the wag way

let dogs be dogs and we’ll take care of the rest

Two black dogs playing on a sandy beach with ocean waves and a person surfing in the background.

Dogs are happiest when they get to just be dogs: sprinting at the beach, rolling in the grass, splashing in puddles, and coming home full of sand or mud. We never want you to hold them back from that joy.

But being part of the family means they need regular grooming to stay healthy, comfortable, and happy. We know it’s not their favorite plan, but that’s where gentle, patient grooming makes all the difference.

And because grooming isn’t just work for your dog, it’s work for you too, we’ve made the process easier, from online booking to pick-up and drop-off, longer stays, or simply waiting in our café with a coffee.

Meet the team
A woman sitting on a park bench with two large brown dogs, one sitting beside her and the other standing in front. She is smiling and wearing a white shirt and black pants, with a yellow bandana around each dog's neck. The background shows a pinkish wall and dirt ground.

the story behind wag

“It all began with my own dogs, and the wish for grooming that was both easy to manage and gentle enough to make them feel safe.

With two very active Portuguese Water Dogs who need regular grooming, I quickly learned how complicated the process could be. Scheduling meant endless phone calls or back-and-forth messages, followed by rushing to and from appointments in the middle of a busy workday. More than once, I ended up postponing their grooming because it all felt like too much hassle.

So I set out to create something better: a modern space with gentle care for dogs, seamless booking for humans, and a welcoming space to bring it all together.

What started as a personal wish has grown into Wag Collective: the place I always wanted for my own dogs, and now for yours too.”

the wag team

A young woman with long dark hair smiling, sitting on a park bench with autumn foliage in the background.


  • FOUNDER & JR. GROOMER

    Born and raised in Lisbon, Filipa built a career in hospitality tech and product management before deciding to bring her love for dogs and her passion for creating amazing experiences together through Wag Collective.

    A certified dog groomer herself, she combines hands-on knowledge with years of experience designing thoughtful customer journeys. Filipa oversees the vision and day-to-day at Wag, ensuring every visit feels effortless, friendly, and true to the brand’s spirit.

a girl posing with her dog

  • GROOMER


    Originally from Brazil and trained in Animal Aesthetics in Australia, where she worked as a professional groomer for several years, Gabrielli turned her lifelong love of animals into a true vocation. After starting her career as a biologist, she discovered grooming as a way to combine care, respect, and empathy.

    Now based in Lisbon, she brings a calm, gentle approach to every session, creating a safe and positive experience for each dog she meets.