Sexy Beast is the brand that has successfully created the new genre called "pet beauty." Aimed at a certain hip demographic (samples were handed out at New York Fashion Week) the design-driven, luxury dog brand that promises to be "100 % vegan, 100 % safe and 100 % sexy" launched in Fred Segal Studio in November 2006 and is the only pet beauty brand ever to retail in the luxury specialty store.

The Sexy Beast Fragrance is the latest craze among dog owners. Designer Karim Rashid has created the sleek bone-shaped bottle containing a low-alcohol mist of bergamot and vanilla-infused musk with Patchouli (added to repel insects) – and pet beauty lingo has reached the same extraordinary level of praise and ingredients as you would expect on a jar or your own crème de la mer. Sexy Beast ancillaries are plant and mineral-based as well as chemical and paraben-free and hypo-allergenic. Sexy Beast Fresh neutralizes doggy odour and conditions skin with "chamomile oil, rosemary extracts and green tea antioxidants". A shimmering, colour-enhancing Sexy Beast Powder that absorbs oil, soaks up residue and "leaves your dog’s hair full and perfectly styled" is available in three colours to match your dog’s natural hue. And finally, Sexy Beast Gloss, a laminating mist, promises to leave your dog’s coat with a "polished shine and mirror-like finish".