BrilliantPad, Self-Cleaning Dog Potty, Lands $500,000 Deal on Shark Tank

BrilliantPad self-cleaning indoor puppy pad (Photo: Business Wire)

CHICAGO--()--On Sunday, November 5th, 2017, Brilliant Pet President and CEO Alan Cook appeared on ABC’s hit TV show Shark Tank seeking investors for new pet product BrilliantPad. BrilliantPad is the world’s first self-cleaning indoor dog potty, making life easier for small dog owners across the country. Investor [or shark] Lori Greiner offered Brilliant Pet $500,000 in exchange for 5 percent equity to grow the brand and increase distribution of BrilliantPad.

BrilliantPad works like a regular dog pad, soaking up liquids, but it also dries out solids before wrapping and sealing the waste away. Small dog owners can either set a timer to renew the pad automatically or renew it manually by touching a button on the machine. The company also has plans for launching a new model in early 2018 that uses a sensor to replace pads after movement on the pad is detected.

One roll of doggie pads equates to roughly 27 dog pads so owners get a few weeks out of each roll. When it’s time to change it, simply pick up the roll for mess-free disposal. The waste is sealed inside the roll, keeping the outside dry and hands clean. The biodegradable caps prevent leaks and odors and can safely be tossed with everything else.

During the Shark Tank episode 914, Cook discussed the company’s recent success on crowdfunding site Indiegogo, exciting the sharks. BrilliantPad not only met, but far exceeded their funding goal with 177% funding resulting in more than $110,000 raised. Brilliant Pet has fulfilled all orders from the Indiegogo campaign and continues to focus on growth and expansion based on crowd feedback and enthusiasm.

“Many people use pads so their dogs won’t get uncomfortable while they're at work, unexpectedly stuck in traffic or sleeping in the middle of the night. BrilliantPad is especially helpful for anyone with health or mobility issues, too,” said Cook. “It was important for me to get across to the sharks just how much BrilliantPad can help pet parents, while at the same time letting them know that this isn’t my first go in the pet industry.”

This invention is the latest from Cook. His past endeavors include ScoopFree – a self-cleaning litter box – and the FroliCat line of pet toys. Cook also serves as a board member and advisor for early-stage consumer product and technology companies. For more information on BrilliantPad, please visit or find them on Facebook and Twitter.

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About Brilliant Pet

We love animals. We are experts at making pet waste easier to handle and easier to dispose. We are passionate about making innovative and useful products that improve people’s lives. BrilliantPad™ lets pet parents spend less time cleaning and more time loving their furry friends. BrilliantPad development began in August 2015 and was created, iterated and refined over an 18-month period. More than 20 dogs and their parents participated in the development process. Our team created the ScoopFree self-cleaning litter box and FroliCat family of pet toys and has commercialized many other groundbreaking products, including an internet video security system, a pioneering online activity registration website, and a health care monitoring service for seniors living alone.


The Impetus Agency
Jamie Baxter, 775-322-4022

Release Summary

BrilliantPad, self-cleaning dog potty, makes $500,000 deal on ABC’s hit TV show Shark Tank on Sunday, November 5th, 2017.

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The Impetus Agency
Jamie Baxter, 775-322-4022