When Victor Carpio rescued a tiny kitten from a sewer in Peru, he had no idea it would lead to him inventing a product that would help thousands of cats all over the world live healthier lives.
Victor is the founder of Inventorcat and the creator of the Dental Wand – which is a toothbrush and fun play toy for cats.
The inspiration came from his own cat, Lilo, who he’d adopted after rescuing him that night in Peru.
Victor wanted to be the best cat dad, and it was when he learned that he should have been brushing Lilo’s teeth and hadn’t that he decided he wanted to change.
And when he tried to find something so he could brush his cat’s teeth and struggled, he decided he’d try to find a solution himself.
What came next was years of research, prototypes, testing, and feedback – and ultimately to the product he pitched to the Dragons on BBC’s Dragon’s Den.
In this episode, Victor talks about that eureka moment led him to launch his business, facing resistance in the industry, navigating burnout and personal challenges, and growing Inventorcat into a brand that will improve the lives of cats all over the world.
We also chat about what it’s like to go against the grain, build something new in an industry that doesn’t always welcome change, and why he’s so passionate about making life better for cats – and the people who love them.
Listen in on the player link below.
Key quotes:
“This whole venture is about going against the grain. I believed the cause – to reduce the number of cats suffering from periodontal disease – was worth suffering for.”
“How can a toothbrush be the gold standard when even the best cat parents can’t use it? That’s not a solution. That’s a problem waiting to happen.”
“Every cat is a different painting. The hardest part is creating something that paints every cat with the same brush.”
“The idea came while I was playing with Lilo. He bit my hand – and I thought, ‘What if my hand had bristles?’ That was the start.”
“I didn’t want to be just another pet brand. I wanted to solve something that was genuinely hurting animals – quietly, slowly, and preventably.”
“We know brushing is hard. That’s why we offer a money-back guarantee – because our mission isn’t sales. It’s healthier cats.”
“In the Den, I didn’t have to defend myself – Peter and Deborah did it for me. That’s what happens when your ‘why’ speaks louder than your pitch.”
Key takeaways
Why dental care for cats is one of the biggest overlooked issues in pet health.
How to turn frustration into innovation – and turn an idea into a real product.
What it takes to get taken seriously in a sceptical industry.
Why community and support are crucial – and how Victor’s building both.
What happened behind the scenes on Dragon’s Den, and how it changed everything.
Topics and timings in this episode:
0.20 – What to expect from this episode.
2.01 – Victor on his role in the pet industry.
4.35 – The story of rescuing Lilo in Peru.
8.24 – Discovering the challenges of brushing cats’ teeth.
11.55 – Victor’s background in business and innovation.
15.02 – Turning an idea into a real product.
20.30 – From bristle glove to Dental Wand.
24.40 – Market research and the reality of cat dental care.
28.51 – Educating cat owners and working with other people in the pet industry.
30.25 – What it was like to be on Dragon’s Den and how he thought he was going to faint before they opened the ‘lift doors.’
35.02 – How speaking about the why and values behind his product meant that Deborah and Peter became his cheerleaders live on the show.
38.04 – What it’s meant for Victor, moving from DTC to B2B thanks to the exposure from being on TV.
41.43 – Shifting to working with large retailers, shows and exporters.
43.10 – Being taken seriously with industry experts and bodies like the British Veterinary Dental Association.
44.05 – How awards help with credibility.
46.14 – Why 2025 is the year of the cat and how the industry is now seeing that cats have different needs and products.
49.03 – How pet professionals can support change.
53.07 – How pet pros can use their own community when they want to carry out research as well as local community groups.
55.13 – The things Victor has done which have been against the grain, and how it worked for him.
59.16 – What’s next for Inventorcat and how to connect with Victor.
Links mentioned in this episode:
Find out more about Inventorcat on their website: https://www.inventorcat.co.uk/
Connect with Victor on LinkedIn: https://www.linkedin.com/in/victorcarpio/
Follow on Facebook: https://www.facebook.com/inventorcatcare
Find Inventorcat on Instagram: https://www.instagram.com/inventor_cat
On TikTok: https://www.tiktok.com/@inventorcat
Join the Clubhouse: inventorcat.co.uk/clubhouse
Work with Inventorcat: meow@inventorcat.co.uk
Further listening
How to grow a cat business you love with Katie Gwilt
Lessons from 30 years in the pet industry with Clayton Payne
What it’s like to go on Dragon’s Den with Debbie Greaves from Barking Bags
What it’s like to go on Dragon’s Den with Aneisha from Scrumbles
My beer garden lightbulb moment with Jessica Morris from The Canine Menu
Should you buy my pet business planner?
Is my Pets Get Visible membership right for you?
Episode summary
Prefer reading to listening?
Here’s a Q&A-style version of my chat with Victor Carpio from Inventorcat, taken directly from the podcast transcript.
It’s edited down for clarity, but all in Victor’s own words.
Can you tell us a bit about your background and how Inventorcat came to life?
“I have a master’s degree in Business Management and Innovation. I was working in finance when I found a cat in a sewer in Peru.
“He slept on my chest the whole night, and that was it. I named him Lilo and brought him to the UK.”
“A few weeks later, I saw a leaflet at the vet about brushing your cat’s teeth. I felt horrible because I had never done it.
“I tried and it was just a horrendous experience. That moment of guilt is what started Inventorcat.”
What was your first idea for solving the problem?
“I was playing with Lilo with my hand, and he was biting my hand… and that’s when the eureka moment came in.
“It’s like, he’s already biting my hand – what if my hand had bristles?”
What was it like developing a product from scratch?
“We went through five or six prototypes. I had conversations with the British Veterinary Dental Association and did surveys. We also had a few feline dentists help us refine the product.”
“The hardest thing is to make something that can paint every cat with the same brush, when every cat is a different painting.”
What did you learn about cat dental health through this process?
“Only one in 2,000 people brush their cat’s teeth daily. But we found out that 74% of people would do it daily if it was easy.”
“Cats are like humans — they need brushing. But if you can’t use the tool, then how can you say it’s effective?”
What kind of feedback do you get from cat parents?
“When people tell us they used it and their cat was okay with it, or they send us videos – that’s when we know we’re doing something right.
“We want to help those who are willing to try and make that change.
“And if it doesn’t work for your cat, we don’t want to keep your money. That’s not our reason for existing – it’s to reduce the number of cats that suffer from periodontal disease.”
What was your experience like on Dragon’s Den?
“I thought I was going to faint. I’ve always wanted to be on the show since I was a kid.
“When I was talking, I didn’t even have to defend myself – Peter and Deborah defended me. And that was only because I spoke about the why.”
What changed after the show aired?
“We were pre-launch, and had about 2,000 people on a waiting list. Since the Den, we’ve had over 5,000 cats helped.
“We’re now stocked in Pets at Home and working with distributors, so it’s growing.”
Can you tell us about the community you’re building?
“We launched something called Club Cat Clubhouse. It’s basically a WhatsApp group where people can ask questions.
“We do weekly live Q&As, have ebooks, product guides, all that. It’s a community space for cat parents.”
What keeps you going when it gets tough?
“This whole venture is all about going against the grain. But I believed that the cause — to reduce the number of cats suffering from periodontal disease – is worth suffering for.”
What’s next for Inventorcat?
“We’re shifting more into B2B – working with retailers, working with vets. Club Cat Clubhouse is growing. And 2025 – that’s the Year of the Cat.”
