UK Start-up brings breakthrough cat toothbrush to European shelves

A UK-based start-up is redefining feline health care after winning one of Europe’s top pet industry accolades. Inventor Smart Care, creator of the world’s first cat-friendly toothbrush, has been awarded the Fressnapf Innovation Award 2025, securing shelf space across Denmark, Switzerland, and Austria, as well as entry into Germany’s Fressnapf Marketplace – Europe’s largest pet retail network.

‛First time in Germany – and definitely not the last,’ said Victor Carpio, founder and CEO of Inventor Smart Care. ‛This award is a huge honour and an exciting step in our mission to keep millions of cats healthy and happy.’

Founded in 2023, the company aims to combat one of pet health’s most persistent issues: feline dental disease. Despite decades of professional advice, around 85% of cats over age three suffer from dental problems. Inventor Smart Care’s flagship product, the Dental Wand, introduces a cat-first approach by transforming toothbrushing into an interactive play experience.

Unlike traditional methods that rely on restraint, the Dental Wand lets a cat’s instincts guide the process – improving cooperation, reducing stress, and strengthening the human-animal bond. Early results show an 89% success rate, with sales already spanning 16 countries.

The Fressnapf Innovation Award recognises products that significantly enhance animal wellbeing. The partnership grants Inventor Smart Care access to over 1,800 Fressnapf stores across 14 countries, rapidly expanding its European footprint.

Looking ahead, the company plans to enter Asian markets, partner with animal welfare organisations, and continue advancing its pet health R&D pipeline.

‛We’re not just putting another toothbrush on a shelf,’ Carpio added. ‛We’re changing how people think about oral care for cats – making it simple, stress-free, and enjoyable for both cats and their humans.’