PetJoy

What PetJoy does

PetJoy is a privately held, direct-to-consumer pet supplement brand operating from Westlake Village, California, with order fulfillment out of a Denver, Colorado warehouse. The company sells veterinarian-approved, human-grade soft chew supplements formulated for dogs and cats across roughly ten SKUs spanning daily multivitamins, joint and mobility support (Move, with glucosamine, MSM, and chondroitin), digestive health (Balance probiotic, Pro Digest), calming/anxiety (Calming Hemp Chew with hemp seed, chamomile, L-tryptophan, melatonin), dental (Fresh Dental Rinse), cardiovascular (Omega Heart), and coat/skin (Green Keeper XL). Its technical differentiator is "Yumology," a registered trademark covering a proprietary flavoring approach paired with a money-back taste guarantee intended to address palatability and the practical difficulty of administering supplements to pets.

PetJoy monetizes exclusively through its own e-commerce storefront at petjoy.com using a dual pricing structure: one-time unit purchases (single bottles or 3-bottle bundles) and a Subscribe-and-Save recurring subscription model with substantial discounts on core SKUs. All products are manufactured in the USA, free shipping is offered on every order, and a 30-day satisfaction guarantee underwrites the purchase. The company supports no-kill shelters and adoption agencies through a portion-of-sales donation program and has extended the brand into an adjacent pet insurance offering at insurance.petjoy.com. Customer acquisition is digital-first, relying on content marketing (blog.petjoy.com), email/SMS, SEO, and prominently surfaced verified customer reviews.

The company is small (11–50 employees) and bootstrapped: no funding rounds, investors, leadership disclosures, or revenue figures are present in the source data. Operational scope is single-channel and US-only, with no retail, marketplace, or international distribution. The most material gaps for an investor are absence of revenue, ARR, churn, and customer count data, and a noted discrepancy between the firmographics founding year (2016) and the company-history timeline (2021).

Name

PetJoy

Legal name

PetJoy

Website

https://petjoy.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

PetJoy is a privately held, direct-to-consumer brand selling veterinarian-approved, human-grade soft chew nutritional supplements for dogs and cats through its own e-commerce site, using one-time and subscription pricing with a USA-manufactured product line anchored by its "Yumology" taste guarantee.

Ownership category

akta.pro rank

Product category

Pet Supplements

NAICS

Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (45991), Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000)

akta.pro industry

PRIMARYHLAMALAO

Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine)

Healthcare & Life Sciences/Veterinary & Animal Health/Pet Supplements & Nutraceuticals

SECONDARYHLAMALAF

Vitamins, Minerals & Multivitamin Supplements

Healthcare & Life Sciences/Veterinary & Animal Health/Pet Supplements & Nutraceuticals

SECONDARYHLAMALAD

Calming & Behavioral Support Supplements

Healthcare & Life Sciences/Veterinary & Animal Health/Pet Supplements & Nutraceuticals

SECONDARYHLAMALAN

Species-Specific Supplements (Dog/Cat/Other Companion Species)

Healthcare & Life Sciences/Veterinary & Animal Health/Pet Supplements & Nutraceuticals

SECONDARYCRADAFAE

Treats & Chews

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Pet Food & Treats

SECONDARYCRALAHAC

Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick)

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Pet Supplies Retail

Keywords

• Pet supplements
• Soft chew supplements
• Pet nutrition
• Joint supplements for dogs
• Calming pet chews

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: One-time purchases of pet supplement products through the company's e-commerce storefront. Products include multivitamins, joint supplements, probiotics, dental rinses, calming chews, and specialty supplements.
2. Subscription/Recurring Sales: Subscribe and Save model offering recurring deliveries of supplements at discounted prices. Available for major products including Thrive Daily Multivitamin, Move Daily Joint Supplement, Balance Advanced Probiotic, Green Keeper XL, and Calming Hemp Chew.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

PetJoy manufactures and sells human-grade, veterinarian-approved soft chew dietary supplements for dogs and cats through its own online store. The product line covers daily multivitamins, joint and mobility support, probiotics, calming/anxiety relief, dental hygiene, and cardiovascular health. Products are sold via one-time purchases and recurring Subscribe and Save subscriptions, with free U.S. shipping and a taste/money-back guarantee.

Product overview

PetJoy is a direct-to-consumer pet supplement company offering a portfolio of veterinarian-approved, human-grade soft chew supplements for dogs and cats. The core product lineup includes Thrive Daily Multivitamin (general wellness), Move Daily Joint Supplement (joint/mobility support), Balance Advanced Probiotic (digestive health), Calming Hemp Chew (anxiety/stress relief), Fresh Dental Rinse (oral health), Omega Heart Soft Chew (cardiovascular health), Green Keeper XL, and Pro Digest (digestive support). Products are available in individual purchases, multi-bottle bundles, and Subscribe-and-Save subscription options. All supplements are manufactured in the USA using natural, food-grade ingredients and feature PetJoy's proprietary Yumology flavoring technology to ensure palatability.

Differentiator

Problem solved

Functional benefit

Products and services

• Thrive Daily Multivitamin Daily multivitamin soft chew supplement for dogs that supports overall health, immunity, mobility, and energy with vitamins, minerals, and omega fatty acids in a pork-flavored bite.
• Balance Advanced Probiotic Supplement Probiotic soft chew supplement designed to support digestive health and gut flora balance in pets.
• Move Daily Joint Supplement Joint health soft chew supplement containing glucosamine HCL (500mg), MSM (400mg), and chondroitin sulfate (75mg) to support mobility, flexibility, and reduce inflammation in dogs and cats.
• Fresh Dental Rinse Dental rinse product for pets designed to support oral hygiene and fresh breath.
• Advanced Daily Multivitamin for Cats Daily multivitamin soft chew supplement formulated specifically for cats to support overall health and wellness.
• Calming Hemp Chew Calming supplement soft chews containing hemp seed, chamomile, L-tryptophan, and melatonin designed to reduce anxiety, stress, and anxiety-related behaviors in dogs.
• Green Keeper XL 120-count soft chew supplement for pet health support, available via subscription pricing.
• Joint Care Soft Chew Joint support soft chew supplement designed to promote joint health and mobility in pets.
• Omega Heart Soft Chew Heart health supplement soft chew containing EPA and DHA omega fatty acids to support cardiovascular health.
• Multivitamin Soft Chew Daily multivitamin supplement in soft chew treat form for comprehensive nutritional support in pets.
• Pro Digest Digestive health supplement designed to support digestion and energy levels in pets.

Quantifiable outcome

• 5.0 star rating from 123 verified customer reviews
• +1 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Pet Related Charities (No-kill shelters & Animal Adoption Agencies)minorOthersPetJoy donates a portion of every sale to pet-related charities, specifically supporting no-kill shelters and animal adoption agencies nationwide. The company aims to reduce the number of animals euthanized daily and promote spaying and neutering programs.

Scale indicators3 records

Recent moves2 records

Expansion highlights4 records

Emerging players

• CocoTherapy: CocoTherapy is a niche DTC pet supplement brand focused on coconut-based calming and digestive products. It overlaps with PetJoy in calming/digestive supplements but with a more natural-food specialty positioning, making it a partial peer.
• Open Farm: Open Farm is a premium pet food and supplement brand offering sustainably sourced nutrition products including bone broth toppers and supplements. It overlaps with PetJoy on the premium, human-grade, ethically positioned DTC pet wellness thesis.
• Wuffes: Wuffes is an emerging DTC pet supplement brand focused primarily on joint and hip health for dogs, with chews and oil-based products. It overlaps with PetJoy on joint supplements but is more narrowly positioned, making it a partial peer.

Direct peers

• Native Pet: Native Pet is a DTC pet supplement and functional food brand offering chews, toppers, and supplements for joint, gut, and skin health. It is an emerging direct peer with a premium, vet-formulated positioning similar to PetJoy but at higher price points and with greater brand traction.
• NaturVet: NaturVet manufactures and distributes soft chew and tablet supplements for joint, calming, digestive, and skin health in dogs and cats. It is a comparable pet supplement peer with broader retail distribution (Chewy, PetSmart) — a model PetJoy could emulate at scale.
• Zesty Paws: Zesty Paws is a leading DTC pet supplement brand offering soft chews across joint, skin, calming, multivitamin, and digestive categories. It is the most directly comparable competitor to PetJoy, operating on the same soft-chew format, subscription model, and multi-condition portfolio targeting U.S. pet owners.
• VetIQ: VetIQ is a mass-market pet supplement brand offering joint, calming, probiotic, and multivitamin soft chews. It is a direct peer in the pet supplement category, with retail presence that contrasts with PetJoy's DTC-only distribution.
• PetHonesty: PetHonesty is a fast-growing DTC pet supplement company offering natural soft chews for joint, dental, calming, skin, and digestive health. Like PetJoy, it sells primarily DTC with subscription options, vets the formulations, and positions on ingredient quality — making it a near-direct comparable.
• Pet Naturals: Pet Naturals of Vermont produces veterinarian-formulated soft chew supplements for dogs and cats across calming, joint, immune, and digestive categories. It is a direct peer with overlapping SKUs and a similar vet-formulated positioning to PetJoy.

Broad incumbents

• Chewy: Chewy is a leading online pet retailer that stocks PetJoy's competitive set and operates its own private-label pharmacy and supplement brands. It is an indirect competitor and the dominant distribution channel that PetJoy does not currently access.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/PetJoy10
• Facebookfacebook.com/PetJoy-100069568909736
• LinkedInlinkedin.com/company/petslove

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 PetJoy