Dog Beauty,
in the room.

SuperZoo was the first time we put the entire LovedPack world in one room.

Not one shampoo. Not one hero product. The full rhythm. Wash and Soften monthly. Reset weekly. Glow daily.

For months, Dog Beauty had existed for us as an idea. A system. A way of thinking about the space between grooming appointments and ordinary life with a dog. At SuperZoo, we finally got to watch people experience it in real time.

The four-step display. Wash · Soften · Reset · Glow.

They picked up Reset and were surprised by how fine the powder felt. They sprayed Glow, stopped, smelled it again, and asked what the scent was. Groomers talked to us about what happens to a coat between appointments. Retailers started imagining where the products would sit.

What surprised us most was how often people placed LovedPack outside the world immediately surrounding us.

Distributors visiting from Mexico, South Korea and Europe stopped to tell us that the booth felt unlike much of what they had seen across the show floor. One distributor from Mexico came back a second time. His point was simple: you come to a trade show like SuperZoo hoping to find something you have not seen before.

To him, LovedPack was that.

Other visitors reached for comparisons outside traditional pet care. This belongs in Nordstrom. It feels like Olaplex for dogs. This is Sephora for dogs.

We did not create LovedPack to imitate any of those companies. But the references told us something important: people were instinctively reading the brand through beauty before they were reading it through pet care.

That word came back to us often enough that it stopped feeling like a compliment and started feeling like evidence.

Because we did not come to Las Vegas to make dog shampoo look prettier. We came to test a bigger question. Could dog care be organized the way people actually live with dogs. Not just around bath day, but around the days and weeks in between.

The LovedPack installation on the SuperZoo floor.

The conversations moved quickly beyond the booth. Some were with independent retailers. Others were with national platforms, professional groomers and distributors looking at markets far beyond the United States. People asked about taking LovedPack into Mexico, South Korea and Europe. Some conversations became samples. Some became follow-ups. Some are still unfolding.

The useful part was not simply hearing that people liked what they saw.

It was hearing, again and again, that they could not immediately point to something else on the floor that felt quite like it.

A dog may be professionally groomed every few weeks. The dog still has a life tomorrow.

That is the space LovedPack is building for.

The Glow-Up Kit. Reset and Glow for the days between baths.

SuperZoo was our official launch. It also felt like the first time Dog Beauty left our heads and entered the room.

Elbano Parilli and James Jarman. Las Vegas, August 2026.