Tweezerman’s latest launch is a group of tools for furry friends.

The brand, best known for its tweezers, is launching a line of nine pet grooming tools, which will probably be available on Amazon and the brand’s site next month. (A recent Tweezerman pet site will go live with the gathering.) The lineup, developed with feedback from veterinarians and groomers, features a 2-in-1 Shampoo-Shelling out Bath Brush, $24; Coated Tip Slicker Brush for Large Pets, $30; Coated Tip Slicker Brush for Small Pets, $27; Precision Curved Pet Grooming Shears 7 Inch, $30; Precision Curved Pet Grooming Shears 9 Inch, $32; Precision Nail Clipper for Large Pets, $26; Precision Nail Clipper for Small Pets, $24; Precision Tick Removal Tweezer, $22, and Safety Tip Trimming Scissors, $19. 

“Our mission has all the time been to deliver high-quality, best-in-class tools for our customers,” said Christine Pascullo, Tweezerman’s vp of digital and marketing. “A couple of years back, we began to take into consideration what’s next for the brand, what are the appropriate categories for us?” 

Because it seems, pet tools were the right fit. 

“As we proceed to look to develop precision tools, we imagine that pets deserve the identical level of care and a focus,” Pascullo said. “We felt like there was a chance inside the market to develop something that could possibly be really protected for them, that gave them the identical level of quality and precision and felt comfortable for his or her pet parent.” 

Tweezerman’s pet collection follows a slew of wellness-centric brands for furry friends which have popped up over the past few years, including some from celebs like Antoni Porowski, Kaley Cuoco and Katherine Heigl. As well as, beauty industry veterans have also tapped into the category, including Winky Lux founder Natalie Mackey, who cofounded Dirty Dog Beauty Club.

“We absolutely have been seeing that there are loads of other brands,” Pascullo said. “What you’ve seen inside beauty and fashion have prolonged out into pet opportunities for products as well.” 

When it comes to what’s driving the expansion, Pascullo attributes it to gaps out there and a growing love for pets. 

“For thus a few years, there have been base-level products that were in the marketplace that were OK, but were they really living as much as what pets mean to us?” she said. “Many brands have seen that now as a chance of, ‘How can we create something that actually speaks to what our pets mean to us?’”

While lots of these recent wave pet wellness brands have been dog centric, Tweezerman is betting on cats as well through the brand new products and campaign imagery.

“It’s necessary for us to equally support each,” Pascullo said. “We’ve got such an in depth array of content that’s been put together that’s educational about different tools. You will note an equal mixture of multiple breeds, each inside cats and dogs.”

In the best way of education, the brand has developed videos, infographics and pictures showing the tools in motion for every product in the road. The brand has strategically decided to launch online only at first to spice up the tutorial content and collect customer feedback.

“That is going to be a really wide 360 cohesive, digital approach,” Pascullo said, adding that the corporate may even be tapping influencers for added educational content. “Our plan is beyond that, we’d move into stores at a later time, but we feel like because it’s a recent category for us, it gives us such a chance to learn and to know what’s working for our customers.”

With that, the corporate declined to share specific sales figures, but industry sources estimate the road could account for 10 percent of Tweezerman’s online business inside its first yr.

“That is just our first phase,” Pascullo said. “We do imagine there are additional products that we will move into and something that we’ve been well into ideation for.”