get behind!

Why we're watching

Maev, founded by Katie Spies, an MIT engineer and dog parent, stands out for its commitment to revolutionizing dog nutrition. Fueled by personal experiences with her dog George's health issues, Katie crafted a brand that epitomizes transparency, innovation, and trust.

Collaborating with veterinary nutritionists and food scientists, Maev offers USDA-certified, filler-free, and human-grade raw food, designed with your dog's biological needs in mind. Their science-backed approach and dedication to maximum nutrition make Maev a beacon for pet parents seeking the best for their dogs.

Brands like Maev highlight a significant shift in pet parenting, emphasizing the move away from one-size-fits-all kibble to tailored, researched nutrition. This evolution reflects a deeper understanding of our pet's unique needs and a commitment to their well-being and environmental sustainability.

For more about their philosophy, visit Meet Maev.

8. Dandylion: Skincare to rival your own

What's the buzz?

Dandylion is redefining dog care with a focus on skin health. Created from the insights of vet dermatologists, chemists, groomers, and dog parents, their products are designed to be as gentle as they are effective.

Why we're watching

Carolyn Chen founded Dandylion from her frustration with the dog care industry's lack of regulation, misleading ingredient lists, and products filled with potential irritants. Her dog Mocha’s journey with allergies and sensitive skin further drove Chen’s desire to make a difference.

Determined to design a transparent alternative, Dandylion is pioneering the next generation of dog care with a skin-first philosophy. Their mission revolves around creating a healthier life for dogs by addressing skin sensitivities with fragrance-free, plant-powered formulations, ensuring the well-being of pets and the planet alike.

Dandylion stands out for its commitment to transparency, sustainability, and the meticulous development of its products, promising a difference you can see and feel.

Discover their skin-first philosophy at Dandylion.

9. KIN: If GOOP sold groceries for pets

What's the buzz?

Like some of the other pet food brands on this list, KIN dog and cat goods strives to revolutionize pet diets with nutritionally balanced, raw, and cooked meals, promoting significant health improvements for pets across Indonesia where they’re based. As the fresh food space generates buzz, more brands will emerge, expanding the conversation around pet nutrition.

Why we're watching

Inspired by a profound personal journey to heal their dog, Balu, from severe allergies and hip dysplasia through diet, the founders of KIN have developed recipes that they claim foster better digestion, reduce allergies, and enhance muscle tone and overall vitality. Their commitment to quality and pet health makes KIN a standout in the pet food market.

KIN is all about keeping it real and nutritious, crafting meals for both dogs and cats which is slightly unusual for the fresh pet food industry today.

According to them, every bite packs a punch of prime meats and organic veggies, whipped up in a top-notch kitchen to hit those safety marks. Vet-approved and beyond the basics, their grub is free of preservatives and artificial additives. Just pure, balanced goodness that's grain and potato-free.

You can find anything from treats, to gourmet goat milk, to hand-crafted pet ice cream at their flagship specialty stores and online.

Explore KIN’s approach to pet nutrition at KIN.

10. LoveThyBeast: Pet goods with New York 'tude

What's the buzz?

LoveThyBeast emerged from Tiziana Agnello's quest to find a stylish, functional pet carrier for her pug. Her quest led to a brand that combines urban chic with practicality. A response to the growing number of big cities attracting people and their pets, taking in these fast-paced lifestyles when producing products.

Why we're watching

LoveThyBeast curates products that have effortlessly cool, utilitarian functionality with sleek design, all American-made. The brand has grown to embody metropolitan pet living, offering an array of products from wear to beds, all inspired by and for city-dwelling pets and their fashionable parents. LoveThyBeast stands out for its commitment to style, comfort, and quality, revolutionizing how we think about pet accessories.

We love that they cater to both dogs and cats – giving them equal love and finding the most creative toys, loungers, treats, and fits on the market today. If you’re seeking accessories that go beyond utility and serve as conversation starters, too, check out their brick-and-mortar stores in New York or shop online.

For a closer look, visit LoveThyBeast.

11. Ware of the Dog: High design meets cool couture

What's the buzz?

You know those limited-edition merch drops with bold photography that make you want to add to cart? Ware of the Dog says “Yeah ­– let’s do that for dogs.” Founder Jackie Rosenthal offers a luxury dog accessory line that infuses high fashion with playful practicality, inspired by New York's street signs and urban edge. You’ve got the coolest canine on the block – why not show them off?

Why we're watching

This brand is celebrated for its innovative designs, bold color combinations, and collaborations with artists to create unique, one-of-a-kind pieces. Ware of the Dog accessories are a favorite among fashion-forward pet stores and discerning dog owners alike. We’re talking puffers, raincoats, and funky toys you’ll want to steal and wear yourself.

Discover more at Ware of the Dog.

12. Dad Grass: So you and Fido can unwind together

What's the buzz?

It probably comes as no surprise that CBD pet products are all the rave, mirroring a new wave of pet parents who favor holistic wellness solutions. While there’s not a ton of concrete research around CBD for pets, preliminary studies are promising. The fact stands that many people and even vets are seeking innovative, gentle ways to boost their pets' health and happiness. That’s where human THC/CBD brand Dad Grass comes in.

Why we're watching

Dad Grass is taking the chill vibes they're known for and extending them to our four-legged friends with a line of CBD treats designed just for dogs. They've harnessed the calming benefits of hemp to help your pup relax without any high, making these treats perfect for dogs dealing with anxiety, noise phobia, or those who need help winding down.

Thanks to their full-spectrum CBD oil, Dad Grass claims their bones produce a natural, light-on-the-paws effect for soothing day-to-day stress or specific stressful events. CBD's beneficial effects stem from its interaction with the Endocannabinoid System, regulating bodily functions and promoting overall wellness. These treats are a holistic choice for pet parents looking to support their pup’s well-being in a gentle, non-psychoactive way.

Crafted with care and the same testing and commitment to quality as their human products, Dad Grass' dog treats are about sharing laid-back, feel-good times with your soulful sidekick.

For more details, visit their CBD Dog Treat Collection.

A new era of pet care

In the ever-evolving pet care market of 2024, these twelve brands are stirring the pot with a recipe of diversity, innovation, passion, and a zest for animal wellness. They're dishing out groundbreaking products and services, setting new culinary and care standards in the pet world.

As we sample what's on offer, these trendsetters are poised to become a main course in homes worldwide, blending the finest ingredients of comfort, style, and health for our dogs and cats. Keep your palate ready for what's next on the horizon.

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.