Daniel Rotman saw an opportunity in a market he believed had been overlooked: cat care. In 2015, after an experience that left him questioning how early cat owners could spot signs of illness, he began exploring whether cat litter could do more than absorb waste. The result was PrettyLitter, a colour-changing silica gel litter designed to alert owners to potential changes in their cats’ urine. Rotman built the business by selling directly to consumers, handling early orders himself and prioritising profitability over rapid hiring. He reported generating about $760,000 in revenue in the first year. Bloomberg reported in September 2021 that Mars had agreed to acquire PrettyLitter in a deal valued at $500 million to $1 billion, citing people familiar with the matter. In June 2026, Inc. reported that Mars took a majority stake in the company in 2021 and bought out Daniel Rotman’s equity in 2024 at a reported $1.4 billion valuation. PrettyLitter’s rise illustrates how solving a specific pet-care problem can create a scalable business, attracting customers, investors and strategic interest from established companies.
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