About Petdentist®
Better mouths. Healthier pets. Happier lives.
For too long, pet dental care has been something people think about only when there is bad breath, visible tartar, difficulty eating or a worrying vet visit. We are building the world's most complete pet oral health platform so that prevention becomes normal — and easy.
Mission
Why we exist
To help millions of pets enjoy healthier mouths and better lives through prevention, education, innovation, science and easier access to trusted oral healthcare.
Vision
Where we are going
To be the world's number one pet oral health platform: the trusted destination for every pet parent and every professional, so that when anyone thinks "I need help with my pet's teeth or mouth", their next thought is "Go to Petdentist".
Purpose
In four words
Because every smile matters. Dogs, cats, horses, camels — and the people who love them.
Our values
The P.E.T.C.A.R.E. code
Seven commitments that every product, page, person and AI assistant at Petdentist® is measured against.
Prevention first
Prevention is kinder, cheaper and better than treatment. A little, daily, beats a lot, occasionally.
Evidence over hype
The strength of a claim never exceeds the strength of the evidence. We grade our evidence and say what we do not know.
Trust and compliance
We follow the letter and the spirit of UK VMD, UAE and every market's rules. Compliance wins over persuasion, every time.
Care for every pet
Dogs, cats, horses, camels and beyond — kinder, stress-free routines that pets accept.
Always with the vet, never instead
We support veterinary professionals and refer promptly. We never diagnose.
Radical simplicity
Easy to use. No mess. No stress. Clear language. One trusted place.
Excellence and reputation
Premium quality, ISO-certified operations, award-winning service — and the humility to keep improving.
Our story
From a dental chair in Watford to a platform in Dubai
Petdentist® began in 2015, when Dr Deepak Songra — a human dental surgeon for more than thirty years — decided to bring the principle at the heart of modern dentistry, daily prevention, to the pets that had always been part of his family. He founded the company with his wife Smita and their children Misha and Kian. The original idea was simple: use dental knowledge to help pet parents find better products and make caring for their pets' teeth easier.
The idea grew. Today Petdentist® sells across the UK and UAE, holds four ISO certifications, has won pet-dental awards every year since 2021, and is building PetdentistCare™ — a platform that connects products, science, ingredients, technology, clinics, professional education, membership, equine care and protection under one trusted mark.
And behind all of it is a dog called Jippy. Read the founder's story.
Petdentist® at a glance
- Founded 2015 by the Songra family
- Pet Dentist L.L.C-FZ, Meydan Free Zone, Dubai; UK office in Watford; UK fulfilment from Northampton
- Petdentist® registered in the UK, UAE and USA
- Stores: petdentist.co.uk, petdentist.ae; Amazon UK and UAE, Noon, eBay
- Directory: petdentalclinics.com
- ISO 9001 · 14001 · 22000 · 45001
- Award-winning every year since 2021
A note from our founder
"I am a human dental surgeon, not a veterinary surgeon. My work transfers established human oral biology and preventative care to companion animals through gentle daily home care — alongside, never instead of, your vet." — Dr Deepak Songra BDS
How we work
Standards you can check
Quality and standards
How products are specified, tested, released and traced; how complaints are handled; how claims are reviewed.
Read our standardsEvidence standards
The A-to-E grading every scientific statement on this site carries, and the editorial policy behind it.
See the gradesSustainability
Bamboo, recyclable packaging by 2030, and honest environmental claims only.
Our commitmentsQuestions people ask
Frequently asked questions
Who owns Petdentist®?
Petdentist® is owned and operated by Pet Dentist L.L.C-FZ, a Meydan Free Zone company in Dubai founded by Dr Deepak Songra BDS and his family, with a UK office in Watford and UK fulfilment from Northampton.
Is Dr Songra a vet?
No. Dr Deepak Songra is a human dental surgeon (BDS, Cardiff 1992; GDC 68552) with more than three decades of clinical practice. He is not a veterinary surgeon and Petdentist® does not provide veterinary services. Our role is prevention, education and products that support daily oral hygiene — always alongside your vet.
What does 'because every smile matters' mean?
It is our purpose in four words. Every pet — dog, cat, horse or camel — deserves a comfortable mouth, and every pet parent deserves clear, honest help to give them one.
How is Petdentist® different from other pet dental brands?
We specialise in the mouth and nothing else; our founder is a dental surgeon; every claim carries an evidence grade; every word is reviewed for regulatory compliance in the UK and UAE; and we are building a whole platform — products, science, technology, clinics, education, membership, equine care and protection — rather than a single product.