Perfectly Purple: Our Bottles, Our Brand

By Jacqueline Aarons, founder of U GROOM

If you’ve ever held a U GROOM bottle, you already know: we’re a little bit obsessed with purple.

It wasn’t an accident, and it wasn’t a trend we chased. Purple is the colour that feels most like us. From soft lilac to richer shades, it brings together everything we love: a little calm, a little confidence and just enough glamour.

Here’s the story behind our bottles, our brand and our very purple point of view.

Purple has always meant something

Lavender, lilac, plum, periwinkle. Even the names have a certain charm.

Purple has a long association with royalty and luxury. For us, though, it’s less about grandeur and more about making an everyday ritual feel special. A beautiful bottle beside the bath. A freshly washed coat. A quiet moment with the dog who means the world to you.

We think dogs deserve a little luxury too.

Fit for royalty

In our world, the dogs are the royalty.

Anyone who has watched an Afghan Hound sweep into the show ring knows they can carry themselves like nobility, from that flowing coat to the proud head. Our champion show dachshunds have just as much presence, in a smaller package.

So it feels right that purple wraps the products we use to keep them looking their best. Whether we’re preparing for the show ring or washing a much-loved companion at home, there’s room for a touch of the regal.

In our house, purple isn’t just a colour. It’s the crown.

The best of both worlds

There’s something about purple that feels both soothing and spirited. Soft lilac has a gentle side; deeper purple brings a little drama.

That’s the balance I love in a grooming room: a relaxed atmosphere, thoughtful care and a bit of sparkle. Bath time is a practical job, of course, but there’s no reason it can’t be a lovely ritual too.

Our bottles are part of that experience. They should feel as at home on your bathroom shelf as they do on my grooming bench.

More than a passing colour crush

Our love of purple doesn’t depend on what’s fashionable this season. It feels like us, and that’s a much better reason to choose a brand colour.

Soft and bold. Calm and confident. A little playful, without taking itself too seriously. If you know U GROOM, you’ll understand why we keep coming back to it.

Purple goes with every coat

One of my favourite things about purple is how beautifully it sits beside dogs of so many colours.

With creams, fawns and golden coats, lilac makes a lovely contrast. A golden Afghan Hound against lavender is hard to beat.

With greys and darker coats, it feels soft and understated. Beside a freshly groomed white dog, it looks wonderfully crisp, right up until that dog finds the mud. That’s what the shampoo is for.

And purple doesn’t have to stand alone. It’s lovely with a splash of yellow, a little green or a warm cream background. Like a friendly dog at the park, it’s happy to make new friends.

Our bottles, our brand

Our palette brings soft lilac and bolder purple together in those unmistakable U GROOM bottles. They’re a little expression of who we are, before you’ve even pressed the pump.

Lavender is part of our scent story too, alongside bergamot and eucalyptus in our signature dog shampoo, conditioner and coat spritz.

U GROOM is Australian owned, with our products designed and made in Melbourne. Our range is vegan and cruelty-free, and it comes from years spent doing the work I love: grooming dogs and helping people care for them.

I believe the products we reach for every day should look as good as they work. The purple is our finishing touch.

Over to you

Are you team lavender, plum or periwinkle? Do you have a purple collar, a purple grooming bench or a purple everything?

We’d love to see your purple moments. Share them and tag U GROOM so we can enjoy them with you.

Bring a little purple to bath time. Explore our dog grooming essentials.

Until next time, stay perfectly purple.

Kindest regards,
Jacqueline

Inspired by Amy Wax’s exploration of the purple aesthetic.