Petsmile

What Petsmile does

Petsmile is a privately held U.S. pet care company that develops and sells professional-grade dental care products for dogs and cats. Its product portfolio centers on VOHC-accepted toothpastes powered by Calprox®, a proprietary encapsulated calcium peroxide and mineral blend that dissolves the protein pellicle biofilm responsible for plaque and tartar adhesion while re-mineralizing enamel. The line includes three toothpaste flavors (London Broil, Rotisserie Chicken, Say Cheese) in 2.5oz and 4.2oz sizes, a patented 45° dual-ended DuPont-bristle toothbrush designed for both dogs and cats, applicator swabs, and bundled starter kits. Petsmile claims to be the first and only VOHC-accepted toothpaste specifically for plaque inhibition, with clinical studies showing 62% greater plaque reduction and 28% greater gingivitis reduction versus control toothpastes.

The company operates a direct-to-consumer e-commerce storefront at petsmileusa.com together with a Subscribe & Save subscription offering a 7% recurring discount, and distributes through third-party marketplaces including Amazon and Chewy as well as veterinary clinics that recommend and dispense the products. Pricing for individual SKUs ranges from $12 (applicator swabs) to $25 (large toothpaste), with bundles priced between $30 and $35. The company ships domestically in the contiguous United States and internationally to the UK, France, Italy, Germany, Canada, South Korea, and several Middle East markets, and supports Korean-language storefront access. The customer base is dominated by individual pet owners seeking at-home dental care, with a secondary segment of veterinary dentists and referral practices that rely on VOHC-validated products. Petsmile is headquartered at 32 East 57th Street in New York City, operates with 11–50 employees, and is independently owned with no disclosed institutional investors, parent company, or acquisitions.

Name

Petsmile

Legal name

Petsmile

Website

https://petsmileusa.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Petsmile is a privately held U.S. company that sells VOHC-accepted pet dental care products—primarily Calprox®-powered toothpastes, a patented toothbrush, and applicator swabs—directly to dog and cat owners via e-commerce, Amazon, Chewy, and veterinary clinics.

Ownership category

akta.pro rank

Product category

Pet Dental Care Products

NAICS

Pet and Pet Supplies Retailers (45991)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Dental & Oral Health Supplements (HLAMALAG)

akta.pro secondary industry

Dental & Oral Care Devices (Dental Units, Handpieces, Imaging) (HLAMAFAD)

Keywords

• Pet dental care
• Pet toothpaste
• Veterinary oral health
• Pet toothbrush
• Pet oral hygiene

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Petsmile generates revenue through direct-to-consumer sales of pet dental care products including toothpaste, toothbrushes, and applicator swabs. They offer subscription options (Subscribe & Save) providing 7% discount with automatic delivery, creating recurring revenue.
2. One-Time Product Purchases: Single-unit purchases of toothpaste, toothbrushes, and bundles at standard retail prices.
3. Marketplace Distribution: Products sold through third-party online marketplaces including Amazon and Chewy.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Petsmile manufactures and sells professional-grade pet dental care products—including VOHC-accepted toothpastes in multiple flavors and sizes, a patented dual-ended toothbrush, and applicator swabs—all powered by its proprietary Calprox® formula. The portfolio is sold direct-to-consumer via its e-commerce site and through major pet marketplaces, with veterinary endorsements supporting clinical credibility.

Product overview

Petsmile offers a specialized pet oral care product line centered around its proprietary Calprox formula. The portfolio consists of three core product categories: toothpastes available in three flavors (London Broil, Rotisserie Chicken, Say Cheese) in Large (4.2oz) and Small (2.5oz) sizes; the Professional Pet Toothbrush featuring a patented 45° dual-ended brush head with DuPont soft nylon bristles; and Professional Toothpaste Applicator Swabs for precise application. Products are sold both individually and as bundled kits combining toothpaste with the toothbrush. All toothpastes carry the VOHC (Veterinary Oral Health Council) Seal of Approval and are clinically proven to reduce plaque by 62% and gingivitis by 28% compared to control toothpastes.

Differentiator

Problem solved

Functional benefit

Brands

• Calprox: Proprietary ingredient - a gentle, non-abrasive blend of encapsulated calcium, phosphates, magnesium, and minerals similar to tooth enamel that re-mineralizes, strengthens, protects, and whitens teeth.

Products and services

• Professional Pet Toothpaste (multiple flavors and sizes) VOHC-accepted pet toothpaste powered by the proprietary Calprox® formula, clinically proven to inhibit plaque, reduce tartar, and reduce gingivitis by 28%. Available in three flavors (London Broil, Rotisserie Chicken, Say Cheese) in two sizes (Small 2.5oz and Large 4.2oz). Free of silica, parabens, sulfates, animal by-products, and harsh abrasives; no rinsing required; safe to swallow.
• Professional Pet Toothbrush - Dual Ended Soft Bristle
• Professional Toothpaste Applicator Swabs
• Toothpaste and Professional Pet Toothbrush Kits (bundles)

Quantifiable outcome

• 62% greater reduction in plaque versus control pet toothpaste
• +1 more outcomes

Named customers2 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

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Virbac: Virbac's C.E.T. Enzymatic Toothpaste is one of the most recognized pet dental care brands and competes directly with Petsmile across both veterinary and consumer channels with VOHC-accepted formulations.
• TropiClean: TropiClean offers an extensive line of pet oral care products including gels, sprays, and wipes, directly competing with Petsmile's toothpaste and applicator swabs across the same mass and specialty retail channels.
• Nylabone: Nylabone's dental chew and oral care product lines address plaque and tartar through alternative delivery formats, representing an adjacent but directly substitutable category to Petsmile's toothpaste.
• Oxyfresh: Oxyfresh sells pet dental water additives, gels, and sprays targeting the same pet oral hygiene outcomes as Petsmile, and competes for veterinary recommendation and DTC consumer spend.
• Petrodex (Petrodex/Sentry Dental): Petrodex-branded pet toothpaste and dental kits sold across pet specialty retail mirror Petsmile's bundled approach (toothpaste + toothbrush) and target the same at-home pet dental care consumer use case.
• Vet's Best (Dr. Bob's): Vet's Best offers veterinarian-formulated dental gels, toothpastes, and sprays marketed through mass and specialty retail, competing for the same natural/clinical-positioning consumer as Petsmile.
• PetzLife Oral Care: PetzLife markets natural pet dental sprays and gels with claims of plaque and tartar control, overlapping Petsmile's clinical-efficacy positioning within the at-home pet oral care niche.

Others

• Mars Petcare (Greenies): Mars' Greenies dental treats and Pill Pockets are among the most distributed pet oral care products globally; their scale, retail relationships, and R&D budget dwarf Petsmile's and represent the dominant competitive threat.

Emerging players

• Leba III: Leba III markets a spray-on pet dental product with anti-plaque claims and direct-to-consumer distribution, representing a smaller but similarly positioned emerging brand competing for veterinary and online consumer attention.

Broad incumbents

• Arm & Hammer for Pets (Church & Dwight): Church & Dwight's Arm & Hammer dental pet products leverage a massive CPG distribution network and brand recognition to compete broadly across pet oral care, putting Petsmile at a structural disadvantage on shelf placement.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PetsmileOfficial
• Instagraminstagram.com/petsmileofficial
• TikToktiktok.com/petsmile
• Xx.com/petsmileusa
• LinkedInlinkedin.com/company/petsmile

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Petsmile