After Losing Her Dog to Cancer,...

Two years ago, Brooke Shields took to Instagram to break some sad news to her 2.6 million followers. Pepper, her Portuguese water dog, had died of cancer. Parting with him was, Shields said, the “hardest thing” that she had “ever had to do.” The experience also burdened her with some heavy thoughts.

“Because my dog got sick,” Shields told ADWEEK, “I started thinking, what could I have done better—and earlier?”

Nobody will ever know, of course. But the desire to pay closer attention to canine longevity became the driving force behind a new wellness line with Prospect Pet, which debuts today.

Developed by organic CBD producer Prospect Farms, Prospect Pet manufactures “clean, all-natural, ethically and sustainably sourced” wellness formulations for dogs and cats. Shields’ three-product collection (devised with senior dogs in mind) consists of a Skin & Coat Health Booster, a Paw Protector, and a Hip & Joint Mobility Booster—an oil made from fermented non-GMO corn that pet parents can add directly to the chow dish.

Shortly after Pepper’s passing, a mutual friend introduced Shields to Prospect Farms CEO Brad Tipper, and to a pet wellness world she hadn’t known existed.

“I never knew about supporting my dog’s skin health or coat,” Shields said. “They were dogs—you just gave them kibble. You didn’t think that there was an option for enhancing the food they have with the things that they need.”

Shields has served as Prospect Pet’s brand officer since 2023, though this is the first collection she’s launched personally. One notable ingredient that her line is missing, however, is Shields’ name and photo plastered everywhere. The choice was deliberate. 

“Over the years,” she said, “I’ve understood that celebrity brands are a bit fraught for the customer, and they know better. This product precedes me. I’m the conduit to get the message out, so that’s where the Brooke Shields piece comes in. But it’s really important that this isn’t about me.”

Not that Shields won’t be giving things a nudge. “Brooke will absolutely be part of the marketing of the product line, including through her own social media channels,” said Prospect Pet president Bill Ellis. “She’ll be sharing key product highlights, offering pet wellness tips, and amplifying campaign moments tied to launches, education, and promotions.”