Lillie&Lee rebrands, launches pet wellness platform for energetic dogs

Lillie&Lee is trying to sell more than hemp-derived CBD to owners of high-energy dogs. The Salem, Oregon brand has rolled out a digital wellness platform that mixes training, nutrition, mindset and daily routines into one package, a shift that suggests the company wants to become a lifestyle system rather than a product shelf.

The company says it now reaches more than 900,000 followers across platforms, including 625,000 on Facebook, and it says more than 1,000 customers have given it a 4.9-out-of-5 rating. That reach helps explain the ambition behind the launch. Lillie&Lee’s own site says it is the next chapter of Asher House Wellness, keeping the same mission of pet wellness and people wellness products, supplements and CBD for everyday health and wellness.

At the center of the new offering is the “Live Well with Lee” course series. The storefront lists three digital classes: “How to Find Calmness Within You and Your Pet” for $19.99, “How to Care for Your Senior Pet” for $12.99, and “A Longer Life for You & Your Pet” for $12.99. The company says the courses connect emotional regulation, health, aging, functional nutrition, movement and longevity. It also says the platform includes the New Dog Reset, the Sunrise to Sunset Planner and the Clean & Wild Recipe Book, which pushes the brand further into daily habit-building and home routine territory.

For hyperenergetic dog households, that is the part worth watching. The American Kennel Club says dogs that seem hyper often need better owner education, a more workable schedule and a stronger exercise plan. VCA Animal Hospitals says play can give dogs physical exercise, mental stimulation and social interaction, but warns against turning play into excessive arousal. The American Veterinary Medical Association says walking gives dogs mental stimulation as well as physical exercise. Put together, those ideas line up neatly with Lillie&Lee’s pitch: calmness, structure and movement are treated as one system, not separate fixes.

The rollout follows an earlier step on April 8, 2026, when the company said Asher House Wellness, founded by Lee Asher in 2022, had been rebranded as Lillie&Lee. That backstory matters because Asher’s audience already follows rescue work and daily routines. Local reporting in 2025 described The Asher House in Salem as a 240-acre sanctuary housing more than 100 rescued dogs, a setting that gives the brand’s wellness language a real-world backdrop.

Lillie&Lee’s latest move is broader than a product refresh. It is a bet that active-dog owners want guidance on recovery, calmness, feeding and daily structure as much as they want supplements, and that the strongest pet-wellness brands now sell a whole way of living.