A less deadly, more fun way to clean your cat's teeth

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🐾 The Interview: Victor Carpio, inventor of Dental Wand, the cat-friendly toothbrush

• Victor Carpio invented a cat-friendly toothbrush that harnesses the feline hunting instinct

• As many as 85% of cats aged three years and older are thought to have some form of dental disease, according to International Cat Care

• Lilo, Victor’s cat, inspired the invention. Lilo has also worked out how to open the microwave.

Not many people brush their cat’s teeth and live to tell the tale. At best, most of us end up with scratched, bloody hands and an angry mini-panther who wants you dead.

It was skirmishes like these that inspired Victor Carpio, inventor of the Dental Wand cat-friendly toothbrush, to find a better solution for his cat, Lilo. 

“When Lilo was about three or four years old, I saw a leaflet at the vet’s office that asked, ‘Have you ever tried to brush your cat’s teeth?’ I felt awful because I never had,” he said. 

Feeling remiss, he bought a cat toothbrush and toothpaste and tried to brush Lilo’s teeth. “It was horrendous. He was fighting to escape, and I was just pleading, ‘Please, let me do this for your own good!’ But no cleaning got done that day.”

Like any loving cat dad, Victor persisted. But the more he tried brushing Lilo’s teeth, the more fractious things became.

“I felt stuck between choosing my cat’s health and maintaining our bond, and that was a horrible position to be in,” he said.

Victor began researching alternative dental care for cats, such as dental treats and food additives. None, however, could replace actual brushing. 

Eureka moment

One day, inspiration struck. It was a normal day, and Lilo was attacking Victor’s hand (playfully…probably).

“I was lying on the sofa using my hands to play with [Lilo], and he was biting my fingers. I thought, ‘What if I had bristles on my hand?’” Victor realised that Lilo’s playful hunting-chewing behaviour could be used to rub bristles across his teeth.

Turning Play into Preventive Care

The idea grabbed Victor, who threw all his energy behind it. The key was to harness a cat’s natural instincts, rather than force the cat into doing something unnatural.

“Cats aren’t like dogs; they won’t just sit still while you brush their teeth,” he said. “But they do have strong hunting instincts. If we can incorporate that into the experience, we can turn brushing into something they actually want to do.”

The resulting invention, the Dental Wand, was carefully designed to mimic prey movements, engaging a cat’s natural hunting drive. It looks more like a bouncy yellow sea cucumber than your typical toothbrush.

Even better, it can be dangled enticingly in front of the cat on a string. This provides enrichment as well as dental care.

“It bounces across the floor, releases toothpaste when bitten, and provides the mental stimulation cats need. By aligning with their instincts, we’re not only improving their dental health but also reducing stress-related behaviours, aiding weight management, and strengthening the bond between cat and owner.”

From Inspiration to Reality

The 3.5-year journey from concept to market was far from easy. Victor immersed himself in feline dentistry - a far cry from his background in business innovation. 

“I studied advanced feline dentistry for veterinary nurses through International Cat Care. At first, I’d read a sentence and not understand half the words. But I was determined.” Victor also consulted with International Cat Care and the British Veterinary Dental Association to refine the idea, mainly bootstrapping development of the product.

In that time, Victor’s Dental Wand has appeared on Dragon’s Den, where entrepreneurs, inventors and small businesses pitch their ideas to potential investors. Since launching in October 2024, the Dental Wand has been a finalist for several awards, and won Best Pet Grooming Product of 2024 at the UK Animal Awards. 

Victor’s Dental Wand has launched at an opportune moment. The cat dental care market is forecast to grow at a compound annual growth rate of 8.5% from 2025 to 2032, according to Market Research Intellect. Estimates vary, but the global pet dental care market is worth approximately US$1.5 billion to US$2.2 billion. While dogs dominate the pet dental care space, the cat segment makes up approximately 20–30% of the market.

The cat dental care market consists of a range of products. This includes brushing products such as Petsmile Professional Pet Toothbrush and Jasper 360 Finger Toothbrush, dental bites and powder supplements.

Prevention is Key

However, the biggest challenge remains educating cat owners. “Long-time cat owners often thought brushing was unnecessary—until their cat developed dental disease. By then, it’s too late. Prevention is key,” Victor said.

Despite the challenges, Victor’s commitment to his invention never wavered, driven in large part by his love for Lilo.

It’s just as well. Turns out, Lilo is an evil genius who loves food.

“Sorry, excuse me for a second - Lilo has just managed to open the microwave. I’ve hidden my lunch in there,” Victor says hurriedly, getting up to rescue it.

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