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.
[5][2] PrettyLitter was founded in 2015 by Daniel Rotman[6][7] 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.
[8][9][10][11] In 2015, PrettyLitter participated in the Startup U competition led by a 7-week reality television series that premiered on ABC Family from August to October 2015.
[12][13] As one of the finalists for Startup U, Rotman officially started PrettyLitter from his apartment after completion of the show in late 2015.