What Feliway does

Feliway, established in 1995 and headquartered in Wycombe, United Kingdom, manufactures and distributes a portfolio of feline pheromone-based calming products designed to reduce stress-related behaviors in cats. The company's proprietary technology mimics natural feline facial and appeasing pheromones through bioengineered formulations delivered via plug-in diffusers and sprays, with the patented FELIWAY Optimum Pheromone Complex positioned as its most advanced offering alongside the original FELIWAY Classic, FELIWAY Friends (multi-cat tension), and FELIWAY Help! (short-term situational stress). The product surface has been extended beyond diffusers into adjacent categories: alpha-casozepine calming treats (Happy Snack by FELIWAY) and a urinary health supplement (FELIWAY Cystease), addressing stress-induced cystitis and the broader feline emotional wellbeing use case.

The business operates a hybrid go-to-market combining direct-to-consumer e-commerce on its own .co.uk storefront (with subscription refills offering up to 30% off RRP and free delivery), veterinary clinic recommendations, and physical pet retail distribution, layered on top of localized country-specific websites spanning 30+ markets across Europe, the Americas, Asia-Pacific, the Middle East, and Africa. Veterinary endorsements function as the primary trust-and-acquisition signal, reinforced by a three-year charity partnership with Cats Protection and ongoing content marketing through the Happy Cat Expert blog and social channels. Reported customer reach is 14 million cats globally, supported by 25+ years of scientific research and #1 vet-recommended positioning in the cat calming category.

Revenue mechanics are anchored by recurring 30-day diffuser refills on subscription, supplemented by one-time purchases of sprays, treats, and supplements at price points between approximately £10 and £35 per unit. The company is privately held with 11-50 employees, no disclosed funding rounds, no disclosed parent company, and no management team information publicly surfaced in the available data.

Name

Feliway

Legal name

Feliway

Website

https://feliway.co.uk

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Feliway is a UK-based consumer pet health company that manufactures and sells feline pheromone-based calming diffusers, sprays, treats, and supplements to cat owners globally through D2C, veterinary, and retail channels across 30+ countries.

Ownership category

akta.pro rank

Product category

Pet Care Products

NAICS

Animal Food Manufacturing (3111), Pet and Pet Supplies Retailers (459910)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Calming & Behavioral Support Supplements (HLAMALAD)

akta.pro secondary industries

Urinary & Kidney Support Supplements (HLAMALAI), Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Functional & Veterinary Diet Pet Food (CRADAFAF)

Keywords

• Cat calming products
• Feline pheromone diffusers
• Pet stress relief
• Cat behavior solutions
• Pet wellness supplements

Headquarters

HQ city

Wycombe

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pheromone Diffuser Products: Sale of pheromone diffusers and refills (Optimum, Classic, Friends, Help!) that provide continuous calming effects for 30 days per refill. Core revenue stream with subscription option offering up to 25-30% savings.
2. Spray Products: Sale of Classic Spray products in 20ml and 60ml sizes for targeted calming during travel or at home. One-time purchase with subscription available.
3. Happy Snack Treats: Sale of calming lickable treats containing alpha-casozepine. Available in Chicken, Salmon, and Beef flavors in packs of 6, 24, or 48 sticks. One-time purchase items.
4. Cystease Urinary Supplement: Oral supplement for stress-induced bladder issues containing N-acetyl glucosamine, hyaluronic acid, and L-tryptophan. Available in 30 or 300 capsule packs with subscription option.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Feliway manufactures and sells a portfolio of feline pheromone-based calming products designed to reduce stress-related behaviors in cats. The range includes plug-in diffusers (Optimum, Classic, Friends, Help!), targeted sprays, calming lickable treats containing alpha-casozepine, and a urinary health supplement. Products are sold direct-to-consumer, through veterinary clinics, and via pet retail outlets in 30+ countries.

Product overview

Feliway is a pheromone-based cat calming product line consisting of four core diffuser products (Optimum, Classic, Friends, and Help!) and three complementary offerings (Happy Snack treats, Cystease supplement, and Classic Spray). The portfolio is organized around different use cases: Optimum serves as the flagship advanced solution for general stress, Classic addresses original pheromone needs, Friends targets multi-cat households, and Help! provides short-term situational support. The products work by releasing calming pheromones that mimic natural feline facial pheromones, with the Optimum formulation representing the most advanced bioengineered pheromone complex. Complementary products include oral calming treats with alpha-casozepine and a urinary health supplement, allowing for integrated daily and situational stress management approaches.

Differentiator

Problem solved

Functional benefit

Brands

• FELIWAY Optimum: The most advanced calming solution offering enhanced serenity and reducing more signs of stress in cats
• FELIWAY Classic
• FELIWAY Friends
• FELIWAY Help!
• Happy Snack by FELIWAY
• FELIWAY Cystease

Products and services

• FELIWAY Optimum The flagship FELIWAY plug-in diffuser using a patented pheromone complex to reduce multiple signs of cat stress including scratching, urine spraying, hiding, and multi-cat conflicts. Aimed at cat owners seeking comprehensive calming support.
• FELIWAY Classic The original FELIWAY pheromone diffuser and refill system that mimics natural facial pheromones to reduce scratching and urine spraying. For cat owners seeking the established pheromone calming solution.
• FELIWAY Friends Diffuser using Cat Appeasing Pheromone (CAP) to reduce tension, conflict, chasing, and bullying between cats in multi-cat households. Targeted at owners of multiple cats.
• FELIWAY Help! A 7-day pheromone diffuser cartridge for short-term stressful situations including weekend trips, parties, home redecoration, cattery stays, fireworks, and post-vet-visit recovery.
• Happy Snack by FELIWAY Lickable calming treats containing alpha-casozepine (natural milk protein with calming properties), available in chicken, salmon, and beef flavors for emotional balance in cats. Packs of 6, 24, or 48 sticks.
• FELIWAY Cystease Advanced urinary tract oral supplement containing N-acetyl glucosamine, hyaluronic acid, and L-tryptophan for cats with stress-induced bladder issues and cystitis. Available in 30 or 300 capsule packs.
• FELIWAY Classic Spray Pheromone spray for targeted calming during travel, vet visits, or on marked areas at home. Available in 20ml and 60ml sizes with subscription option.
• The Optimal Well-being Routine A bundled offering that combines the FELIWAY Optimum Starter Kit with Happy Snack treats for integrated daily emotional well-being support of cats.

Quantifiable outcome

• 93% of cat parents observed enhanced serenity in their cats within 1 month
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Cats ProtectioncoreStrategic or Co-development PartnerFELIWAY's charity partner in the UK, supporting the nation's largest cat welfare charity. The partnership includes a donation program where FELIWAY donates 10p to Cats Protection for every UK sale of a Feliway Classic Spray 60ml, raising at least £60,000 over three years to support cats and kittens. The collaboration focuses on raising awareness about cat welfare and stress management.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Zylkene (Vetoquinol): Zylkene is a direct competitor to FELIWAY Happy Snack, using the same alpha-casozepine milk protein for calming in cats (and dogs). It competes on the same mechanism of action and on vet-channel recommendation, providing an alternative route to calming without pheromones.
• Comfort Zone (by Elanco): Comfort Zone is the closest direct competitor to FELIWAY, offering pheromone-based calming diffusers and sprays for cats (and dogs). Both brands compete on the same pheromone-based behavioral science, the same retail shelves in pet specialty, and the same vet-channel recommendation dynamic.
• Adaptil (Ceva Santé Animale): Adaptil is the dog-focused sibling category to FELIWAY within pheromone-based behavioral products, marketed by Ceva. While FELIWAY is cat-specific, Adaptil targets the same calming-stress use cases with dog appeasing pheromone, competing for shelf space, vet recommendation, and consumer awareness of pheromone technology.

Broad incumbents

• Purina Pro Plan Calming Care: Nestlé Purina's Calming Care is a probiotic-based calming supplement for cats, distributed by one of the largest pet food companies globally. It competes with FELIWAY in the calming-behavioral health category through grocery and mass channels, leveraging Purina's scale and brand reach.
• ThunderWorks (ThunderShirt): ThunderWorks offers anxiety-relief solutions for cats and dogs, including the ThunderShirt calming garment. While not a pheromone product, it competes directly for the same 'calm an anxious pet' use case that drives FELIWAY adoption.
• VetIQ (PetIQ): PetIQ's VetIQ brand offers a range of pet health supplements including calming products, often distributed through mass and veterinary channels. It overlaps with FELIWAY's calming-behavioral category and competes on price and accessibility.

Emerging players

• NaturVet: NaturVet makes a range of calming and behavioral support supplements for cats (Quiet Moments, etc.). It competes with FELIWAY in the calming supplement subcategory, with broader CPG-style distribution through pet retail and online.
• Anxitane (Virbac): Anxitane is a L-theanine-based calming supplement for cats and dogs, sold through veterinary channels by Virbac. It competes with FELIWAY for vet-recommended calming support but uses a different active ingredient (amino acid vs. pheromone).
• Bach Rescue Remedy (Pet): Bach Rescue Remedy for Pets is a flower essence-based calming drop used for stress and behavioral issues in cats and dogs. It competes with FELIWAY in the natural/holistic calming segment, particularly with consumers skeptical of pheromone technology.
• Pet Releaf: Pet Releaf offers CBD-based calming products for cats and dogs, positioning as a natural alternative to pharmaceutical and pheromone options. It competes for the calming-behavioral health consumer with a different active ingredient and rapidly growing consumer mindshare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/FeliwayForCats/?sub_confirmation=1
• Facebookfacebook.com/FeliwayForCats
• Instagraminstagram.com/feliwaycat
• TikToktiktok.com/@feliwaycatuk
• Xx.com/Feliway

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Feliway