PetPax
- Company typePrivate
- Founded2023
- HeadquartersBoston, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
PetPax firmographics
Firmographics- Name
- PetPax
- Legal name
- PetPax Co. Shop
- Website
- https://petpaxco.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Where PetPax is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
PetPax business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations
Revenue model
- Direct-to-Consumer (DTC) Product Sales: PetPax Co. sells SupplaMelts (ZenMelts and DentalMelts) directly to pet parents through its Shopify storefront (petpaxco.com), offering both one-time purchases and subscription plans. The company also sells on Amazon.
- Wholesale / Retail Distribution: PetPax Co. sells its SupplaMelts products to retail partners through wholesale agreements. The company added 9 new US retail partners at Global Pet Expo 2026 and maintains a Wholesale Contact page for prospective retailers.
- Amazon Marketplace: PetPax Co. sells select products (ZenMelts) on Amazon, as evidenced by customer reviews referencing Amazon purchases.
- Subscription / Subscribe & Save: DTC subscription model offering 35% savings on a recurring 4-week delivery cadence. Subscribers receive free shipping and exclusive gifts. Subscriptions can be modified or cancelled anytime.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | ZenMelts 30-strip pack (one-time) |
| Subscription | Monthly | DentalMelts 30+ strip pack (one-time and subscription) |
| One time/ perpetual license | Pay-as-you-go | Holiday Calm & Fresh Bundle (one-time) |
| One time/ perpetual license | Pay-as-you-go | Harmony Bundle - ZenMelts & DentalMelts |
| Subscription | Monthly | Subscription / Subscribe & Save Model |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
PetPax product offering
Product offeringCore offering
PetPax Co. develops and sells SupplaMelts, a fast-dissolving oral thin-film supplement delivery platform for dogs that dissolves in the cheek pocket to bypass stomach acid. Its current commercial SKUs are ZenMelts (a calming supplement strip) and DentalMelts (a 5-in-1 breath-freshening strip), distributed primarily through its DTC Shopify storefront, with secondary sales on Amazon and an emerging wholesale/retail channel.
Product overview
PetPax Co. is a pet wellness company that developed SupplaMelts, a fast-dissolving oral thin-film supplement delivery platform for dogs. The core product line includes ZenMelts for calming support and DentalMelts for oral health—both marketed under the SupplaMelts brand. The company also offers bundled packages (Calm & Fresh Bundle, Harmony Bundle) combining multiple melts with accessories, plus branded merchandise including apparel, accessories, and dog toys. All SupplaMelts products feature a proprietary delivery method that dissolves in the dog's cheek pocket, bypassing stomach acid for improved absorption through oral mucosa.
Differentiator
Problem solved
Functional benefit
Brands
- SupplaMelts: Fast-dissolving oral thin-film supplement delivery platform for dogs, featuring ZenMelts for calming support and DentalMelts for oral health.
Products and services
- SupplaMelts Oral Thin-Film Supplement Platform Fast-dissolving oral thin-film supplement delivery platform for dogs; each strip is placed in the dog's cheek pocket and dissolves within approximately 60–90 seconds, bypassing stomach acid for direct absorption through the oral mucosa. Manufactured in a cGMP-compliant, SQF-certified facility with third-party lab verification in Cambridge, Massachusetts. Sold to US pet parents via DTC, Amazon, and growing wholesale/retail.
- ZenMelts Calming Supplement Strips Fast-dissolving oral thin-film calming strip for dogs containing a proprietary blend of chamomile, L-theanine, L-tryptophan, melatonin, and sunflower lecithin with natural cheese flavor; works in 60–90 seconds by dissolving in the dog's cheek pocket. Marketed for stressful moments such as car rides, storms, fireworks, guests, vet visits, and separation anxiety. Sold in 10/30/60 strip packs via one-time purchase and Subscribe & Save.
- DentalMelts Oral Health Strips 5-in-1 fast-dissolving oral thin-film breath-freshening strip for dogs containing a proprietary blend of sage, spirulina, calendula flower, ginger, apple cider vinegar, and sunflower lecithin with natural mint flavor. Designed to fight bad-breath bacteria and support daily oral care without brushing. Sold in 30/60/90 strip packs via one-time purchase and Subscribe & Save.
- Holiday Calm & Fresh Bundle Bundled package of ZenMelts (10-pack), DentalMelts (10-pack), and an Anxiety-Relieving Silicone Bone Toy priced at $34.99 (sale from $50.00); provides combined calming, breath-freshening, and enrichment support for dogs.
- Harmony Bundle (ZenMelts & DentalMelts) Bundle package of ZenMelts and DentalMelts for combined calming and oral health support, priced at $24.99 (sale from $39.99).
Quantifiable outcome
- Fast-dissolving formula works in 60-90 seconds vs. 30-45 minutes for tinctures
- +4 more outcomes
Companies that use PetPax
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
PetPax technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
PetPax partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- 9 New US Retail Partners (Added at Global Pet Expo 2026)minorPetPax Co. added 9 new retail partners across the US on the first day of Global Pet Expo 2026. These are wholesale distribution relationships for retail shelf placement of SupplaMelts products.
- Dr. Lauren Makowski (Veterinarian & Board Member)coreDr. Lauren Makowski, a veterinarian and board member, collaborated with PetPax on formula development for ZenMelts, engaging with behaviorists and providing recommendations for optimal calming aid formulation. She also tests products on her own dogs and introduced ZenMelts to shelter animals.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
PetPax competitors and assessment
Company assessmentDirect peers
- Zesty Paws: Leading DTC pet supplement brand (calming chews, dental, multivitamins) sold primarily through Amazon and its own site. Directly comparable to PetPax on target customer (dog parents), supplement categories (calming, oral health), and omnichannel DTC + marketplace GTM.
- Native Pet: Premium DTC pet wellness brand offering supplements (calming, joint, gut health) and fresh food with strong veterinary backing. Comparable to PetPax on premium-DTC positioning, veterinarian-led product development, and focus on functional ingredients for dogs.
- NaturVet: Long-established pet supplement manufacturer specializing in calming (Quiet Moments), dental, joint, and skin health products sold through pet retail and online. Comparable to PetPax on product categories (calming chews, dental powders) and natural-ingredient positioning, though using traditional chew/powder formats.
- Pet Honesty: DTC pet supplement brand offering calming, dental, skin & coat, and joint support products for dogs with soft chews and liquid formats. Comparable to PetPax on customer base, premium positioning, and supplement-category breadth — a direct format competitor (chews vs. melts).
Emerging players
- Open Farm: Premium pet food and supplement brand with strong DTC and retail presence, focusing on natural, transparent ingredients. Comparable to PetPax on premium positioning, omnichannel distribution, and ingredient-quality storytelling — though primary focus is food rather than supplements.
Broad incumbents
- Purina (Nestlé Purina PetCare): World's largest pet care company and the corporate parent of 9Square Ventures, which awarded PetPax its Grand Prize. Comparable as a broad incumbent in pet nutrition and supplements (Calm Care, Pro Plan supplements) and as the strategic validation partner for PetPax.
- VetIQ (VetIQ Animal Health): Mass-market pet supplement and OTC health brand owned by PetIQ, distributed through major retailers like Walmart, Target, and PetSmart. Comparable to PetPax on calming and dental SKUs but operates at much broader scale and price points with retail-first distribution.
Peers
Market position
Strengths3 records
Weaknesses5 records
Competitive moat4 records
Key highlights7 records
Customer concentration
PetPax social profiles
Digital presencePetPax compliance and trust
Trust signalCompliance2 records
PetPax financial estimates
Financial estimateRevenue estimate
Valuation estimate
PetPax leadership team
Management profileNumber of profiles
Profiles3 records
PetPax funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PetPax 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 PetPax
What does PetPax do?
PetPax Co. develops and sells SupplaMelts, a fast-dissolving oral thin-film supplement delivery platform for dogs that dissolves in the cheek pocket to bypass stomach acid. Its current commercial SKUs are ZenMelts (a calming supplement strip) and DentalMelts (a 5-in-1 breath-freshening strip), distributed primarily through its DTC Shopify storefront, with secondary sales on Amazon and an emerging wholesale/retail channel.
Is PetPax a public or private company?
PetPax is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PetPax founded?
PetPax was founded in 2023. It employs 1 to 10 people.
Where is PetPax based?
PetPax is headquartered in Boston, United States, in the North America region.
How does PetPax make money?
Four revenue lines are on record. Direct-to-Consumer (DTC) Product Sales are the primary driver. The others are wholesale / Retail Distribution, amazon Marketplace and subscription / Subscribe & Save.
Who are PetPax's main competitors?
Direct peers on record are Zesty Paws, Native Pet, NaturVet and Pet Honesty. Open Farm is listed as an emerging player. Broad incumbents are Purina (Nestlé Purina PetCare) and VetIQ (VetIQ Animal Health). Himalaya Wellness (Himalaya Herbal Healthcare) is listed as a peer.
Does PetPax have an API?
No public API is recorded for PetPax.