Grooming in 2026 is finally no longer just a fashion statement. The market and pet owners have matured to realize that a dog’s appearance is directly related to its well-being, mental state and level of trust in humans. This is why grooming is gradually transforming from a “service” to a grooming culture. Owners are no longer just looking for a short trim or a quick wash – they expect sensitivity, breed understanding, behavioral knowledge, and stress-free work. In 2026, this demand is becoming mainstream rather than niche, and salons that don’t adjust to the new philosophy are starting to lose out on the competition.
Wellness grooming
One of the top trends for 2026 is wellness grooming, where the condition of the dog’s skin, coat and emotional balance come first. Treatments are becoming gentler, longer in time, but less stressful for the animal. The groomer does not work “for speed” but for results without stress. Attention is paid to proper skin moisturization, coat restoration, working with sensitive areas, and overall comfort during the process. In 2026, owners are increasingly interested in whether the salon uses anti-stress approaches, gives the dog pauses, and whether the groomer can read discomfort signals. Wellness grooming builds the pet’s trust in the salon and directly influences behavior during subsequent visits.
Individual approach instead of template solutions
Another important trend is the complete abandonment of one-size-fits-all schemes. In 2026, more and more salons are working on the principle of personalized grooming, where not only breed, but also coat type, lifestyle, age, health and even temperament are taken into account. An active young dog, an elderly animal or a dog with anxiety require completely different approaches. The groomer becomes not only a performer, but a consultant who explains to the owner why this particular format of care will be optimal. This trend is also changing the expectations of clients: they are ready to listen, learn and trust specialists, rather than demanding “as pictured” if it harms the animal.
Environmental friendliness as a new standard
In 2026, eco-friendliness is no longer a marketing buzzword and is becoming a real value. Owners pay attention to the composition of products, their effect on the dog’s skin, and their safety for the environment. Natural shampoos, a minimum of aggressive chemicals, delicate fragrances or lack thereof – all this forms a new standard of quality. Conscious grooming means being responsible for her long-term health. This is why salons that work transparently, explain their choice of products and adhere to ethical principles receive a much higher level of trust.
Conclusion
The first half of 2026 makes it clear: the importance of balancing a dog’s appearance, health and psychological comfort. Wellness approach, individual solutions and conscious choice of products form a new grooming culture, where the animal is not an object of service, but a full participant in the process. Such principles are gradually becoming the norm for modern grooming salons, and first of all in our V.O.G DOG SALON chain.
