The epitome of luxury pet wellness, the brand, developed by Highsnobiety founding beauty editor Alexandra Pauly, is launching today with two coat care products: the $50 Cloud Cleanser (about 1.5x the average price of a cleanser at Sephora) and the $60 Après Oil. The products are infused with a gentle fragrance blend of fig, sandalwood and hay notes concocted by Givaudan senior perfumer Christina Christie and Arquiste founder Carlos Huber.

The scent is formulated at a low concentration of 0.5% to 1.5% fragrance oil, compared to 15% to 20% in human-use eau de parfums, to avoid overpowering dogs’ sensitive noses while still providing pleasant wafts for their pet parents. (Down the line, Biche may introduce a human body spray so pet parents can smell like their animals. It has already received plenty of requests.)

Coinciding with the launch, Biche is running a campaign riffing on its tagline “beauty for the beast” that reinterprets 1970s- and 1980s-era perfume ads across digital channels and wild postings in downtown New York City, starring dogs and handsome human male companions and the slogan “Grooming the well-bred.” The ads were shot by photographer Ryan Duffin and creative directed by Tida Tep on a $25,000 budget, modest by Dior J’Adore standards.

Biche isn’t entirely bootstrapped, but it doesn’t have Bruiser Woods-level means yet. However, the brand has a fragrance financier, with Vicken Arslanian, founder of perfume distributor Europerfumes and head of fragrance brand Commodity, having led its mid-six-figure pre-seed funding round.

Biche isn’t something you’ll find at your local Petco. Beyond direct-to-consumer, its distribution is geared toward shoppers investing in their wardrobes, wellness and beauty routines. Later this month, Biche will be available at Moda Operandi and Revolve, where it will be placed in the home category, fragrance retailer Stéle and BarkHouse, an upscale dog club in the New York City neighborhood of Chelsea. Looking ahead, Pauly sees a potential back bar opportunity in the professional grooming channel, with products and Biche treatments at high-end dog salons.

Americans generally spend $80 to $100 per month on beauty, according to studies from Ulta Beauty and Bread Financial, and they typically spend $50 to $200 a month on their animals, according to a U.S. News & World Report survey from 2025, although a 2024 Harris Poll analysis puts average spending at more than $300, highlighting the category’s luxury tilt. As consumers delay having children and face barriers to homeownership, they’re increasingly channeling spending into their pets.

Market research firm Mordor Intelligence estimates the pet market in the United States was valued at about $155 billion in 2025 and projects it will reach $228 billion by 2031, growing at a 6.6% compound annual rate. By contrast, the beauty industry, valued at roughly $100 billion in the U.S., is largely forecast to grow at around a 5% annual rate.

Pauly believes the pet care aisle hasn’t evolved to match consumers’ appetite for more sophisticated products or their willingness to spend. That realization came after she adopted Cam in 2018 and learned that existing grooming products caused the rescue dog’s skin to flake and itch. Pauly discovered most formulas were harsh, smelled like industrial detergent and were packaged to resemble home cleaning supplies. A chronicler of beauty and avid fragrance enthusiast, Pauly is bringing the exacting standards of elevated beauty brands to Biche’s formulas and shelfie-worthy packaging.

The formulas were created with guidance from veterinary dermatologist Joya Griffin to work with the pH of dog skin, which Pauly explains is more neutral than human skin. Dog shampoo Cloud Cleanser contains key ingredients including vitamin B5, glycerin and cucumber extract. Fast-absorbing finishing oil Après Oil has argan, jojoba and sunflower oils and is suitable for damp or dry coats. The products are vegan, cruelty-free and free of phthalates, sulfates, parabens and silicones.

Next up will be biodegradable wipes with Biche’s signature fragrance. Pauly envisions the brand extending into paw care, nail care and oral care for dogs. There are also ample opportunities to collaborate with beauty, lifestyle and fashion brands. Biche is open to further external funding to help it scale.

Pauly isn’t the only one to recognize pet grooming’s upmarket upswing. Emerging brands like Dandylion, Warren London and Kin+Kind as well as legacy fashion label Dolce & Gabbana have entered the high-end pet grooming space. The premiumization of the category follows other consumer packaged categories like over-the-counter drugs, bug repellent, sun care and others in the transformation from staid commodity to reimagined and better-for-you (and your pet) markets.