PrettyLitter
PrettyLitter is a Mars Petcare-owned brand that sells silica gel-based, color-changing health-monitoring cat litter via DTC subscriptions and 10,000-plus retail stores across the US and Canada, targeting cat owners with passive feline health screening.
- Company typePrivate
- Founded2015
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What PrettyLitter does
PrettyLitter is a subscription-based health-monitoring cat litter brand founded in 2015 by Daniel Rotman and acquired by Mars Incorporated in 2021, operating as part of Mars Petcare. The company's core product is a silica gel-based cat litter with proprietary color-changing technology that detects abnormal alkalinity, acidity, and blood in cat urine, providing cat owners with a passive health-screening mechanism for conditions such as urinary tract infections, bladder stones, kidney tubular acidosis, and feline lower urinary tract disorder. The product portfolio includes the original non-clumping formula, a clumping variant, scented versions (Lotus Flower, Calm Aloe), and adjacent offerings including PrettyPlease premium dry cat food, a proprietary Linnea litter box, and a litter-tracking mat.
The business operates a dual-channel model combining direct-to-consumer subscription e-commerce with retail distribution across more than 10,000 stores in the United States and Canada, including Walmart, Target, PetSmart, Petco, Kroger, Amazon, and Chewy. Subscription pricing tiers range from $24 per month for one cat to $88 per month for four bags, with a stated 29% discount versus one-time purchase. The company has cumulatively sold more than 50 million bags and maintains over 52,000 customer reviews with a 4.9-star average rating, ranking among top-selling litters at Target and Walmart.
The brand pursues a product-led growth strategy supported by veterinarian endorsements, celebrity endorsements (Martha Stewart), earned media placements in publications including Business Insider, Rolling Stone, Cosmopolitan, and Oprah Magazine, and an ongoing 2026 retail expansion targeting 20% footprint growth. Recent initiatives include the Calm Aloe scented litter launch (February 2026), an adoption-fee reimbursement campaign called The Kitten Project (April-June 2026), and a national brand campaign titled "Inside The Mind Of A Cat" (June 2026). The company is headquartered in Los Angeles, California, and operates under General Manager Jessica Hauff with founder Daniel Rotman continuing as CEO.
PrettyLitter firmographics
Firmographics- Name
- PrettyLitter
- Legal name
- PrettyLitter, Inc.
- Website
- https://prettylitter.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PrettyLitter is a Mars Petcare-owned brand that sells silica gel-based, color-changing health-monitoring cat litter via DTC subscriptions and 10,000-plus retail stores across the US and Canada, targeting cat owners with passive feline health screening.
- Ownership category
- akta.pro rank
PrettyLitter industry classification
Industry- Product category
- Cat Litter
- NAICS
- Pet and Pet Supplies Retailers (459910), Animal Food Manufacturing (3111)
- akta.pro primary industry
- Pet Litter, Waste & Odor Control Retail (CRALAHAH)
- akta.pro secondary industries
- Dry Kibble (Dog & Cat) (CRADAFAA), Pet Health & Wellness Distribution (Supplements, OTC, Preventives) (CRAOAKAC)
Keywords
Where PrettyLitter is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
PrettyLitter business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D
Revenue model
- Subscription (Direct-to-Consumer): Monthly subscription model delivering litter directly to customers' doors. Subscribers save 29% compared to one-time purchase. Flexible plans based on number of cats (1, 2, 3+ cats). Includes free shipping in contiguous US.
- One-Time Purchase (E-commerce): Single bag purchases available for customers wanting to try the product or occasional users. Sold directly through website and available at major retailers.
- Retail Distribution: Products sold through major retail partners including Walmart, Target, PetSmart, Petco, Kroger, and Amazon. Revenue generated through wholesale distribution to physical stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | 1 Cat Plan - $24/month subscription |
| Subscription | Monthly | 2 Cats Plan - $44/month subscription |
| Subscription | Monthly | 3 Cats Plan - $66/month subscription |
| One time/ perpetual license | Pay-as-you-go | Single Bag (One-Time Purchase) |
| Subscription | Monthly | Multi-Cat 4-Bag Plan |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels7 records
PrettyLitter product offering
Product offeringCore offering
PrettyLitter manufactures and sells a silica gel-based cat litter that uses a proprietary color-changing formula to flag potential feline health issues—blue for alkalinity/urinary infections, orange for acidity/kidney issues, red for blood, and green/yellow for typical pH. The litter is sold through monthly subscriptions (1/2/3+ cat plans) and one-time purchases via the company website and major retailers including Walmart, Target, PetSmart, Petco, Kroger, Chewy, and Amazon.
Product overview
PrettyLitter is a subscription-based health-monitoring cat litter brand owned by Mars Petcare. The core product is a silica gel-based cat litter with proprietary color-changing technology that detects pH imbalances (alkalinity and acidity) and blood in cat urine. The product portfolio includes multiple litter variants (Original Non-Clumping, Clumping, Unscented, Lotus Flower Scented, Calm Aloe Scented), offered through subscription delivery or one-time purchase. Related products include PrettyPlease premium cat food, Linnea litter box, and Litter Mat accessories. The brand distributes through direct-to-consumer channels (website subscription), major retailers (Walmart, Target, PetSmart, Petco, Chewy, Amazon), and ships to the United States, Canada, and Mexico.
Differentiator
Problem solved
Functional benefit
Products and services
- PrettyLitter Original Non-Clumping (Health-Monitoring Cat Litter) Core silica gel-based cat litter with the proprietary color-changing health monitoring formula (blue = alkalinity/UTI/stone risk, orange = acidity/kidney issues, red = blood, green/yellow = typical). Non-clumping, 6lb bag, ~30-day odor control, ~80% lighter than clumping clay. For cat owners who want a single SKU that combines daily litter maintenance with passive urinary health surveillance.
- PrettyLitter Clumping Clumping variant of the silica gel health-monitoring litter for cat owners who prefer scoopable convenience while retaining the same color-changing pH/blood detection. Not recommended for automated/self-cleaning litter boxes.
- PrettyLitter Lotus Flower Scented Lotus-flower-scented version of PrettyLitter's silica gel health-monitoring litter for cat owners who want additional fragrance beyond the odor-control of the unscented base while keeping the color-change urinary health signal.
- PrettyLitter Calm Aloe Scented Litter Aloe-scented variant of the silica gel health-monitoring litter for households preferring light natural scents over fragrance-free litter, while retaining pH- and blood-detecting color change functionality.
- PrettyPlease Cat Food Premium dry cat food with chicken as the first ingredient, sold under the PrettyLitter brand for cat owners who already use PrettyLitter and want a coordinated feline nutrition product from the same maker.
- Linnea Litter Box Premium litter box sold under PrettyLitter, designed to complement the brand's litter products and pair with the 30-day odor control and color-monitoring routine. Listed at $20 per unit.
- PrettyLitter Litter Mat Protective mat that traps scattered silica gel litter and allows easy pouring back into the litter box, reducing tracking and mess around the litter area for PrettyLitter-using households.
Quantifiable outcome
- 80% lighter than traditional clumping clay litter
- +3 more outcomes
Companies that use PrettyLitter
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
PrettyLitter technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
PrettyLitter partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Humane Society of the United StatesminorPrettyLitter teams up with the Humane Society of the United States' Pets for Life program to donate $100,000 worth of product to families in need. Charitable partnership focused on community giving and pet welfare.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
PrettyLitter competitors and assessment
Company assessmentDirect peers
- Dr. Elsey's: Premium cat litter brand (clay-based) with strong veterinary endorsement and pet specialty retail presence. Direct competitor in the premium cat litter category where consumers trade up from commodity clay litter, with overlapping target customer of health-conscious cat owners.
- World's Best Cat Litter: Corn-based clumping cat litter brand marketed on natural ingredients and clumping performance. Direct competitor in the premium/alternative-litter segment with similar mass-retail distribution and DTC positioning targeting ingredient-conscious cat owners.
Broad incumbents
- Fresh Step: Mass-market clumping cat litter brand owned by Clorox, dominant in grocery and mass channels. Competes with PrettyLitter at the value/premium boundary and represents the share PrettyLitter is taking from the incumbent mass-market player.
- Tidy Cats: Leading mass-market cat litter brand owned by Nestlé Purina, distributed across grocery, mass, and pet specialty. Sibling-brand within PrettyLitter's parent Mars's competitive set and a benchmark for retail share and category leadership.
- PetSafe: Broad pet product brand (litter boxes, fountains, training) owned by Radio Systems. Overlaps with PrettyLitter at the litter box/accessory level (Linnea litter box) and competes in the same mass and pet specialty retail channels.
- Arm & Hammer (Church & Dwight): Major mass-market cat litter brand with deep retail penetration and value-tier positioning. Represents one of the largest incumbent threats to PrettyLitter's mass retail growth given shelf-space competition and promotional intensity.
Emerging players
- Boxiecat: Premium clumping clay litter brand positioned on dust-free, low-tracking, and hypoallergenic attributes. Comparable as a smaller premium challenger brand with similar DTC and specialty-retail go-to-market and overlapping health/clean-conscious consumer.
- TUFT + Paw: Premium, design-forward cat product brand offering litter boxes, mats, and accessories via DTC. Comparable as a design- and quality-positioned feline brand expanding into adjacent categories, mirroring PrettyLitter's move into accessories and cat food.
- Smalls: Premium fresh cat food subscription brand with strong DTC motion targeting health-conscious cat owners. Comparable as a direct competitor in PrettyPlease cat food's addressable market and an example of the subscription-DTC model PrettyLitter uses for litter.
- Cat Person: Premium cat food and treat brand sold via subscription and DTC, positioned around cat-specific nutrition. Comparable brand operating in the same feline wellness premium segment that PrettyLitter's PrettyPlease line targets.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
PrettyLitter social profiles
Digital presencePrettyLitter financial estimates
Financial estimateRevenue estimate
Valuation estimate
PrettyLitter leadership team
Management profileNumber of profiles
Profiles7 records
PrettyLitter funding detail
Funding detailFunding overview
Funding rounds2 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PrettyLitter M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PrettyLitter
What does PrettyLitter do?
PrettyLitter manufactures and sells a silica gel-based cat litter that uses a proprietary color-changing formula to flag potential feline health issues—blue for alkalinity/urinary infections, orange for acidity/kidney issues, red for blood, and green/yellow for typical pH. The litter is sold through monthly subscriptions (1/2/3+ cat plans) and one-time purchases via the company website and major retailers including Walmart, Target, PetSmart, Petco, Kroger, Chewy, and Amazon.
Is PrettyLitter a public or private company?
PrettyLitter is a private company. It is classified as corporate owned and is currently operating.
When was PrettyLitter founded?
PrettyLitter was founded in 2015. It employs 11 to 50 people.
Where is PrettyLitter based?
PrettyLitter is headquartered in Los Angeles, United States, in the North America region.
How does PrettyLitter make money?
Three revenue lines are on record. Subscription (Direct-to-Consumer) is the primary driver. The others are one-Time Purchase (E-commerce) and retail Distribution.
Who are PrettyLitter's main competitors?
Direct peers on record are Dr. Elsey's and World's Best Cat Litter. Broad incumbents are Fresh Step, Tidy Cats, PetSafe and Arm & Hammer (Church & Dwight). Emerging players are Boxiecat, TUFT + Paw, Smalls and Cat Person.
Does PrettyLitter have an API?
No public API is recorded for PrettyLitter.
What industry is PrettyLitter in?
PrettyLitter's product category is Cat Litter. Its primary akta.pro industry code is CRALAHAH, Pet Litter, Waste & Odor Control Retail, with a secondary code of CRADAFAA, Dry Kibble (Dog & Cat). Its NAICS code is 459910.