Forget steak for lunch, or chasing a favourite ball, it seems dogs in 2024 are increasingly refined, with pet spa sessions the order of the day.
Across social media, owners determined to indulge their pets are sharing clips of the spa-like treatments they're offering them - often using face-rollers, cooling eye pads and face and scalp massagers.
Leading the way is cleaning guru Mrs Hinch, who this week shared a reel with her 4.8million followers on Instagram showing her dog Henry, a golden show cocker spaniel, appearing to thoroughly enjoy a pampering session.
It's a dog's life! Henry the golden show cocker spaniel, whose owner is influencer Mrs Hinch starred in a reel posted to her Instagram this week, showing him enjoying a spa session
The pampered pooch appeared to thoroughly enjoy the series of facial massages
The gorgeous, caramel-coloured dog, laid on a soft towel, looked totally zen as he stretched out on his back, with his paws up, lapping up the mini treatments.
First up, Mrs Hinch, real name Sophie Hinchcliffe, placed a pair of cooling eye pads on Henry's eyes. Soothing music - along with some comedy snoring - provided the soundtrack.
Next up, a blissed out Henry enjoyed a scalp massager being run across his fur, followed by a jade facial roller across his nose and cheeks.
A scalp massager was first up, before Mrs Hinch used a jade facial massager on Henry's nose
View this post on Instagram
Appearing in some state of canine nirvana, the dog barely moved throughout.
Last month, master groomer and TV pet expert Verity Hardcastle shared a similar video showing a jet black poodle enjoying pet relaxation techniques, with cucumber slices on his eyes and a sheet mask draped over his face.
Mrs Hinch's devotion to her animals - she also has a menagerie of chickens and three alpacas named Raymond, Roy and Rodney - apparently knows no bounds.
Henry also has a washroom all to himself; the doggy shower area in Mrs Hinch's family home cost around £800 to install, with a cupboard to one side for towels, dog shampoo and conditioner
Not only does Henry enjoy indulgent pampering sessions, the pooch has a trendy £800 shower area all to himself.
When she moved into her luxury five-bed Essex home in 2022 - dubbed Hinch Farm, the mother-of-two revealed she'd transformed a 'small room used to store paint' into a luxurious space with tiled walls and a monogrammed 'H' - for Henry - on the floor.
There's plenty of room to roam for Henry too, the house is set on 1.7 acres.
