SAN DIEGO — In a city known for its sun-soaked beaches and celebrity-adjacent glamour, one dog groomer is turning heads — and tails — with a grooming style that's borrowing from the world of human cosmetic surgery. Logan Rago, owner of two pet salons here, has sparked a viral trend by sculpting dogs' hindquarters to resemble the enhanced curves of a Brazilian Butt Lift, or BBL, a procedure popular among influencers and stars. What started as a playful experiment on his own poodle has now led to dozens of pampered pooches strutting with exaggerated, fluffy "booty" shapes, drawing both adoration and online backlash.
Rago, who began trimming canine coats at the age of 14, told the New York Post that he's performed about 50 of these doggy BBLs since the style took off. His social media presence, boasting millions of followers across YouTube, TikTok, and Instagram, has amplified the phenomenon. One video showcasing the technique garnered 650,000 likes, but it also ignited debate in the comments section. "This is weird," wrote one user, a sentiment echoed by more than 34,000 others. Another commenter added, "I wanna see em walking," while a third confessed, "I never thought I’d be watching dogs get BBL’s but here I am and I’m enjoying it."
The human BBL, for context, involves transferring fat from other parts of the body to the buttocks to create a fuller, lifted appearance. Medical experts have long warned of its risks, including infections, fat embolisms, and even death, with numerous high-profile horror stories making headlines over the years. But Rago's version is purely cosmetic and harmless — a creative haircut that puffs up the rear by carefully trimming and styling the fur, leaving the dogs unscathed and, according to their owner, delighted with the extra attention.
Rago described the inspiration behind the trend during an interview with the California Post, a local outlet. He noticed his black poodle, Raikou, naturally "waving" his butt in an endearing way and decided to enhance it for fun. "I thought, oh, it would be funny to give him a BBL as well, so I decided to carve some hair. It just looked so ridiculous – and everybody, you know, went crazy for it," Rago said. After perfecting the look through trial and error on Raikou, he tried it on a fluffy-tailed Pomeranian, and the response was immediate. The video went viral, and soon clients were lining up.
"When [the video] first went viral, it was pretty much every day I had a client asking for one," Rago recounted. Many of his customers hail from upscale areas like Los Angeles, traveling to San Diego for weekly grooming sessions. He attributes the popularity to Southern California's embrace of aesthetic enhancements, both for people and pets. In one lighthearted nod to pop culture, Rago even dubbed his poodle "black Kim Kardashian" in a video, highlighting the region's obsession with curvaceous ideals.
Clients seeking the doggy BBL often come from what Rago calls the "San Diego dog moms" crowd — affluent pet owners who treat their animals like family members. "I definitely think there are the clients that come to me those who really treat their pets as their babies," he explained. "They’re the type of people that put their dogs in the dog carriages." Some request the style explicitly by name, while others simply ask for their dog to sport "butt cheeks" inspired by viral clips they've seen online.
Pricing for the procedure reflects the bespoke nature of the service. For small dogs, it starts at $225, with fees increasing by $15 to $20 increments based on the animal's size. Rago emphasized that the dogs' comfort is paramount. "We give the dogs a cute haircut, they walk on the street, they get so much love and attention because they look amazing. And so I think, you know, as long as the dog is happy and comfortable, then these people’s comments don’t matter," he said, addressing the controversy head-on.
The groomer's innovative approach extends beyond just BBLs. He's fielded requests for even more whimsical transformations, turning dogs into giraffes or pandas through intricate fur patterns. One recent client opted for a Valentine's Day-themed cut, complete with heart motifs. Rago has also experimented with coloring, dyeing coats pink, rainbow hues, or even dressing them as Christmas elves for the holidays. These creative services underscore a broader shift in pet grooming, where owners increasingly view their animals as extensions of their personal style.
While Rago's salons buzz with enthusiasm from fans, the online divide persists. Supporters praise the fun, confidence-boosting effect on the dogs, who reportedly receive endless compliments during walks. Critics, however, question the ethics of anthropomorphizing pets to this degree, arguing it prioritizes human vanity over animal naturalness. Rago acknowledges the cut's controversial edge but remains unfazed, focusing on the joy it brings to his four-legged clients and their owners.
This trend isn't isolated to San Diego. Pet grooming has evolved dramatically in recent years, fueled by social media and the post-pandemic surge in pet adoptions. According to industry reports, the U.S. pet grooming market is projected to reach $2.5 billion by 2025, with creative styling playing a growing role. In affluent coastal communities like those in Southern California, where plastic surgery rates are among the highest in the nation, it's perhaps no surprise that such human-inspired trends are trickling down to pets.
Rago's story highlights how viral content can transform a niche idea into a full-fledged craze. His platforms, with their blend of humor and expertise, have not only built his business but also sparked conversations about pet care in the digital age. As one commenter put it, the videos are oddly captivating, pulling viewers into a world where dogs get the red-carpet treatment.
Looking ahead, Rago plans to expand his offerings, potentially incorporating more seasonal themes or collaborations with influencers. With clients driving in from Los Angeles and beyond, his salons are booking solid, a testament to the enduring appeal of pampering in pet paradise. Whether the doggy BBL fad lasts or fades, it serves as a quirky reminder of how far people — and their pets — will go for a little extra flair.
For now, Raikou and his fluffy-tailed peers continue to wag their way into hearts, one sculpted strut at a time. In a region synonymous with body positivity and bold aesthetics, this tail-wagging twist on beauty standards shows no signs of slowing down.