Notifying a Group of people when an item is created BUT limiting certain access

[APM1994]

I have a list of approx. 40 people I need to notify when a new item is created in a list within a PowerApps setup.

The complex aspect is that depending on 'what' was created, the list sometimes needs to be limited to certain people.

To give an example, let's say I create an item which is called "Dog" it must notify everyone EXCEPT "Joe Bloggs" on the list.

What would be the best approach for this?