A Healthier Future Starts Here

If you’re looking for natural ways to reduce chemical exposure and care for your pets and home in a healthier, more sustainable way - you’re in the right place.

Our mission is simple: to help you make kinder, safer product choices that benefit your family, your pets, and the planet. We do this with powerful and effective probiotic products that support well-being and work in harmony with nature - not against it.

Our Story

Our Ingenious Probiotics journey first began over twenty years ago with a heartfelt desire: to make indoor spaces safer and healthier. But what started as a goal to improve indoor air quality with draught-free air conditioning and air purification soon evolved into something bigger: a need to reduce exposure to harsh chemicals in every aspect of daily life - from the air we all breathe to the products we use on our skin, in our homes, and on our pets.

Chemical build-up affects our air, soil, and oceans, impacting every aspect of life. Everyone deserves a life free from harmful chemicals, and everyone can be part of the solution. We believe that small, mindful changes by many can make a big difference. 

What We Stand For

  • Health & Wellness:
    We care deeply about people, pets, and planet - and offer non-toxic, science-backed products that support health naturally.
  • Sustainability:
    Everything we do is designed to reduce pollution, lower chemical use, and protect natural ecosystems.
  • Science & Innovation:
    We use the latest probiotic biotech to deliver effective, eco-conscious alternatives to harsh chemical cleaners and other products
  • Compassion for Animals:
    Our probiotic products are PETA-certified cruelty-free and vegan and enhance the quality of life for the animals we love.
  • Education & Empowerment:
    We’re here to help you make informed choices with confidence, backed by science and care.
  • Responsibility:
    We actively address the global crisis of antimicrobial resistance (AMR) by offering safer alternatives that don’t contribute to the problem.
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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 a healthier, cleaner world. His journey led to uncovering alarming facts about the chemical pollution all around us, which reinforced his drive to make a difference.

Today, Joe dedicates his time to improving the health of animals, humans, and the planet - because all three are so closely connected.

And Meet the Team

We’re a small, passionate group working hard to share this message with the world. Clare writes the content and makes sure our message reaches the right people; Michelle provides customer service; Ben keeps the IT running smoothly; Steve ensures our accounts are in order, and Susan and Colette manage product logistics.

But the Most Important Team Member is You.

Your desire to reduce exposure to unnecessary chemicals drives everything we do. Thank you for joining us in making the world a cleaner, safer place.

Join us in our mission to create a cleaner, healthier world. Explore our range of products, subscribe to our newsletter for tips and updates, or follow us on social media to stay connected. There is a change already happening, be part of it.

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Collaboration and Community

We partner with like-minded groups, advocates, and pet-loving stockists who share our commitment to reducing chemical exposure and promoting natural health.

Our Journey

  • 1. Early Days

    Our story goes back a couple of decades and is rooted in a passion for indoor air quality and creating safer, healthier indoor environments. As we worked to remove pollutants from the air inside buildings, we began to realise just how polluted and harmful the air we breathe really is. Chemicals and particulates in the 10 - 15 kg of air we each breathe in daily are linked to increased mortality, asthma, and many serious health issues. 

  • 2. Discovery of Topical Probiotics

    Our search for solutions led us to discover probiotics - helpful "good" bacteria. We were particularly impressed by the revolutionary Provilan probiotic range, made in Luxembourg.

    Probiotics are nature's secret to balanced and healthy skin, surfaces and environment. These beneficial bacteria work by maintaining the natural balance, actively breaking down dirt and odours, and promoting a cleaner, healthier space. They are safe, effective, and environmentally friendly.

    We first used probiotics to control odours naturally by incorporating them into air purification systems for homes and offices, as an alternative to chemical air fresheners. The probiotics dispersed throughout indoor spaces, landing on surfaces and soft furnishings. They broke down odour molecules at their source and outcompeted the "bad" bacteria that cause unpleasant smells. By eliminating odours in this healthy, natural way, we reduced the need for people to spray chemicals (which often just mask smells) into their precious indoor air. But the benefits didn’t stop there. This probiotic technology also reduced bio-allergens like pollen, pet dander, and dust mite excreta on surfaces, further improving air quality. The results were impressive. However, we noticed something unexpected: our air quality monitors spiked red whenever our office building was being cleaned.

  • 3. Breakthrough in Cleaning

    This discovery led us to another major “AHA!” insight: the scale on which traditional cleaning products are a source of indoor air pollution. The health and environmental impact of casual use of everyday cleaning chemicals was alarming.

    This pushed us to introduce probiotic cleaners as a healthier, microbiome-friendly alternative. These naturally sourced cleaners not only improved hygiene, but they also reduced exposure to unnecessary toxins.  

  • 4. Expansion to Pet Care

    Our journey didn’t stop with human health. As longtime animal lovers, we soon realised the benefits of applying the same biological activity to pets.

    The pet care community alerted us to the high incidence of skin issues in dogs and the alarming levels of chemicals found in pets’ blood and urine – often higher than those in their human guardians. We knew that we could help.

    Our probiotic range began making a significant difference in pets' lives, particularly in treating skin, ear, and oral conditions. As word spread, our mission grew.

The Importance of the Microbiome and Threat of Antimicrobial Resistance

Along the way, we realised the importance of maintaining a healthy microbiome (the community of microorganisms found on any surface, including skin). Specifically, how a balanced microbiome supports better hygiene, immunity, and well-being.

We also recognised the connection with the growing threat of Antimicrobial Resistance (AMR). Overuse of antibiotics and antibacterial cleaning chemicals has led to the rise of resistant pathogens and less effective antibiotics. Our Provilan probiotic products work without creating antimicrobial resistance, and can help to reduce antibiotic use in animals, helping to reduce this critical problem.

Challenges and Successes

Throughout our journey, we faced resistance when raising awareness about the dangers of chemical exposure. But with persistence and innovation, we’ve been able to educate and empower thousands of families to make healthier choices for themselves and their pets.

Our game changing work won a NOVO Environment Award for ‘making the world a better place’.


What Sets Us Apart

  • Proven Probiotics: Our scientifically proven products, with ever continuing R&D, harness the power of probiotics to naturally cleanse and protect without harmful chemicals. As a key distributor of the Provilan probiotic range, we offer cutting-edge, natural solutions that combat resistant infections and promote a healthier microbiome.
  • Sustainable Choices: We prioritise environmentally friendly practices and products, ensuring a safer planet for all.
  • Comprehensive Care: We offer solutions that address the health of people, pets, and the environment together.
  • Versatile Applications: Our range provides care for all types of animals and fish and can be used to clean polluted water and land. All this while also improving indoor air quality.

Today, we’re able to support thousands of people and pets in reducing chemical exposure and reliance on pet pharmaceuticals. Our approach is rooted in holistic, joined-up thinking - crafting solutions that benefit not just individuals but the entire planet.

Our products are available on this site and also through a growing network of knowledgeable, pet-loving stockists who share our commitment to healthier, safer living.

We invite you to join our revolution and make a lasting, positive impact. Let’s think big by starting small. Together, we can create meaningful change. Even the smallest actions can lead to a healthier, happier world. Join us in our mission to build a cleaner, healthier future.

Still Reading?

Thank you for being here! Why not take the next steps... Join us in our mission to create a cleaner, healthier world. Explore our range of products, subscribe to our newsletter for tips and updates, or follow us on social media to stay connected. There is a change already happening, be part of it.