MEET SUGAR
DOG LOVERS
Sugar is a beauty and wellness brand for dogs - built on the belief that care should feel as good as it looks.
Born from the world of modern beauty, Sugar mirrors the standards set by female led beauty brands: thoughtful design, clean formulations, constant innovation and a deep understanding of how products make us feel - not just how they function.
Made in New Zealand and proudly female founded, Sugar creates certified natural, high performing beauty and wellness ‘must have’ products for dogs - from skin soothing treatments to thoughtfully designed beauty merch (because if your favourite beauty brands can do it, why shouldn’t your dog?).
Everything we create is developed with real efficacy at its core and veterinary approval in mind, so you can feel just as confident in your dog’s routine as you do in your own.
OUR INSPIRATION
LOUIE 🐾
Sugar began with Louie - and a disconnect we couldn’t ignore.
Our founder, Anna, struggled to find grooming products she genuinely trusted for her dog. The options were either harsh, outdated, or hiding behind vague “natural” claims, with little thought given to formulation integrity, design or the experience of the person using them.
In the beauty industry, we expect better.
So why did the pet industry get a free pass?
If it wasn’t good enough for our own skin, it wasn’t good enough for Louie.
That question became the foundation for Sugar.
BEAUTY, REIMAGINED
OUR PHILOSOPHY
The beauty industry understands something the pet industry has long overlooked: beauty is about connection.
It’s about the process, the products, the rituals.
How they fit into your day.
How they make you feel - confident, calm, considered.
Sugar brings this thinking into canine care.
Every product is designed with intention, from formulation to packaging to performance - creating a complete sensory experience that feels elevated, trustworthy and genuinely enjoyable to use.
This is beauty, extended and redefined.
THE BEAUTY RITUAL FOR TWO
OUR DIFFERENCE
Sugar isn’t just about better products, it’s about better moments.
We believe grooming can be a shared ritual: time spent together that feels grounding, loving and meaningful. A moment where care becomes connection, for your dog and for you.
This is beauty as self-love.
Beauty as dog love.
From the confidence you feel picking up the bottle, to the trust you place in what’s inside it, to the results you see and feel - Sugar stands behind every step.
Welcome to Sugar. A beauty brand for dogs - and the people who love them. 🐶👩🦰
CERTIFIED NATURAL INGREDIENTS & FRAGRANCE
CERTIFIED BY BIORIUS
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, the global leader in clean & natural ingredient certification, to give peace of mind for you & your dog.