A UK pet care start-up behind the world’s first cat-friendly toothbrush has been named one of Europe’s most innovative companies, winning the Fressnapf Innovation Award 2025.

The win secures Inventor Smart Care shelf space in Fressnapf stores across Denmark, Switzerland and Austria, alongside entry into the German 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, Inventor Smart Care set out to tackle one of the most persistent issues in pet health: dental disease. Despite decades of “gold standard” recommendations, 85% of cats over the age of three still show signs of dental disease.

Its flagship innovation, the Dental Wand, takes a cat-first approach — allowing the animal’s instincts to lead the brushing experience through interactive play rather than restraint. The result: a cat toothbrush that requires no technical skill, encourage corporation from the cat, and one that boosts the human-animal bond. It has an 89% success rate and has already sold in 16 countries.

The Fressnapf Innovation Award — one of the most respected honours in the European pet sector — recognises products that meaningfully improve pet wellbeing. This win gives Inventor Smart Care access to more than 1,800 Fressnapf stores and their marketplace ecosystem, significantly accelerating its European footprint.

Fressnapf Holding SE, headquartered in Germany, operates across 14 countries and serves millions of customers every week. By partnering with the retailer, Inventor Smart Care positions its Dental Wand at the centre of a rapidly growing market for preventative pet healthcare.

The company’s next chapter will focus on expanding into Asia, deepening partnerships with welfare organisations, and continuing its R&D pipeline in pet health.

“We’re not just putting another toothbrush on a shelf,” added Victor Carpio. “We’re changing the way people think about oral care for cats — making it simple, stress-free, and something both cats and humans enjoy.”

Inventor Smart Care is a UK-based pet health company focused on feline oral care innovation. Its flagship product, the Dental Wand, blends veterinary dentistry with feline behaviour science to create the first truly cat-friendly toothbrush. Launched in late 2023, with DTC customers across 16 countries and with growing demand from major retailers in the UK and EU.

Fressnapf Holding SE is Europe’s largest pet retail group with a rapidly expanding online marketplace. The Fressnapf Innovation Award honours pioneering products and companies shaping the future of pet care.