# PrettyLitter

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/prettylitter

- Industry: Medical Devices & Equipment
- Headquarters: Los Angeles, US
- Website: www.prettylittercats.com
- Latest round: Seed (Dec 20, 2016)
- Investors on record: 6

## About

PrettyLitter, Inc. is an innovative company specializing in color-changing cat litter that monitors feline urinary health while ensuring effective odor control, designed for health-conscious cat owners.PrettyLitter, Inc. was founded in 2015 and is headquartered in Los Angeles, US. The company's primary function is to provide a cat litter that aids in monitoring the urinary health of cats. Founded by Daniel Rotman, who also serves as CEO, PrettyLitter has undergone a significant strategic shift leading to its acquisition in September 2021 by Mars Petcare from a consortium of investors. The company has completed two deals to date, with its most recent deal occurring on September 8, 2021.PrettyLitter’s primary product offering is a color-changing cat litter designed to monitor feline urinary health while providing advanced odor control. This innovative litter, made from non-toxic amorphous silica gel crystals, absorbs moisture and locks in odors through millions of micropores, making it particularly suitable for cats with sensitive respiratory systems. The litter's color-changing properties serve as an early warning system for potential health issues; for instance, orange indicates acidic urine, which may signal metabolic acidosis, whereas blue reveals alkaline urine, often associated with urinary tract infections. PrettyLitter emphasizes its commitment to feline well-being by enabling cat owners to detect health concerns before they escalate, thereby fostering longer, healthier lives for pets. The product is marketed primarily in the United States, with direct-to-consumer sales facilitated through online subscriptions, capturing a customer base of cat owners seeking convenience and peace of mind in managing their pets’ health.PrettyLitter generates revenue primarily through a subscription-based model, where customers pay monthly fees for their cat litter. The pricing structure includes options such as USD 24 per month for one cat, with discounts applied for additional cats—USD 44 for two cats and USD 66 for three cats. This transactional framework allows for predictable and recurring revenue streams as customers receive regular deliveries directly to their homes. The company strategically targets individual consumers, enhancing its market presence by offering a 30-day risk-free guarantee to encourage trial among new customers. This direct-to-consumer approach not only streamlines procurement but also facilitates ongoing engagement with a loyal customer base, positioning PrettyLitter as a health-oriented pet product provider.Following its acquisition by Mars Petcare, PrettyLitter plans to leverage its innovative product offerings and expand its market reach. Specific growth strategies include the development of new products aimed at enhancing cat health, alongside plans to penetrate additional geographic markets. The strategic investment from Mars Petcare, which acquired PrettyLitter in September 2021, will support these initiatives, allowing for enhanced product development and market engagement.

## Funding rounds

- Seed, Dec 20, 2016 — Sand Hill Angels, gener8tor, Draper, Corazon Capital, CSA Partners, BAM Ventures

## Investors

- Sand Hill Angels (https://capitalatlas.ai/funds/sand-hill-angels) — Seed
- gener8tor (https://capitalatlas.ai/funds/gener8tor) — Seed
- Draper (https://capitalatlas.ai/funds/draper) — Seed
- Corazon Capital (https://capitalatlas.ai/funds/corazon-capital) — Seed
- CSA Partners (https://capitalatlas.ai/funds/csa-partners) — Seed
- BAM Ventures (https://capitalatlas.ai/funds/bam-ventures) — Seed