Dachsund puppy Lucy may look a bit hangdog when it comes to having a bath - but there's not a nasty chemical in sight as the shampoo lathers up on her slick wet hair.
It's not just humans getting into the move toward all things environmentally friendly.
Sustainable pet products are no longer something to be sniffed at - they are big business.
It was only the best for Lucy - she was scrubbed from nose to tail by Annelies van der Poel of Wellington dog groomers Otis and Louie with a herbal shampoo containing olive, palm and coconut oils.
"I think if you have a pet you have to care for the planet," said Lucy's owner Jon Cumming.
"Most dogs seem to be sensitive to something, so if it's environmentally friendly or organic, I think it's a bit more gentle on them."
These days you can get environmentally friendly pet food, herbal shampoos and even plastic bags for doggy poo that break down in the rubbish.
There is even vegan cat and dog food which contains organic corn, soy and grain products. Not a slab of meat in sight.
VeganPet's New Zealand distributor Peter Woollett said the food was good for both cats and dogs. Some owners used it to vary their pet's diet, while others found it easier to use because of their principles as vegans, who avoid animal products of any kind.
"If someone is a full vegan, it can be very difficult for them to have a half-opened can of jellymeat in the fridge."
Lucy handled her bath well, though to say she enjoyed it would be going too far.
But if she was feeling a little stressed, she could always indulge in a little aromatherapy - there are now a range of soothing flower essences for pets.
