PetLab Co
PetLab Co is a direct-to-consumer premium pet supplement brand, founded in 2018 and headquartered in London, that sells science-backed probiotics, dental, joint, and wellness supplements for dogs (and selective SKUs for cats) via subscription e-commerce, a mobile app, and Amazon, Chewy, and Walmart marketplaces, serving over 4.5 million pet owners globally.
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What PetLab Co does
PetLab Co is a direct-to-consumer premium pet supplement brand founded in 2018 and headquartered in London, with a US regional office at One World Trade Center in New York. The company formulates and sells science-backed pet health products — primarily for dogs — across core categories of dental hygiene (ProBright® Advanced Dental Powder, Dental Sticks), probiotics and gut health (Probiotic Chews, Allergy & Immune Chews, Cat Probiotics), and joint mobility (Advanced Joint Care Chew with the GLMK-418 Omega Blend, Mobility Pro Oil). Product formulation is anchored by in-house scientific leadership (Chief Scientist Dr. Greg Sunvold, Ph.D.) and veterinary endorsements (Board-Certified Veterinary Dentist Dr. Jan Bellows, plus DVMs Dr. Sarah Cortright and Dr. Roxana Bordbar), with proprietary blends including a patent-pending probiotic mix, prebiotic/postbiotic combinations, and clinically studied efficacy outcomes (e.g., 25% plaque reduction in a 90-day study). Operations are supported by NASC certification, USA-based manufacturing with globally sourced ingredients, and GMP standards.
The company runs a hybrid DTC-and-marketplace go-to-market model. Primary distribution is its owned e-commerce website (thepetlabco.com) and a dedicated mobile app with subscription pricing that offers 20–40% discounts on recurring monthly orders, free shipping on subscription, and exclusive app-only deals of up to 40% off without requiring subscription. A 'Give $15 Get $15' referral program, an interactive health quiz, content marketing (pet wellness blog), email/CRM flows, and paid social via Meta platforms drive acquisition. The brand is also distributed through authorized third-party marketplaces Amazon, Chewy, and Walmart, where its Probiotic Chew ranks as America's #1 selling probiotic for dogs and #1 dog digestive remedy (YTD 2024).
Commercial scale signals include serving 4.5M+ pet owners globally, 100,000+ five-star reviews aggregated across Trustpilot, Okendo, Amazon, and Google, and operations spanning the UK, USA, Netherlands, and Canada. The company is privately held; BC Partners acquired a majority stake in February 2025, with the co-founders retaining a significant investment. Multiple sub-brands and SKUs (ProBright, Probiotic Chews, Joint Care Chews, Mobility Pro Oil, DF-14 Daily Foundation, Allergy & Immune Chews, plus complementary treats and grooming SKUs) illustrate an expanding portfolio across supplement, treat, and accessory categories for dogs and increasingly for cats.
PetLab Co firmographics
Firmographics- Name
- PetLab Co
- Legal name
- PetLabCo.® Inc, PetLab Group Limited, and PetLabCo.® Netherlands
- Website
- https://thepetlabco.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- PetLab Co is a direct-to-consumer premium pet supplement brand, founded in 2018 and headquartered in London, that sells science-backed probiotics, dental, joint, and wellness supplements for dogs (and selective SKUs for cats) via subscription e-commerce, a mobile app, and Amazon, Chewy, and Walmart marketplaces, serving over 4.5 million pet owners globally.
- Ownership category
- akta.pro rank
PetLab Co industry classification
Industry- Product category
- Pet Supplements & Wellness
- NAICS
- Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (459910)
- SIC
- Pharmaceutical Preparations (2834)
- akta.pro primary industry
- Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)
- akta.pro secondary industries
- Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB), Immune Support Supplements (HLAMALAE), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Functional & Veterinary Diet Pet Food (CRADAFAF)
Keywords
Where PetLab Co is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
PetLab Co business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Primary revenue stream through PetLab Co's owned e-commerce website (thepetlabco.com) with subscription model offering 20-40% monthly discounts and first-month discounts up to 55% off. Customers can purchase individual products or subscribe for recurring deliveries.
- Authorized Third-Party Marketplaces: Sales through authorized third-party platforms including Amazon.com, Chewy.com, and Walmart.com for expanded reach and customer acquisition across different shopping preferences.
- Mobile App Sales: App-based sales with exclusive app-only deals offering up to 40% off without requiring subscription commitment, driving mobile engagement and customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | ProBright Advanced Dog Dental Powder subscription |
| Subscription | Monthly | Probiotic Chews for Dogs subscription |
| Subscription | Monthly | Allergy & Immune Chews subscription |
| Subscription | Monthly | Advanced Joint Care Chew subscription with enhanced first-month discount |
| Subscription | Monthly | Prebiotic Dental Sticks subscription |
| Subscription | Monthly | Clear Ears Therapy subscription |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
PetLab Co product offering
Product offeringCore offering
PetLab Co. is a direct-to-consumer pet supplement company that develops, markets and sells premium vitamins, dental chews, probiotics, joint-care chews, allergy and immune chews, grooming products and accessories for dogs (and cats). Its products are sold primarily through its own subscription-based website and via third-party retailers such as Amazon, Chewy and Walmart, with veterinary science backing product formulation.
Product overview
PetLab Co is a premium direct-to-consumer pet supplement brand offering a comprehensive portfolio of science-backed health products for dogs and cats. The product lineup centers on core supplement categories including probiotics (Probiotic Chews, Allergy & Immune Chews, Cat Probiotics), dental care (ProBright® Advanced Dental Powder, Dental Sticks, Dental Formula), and joint/mobility support (Advanced Joint Care Chew, Mobility Pro Oil). The portfolio also includes wellness products such as skin & coat supplements, ear cleaners, multivitamins, and functional treats. Products are formulated with veterinarian oversight, backed by clinical studies, and manufactured in the USA with globally sourced ingredients. The company operates on a subscription-based e-commerce model with mobile app integration for customer engagement.
Differentiator
Problem solved
Functional benefit
Brands
- ProBright® Advanced: Award-winning dog dental powder clinically shown to reduce plaque buildup and freshen breath
- Probiotic Chews
- Joint Care Chews
- Allergy & Immune Chews
- Prebiotic Dental Sticks
- Mobility Pro Oil®
- Clear Ears Therapy
- DF-14™ Daily Foundation
Products and services
- ProBright Advanced Dental Powder
- Probiotic Chews Daily probiotic soft chews formulated to support healthy digestion, gut balance and immune function in dogs.
- Advanced Joint Care Chews Glucosamine and green-lipped mussel chews designed to support joint mobility, cartilage health and hip function in dogs, especially seniors and large breeds.
- Allergy & Immune Chews Daily soft chews with colostrum, salmon oil and probiotics formulated to support immune health and help manage seasonal allergies and itchy skin in dogs.
- Dental Sticks Crunchy dental chew sticks designed to reduce plaque and tartar buildup and support oral hygiene in dogs.
- Ear Cleaner Liquid ear-cleaning solution formulated for routine dog ear hygiene to help reduce buildup and odor.
- DF-14 Daily Foundation A comprehensive daily multivitamin and mineral supplement powder for dogs intended to support overall wellness, including skin, coat, gut and immune health.
Quantifiable outcome
- 25% lower plaque index score in 90-day clinical study
- +5 more outcomes
Companies that use PetLab Co
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles1 record
PetLab Co technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
PetLab Co partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Dr. Jan BellowscoreBoard-Certified Veterinary Dentist with over 40 years of experience and one of only 200 in the U.S. Worked alongside Dr. Greg Sunvold to personally oversee ProBright Advanced formulation, clinical study design, and testing.
- Dr. Greg SunvoldcoreChief Scientist at PetLab Co with nearly 30 years of experience and over 500 scientific publications and global patent applications. Led development, testing, and clinical study behind Probiotic Chews.
- Dr. Sarah CortrightcoreDVM serving as trusted Veterinary Consultant at PetLab Co, reviewing all formulas and ensuring product safety and efficacy standards.
- Dr. Roxana BordbarminorUS DVM and Vet Consultant to PetLab Co, providing veterinary endorsement and recommending PetLab Co products to patients.
Scale indicators7 records
Recent moves6 records
Expansion highlights7 records
PetLab Co competitors and assessment
Company assessmentDirect peers
- Pet Honesty: U.S. direct-to-consumer pet supplement brand selling soft chews, dental products, and functional supplements via D2C subscription and Amazon — the closest digital, channel, and product-line analog to PetLab Co.
- Native Pet: Premium DTC pet wellness brand focused on clean-label supplements, toppers, and air-dried food; pursues a science-led, veterinary-credentialed positioning that closely mirrors PetLab Co's marketing playbook.
- The Farmer's Dog: Category-defining premium DTC fresh dog food brand built on a subscription model; shares PetLab Co's direct-to-consumer, vet-endorsed, science-backed marketing approach within the broader premium pet wellness category.
- Open Farm: Premium DTC pet food and supplement brand emphasizing certified-responsible sourcing and clinical/welfare credentials; overlaps with PetLab Co on premium positioning, omnichannel D2C-plus-marketplace model, and ingredient-led storytelling.
- Stella & Chewy's: Raw and freeze-dried pet food brand with a meaningful supplements line, sold via D2C, pet specialty, and Amazon; comparable ingredient philosophy (probiotics, omega blends) and category-overlapping SKUs with PetLab Co.
- Smalls: DTC subscription cat food brand; a direct peer for the cat-side of PetLab Co's portfolio and for the species-specific supplements/franchise economics, sharing the same premium D2C subscription DNA.
- Solid Gold: Holistic pet food and supplement brand sold through specialty retail and online; competes in overlapping supplement categories (digestive, joint, skin/coat) and shares PetLab Co's wellness-and-vitality marketing themes.
- JustFoodForDogs: Premium fresh and supplement pet nutrition brand with vet-formulated, science-backed positioning and omnichannel D2C plus retail distribution — a structural analog in the premium, clinically-led segment PetLab Co competes in.
Broad incumbents
- Wellness Pet (Wellness Core): Large-scale CPG pet food and supplement brand with a long-standing digestive-health and functional-nutrition line; competes broadly with PetLab Co's health-positioned SKUs through mass grocery, pet specialty, and online.
Emerging players
- Bark (BarkBox): Subscription-driven DTC pet brand with adjacent product extensions into treats and supplements; shares PetLab Co's subscription-economics playbook and D2C marketing muscle, though anchored in toys and treats rather than health.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
PetLab Co social profiles
Digital presencePetLab Co compliance and trust
Trust signalCompliance2 records
PetLab Co financial estimates
Financial estimateRevenue estimate
Valuation estimate
PetLab Co leadership team
Management profileNumber of profiles
Profiles6 records
PetLab Co funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PetLab Co 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 PetLab Co
What does PetLab Co do?
PetLab Co. is a direct-to-consumer pet supplement company that develops, markets and sells premium vitamins, dental chews, probiotics, joint-care chews, allergy and immune chews, grooming products and accessories for dogs (and cats). Its products are sold primarily through its own subscription-based website and via third-party retailers such as Amazon, Chewy and Walmart, with veterinary science backing product formulation.
Is PetLab Co a public or private company?
PetLab Co is a private company. It is classified as private equity controlled and is currently operating.
When was PetLab Co founded?
PetLab Co was founded in 2018. It employs 101 to 250 people.
Where is PetLab Co based?
PetLab Co is headquartered in New York, United States, in the North America region.
How does PetLab Co make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are authorized Third-Party Marketplaces and mobile App Sales.
Who are PetLab Co's main competitors?
Direct peers on record are Pet Honesty, Native Pet, The Farmer's Dog, Open Farm, Stella & Chewy's, Smalls, Solid Gold and JustFoodForDogs. Wellness Pet (Wellness Core) is listed as a broad incumbent. Bark (BarkBox) is listed as an emerging player.
Does PetLab Co have an API?
No public API is recorded for PetLab Co.
What industry is PetLab Co in?
PetLab Co's product category is Pet Supplements & Wellness. Its primary akta.pro industry code is HLAMALAN, Species-Specific Supplements (Dog/Cat/Other Companion Species), with a secondary code of HLAMAHAB, Companion Animal Maintenance & Wellness Nutrition. Its NAICS code is 31111 and its SIC code is 2834.