Many say a dog is man’s most loyal friend. Loyalty grows from a mutual care, and tending to a loyal companion becomes an essential duty. This idea found voice over a century ago with the founder Pascual Artero. Artero is a leading Spanish brand that manufactures and sells professional-grade products for grooming pet hair, human hair, and horse fur.
Artero has reshaped the world of dog grooming. Today, it is steered by the fourth generation of the family, guided by siblings who carry forward a long tradition of care and education in the craft.
The company recently spoke with the CEO of Artero’s Pet Care division, Alex Artero, about sponsorships and a notable event held on May 14. That event featured runners joining forces with their dogs to celebrate inclusive activities with pets.
Artero and Can We Run, a shared success
Artero viewed the sporting event with enthusiasm, viewing it as a step toward normalizing activities that people can share with their dogs in everyday life, including visits to hotels or restaurants. The CEO also cited the example set by countries such as the United Kingdom, France, and Belgium, noting that public perception has shifted toward greater acceptance of pets in daily life. The partnership underscored broad participation from runners and their dogs, creating substantial visibility for the cause.
During the event, 30% of funds were allocated to animal welfare initiatives, a move Artero described as hopeful. He expressed a belief that adoption is gaining traction and that actions like this help prevent dogs from ending up without homes.
The key to care
When asked about personal views on canine welfare, Alex Artero spoke with clarity about grooming as a cornerstone of health. He emphasized that the shift in owner awareness is profound. Cleanliness and coat care are foundational to a dog’s health, a belief he described as the starting point of protection for any pet.
City dogs, in particular, require more frequent grooming due to higher exposure to pollution. Their fur, affected by urban grime and air quality, benefits from attentive care to maintain health and comfort.
Leaders in education
Historically, dog grooming tasks spiked in spring and summer, but Artero observes that demand now remains steady throughout the year. The rise in pet ownership has made at-home grooming a common part of routine care, ensuring pets are looked after all year long.
Company data show Spain has about 12,000 dog stylists in the sector, with a strong year-over-year growth since 2020. The field has become predominantly female, with around 85% women and 15% men. Still, Artero notes that working conditions can improve. The profession is increasingly accessible as pet ownership grows, but it remains demanding and not always well understood by society. Wages often do not reflect the effort involved.
The dog grooming industry has grown by roughly 30% annually since 2020, with a strong female majority. Artero’s commitment to the field goes beyond business; the company is a pioneer in training dog sitters. There are more than 100 Artero Academy centers across Spain, Portugal, Italy, and Romania, dedicated to elevating standards in the discipline.
Best life for a dog
Álex Artero offered practical guidance for new dog owners. He challenged the notion that dogs must wait for vaccination before bathing, arguing that hygiene is always advantageous for a healthy coat. He also advised against trimming a dog’s coat in a way that could remove essential protection, stressing that coat care should be tailored to an individual dog’s needs rather than a blanket rule.
Regarding how often to wash or cut a dog’s fur, Artero made a direct point: frequency depends on lifestyle, coat type, and environment rather than breed alone. In practice, city living calls for heightened attention to grooming, while rural or prairie dogs may have different needs. He underscored that a dog’s well-being hinges on consistent care in partnership with its owner and family.
Ultimately, Artero framed happiness for dogs as being with their humans—the simple joy of daily companionship and shared routines as the core of well-being. This emphasis on connection resonates with responsible pet ownership and the lasting bond between dogs and their people.