Cature

What Cature does

Cature, operated through the legal entity Fiber Biotech (Shanghai) Co., Ltd., is a science-backed premium pet care company founded in Shanghai in 2017. The company develops and commercializes nutrition, oral care, functional supplements, and grooming products for cats and dogs, applying three proprietary technology platforms: bio-fiber chemistry (foundational), freeze-dried preservation combined with oral-care or functional benefits (industry-first, 2019), and the Pherolax™ cat pheromone formula (China's first and the world's second, launched 2020). Product efficacy is positioned via a four-step validation protocol — published research, nutrition validation, functional assays, and long-term feeding trials — with clinical claims including 28-day oral health improvement and up to 99.7% breath-odor resolution. The portfolio is structured across a Prescription Series, Functional Series, Oral Care Series, and Overseas grooming series, and is extended through two wholly-owned sub-brands: Easy Farm (natural daily nutrition) and Purcats (fiber-based cat litter, world's second wood-clumping producer).

Cature monetizes through a hybrid direct-to-consumer and wholesale model. Direct-to-consumer sales are conducted via the cature.com storefront (plus easyfarmpet.com and purcatslitter.com for the sub-brands), supported by organic social media (Instagram, Facebook, LinkedIn) and an email newsletter. The B2B channel is a structured wholesale program active in 50+ countries, offering exclusive pricing, bulk discounts, customizable product solutions, dedicated account management, and marketing support including paid advertising and PR. Physical retail presence is concentrated in premium Asian mall locations including K11 Musea, Olympian City, Greenhills, and SM Mall of Asia. Across the customer base, the company claims 6 million+ customers worldwide (10 million+ in a secondary source), serving individual cat and dog parents primarily, with secondary sales to retail and distribution partners.

The company is private, founder-led (CEO & Founder Yongkun Cui), and operates with 51-100 employees from a headquarters in Xuhui District, Shanghai, housing in-house laboratories and a national-standard innovation institute for pet nutrition and feeding diagnostics. Capital structure includes a single disclosed $10M funding round in November 2021 following an earlier 2018 round with Challenjers Capital and Star Capital Partners. There is no public ticker, no parent company, and no disclosed investor syndicate beyond the 2018 round.

Name

Cature

Legal name

Fiber Biotech (Shanghai) Co., Ltd.

Website

https://cature.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Cature (Fiber Biotech Shanghai Co., Ltd.) is a Shanghai-based, science-backed premium pet care company that develops and sells cat and dog nutrition, oral care, functional supplements, grooming products, and cat litter across 50+ countries via direct e-commerce, wholesale distribution, and premium retail.

Ownership category

akta.pro rank

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Pet Food Products: Science-based dry food, wet food, and prescription diet formulations sold through direct-to-consumer e-commerce and wholesale distribution channels. Products include functional nutrition lines, weight management, gastrointestinal care, and specialty health formulations.
2. Functional Supplements: Freeze-dried vitamin and mineral supplement sticks, including multivitamin formulations with 32 essential nutrients, sold as premium functional treats and daily supplements.
3. Oral Care Products: Complete oral care line including dental toothpaste, mouthwash, dental powder, and dental treats for cats and dogs. Includes clinical formulations with demonstrated efficacy claims.
4. Wholesale Distribution: B2B wholesale partnerships offering exclusive pricing, bulk discounts, customizable solutions, and marketing support to retail and distribution partners in 50+ countries.
5. Grooming and Care Products: Overseas series including eye wipes, dry shampoo, paw cleaner, grooming gloves, antibacterial wipes, and feline pheromone products for pet care and anxiety relief.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Cature is a science-based pet care brand that develops, manufactures, and sells pet food (including prescription and functional diets), oral care products, freeze-dried supplements and treats, grooming products, and cat litter for cats and dogs. The company operates its own sub-brands — Easy Farm (functional nutrition) and Purcats (cat-specific products) — and serves both individual pet owners through DTC e-commerce and retail/distribution partners through wholesale programs.

Product overview

Cature is a science-based pet care company operating three sub-brands: Easy Farm (natural nutrition with human-grade ingredients), Purcats (fiber-based cat litter including tofu, cassava, and wood variants), and the main Cature product portfolio. The product offerings are organized into four series: (1) Prescription Series comprising prescription diets for weight management, gastrointestinal care, urinary care, kidney care, digestive care, and mobility support, plus health support supplements for senior aging, liver, hip & joint, urinary, eye, and heart health; (2) Functional Series featuring freeze-dried treats (urinary care, immune care, gut health, multivitamin, fish-oil, cat grass sticks) and complete cat foods (immune-care, skin & coat, neutered-specialty) plus wet foods (fish-oil, hairball relief, 7-in-1 nutrition lines); (3) Oral Care Series including complete oral care dry foods, toothpastes (silk-repair, probiotic), dental powder, mouthwashes, freeze-dried dental sticks, and dental treats; (4) Overseas Series with grooming products (eye wipes, dry shampoo, paw cleaner, grooming gloves, antibacterial wipes, facial pheromone). The company leverages bio-fiber technology, freeze-dried technology, and proprietary cat pheromone formula (Pherolax) across its product portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• Easy Farm: Dedicated to helping pets live healthier, happier lives through daily nutrition. Backed by veterinarians and nutritionists, using human-grade, premium ingredients to deliver health from nature.
• Purcats

Products and services

• Cature Pet Food (Prescription & Functional Diets)

Quantifiable outcome

• Oral health improvement demonstrated in 28 days with Complete & Balanced Oral Care products
• +5 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• Chinese Blind Dog BasecoreStrategic or Co-development PartnerCature partnered with the Chinese Blind Dog Base to offer dedicated care and assistance to service animals, supporting the welfare of guide dogs for visually impaired individuals.
• Police Dog BasecoreStrategic or Co-development PartnerPartnership with Police Dog Base to provide dedicated care and assistance to working police dogs, supporting law enforcement canine units.
• Wholesale PartnerscoreChannel Partner/ Reseller/ DistributorGlobal wholesale partnership program with exclusive pricing, bulk discounts, customizable solutions, dedicated account managers, service and warranty support, and comprehensive marketing support including promotional materials, branding assets, paid advertising, media, PR, and events.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Royal Canin (Mars Petcare): Royal Canin is the global leader in science-based, breed- and life-stage-specific pet nutrition including prescription diets. Both companies compete on a science-led, premium-priced, condition-targeted formulation strategy for cats and dogs.
• Hill's Pet Nutrition (Colgate-Palmolive): Hill's is a category-defining clinical/prescription pet nutrition brand sold via vet channels and specialty retail. Cature's 2025 prescription dry-food launch directly targets the Hill's/Royal Canin prescription-diets thesis.
• Stella & Chewy's: Stella & Chewy's pioneered freeze-dried raw pet nutrition and sells a portfolio of raw-coated kibble, freeze-dried raw meals, and functional treats. Cature's freeze-dried functional sticks compete head-on with this product format and premium positioning.
• Feliway (Ceva Santé Animale): Feliway is the global category-defining feline pheromone behavior product line. Pherolax is explicitly positioned as China's first and the world's second cat pheromone formula, putting these two in direct competition for the feline behavior category.
• Primal Pet Foods: Primal is a leading US freeze-dried raw and functional pet nutrition brand with a comparable premium, ingredient-led, science-supported marketing stance. Direct overlap in freeze-dried treats and supplements for cats and dogs.
• Orijen (Champion Petfoods): Orijen is a global premium pet food brand selling fresh, regional-ingredient, science-positioned formulas through specialty retail. Comparable premium-science positioning with global wholesale distribution and DTC storefronts.
• Open Farm: Open Farm is a DTC-first premium pet food brand emphasizing transparency, certified-ingredient sourcing, and ethical positioning. Similar premium DTC + selective retail model targeting cat and dog parents who prioritize science and provenance.
• Wellness Pet Company: Wellness is a globally distributed natural pet food brand covering dry, wet, and treats across health-condition segments. Comparable target end-markets and product breadth in functional and condition-specific nutrition for cats and dogs.
• Acana (Champion Petfoods): Acana is a premium pet food brand built on biologically appropriate, ingredient-forward formulas distributed globally. Same science-premium positioning as Cature with broadly similar go-to-market through independent and specialty pet retail.

Regional players

• Yantai Zhongchong Pet Products: Zhongchong is a leading Chinese pet food and treat manufacturer with broad export reach. Comparable China-based scale pet food manufacturing peer competing for shelf space in domestic and international channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/catureglobal
• LinkedInlinkedin.com/company/30258374
• Instagraminstagram.com/catureglobal

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cature