As WagWell, the dog wellness brand created by beauty industry veterans, continues to expand with new product offerings, the brand’s community has only continued to grow and has officially named Claudia Oshry as its first brand ambassador. Oshry, the entertainment personality, comedian, author and media entrepreneur known for her popular social media account @GirlWithNoJob and cohosting the podcast “The Toast,” shares many of the brand’s values and with her Cavalier King Charles spaniel, Romeo, strives to further its mission to elevate the standard of pet care.
While WagWell has already had successful partnerships with dog-focused businesses including the popular account @WeRateDogs and the membership-based club Dog PPL in Santa Monica, Calif., William Smolen, cofounder and chief executive officer of WagWell, said the partnership with Oshry is different from previous collaborations but continues to amplify the brand’s mission.
“Her mindfulness in ensuring Romeo is his happiest, healthiest self perfectly aligns with our brand’s purpose in providing dogs everywhere with the highest-quality, most effective products available,” Smolen said. “We greatly respect and value Claudia’s ability to genuinely connect with her community through her raw honesty and keen sense of humor, which made for an obvious choice for a partnership. Her hilarious and approachable perspective strikes a perfect tone with pet parents.”
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At the same time, Claudia’s trusted and transparent voice, he said, “will amplify our mission to bring more innovative and efficacious products to pet parents.”
Through the partnership, WagWell and Oshry will engage their communities together through various media forums and social platforms, merch drops, new product releases and in-person events. The goal is to create authentic experiences for Oshry’s community.
Oshry, who had tried WagWell products for Romeo after learning of the brand’s high-quality, science-backed ingredients, has been very conscious with her approach to her new puppy’s wellness. “It feels good knowing I’m giving Romeo safe and effective products that enhance his health,” she said. “[WagWell’s] number-one priority is pets. And so is mine.”
Taking care of her pets’ health is something that Oshry told WWD she has amplified with Romeo, sharing that in the past she wasn’t as scrutinous.
“My previous dog, Theo, was the love of my life and was taken from me far too soon,” Oshry said. “He passed last year from cancer. I wasn’t very invested in his wellness routine, I didn’t read labels or ingredients. This time around, I’m doing the opposite and only giving Romeo the best of the best, and that’s WagWell.”
Importantly, Oshry’s collaboration with WagWell highlights a need for approachability in pet wellness that she has found with the brand.
“WagWell was created for dog lovers who give their dog the best, understanding the love and intention behind the challenging and funny moments of pet parenthood,” Smolen said. “Perfectly mirroring that is Claudia’s authentic and candid nature, which allows for an organic sense of relatability with her audience.”
While WagWell’s products aim to bring the highest human beauty standards to the dog wellness industry, Smolen explained that the brand’s tone is more approachable. “We feel Claudia’s personal brand supports the same principles, allowing for a seamless convergence of thought in a new category for her community to experience.”
WagWell consumers can look forward to an exclusive merch collaboration coming soon. When asked what she had in mind for the drop, Oshry told WWD that she is excited and while she couldn’t share much she said, “it’ll be the perfect item to walk your dog in once it launches this spring.”
