The pet beauty industry in Spain is experiencing significant growth, valued at 3 billion euros in 2025, reflecting a trend towards the humanization of pets. This demand for grooming services is rising, though it may not be affordable for all pet owners. Professionals in this field, like Dirce Fernández Do Santos, who has decades of experience, emphasize the need for a balanced energy when caring for animals.

Dirce Fernández, originally from East Timor, established her first dog grooming salon 25 years ago in Madrid's Mercado Barceló and continues to serve some of the same clients today. She now works at 'Contigo Cuidados,' a grooming center opened in December 2023 in the upscale El Corte Inglés of Castellana. During a recent visit, Dirce described her passion for animal grooming and how her salon offers a personalized experience for pets, attracting a growing clientele willing to invest in their pets' beauty.

As more pet owners view their animals as family members, grooming salons are becoming a staple in the pet care sector. This trend, while beneficial for business, raises questions about accessibility and the market's focus on luxury grooming services, which might not be within reach for all pet owners. Overall, the increasing willingness to spend on pet grooming reflects broader social shifts in attitudes towards pet ownership and care.