Will Jones
(Lee Asher and Rescued Dogs, source: Clint Blackburn)
At Lillie&Lee, purpose can be seen in a group of older dogs who were once overlooked, some barely standing, now moving again with determination. These moments of care have shaped and grown Lillie&Lee, where every recovery becomes part of a larger, unfolding narrative.
Founded by Lee Asher, the animal rescuer who looks to give animals justice and second chances, Lillie&Lee operates with a premise that lies in the belief that if something is meant for animals, it should first prove itself in the lives already under their care. “We know what is good for our animals, and that’s coming directly from real, daily care, not theory,” Asher explains.
Such an approach has translated into a brand with an unusually visible track record. With a social audience nearing 900,000 across platforms, Lillie&Lee has cultivated one of the most engaged followings in the pet wellness space, drawn by a steady stream of lived outcomes. Asher explains how many dogs who were once at risk of euthanasia because of health or age related reasons, now appear on daily pack walks, moving with ease, their transformations documented in full view.
D.J. Gugenheim, Lee Asher’s brother, as well as President and Partner at Lillie&Lee, says, “People aren’t being asked to imagine results, they’re seeing them daily and in real time, there is no other brand that can show you these results at this scale.”
The origins of that trust trace back to a decision that reshaped everything. Lee Asher left his job, sold his belongings, and took to the road in an RV with six rescue dogs, traveling across the United States to spotlight adoptable animals in shelters. Two of those dogs, Callie and Bo, remain an integral part of the pack today. Years later, their care still reflects the same intent. “I give them CBD every single day,” Asher shares, “This helps support them with stress, and anxiety management, and most importantly, it keeps them young by reducing pain and inflammation in their joints, bones, and their overall body.”
Lillie&Lee’s products are embedded within a system where outcomes are constantly observed. Asher points out that a large pack of dogs of varying ages, sizes, and conditions is all a part of that environment. “If you have a product that is working for that many dogs, it means something exists that holds up on a broad scale,” he adds.
The stories themselves carry the weight of that claim.
(Lee Asher and Lillie, source: Luke Barton)
Asher recalls the story of Mildred, who arrived severely underweight, covered in ticks, and too weak to stand. Recovery, he notes, required consistency, patience, and an environment where care was a daily practice. “She was so nimble, so timid and frail. It broke my heart. Mildred had never experienced love in her whole life, and that’s all she wanted,” he says. Over time, her strength returned, and with it, a sense of ease.
Molly’s journey spans nearly two decades. Adopted when Asher was in his early twenties, she now lives in her senior years with dementia, no longer part of the energetic pack walks that define daily life. Her world has softened into quiet spaces and familiar rhythms. Support now centers on comfort, keeping her joints loose, her anxiety managed, her days steady. “We’ve been through so much together. Now, I just want to make sure that Molly is always comfortable, physically, emotionally, and in every other way,” he says. “Whatever keeps her happy, I’m going to do.”
Tony’s introduction to the pack, Asher notes, came with its own challenges. At 148 pounds, with severe hip dysplasia, he recalls how movement was difficult, and endurance was limited. “We knew he had to lose about 40 pounds to be the fluffiest, healthiest dog he could be. He struggled to keep up with the pack,” he says. Progress, Asher adds, came gradually, through weight loss, improved mobility, and a visible shift in energy.
Even dogs with neurological conditions, such as Matilda, who lives with cerebellar hypoplasia, are part of the daily rhythm. Asher notes that with every animal that he cares for, his support adapts daily according to the animal’s needs.
This continuous feedback loop of care, observation, and adjustment defines Lillie&Lee’s business model. It also informs how the company positions itself within a crowded market. “We’re not building products and then looking for someone else to market it,” Asher says. “We’re seeing what works for our animals and making sure other people are a part of that.”
Visibility has further allowed the brand to shape perception. Aside from product education, Asher observes how the brand’s audience follows narratives, individual dogs, and long-term progress. Each story, he notes, reinforces a broader identity, grounded in accountability.
(Lillie&Lee, source: Lillie&Lee)
Skepticism and controversy exists, as it does in any category tied to wellness. Asher acknowledges it without defensiveness. He says, “We are here to do justice for pets, and we believe that because we see the results in dogs that didn’t have healthy lives, who now do have healthy lives, is a clear indicator to our products success.” Growth, in this case, has followed evidence. With each additional follower, each shared video extends a narrative already in motion.
Inside that continuity sits the real engine of the business: dogs who were once overlooked, now moving with ease; older bodies kept comfortable through attentive care, and routines shaped around what each animal needs to feel whole. Lillie&Lee has chosen to let those details carry the narrative forward, with a clarity that requires no embellishment.