The Balancing Act, Airing on Lifetime TV Spotlights Dr. Elsey’s in Bold Shift in Pet Health Standards
With an estimated 46.5 million households in the US owning at least one cat, the stakes for pet health have never been higher. That’s why the pet care world is paying close attention to The Balancing Act on Monday, May 26 at 7:30 a.m. ET on Lifetime TV, when Dr. Bruce Elsey, founder of the nationally trusted cat brand Dr. Elsey’s, delivers a powerful message that’s set to change how America thinks about cat litter.
In this nationally televised segment, Dr. Elsey—a renowned feline-exclusive veterinarian for more than 40 years—will publicly detail his brand’s groundbreaking decision to eliminate all scented litter products, citing compelling research on the potential harms synthetic fragrances can pose to cats’ respiratory systems, behavior and overall health.
“It’s not just a preference issue,” said Dr. Elsey. “We’ve seen firsthand how added fragrances can stress cats, trigger health complications and even lead to litter box avoidance—a key factor in pet surrender.”
Hosted by Montel Williams and Olga Villaverde, The Balancing Act reaches millions of viewers with expert advice on wellness, lifestyle and family care. Dr. Elsey’s appearance will highlight the science-based principles that drive the brand’s veterinarian-formulated products—earning trust among both pet owners and professionals.
More Than Just Litter—A Mission That’s Saving Lives
In addition to developing one of the most respected lines of unscented cat litter on the market, Dr. Elsey’s has donated more than $16 million of financial support and products to nonprofit organizations, shelters and rescues across the country. With roughly 3.2 million cats entering US shelters each year, the company’s ongoing commitment to feline welfare has become a beacon for advocacy in the pet care industry.
“Every formula we develop has one goal: keeping cats in loving homes,” Elsey said . “That’s where they belong.”
Tune in on Monday, May 26 at 7:30 a.m. ET on Lifetime to hear why Dr. Elsey’s is rewriting the rules of pet care—with science, compassion and integrity at its core.