PrettyLitter

PrettyLitter is an American pet wellness company based in Los Angeles, that produces lightweight crystal-based cat litter that is designed to react to a cat's urine to indicate potential health problems by changing color based on the acidity, alkalinity or the presence of blood in a cat's urine. PrettyLitter also produces health-focused cat food. In May 2021, PrettyLitter was acquired by Mars for a reported $1 billion.

History
PrettyLitter was founded in 2015 by Daniel Rotman who graduated from the University of California, Berkeley, and received his master's degree from Harvard University where he was a Fellow for the Center for Public Leadership. Rotman has previously worked for the U.S. Congressional Chair of the United States House Committee on Foreign Affairs. The idea of PrettyLitter was born after the passing of Rotman's cat, Gingi, where he discovered there were no at-home tools to help detect cats' potential health issues.

In 2015, PrettyLitter participated in the Startup U competition led by Tim Draper, a 7-week reality television series that premiered on ABC Family from August to October 2015. As one of the finalists for Startup U, Rotman managed to start PrettyLitter officially in late 2015.

In August 2016, the PrettyLitter joined American startup accelerator, Gener8tor which resulted in a growing sales size of 1300 percent within two months. In May 2021, Mars acquired PrettyLitter for a reported $1 billion.