Lilly Brush
Lilly Brush is a woman-owned US small business that designs and sells patented reusable nylon bristle and rubber blade pet hair removal tools, serving pet owners and auto detailers through its Shopify DTC store, US specialty retailers, and international resellers.
- Company typePrivate
- Founded2016
- HeadquartersDenver, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lilly Brush does
Lilly Brush LLC is a woman-owned small business headquartered in the United States (Denver) that designs, manufactures, and sells a focused line of reusable pet hair removal tools under the Lilly Brush and BE FOREVER FURLESS brands. The company was founded around 2012 (with an alternate source citing 2016) by owners whose Australian Shepherd named Lilly inspired the brand, and it operates with 1-10 employees as a privately held LLC with no disclosed institutional funding. Its product portfolio consists of six physical SKUs: the Mini-Blade ($15.99), Blade Kit / Pro Pet Hair Tool Kit ($35.99), Mighty Blade ($42.99), Fluffy Pets Brush ($26.99), Be Forever Furless Mini with cap ($15.99), and Pill & Lint Remover ($15.99), all targeted at pet owners and, in the case of the Blade Kit, professional auto detailers.
The company's core technology centers on patented densely packed nylon bristle designs and rubber blade mechanisms engineered to trap, lift, and remove embedded pet hair from fabrics, carpets, furniture, rugs, and vehicle interiors, including hair that conventional vacuums fail to extract. Products are designed to be reusable for up to seven years, contrasting with single-use disposable lint rollers, and are marketed as safe for delicate natural fibers including cashmere, wool, and silk. The firm holds a portfolio of registered patents covering bristle and blade mechanisms as well as trademark registrations for the Lilly Brush and BE FOREVER FURLESS brands.
Lilly Brush operates a hybrid direct-to-consumer and wholesale business model. Direct sales flow through a Shopify-powered storefront at lillybrush.com with free US shipping and free returns; wholesale distribution covers Pet Supplies Plus (50+ locations), The Container Store (6 locations), Hollywood Feed (added December 2025), specialty pet and farm stores, and auto-detailing suppliers. International reach is achieved via resellers in the UK, France, Germany, Spain, Australia, Canada, Switzerland, Belgium, Bulgaria, New Zealand, and Puerto Rico, since the company does not ship directly outside the US. Pricing is fixed across the catalog with no subscription mechanic, and a portion of every sale is donated to animal shelters.
Lilly Brush firmographics
Firmographics- Name
- Lilly Brush
- Legal name
- Lilly Brush LLC
- Website
- https://lillybrush.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Lilly Brush is a woman-owned US small business that designs and sells patented reusable nylon bristle and rubber blade pet hair removal tools, serving pet owners and auto detailers through its Shopify DTC store, US specialty retailers, and international resellers.
- Ownership category
- akta.pro rank
Lilly Brush industry classification
Industry- Product category
- Pet Care Products
- NAICS
- Pet and Pet Supplies Retailers (459910)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Pet Bed & Pet Textile Cleaning (HSAJAJAH)
- akta.pro secondary industry
- Hair Brushes, Combs & Detangling Tools (CRABAKAG)
Keywords
Where Lilly Brush is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Lilly Brush business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Others
Revenue model
- Direct E-commerce Sales: The company sells directly to consumers through its Shopify-powered online store at lillybrush.com. Customers can purchase individual products with prices ranging from $15.99 to $42.99. Free shipping is provided on all US orders.
- Wholesale to Retailers: Products are sold wholesale to major retailers including Pet Supplies Plus (multiple locations), The Container Store, Hollywood Feed, and various specialty pet stores and auto detailing suppliers. Also distributed through international resellers in UK, France, Germany, Spain, Australia.
- Wholesale Inquiries: The company accepts wholesale inquiries via [email protected] for retailers and resellers interested in carrying Lilly Brush products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Mini-Blade pet hair detailer for embedded pet hair |
| One time/ perpetual license | Pay-as-you-go | Blade Kit (Pro Pet Hair Tool Kit) for car detailing |
| One time/ perpetual license | Pay-as-you-go | Mighty Blade for rugs and carpets |
| One time/ perpetual license | Pay-as-you-go | Fluffy Pets Brush for soft undercoat hair |
| One time/ perpetual license | Pay-as-you-go | Be Forever Furless Mini portable brush with cap |
| One time/ perpetual license | Pay-as-you-go | Pill & Lint Remover for natural fiber sweaters |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels6 records
Lilly Brush product offering
Product offeringCore offering
Lilly Brush designs, manufactures, and sells a focused line of patented, reusable pet hair removal tools for individual consumers and small businesses. Products use densely packed nylon bristle and rubber blade mechanisms to lift and trap embedded pet hair, dust, and lint from clothing, furniture upholstery, carpets, rugs, and vehicle interiors, serving as a durable, refill-free alternative to single-use lint rollers. The product line is segmented by surface type and pet hair length, sold direct-to-consumer via Shopify e-commerce and through wholesale to retailers and specialty resellers in the US and internationally.
Product overview
Lilly Brush is a woman-owned small business offering a focused line of physical pet hair removal tools designed to help pet owners 'Live Furlessly.' The product portfolio consists of six distinct tools: the Mini-Blade targets embedded, wiry pet hair on furniture and carpets; the Blade Kit (Pro Pet Hair Tool Kit) provides comprehensive car detailing capability with multiple attachment sizes; the Mighty Blade handles larger surfaces like area rugs and stairs with broom-handle compatibility; the Brush (Fluffy Pets Brush) removes soft undercoat fur from double-coated pets; the Brush & Cap (Be Forever Furless Mini) offers portable on-the-go clothing care; and the Pill & Lint Remover preserves natural fiber fabrics by removing pilling. Products are marketed as durable, reusable alternatives to single-use lint rollers, designed to last for years with proper care. No software platform, API, or AI/ML capabilities are offered.
Differentiator
Problem solved
Functional benefit
Brands
- BE FOREVER FURLESS: Trademarked product line name for pet hair removal brushes and tools featuring densely packed nylon bristles.
Products and services
- Mini-Blade (Mini Pet Hair Detailer) A handheld pet hair removal tool using rubber blade technology to lift and remove deeply embedded pet hair from carpets, fabrics, and clothing. Dimensions are 3 x 4 x 0.75 inches. Targets embedded, wiry pet hair that is short to medium in length and is safe on all fabrics. Priced at $15.99.
- Blade Kit (Pro Pet Hair Tool Kit) A two-piece pet hair removal kit for car detailing and deep cleaning that includes a large detailer (9 x 3 x 1 inches) and a crevice tool (14 x 1.5 x 0.25 inches) for between car seats and couch cushions. Positioned for both professional detailers and consumer use on furniture, pet beds, and carpeted stairs. Priced at $35.99.
- Mighty Blade (Mighty Pet Hair Detailer) A large-scale pet hair removal tool (54 x 11.5 x 2 inches) designed to lift vacuum-resistant pet and human hair from rugs, carpets, and stairs. Features a universal 3/4 inch screw-in mount compatible with standard broom handles for extended reach. Priced at $42.99.
- Brush (Fluffy Pets Brush) A brush using BE FOREVER FURLESS densely packed nylon bristle technology (9.5 x 3 x 1.4 inches) to remove soft undercoat fur from furniture, bedding, and curtains in homes with double-coated pets. Usable wet or dry and effective on fluffy, clingy pet hair that is medium to long in length. Priced at $26.99, available in Classic Red.
- Brush & Cap (Be Forever Furless Mini) A portable compact pet hair remover (1 x 0.8 x 6.8 inches) using densely packed nylon bristles with a removable cap to capture fur and dander during on-the-go use. Removes soft undercoat hair and lint from clothing, car seats, and bedding. Priced at $15.99, available in Graphite Grey.
- Pill & Lint Remover (Save Our Sweaters) A fabric care tool that gently removes pills and lint from 100% natural fiber fabrics including cashmere, wool, silk, and cotton. Helps preserve delicate knits without damaging fabrics. Priced at $15.99, available in Classic Red.
Quantifiable outcome
- Lint roller plastic waste equivalent: enough to circle the planet 130 times annually from US pet owners alone
- +2 more outcomes
Companies that use Lilly Brush
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
Lilly Brush technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Lilly Brush partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and regional.
- Hollywood FeedcorePremium pet product retailer that added Lilly Brush to their premium product lineup in December 2025. Announcement made via petage publication.
- Pet Supplies PluscoreMajor US pet supply retailer chain with 50+ store locations across multiple states. Pet Supplies Plus carries Lilly Brush products in their retail locations, providing significant brick-and-mortar distribution for the brand.
- The Container StorecoreSpecialty home organization retailer with 6 locations in Massachusetts, New Hampshire, Rhode Island, and Connecticut. Carries Lilly Brush products in their retail locations.
- Optimax Products (Les Produits Optimax Inc.)regionalCanadian reseller located in Quebec City, Quebec. One of the international distribution partners for Lilly Brush products.
- Clean Your CarregionalUK-based auto detailing supplier located in Marsden, Huddersfield. Distributes Lilly Brush products to professional auto detailers in the UK market.
- GB DetailingregionalUK-based auto detailing supplier located in Chesterfield. Distributes Lilly Brush Pro Pet Hair Tool Kit and other products to professional detailers.
- Autogeek.netregionalOnline auto detailing supplier carrying Lilly Brush products for professional and consumer use in vehicle pet hair removal.
- Detailed ImageregionalOnline auto detailing retailer and supplier featuring Lilly Brush products in their catalog for professional auto detailers.
- ShopifycoreE-commerce platform powering lillybrush.com online store. Shopify handles payment processing, order management, and website functionality for the company's direct-to-consumer sales.
- International Resellers NetworkregionalNetwork of resellers in UK, France, Germany, Spain, and Australia that handle international distribution since the company does not ship directly outside the US.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Lilly Brush competitors and assessment
Company assessmentDirect peers
- ChomChom Roller: Reusable pet hair removal roller that directly competes with Lilly Brush's Mini-Blade and Brush products for removing pet hair from clothing and furniture. Same category, similar price point, same target customer.
- FURminator: Specialty pet grooming and deshedding tools brand offering brushes and undercoat rakes. Directly comparable to Lilly Brush's Fluffy Pets Brush category with shared pet owner customer base.
- Hertzko: Sells self-cleaning slicker brushes and pet hair removal tools via Amazon and direct channels. Directly comparable product form factor and target customer as Lilly Brush's bristle and blade brushes.
Broad incumbents
- BISSELL: Major incumbent in floor care and pet cleaning with dedicated pet-focused vacuum lines (Pet Hair Eraser) and stain/odor products. Competes with Lilly Brush in the pet hair cleaning category but as a much broader cleaning portfolio.
- Scotch-Brite (3M): 3M's cleaning brand and the dominant maker of disposable lint rollers, the direct substitute Lilly Brush positions against. Broader cleaning portfolio with massive distribution and marketing resources.
- Dyson: Premium vacuum and cleaning appliance maker with pet hair-focused attachments and marketing. Indirect competitor in pet hair removal but vastly larger scale and brand.
- Swiffer (Procter & Gamble): P&G's household cleaning brand with lint-catching products and floor cleaning systems. Competes for the same household cleaning dollar though focused on floors rather than fabrics.
- iRobot (Roomba): Robot vacuum maker with pet hair-focused models competing in the broader automated pet hair cleaning space. Different product form but addresses overlapping customer pain points.
Emerging players
- Simple Solution (Bramton): Pet stain, odor, and hygiene product brand serving overlapping pet owner customer base. Adjacent in the pet cleaning category but focused on chemical stain/odor solutions rather than mechanical hair removal.
- Earth Rated: Sustainable pet care brand with waste bags and pet hygiene products; shares Lilly Brush's eco-friendly positioning and pet owner target market but operates in adjacent product categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Lilly Brush social profiles
Digital presenceLilly Brush financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lilly Brush leadership team
Management profileNumber of profiles
Lilly Brush funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lilly Brush 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 Lilly Brush
What does Lilly Brush do?
Lilly Brush designs, manufactures, and sells a focused line of patented, reusable pet hair removal tools for individual consumers and small businesses. Products use densely packed nylon bristle and rubber blade mechanisms to lift and trap embedded pet hair, dust, and lint from clothing, furniture upholstery, carpets, rugs, and vehicle interiors, serving as a durable, refill-free alternative to single-use lint rollers. The product line is segmented by surface type and pet hair length, sold direct-to-consumer via Shopify e-commerce and through wholesale to retailers and specialty resellers in the US and internationally.
Is Lilly Brush a public or private company?
Lilly Brush is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lilly Brush founded?
Lilly Brush was founded in 2016. It employs 1 to 10 people.
Where is Lilly Brush based?
Lilly Brush is headquartered in Denver, United States, in the North America region.
How does Lilly Brush make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale to Retailers and wholesale Inquiries.
Who are Lilly Brush's main competitors?
Direct peers on record are ChomChom Roller, FURminator and Hertzko. Broad incumbents are BISSELL, Scotch-Brite (3M), Dyson, Swiffer (Procter & Gamble) and iRobot (Roomba). Emerging players are Simple Solution (Bramton) and Earth Rated.
Does Lilly Brush have an API?
No public API is recorded for Lilly Brush.
What industry is Lilly Brush in?
Lilly Brush's product category is Pet Care Products. Its primary akta.pro industry code is HSAJAJAH, Pet Bed & Pet Textile Cleaning, with a secondary code of CRABAKAG, Hair Brushes, Combs & Detangling Tools. Its NAICS code is 459910 and its SIC code is 2840.