MEET SUGAR
DOG LOVERS
A revolutionary beauty & wellness brand for canines. Proudly female founded & made in New Zealand, Sugar creates clean, natural, high performing grooming products designed to help your dog look, smell & feel their best - happy, healthy & gorgeous… naturally.
OUR INSPIRATION
LOUIE 🐾
Sugar began when our founder, Anna, couldn’t find a single product she felt good using on Louie. The market was flooded with so-called “natural” grooming products, many with vague claims or low quality ingredients. The rest were harsh, ineffective & uninspired. We asked: Why are we using products we wouldn’t put on our own skin - on our dogs?
MISSION
THE SUGAR
We’re here to help dog parents create more meaningful moments with their dogs. Whether it’s a morning spritz, a bonding moment over a face massage, or a calm evening cleanse, Sugar believes in small rituals that strengthen connection & bring joy to you both.
BEAUTY FOR CANINES
BEHIND THE CONCEPT
The idea for Sugar was simple: we have beauty rituals that make us feel good - so why shouldn’t our dogs?
Inspired by the best of women’s beauty brands, we’ve brought the same focus on natural formulations, high-performance ingredients & smart design into the world of canine care. Grooming shouldn’t just be functional. It can be sensory, soothing & even a little luxurious - for both of you.
Think of it as a shared beauty ritual, built for two 🐶👩🦰
CERTIFIED NATURAL INGREDIENTS & FRAGRANCE
CERTIFIED BY BIORIUS
We love beauty products that are natural, clean, safe & high performing - so why shouldn’t our dogs expect the same from the beauty products we choose for them?
As part of SUGAR’S development process, we made it a priority to ensure our ingredients are genuinely derived from natural sources. That’s why we partnered with BIORIUS, a global leader in clean & natural ingredient certification, to give peace of mind for you & your dog.