What Shine Armor does

Shine Armor is a direct-to-consumer e-commerce retailer of automotive detailing products, operating as Shine Products, LLC from its Quakertown, Pennsylvania headquarters. The company sells a catalog of car care products centered on proprietary nano-technology and graphene-infused ceramic coating formulations, including flagship items such as Fortify Quick Coat (SiO2 ceramic spray, $14.95), Graphene Ceramic Spray ($24.95), Nano Glass Coating, Interior Cleaner, Tire Shine, and Car Leather Cleaner & Conditioner. The product line spans exterior coatings, interior cleaners, glass treatments, engine additives, odor eliminators, and eight curated bundle kits priced up to $124.95, targeting individual car owners and enthusiasts seeking professional-grade home detailing without the $10,000+ cost of professional services.

The business operates a pure DTC model through its Shopify-hosted website shinearmor.com and an Amazon marketplace listing, with global fulfillment covering the US, UK, and Canada. Customer acquisition is driven by a multi-channel mix including a content blog, email newsletters, an influencer and ambassador program, and an affiliate network managed through Levanta. Pricing is one-time unit-based with tiered bulk discounts, supplemented by free shipping over $25 and a 30-day money-back guarantee. Self-reported metrics include over one million lifetime customers and a 4.8/5 aggregate rating across 10,186 website reviews, alongside 'as seen on' placements with Vice, MSNBC, Fox, AMC, ESPN, and History.

Shine Armor is a privately held, bootstrapped company with no disclosed venture capital, private equity, or institutional funding. There are no reported mergers, acquisitions, leadership changes, restructuring events, or patent holdings in the source materials. The company has steadily expanded its product surface over time — moving from a single hero SKU into a multi-category catalog with bundles, engine care, leather care, and international fulfillment — but operates at a small scale of 11-50 employees and competes in a fragmented consumer auto-care category against larger branded incumbents.

Name

Shine Armor

Legal name

Shine Products, LLC

Website

https://shinearmor.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Shine Armor is a direct-to-consumer e-commerce retailer of automotive detailing products, selling nano-technology and graphene-ceramic coatings, cleaners, and bundle kits to individual car owners and enthusiasts through its Shopify website, Amazon, and affiliate channels.

Ownership category

akta.pro rank

Product category

Automotive Detailing Products

NAICS

Paint and Coating Manufacturing (32551)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Automotive & Transportation Coatings (IMAEAGAC)

akta.pro secondary industry

Specialty & Functional Coatings (Anti-microbial/Anti-slip/Insulating) (IMAIAKAM)

Keywords

• Automotive detailing products
• Ceramic car coatings
• Car care supplies
• Graphene coating sprays
• Vehicle surface protectants

Headquarters

HQ city

Jacksonville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Product Sales: Direct-to-consumer sales of automotive detailing products through owned e-commerce website. One-time product purchases with tiered pricing (bulk discounts). Products sold as individual bottles or in curated bundle kits at various price points ($9.95-$124.95 per product/bundle).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Shine Armor manufactures and sells a portfolio of automotive detailing products directly to consumers, including ceramic coating sprays, graphene-infused protectants, interior cleaners, tire shines, glass coatings, and car wash soaps. The company sells individual products and curated bundle kits through its own e-commerce website (powered by Shopify) and Amazon marketplace, positioning itself as a DIY alternative to professional detailing services.

Product overview

Shine Armor is a direct-to-consumer automotive detailing products company offering a comprehensive portfolio of car care products for both exterior and interior vehicle care. The product line centers around advanced nano-technology and graphene-based formulas delivered through individual products and bundled kits. Key product families include ceramic coatings (Fortify Quick Coat, Graphene Ceramic Spray, Nano Glass Coating), surface cleaners and protectants (Interior Cleaner, Plastic Restorer, Glass Cleaners), vehicle enhancement products (Tire Shine, Scratch Remover, Car Wash Soaps), engine treatments (Performance Booster Oil Additive), and odor elimination solutions. Products are sold both individually and through curated kit bundles designed for specific use cases (Complete Car Care, Trip Preparation, Professional Detailing). The company positions itself as a home detailing alternative to professional services, emphasizing ease of use, lab-tested formulas, and a 30-day money-back guarantee.

Differentiator

Problem solved

Functional benefit

Products and services

• Fortify Quick Coat Ceramic coating spray for car exterior that provides quick protection and shine. Uses an advanced Si02 ceramic formula with hydrophobic properties and is safe for application on glass, plastic, and chrome surfaces.
• Graphene Ceramic Spray DIY graphene ceramic coating spray providing 6+ months of protection. Combines graphene and ceramic technology for enhanced slickness, durability, and extreme water beading action.
• Nano Glass Coating Ultra-thin super-hydrophobic coating for glass surfaces providing 6-12 months of protection. Repels dirt, water, and contaminants while providing scratch-resistant protection for car windows.
• Car Upholstery and Interior Cleaner Advanced interior cleaning solution using nanotechnology. Safe for use on carpet, plastics, upholstery, leather, vinyl, and dashboards. Features anti-static properties and leaves no greasy residue.
• Performance Booster Oil Additive Engine oil additive designed to enhance engine performance, increase horsepower and torque, improve fuel efficiency, and reduce wear on engine components. Compatible with all gas and diesel engines.
• Crisp+ Ceramic Glass Cleaner Dual-action glass cleaner and protector with Si02 technology providing 9H hardness level. Ammonia-free formula that cleans and protects glass surfaces while repelling water and blocking UV rays.
• Graphene Tire Shine Tire shine product infused with graphene technology providing a long-lasting high-gloss finish. Features hydrophobic properties to protect against UV rays, oxidation, and road grime.
• Plastic Restorer Surface restorer specifically formulated for polypropylene surfaces. Penetrates deep into plastic to rejuvenate and revitalize surfaces from within.

Quantifiable outcome

• Professional detailing services can cost $10,000 or more
• +3 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• LevantaminorGTM or Marketing PartnerAffiliate program platform partner enabling third-party affiliates to promote Shine Armor products and earn referral commissions through their e-commerce ecosystem.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• 3D Car Care / HD Car Care: Pro-grade detailing brand selling soaps, coatings, and interior products via DTC and detailing shops. Directly comparable in product mix and DIY/pro audience overlap with Shine Armor.
• Adam's Polishes: Premium DTC auto-detailing brand with comparable product breadth (ceramic coatings, polishes, interior care, kits) and a strong enthusiast community, making it a direct like-for-like peer in channel, audience, and price tier.
• Ethos Car Care: U.S. DTC brand built around graphene and ceramic coatings (Car Care Kit, Hand Wax). Most direct peer to Shine Armor's graphene-ceramic positioning and small-team DTC model.
• Gtechniq: UK-based premium ceramic-coating brand selling crystal serum, EXO, and maintenance products to enthusiasts and pros. Overlaps with Shine Armor's nano-ceramic technology claims and global DTC footprint.
• Chemical Guys: Major DTC car-care brand offering a similarly broad portfolio of soaps, coatings, tire shines, interior cleaners, and bundled kits. Competes head-on with Shine Armor on Amazon and on enthusiast/DIY positioning.
• P&S Detail Products: DTC seller of pro-grade soaps, coatings, and interior products at similar price points. Comparable channel mix (own site + Amazon) and DIY/enthusiast target customer.
• CarPro: Ceramic-coating specialist with strong DIY and pro-grade overlap (CQuartz line, Si02 sprays). Directly comparable to Shine Armor's graphene-ceramic technology positioning and detailer-friendly messaging.

Broad incumbents

• Turtle Wax: Mass-market car-care incumbent with hybrid, ceramic, and traditional wax products across mass retail and DTC. Competes with Shine Armor on price-sensitive DIY consumers but at a much larger scale.
• SONAX: German-based detailing brand with a full line of polishes, coatings, and interior care sold globally through dealers and DTC. Comparable product breadth and international reach, but with a stronger pro/B2B tilt.
• Meguiar's: Iconic, large-scale car-care brand with a much broader retail and B2B footprint across waxes, coatings, and detailing supplies. Same end-application but vastly larger distribution and brand equity than Shine Armor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/shine_armor
• Facebookfacebook.com/shinearmorco
• LinkedInlinkedin.com/company/shine-armor

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shine Armor