About MICHU – Redesigning Everyday Cat Care
Australian-founded · Customer-led · Design-driven
Redesigning everyday cat care.
MICHU is an Australian cat-care brand founded by Qinghua Siluo in a Melbourne garage in April 2022. We create plant-based litter and design-led essentials that make life better for cats, easier for people and more considered for modern homes.
Explore MICHU
Our purpose
Better products begin with a better understanding of cats and the people who care for them.
Better for cats
Comfortable materials, thoughtful dimensions and products designed around natural feline behaviour.
Easier for people
Reliable performance, easier cleaning and clearer choices for real households and routines.
Kinder by design
More plant-based litter choices and durable products designed for long-term everyday use.
The change we set out to make
We helped move plant-based cat litter from an alternative into the Australian mainstream.
When MICHU launched in 2022, conventional mineral litter still shaped much of the category. We saw an opportunity to make plant-based litter easier to understand, easier to find and desirable enough to become an everyday choice—not a niche compromise.
We introduced more cat households to tofu, cassava and blended plant-based litter choices, explaining how each formula performs and where it fits.
We treated packaging, litter boxes and everyday cat products as objects that should function well and still deserve a place in a beautiful home.
We built product development around direct customer conversations, using real questions and lived experience to shape each next generation.
Our brand philosophy
Cat care should never ask people to choose between performance, responsibility and beauty.
Our philosophy is simple: take the overlooked rituals of living with a cat and redesign them with more care. The litter tray, the scoop, the feeding bowl and the cat tree are used every day. That makes them worthy of serious thinking.
Begin with behaviour.
Comfort, texture, movement, privacy and instinct guide the brief before appearance does.
Design for real homes.
A product must be practical to clean, intuitive to use and considered enough to live visibly in the home.
Treat every launch as a beginning.
Customer feedback, product data and frontline experience return to the next formula, feature and generation.
“Better cat care is not one breakthrough. It is the discipline of noticing what people tolerate every day—and deciding it can be better.”
— MICHU
Our journey
From a garage startup to a global cat-care brand.
How MICHU works
Customer-led. People-powered. Technology-enabled.
Every review, question, purchase pattern and support conversation can become an input for a better product or a better customer experience.
Reviews, demand and direct feedback.
Identify patterns, needs and friction.
Improve products, inventory and guidance.
Coordinate channels and fulfilment.
Return outcomes to the feedback loop.
Innovation beyond products
We redesign what others treat as a commodity.
People & customer experience
Every interaction builds the brand.
Discover & learn
Retail, media and social content make unfamiliar materials easier to understand.
Choose & receive
Clear comparisons and coordinated fulfilment help turn a decision into a reliable arrival.
Use & support
Practical guidance helps customers get the intended result from each product.
Share & improve
Reviews, questions and user content return insight to the next product decision.
Recognition & reach
Australian roots. Global ambition. Independent recognition.
#1 overall and Marketing Award.
Product Design recognition for The Container.
Australian Small Business Champion Awards.
Product assistance, partnerships and cat-community initiatives.
Made for modern cat life
Thoughtful essentials for happier cats and better homes.
Last reviewed: July 2026. Retail availability varies by product, location and season.