LovedPack Launched Four Products at SuperZoo. The Pitch Was Really About One Number.

Four products. Monthly, weekly, and daily steps.

That's the count LovedPack brought to SuperZoo 2026 when it debuted what it calls The Four-Step Dog Beauty Ritual: Wash and Soften (monthly foundation), Reset (weekly powder refresh), and Glow (daily mist). The company positions the line around a cadence it calls Always Clean, monthly deep clean, weekly oil absorption, daily deodorizing, rather than around ingredients or a single hero SKU.

Editor's note, Aug 20: After this piece published, LovedPack co-founders Elbano Parilli and James Jarman reached out to clarify how retailers will actually be able to buy in. That context, along with the company's retail-display plans and a broader wholesale audience, is folded in below and in the sections it affects.

The number that matters is the full system, not a single SKU requirement

Most grooming brands ask a buyer to test one product. LovedPack is asking you to sell the shelf logic of the full ritual, monthly, weekly, and daily, even though the company says it does not require a retailer to buy every SKU to participate.

Parilli and Jarman told PetRetailNews that the four-step story is the brand's merchandising architecture, not a wholesale requirement. Retailers will be able to order Wash, Soften, Reset, and Glow individually through LovedPack's Faire wholesale channel, so a store can start with, say, Reset and Glow, or with the complete ritual, and adjust from there. The company said that thinking evolved out of conversations at SuperZoo itself.

"We came into SuperZoo thinking primarily about the system as one retail story," Parilli said. "What we learned from retailers is that the story can stay complete even when the buy-in is flexible. We still want customers to see Wash, Soften, Reset and Glow together, but a retailer should be able to start with the products that make sense for their store and grow from there."

That changes the buyer's math, but not in the all-or-nothing way the original pitch suggested. A store can test a smaller slice of the ritual without taking on inventory risk across all four products, then expand if the cadence sells. The upside case is the same either way: if the ritual works, a one-time shampoo purchase becomes a recurring relationship across multiple products.

The company launched at PetCon Los Angeles with shampoo and conditioner. SuperZoo was the first time it presented the complete four-step system to specialty retail.

Two retail footprints, not one

LovedPack also told PetRetailNews it built two different in-store footprints around the flexible-buy-in model. A floor display presents the complete Wash, Soften, Reset, and Glow story at a glance; the company says that display represents approximately $1,000 in projected retail sales opportunity per square foot when fully merchandised, a company estimate based on its own assortment structure, not an independently verified figure. For stores that don't want to commit that much floor space, LovedPack also offers a smaller counter display built around just Reset and Glow, its between-bath products, as a lower-commitment entry point into the brand.

Beyond traditional retail

LovedPack said interest at SuperZoo wasn't limited to pet specialty stores. The founders said they also heard from dog trainers, dog sports businesses, event organizers, and other service-based businesses that wanted a way to offer LovedPack products to their own audiences. That's part of why the company is opening the Faire channel: it gives non-traditional accounts a way to order individual products or build an assortment suited to their community, even without operating a storefront.

What the four steps actually are

Wash and Soften are the monthly base, shampoo and conditioner for bath day. Reset, which LovedPack calls The Cloud Powder, is a dry powder (not a spray or foam) dispensed through a pump, designed to absorb excess oil and refresh the coat between washes. Glow, The Glow Mist, is the daily step: a deodorizing mist that conditions the coat.

The cadence is the product. Founder Elbano Parilli said the idea came from thinking about what it actually means to keep something clean. "You don't wait until everything needs a complete reset. You maintain it along the way," he told the source. Co-founder James Jarman added that when customers know what happens monthly, weekly, and daily, "you don't have to guess."

The biggest surprise at the booth, according to Parilli, was Reset. Visitors expected a foam when they heard "dry shampoo." When LovedPack pumped the Cloud Powder into their hands or into the air, the reaction changed. "They wanted to touch it, smell it and understand how it worked," Parilli said. "For a lot of people, seeing the powder was when Reset started to make sense."

The misread: this is a premium grooming play

It's not. Or at least, that's not what LovedPack is pitching.

The company isn't positioning on ingredient provenance or a cleaner formulation than what's already on the shelf. It's positioning on behavior change: instead of waiting for bath day, dog owners maintain the coat throughout the month. The premium isn't in the bottle; it's in the customer believing the cadence matters.

That's a harder sell than "this shampoo works better," and it puts more weight on your staff. If the person at the register can't explain why a customer might want more than one step and when to use each one, individual SKUs will compete on their own in a category that already has answers.

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What this means for a store deciding whether to stock it

You're not required to evaluate four products as a single buy. You're evaluating whether your team can sell a calendar, however much of it you decide to carry.

If you bring in any part of the ritual, plan the training before the product hits the shelf. Walk your staff through the monthly-weekly-daily cadence so they can explain it in under 30 seconds to a customer who came in for shampoo, and be clear about which steps you're carrying. If you can't do that, this line probably sits.

The upside: if it works, the customer who buys into the ritual returns for the next step in the cadence, not just when the dog needs another bath. LovedPack's Faire channel is built to make that reordering, and any expansion into more of the four steps, straightforward.

The risk: LovedPack is an emerging LA brand with no track record in specialty. You're committing shelf space to a pitch, not to proven sell-through, even if that commitment can now be smaller than the full four-step system. If your buyer's threshold is "show me the data," this one doesn't have it yet.

For brands watching this: LovedPack is betting that behavior-change positioning breaks through a crowded category better than another ingredient story, and that flexible buy-in lowers the barrier to testing that bet. If it works, you'll see more ritual-based systems pitched at the next show with similar flexible wholesale terms. If it doesn't, the lesson is that frequency claims need proof before they earn the shelf space, no matter how the buy-in is structured.

Following SuperZoo, LovedPack said it's focused on bringing the ritual to more dogs through specialty retail and through its expanding Faire wholesale channel. The company is Los Angeles-based.

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