Petsmile
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.
- Company typePrivate
- Founded-
- HeadquartersMadison, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Petsmile firmographics
Firmographics- 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
Petsmile industry classification
Industry- 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
Where Petsmile is headquartered
LocationHeadquarters
- HQ city
- Madison
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Petsmile business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- 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.
- One-Time Product Purchases: Single-unit purchases of toothpaste, toothbrushes, and bundles at standard retail prices.
- Marketplace Distribution: Products sold through third-party online marketplaces including Amazon and Chewy.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Professional Pet Toothpaste - Large (4.2oz) |
| Unit Pricing | Monthly | Professional Pet Toothpaste - Small (2.5oz) |
| Unit Pricing | Monthly | Professional Pet Toothbrush |
| Unit Pricing | Monthly | Toothpaste Applicator Swabs |
| Unit Pricing | Monthly | Toothpaste & Toothbrush Bundles |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Petsmile product offering
Product offeringCore 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
Companies that use Petsmile
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Petsmile technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Petsmile partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Petsmile competitors and assessment
Company assessmentDirect 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
Petsmile social profiles
Digital presencePetsmile compliance and trust
Trust signalCompliance1 record
Petsmile financial estimates
Financial estimateRevenue estimate
Valuation estimate
Petsmile leadership team
Management profileNumber of profiles
Profiles1 record
Petsmile funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Petsmile 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 Petsmile
What does Petsmile do?
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.
Is Petsmile a public or private company?
Petsmile is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Petsmile founded?
Petsmile was founded in -1. It employs 11 to 50 people.
Where is Petsmile based?
Petsmile is headquartered in Madison, United States, in the North America region.
How does Petsmile make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are one-Time Product Purchases and marketplace Distribution.
Who are Petsmile's main competitors?
Direct peers on record are Virbac, TropiClean, Nylabone, Oxyfresh, Petrodex (Petrodex/Sentry Dental), Vet's Best (Dr. Bob's) and PetzLife Oral Care. Mars Petcare (Greenies) is listed as an others. Leba III is listed as an emerging player. Arm & Hammer for Pets (Church & Dwight) is listed as a broad incumbent.
Does Petsmile have an API?
No public API is recorded for Petsmile.
What industry is Petsmile in?
Petsmile's product category is Pet Dental Care Products. Its primary akta.pro industry code is HLAMALAG, Dental & Oral Health Supplements, with a secondary code of HLAMAFAD, Dental & Oral Care Devices (Dental Units, Handpieces, Imaging). Its NAICS code is 45991 and its SIC code is 2844.