CosmoPet 2026: What the Congress Reveals About Market Expectations, Product Information and Trust

September 2026 – CosmoPet International Congress

In September, I attended the first day of CosmoPet, an international congress dedicated to cosmetics and perfumery for pets, with a special feature this year: a morning devoted to horses, during which I had the pleasure of speaking. Across the presentations, a common thread emerged: owners’ expectations are becoming more informed and precise, the range of products keeps growing, and the way a product is described is becoming as decisive as the product itself.

Here are the lessons I took away, and what they mean for companies that develop and market these products.

Key takeaways from the congress

1. The horse, a new companion animal

The equine focus, notably through the presentation by Dora Flament and Benjamin Seiler (Mila Moka), highlighted a fundamental shift: the horse is becoming a life companion that owners above all want to care for. A market for retired horses is developing to meet this need, in a context where the equine population is ageing and renewing itself slowly.

Complementary feed plays an important role here. Owners use it for a wide range of reasons: skin conditions (sweet itch, hair loss), nutritional deficiencies (difficult moulting, hoof quality, dull coat, mane and tail), deficient forage, or aesthetic needs. This diversity of uses is therefore an opportunity to grow in this market.

2. A niche market, growing fast but highly competitive and specific

Catherine Laureau (Marketing on Demand) described a rapidly expanding equine market for complementary feed and care products, driven by several levers including animal welfare, anthropomorphism among private owners, the multiplication of products, the pursuit of performance, and the growth of e-commerce and social media. One point deserves attention for this sector: private owners and professionals do not buy in the same way, which calls for messages tailored to each and an in-depth knowledge of the sector.

3. The state of the art for product design

One presentation highlighted the value of integrating the state of the art into good product development practices. Some product categories are not subject to the same normative and regulatory requirements as products intended for humans or veterinary medicinal products, for example. Yet taking relevant practices from these categories into account (such as stability and preservation studies) helps develop a reliable product and safeguard brand reputation over time.

4. LLMs, a new prescriber

Outside the equine focus, Nathan Dupin (Dynvibe) first described a rapid shift: in two years, pet owners have become experts. A new source of influence has emerged: conversational assistants based on large language models (LLMs) are transforming the purchasing journey. They now play a role at every stage: discovery, solution research and purchase intent.

He identified key questions brands could ask themselves, two of which particularly resonate with regulatory issues: are our claims precise enough to match how experts now search and choose? Do we have the scientific evidence needed to turn desirability into credibility? His presentation also highlighted a real gap: the vocabulary used in the field is not always that of the regulations.

5. Making information readable to build trust

Chloé Vincent (Greenpattes) described a market “between abundance and confusion”. A simple search for a dog shampoo brings up a multitude of claims: natural, hypoallergenic, premium, veterinary formula… Her observation: consumers no longer compare products, they compare information, and not all of it answers the same question (what the product contains, what need it meets, how the brand positions it).

Her proposal for a transparency index, assessing the level of information provided (identified manufacturer, detailed composition, origin, explained certifications, instructions for use), is a promising idea. Extended to the whole sector, such a scale could become a common benchmark for owners and professionals alike.

What I take away

These presentations converge on the same observation: in a market where products keep multiplying, differentiation increasingly comes down to words. Those on the label, the website and social media, and now those picked up by LLMs when they advise an owner who has become an expert.

This was also the message I conveyed in my own presentation, “Regulatory strategy for equine beauty products: benchmarks, pitfalls and levers for innovation in Europe and internationally”, scheduled right after Catherine Laureau’s. Three messages stood out: a product’s regulatory status is defined by its manufacturer’s intention; scientific evidence is not optional; and regulatory strategy is a lever for innovation and protection, not a brake.

Throughout my career, I have worked alongside marketing teams, not to block their projects with a simple “no”, but to build with them a message that is consistent with their strategy and compliant with regulatory requirements. Field vocabulary and regulatory vocabulary do not always match: the challenge is to find the words that speak to owners without shifting the product into another category. This means building both strategies together from the very start of the project: defining what you want to be able to say, checking what is compatible with the product’s regulatory qualification, and gathering the evidence that turns a promise into a credible argument.

Transparency, readability and evidence: three expectations driven by the market, which are also at the heart of a well-built regulatory strategy.

Many thanks to the organisers of CosmoPet International Congress and to the speakers for the quality of the discussions.

→ Are you developing a care or wellbeing product for animals and want to build a message that is both differentiating and compliant? A One Health Compliance Technical Day helps you align marketing positioning, product qualification and claims with your team, before they reach the market.

Sandra Dejean, PharmD – Founder of One Health Compliance

References:

• CosmoPet International Congress. https://www.cosmopetinternationalcongress.com/en/agenda2026
• © Rachel Colorlab – CosmoPet International Congress, 2026