A person gently holding a dog’s paw, symbolising care, trust, and everyday wellbeing between people and pets.

Our Story

A healthier way to care for pets, homes, and the planet

If you’re looking for ways to reduce everyday chemical exposure and care for your pets and home more naturally, this page explains more about Ingenious Probiotics and the approach that guides everything we do.

At Ingenious Probiotics, we focus on a different approach to hygiene and care - one that works with nature, not against it. Our probiotic-led approach to pet care and eco-friendly cleaning supports balance on skin, surfaces, and in the wider environment. This helps people make kinder, safer choices for their families, their pets, and the planet we all share.

Why We Exist

Reducing chemical exposure in everyday life

Modern life exposes us to chemicals constantly - in the air we breathe, the products we use in our homes, and even the care routines we follow for our pets. While many of these products are well intentioned, their cumulative impact on health, indoor environments, and ecosystems is often overlooked.

We believe everyone deserves access to practical, effective alternatives that reduce unnecessary chemical use without compromising on cleanliness or care. And we believe meaningful change happens when many people make small, mindful choices every day.

That belief sits at the heart of everything we do.
The stories below share how our work began at Ingenious Probiotics and how our approach has evolved over time.

Our Journey

From indoor air quality to probiotics for life

  • The early focus: indoor air quality

    Our journey began over twenty years ago with a simple goal - to make indoor spaces safer and healthier.

    Our early work focused on indoor air quality, air purification, and reducing pollutants in enclosed environments. As we studied the air people spend most of their lives breathing, we became increasingly aware of how indoor pollution quietly affects health and wellbeing, and how easily it is underestimated.

    This search for healthier solutions led us to probiotics - tiny microorganisms often described as “good” bacteria.

    Explore what are probiotics? →

  • The discovery: topical probiotics

    While most people associate probiotics with the gut, we began exploring their potential when used externally.

    We first applied this probiotic technology in commercial indoor environments, incorporating it into air conditioning and air purification systems in offices and shared buildings. When applied in this way, the probiotics dispersed naturally in the air and onto surfaces, creating a more balanced indoor environment.

    The results were striking, and included improved odour control, and reduced reliance on chemical air fresheners.

    Explore probiotic benefits →

  • Rethinking cleaning

    Over time, our work revealed exactly how routine cleaning plays a significant role in everyday chemical exposure:

    Our indoor air pollution monitor levels spiked whenever conventional cleaning products were used. This highlighted how everyday cleaning chemicals can be a source of indoor pollution and prompted wider conversations about how “clean” is defined - and whether removing all microbes is always the healthiest approach.

    This insight led us towards microbial-based cleaning solutions that reduce unnecessary chemical exposure.

    Explore probiotic home cleaning →

  • Expanding into pet care

    As lifelong animal lovers, we soon realised that pets sharing these spaces were also exposed to this chemical load.

    Our conversations within the pet care community were also highlighting rising skin, ear, and oral imbalances, alongside growing concern about chemical exposure through grooming and cleaning routines. Applying the same healthier, non-toxic probiotic principles to pet care became the natural next step.

    We expanded into probiotic care for pet skin, coats, and more, alongside properly pet safe cleaning products.

    Explore probiotic pet care →

Why the Microbiome Matters

And why antimicrobial resistance can’t be ignored

Every surface, including skin, is home to a living microbial community known as the microbiome. When this community is balanced, it plays an important role in hygiene, resilience, and overall wellbeing.

Modern cleaning and care routines often rely on antibacterial or antimicrobial products that aim to eliminate microbes indiscriminately. Over time, this approach can contribute to imbalance - and to the wider global challenge of antimicrobial resistance (AMR).

By working through biological processes rather than chemical destruction, probiotic-based products support balance without contributing to resistance. This makes them suitable for everyday use in homes, around pets, and in shared environments.

Explore how topical probiotics work →

Our Guiding Principles

These values are underpinned by three simple principles we return to again and again: health, ecology, and simplicity. Together, they guide how we select, support, and share the products and solutions we offer.

  • Health & well-being
    We care deeply about people, pets, and the planet - and offer science-backed products that support health naturally.
  • Environmental responsibility
    Reducing pollution and long-term environmental impact through non-toxic solutions that respect natural ecosystems.
  • Compassion for animals
    All products are vegan and cruelty-free, and are selected with animal comfort, safety, and wellbeing firmly in mind.
  • Education & empowerment
    Helping people make informed, confident choices through clear, accessible, and evidence-led information they can trust.
  • Science-backed, nature aligned innovation
    Using probiotic biotechnology to offer effective alternatives that work in harmony with natural systems, not against them.
Load video:

Meet the Founder

Joe Flanagan, driven by a love for the planet and for animals, leads a team dedicated to providing solutions that reduce chemical overload and support well-being for all.

Joe ‘took the leap’, left his steady career and started his first business in 2001 to focus on creating healthier indoor environments. As his work deepened, so did his understanding of how closely human health, animal health, and environmental health are connected.

That joined-up thinking continues to guide the direction of the company today.

Joe with Malbec from the Animal Cancer Trust.

Members of the Ingenious Probiotics community alongside independent pet professionals and advocates.

Meet the Team

We’re a small, dedicated team working behind the scenes to share this message and support our customers. From content and customer care to IT, accounts, and logistics, each person plays a vital role.

But the most important part of our journey is you.

Alongside our team, we work closely with like-minded partners, advocates, pet professionals, and independent stockists who share our commitment to reducing chemical exposure and supporting healthier, more considered care.

Every choice to reduce unnecessary chemical use helps create safer homes, healthier pets, and a more balanced environment for everyone.

Working alongside pet professionals and partners who share our commitment to a healthier world.

Hands holding a small tree, symbolising the joined-up approach to care and cleaning at Ingenious Probiotics.

A Joined-Up Approach to Care and Cleaning

What sets Ingenious Probiotics apart is a joined-up, balance-based approach that connects people, pets, and the environments they share.

  • Probiotic-led solutions for pets, homes, and the wider environment
  • A focus on balance rather than antibacterial overkill
  • Products designed for everyday use that minimise reliance on harsh chemicals
  • A holistic view that recognises how closely people, animals, and environments are connected

Today, we support thousands of households and businesses in making more considered choices - not through perfection, but through progress.

Looking Ahead

Small changes. Meaningful impact

We believe lasting change doesn’t require drastic action - just better options, used consistently. By starting small and thinking holistically, we can collectively create healthier spaces to live, share, and care within.

This page shares more about Ingenious Probiotics - our journey, our values, and how a probiotic-led approach continues to shape the way we care for pets, homes, and shared environments.

Find Out More About Ingenious Probiotics

Thank you for being here! Why not take the next steps...

Alongside our probiotic ranges, we also offer carefully selected complementary products - such as Tvati Pet Massage Oil - Joint Support for Dogs - chosen to support comfort and everyday wellbeing without unnecessary ingredients.