About Sinceria

Our story

Sinceria started with a kitten named Miki.

When our founder brought Miki home, it wasn't long before the toy shopping started — and the frustration right alongside it. Aisle after aisle of the same thing: cheap plastic, synthetic dyes, mystery fillers, toys that fell apart within days. None of it felt like something a young cat should be playing with, chewing on, or living around.

That frustration turned into a question: why is it so hard to find pet products that are actually good — well made, honestly sourced, and designed with real care? And then into a decision: if it didn't exist yet, we'd build it ourselves.

We wanted toys and tools that felt different. Solid materials. No unnecessary plastic. No hidden chemicals. Just honest, thoughtful design — made for cats, and for the people who love them.

That's where the name comes from. Sinceria — sincerity. No gimmicks, no shortcuts. Just products we'd actually trust in our own home, with our own cat.

Made in Estonia

Sinceria is based in Estonia, where we design, prototype, and build every product ourselves. We're a brand new company, just getting started — a small team (for now, just one) doing this by hand, one product at a time.

Meet Miki

Miki — our resident quality control team, tuxedo cat, and the whole reason Sinceria exists — is documenting the journey too. Follow along on Instagram and TikTok @mikithetuxedo new product testing, and of course, plenty of Miki.

We're listening

We're early, and we know we don't have everything figured out yet. That's exactly why we want to hear from you — what's working, what isn't, what you wish existed for your cat. Every product we make going forward will be shaped by that feedback. DM us or Tag us on TikTok/Instagram.

Thank you for being part of this from the start.

— The Sinceria team