LOS ANGELES -- The Jaguar Supersport, '65 Ford Thunderbird and '73 Alfa Romeo are taken by other clients today, so Dug -- an 8-year-old golden retriever -- is being chauffeured to the Sunset Strip in a presidential Cadillac stretch limo for his spa treatments. He's headed to Collar & Comb in West Hollywood, where he'll be getting a blueberry facial and exfoliating mud mask from the same professionals who groom the mutts of Gwyneth Paltrow, Mark Wahlberg and Dakota Johnson.

Dug sits upright on the limo's black Corinthian leather seat, flanked by crystal liquor decanters on one side and a TV and VCR on the other. He gazes out the window, tongue hanging out excitedly, as the spiky palm trees whiz by. Then he flops down and chomps on a stuffed Chewy Vuiton Paris bone toy.

Such is the world of dog wellness in Los Angeles. The goal? "Heal."

Wellness for dogs is a niche industry that mirrors the spectrum of wellness treatments for humans. As with humans, it swings from the relaxing and rejuvenating to the dubious. Vet-affiliated treatments include acupuncture, hydrotherapy and chiropractic care. Nutrition is its own subculture that includes raw and organic food, supplements and Western and Chinese herbal remedies. On the pampering end, dog spas and private practitioners offer massage, reiki meditation, inflammation-fighting red light therapy and skin and nail treatments, such as deluxe "pawdicures." Fido feeling anxious? Try forest bathing or see a pet psychic.

Human-centric wellness for dogs is "at a high point," says "Pet Buzz" radio show co-host Charlotte Reed. One reason: As vet bills rise, there's been a greater focus on preventive care in recent years -- although such preventive wellness is expensive, too. Also, as self-care for humans becomes more popular, there are simply more wellness products and services being developed for dogs. And an increasing number of pet owners now view their dogs as children, Reed says. A New York court recently ruled that dogs can be legally recognized as immediate family members in the state.