What Seachem Laboratories does

Seachem Laboratories, Inc. is a privately held, US-based (Madison, Georgia) designer and manufacturer of premium aquarium and pet-care water-treatment and husbandry products, founded in the early 1980s by Dr. Leo G. Morin and now selling into more than 60 countries. The core product line spans water conditioners (flagship Prime, Stability), filtration media (Matrix, MatrixCarbon, Purigen, PhosGuard, de*nitrate), medications (Cupramine, PolyGuard, KanaPlex, MetroPlex, ParaGuard), planted-tank supplements (Flourish family), reef supplements (Reef Calcium, Reef Builder, Reef Fusion, plus the 2023 Reef Pack NPK), premium fish foods (NutriDiet with probiotics), and adjacent hardware such as the Tidal power filters and Impulse pumps launched in 2022. Technology is rooted in chemistry and biology rather than software: formulations are developed in-house by chemists and biologists, with documented performance advantages such as Prime's 5x concentration versus competitors and Matrix's 10x specific surface area versus Eheim Substrat Pro. The portfolio is organized under the Seachem master brand plus sub-brands Aquavitro (premium reef/plant), JurassiPet (reptiles/amphibians), NutriDiet (foods), Water Garden Oasis (ponds), AviPet (birds), and FurPet.

Name

Seachem Laboratories

Legal name

Seachem Laboratories, Inc.

Website

https://seachem.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Seachem Laboratories is a privately held US manufacturer of premium aquarium water-treatment, filtration, medication, and nutrition products, serving hobbyists, pet retailers, and aquatic specialty stores in 60-plus countries under the Seachem, Aquavitro, and JurassiPet brands.

Ownership category

akta.pro rank

Product category

Aquarium Water Treatment and Pet Care Products

NAICS

Seafood Product Preparation and Packaging (3117)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Fish & Aquatic Feed (ornamental) (CRADAFAL)

Keywords

• Aquarium water treatment
• Reef aquarium supplements
• Fish medications
• Filtration media
• Planted tank fertilizers

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Aquarium Water Conditioners and Treatments: Core revenue stream from water conditioners (Prime, Stability, AmGuard, etc.), buffers, and water preparation products for freshwater, saltwater, and reef aquariums. Products are highly concentrated formulations sold in various sizes from 50mL to 4L.
2. Aquarium Medications: Fish medications including Cupramine, KanaPlex, MetroPlex, NeoPlex, ParaGuard, PolyGuard, and SulfaPlex for treating bacterial infections, fungal infections, and parasitic infections in aquarium fish.
3. Aquarium Nutrition: NutriDiet flake foods (8 varieties with Probiotics), tab foods, and vacation tabs for various fish types including carnivores, herbivores, cichlids, goldfish, marine, and tropical species.
4. Hardware Products: Tidal Power Filters, Impulse Pumps, filter bags, filter socks, glassware accessories, and maintenance tools including algae scrapers and fish nets.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Seachem Laboratories designs and manufactures a comprehensive line of science-based aquarium water-treatment products, including water conditioners, biological filtration media, fish medications, plant supplements, reef supplements, test kits, fish foods, and hardware such as power filters and pumps. Products serve freshwater, saltwater, reef, planted, and pond aquariums, as well as reptile and avian husbandry markets through sub-brands like aquavitro, JurassiPet, NutriDiet, and AviPet.

Product overview

Seachem Laboratories is a manufacturer of comprehensive aquarium and pet care products serving freshwater, saltwater, reef, planted, and pond environments. The portfolio is organized around the core Seachem brand with complementary sub-brands including aquavitro (premium reef and plant products) and JurassiPet (reptile and amphibian care). The product ecosystem centers on water care with flagship products like Prime water conditioner and Stability beneficial bacteria, supplemented by extensive filtration media (Matrix, MatrixCarbon, Purigen, PhosGuard), medications (Cupramine, PolyGuard, KanaPlex, MetroPlex), and planted/freshwater supplements (Flourish line). Hardware offerings include Tidal Power Filters and Impulse Pumps. The NutriDiet flake food line with probiotics and the new Worm Flakes product represent the food category. Recent expansions include axolotl-specific products (Axolotl Conditioner, Axolotl Buffer), aquarium care accessories (Aquarium Cleaner, Polisher, Algae Scraper), natural botanicals (Catappa Leaves), and the Reef Pack NPK system for advanced coral supplementation. Products are distributed globally through pet stores and online dealers.

Differentiator

Problem solved

Functional benefit

Brands

• Aquavitro: Premium line of aquarium products designed with optimized formulations for reef keeping and plant keeping with rigorous performance standards.
• JurassiPet
• NutriDiet
• Water Garden Oasis
• AviPet
• FurPet

Products and services

• Prime Water Conditioner Complete and concentrated conditioner for fresh and saltwater that removes chlorine, chloramine and detoxifies ammonia, nitrite, and nitrate. 5X more concentrated than competing products. Non-acidic and will not impact pH.
• Stability Beneficial bacteria supplement for establishing and maintaining biological filtration in aquariums. Used during tank cycling.
• Matrix Biological Filtration Media Porous biological filtration media with pore distribution promoting both aerobic nitrification and anaerobic denitrification. Contains nearly 10 times the specific surface area of competitors.
• MatrixCarbon Spherical bead activated carbon with uniform 2mm particle size for optimal hydrodynamics and maximum water flow without compacting.
• Purigen Polymeric adsorption filtration media that removes organic waste and discolorations from aquarium water.
• PhosGuard Phosphate and silicate removal filtration media for freshwater and marine aquariums.
• Flourish Plant Supplement Comprehensive plant supplement containing essential macronutrients and micronutrients for planted aquariums.
• Cupramine Copper-based medication for treating external parasites in freshwater and marine aquariums. The company's original founding product.
• PolyGuard Multi-spectrum anti-parasitic medication effective against a broad range of infectious organisms.
• KanaPlex Antibiotic medication containing kanamycin for treating bacterial infections in aquarium fish.
• MetroPlex Antibiotic medication containing metronidazole for treating internal and external bacterial infections.
• ParaGuard Aldehyde-based medication for treating parasitic infections including ich, velvet, and flukes.
• Reef Calcium Calcium supplement for reef aquariums to maintain optimal calcium levels for coral growth.
• Reef Builder Alkalinity and carbonate supplement for reef aquariums that builds and maintains carbonate hardness.
• Reef Fusion Two-part reef supplement system providing both calcium and alkalinity in proper ratios for coral calcification.
• Tidal Power Filters Hang-on power filters available in 35, 55, 75, and 110 gallon models with self-priming pumps, dual water intake with surface skimmer, adjustable flow, and maintenance monitors.
• Impulse Pumps Energy-efficient multi-function pumps available in 400, 600, and 800 GPH models for fresh and saltwater aquariums, protein skimmers, and inline applications.
• NutriDiet Fish Foods with Probiotics Premium flake foods in nine varieties (Chlorella, Cichlid, Discus, Goldfish, Marine, Marine Plus, Shrimp, Tropical, Worm) fortified with probiotics, chlorella, GarlicGuard, and vitamin C.
• MultiTest Marine pH & Alkalinity Liquid test kit for measuring marine pH and alkalinity levels in reef aquariums.
• MultiTest Ammonia Advanced ammonia test kit using gas exchange sensor system that distinguishes between free ammonia and total ammonia, unaffected by water conditioners.
• NutriDiet Herbivore Tabs Sinking tablet formula for freshwater and saltwater herbivores, containing vegetable and algae ingredients, ideal for plecos and grazing species.
• Reef Pack NPK Bundle of Reef Nitrogen, Reef Phosphorus, and Reef Potassium for comprehensive NPK supplementation in reef aquariums.
• Axolotl Conditioner Water conditioner specifically formulated for axolotls that removes chlorine, chloramine, and detoxifies ammonia.
• Axolotl Buffer pH buffer that adjusts water to the ideal 7.4-7.6 range for axolotl husbandry.
• Aquarium Cleaner Ammonia-free multi-surface cleaner for exterior glass and acrylic aquarium surfaces.
• Aquarium Polisher Multi-surface polisher that removes mineral deposits and water spots while protecting against future buildup.
• Fish Nets Fish nets available in 8 sizes from 3 to 12 inches, including standard and fine mesh options for delicate species.
• Catappa Leaves Natural botanicals from Indian Almond Trees (Terminalia catappa) that release tannins, lower pH, and create natural environments for shrimp and Betta fish.
• Algae Scraper 3-in-1 algae scraper with retractable metal, plastic, and soft pad blades for glass and acrylic aquariums, featuring ergonomic handle and floating design.
• Aquavitro Premium Line Premium product line brand with rigorously optimized formulations for reef and plant keeping. Designed as an outlet for rapid response to new technologies.
• JurassiPet Reptile and Amphibian Line Line of foods, nutritive supplements, and products for enclosure maintenance and parasite control for reptiles and amphibians.

Quantifiable outcome

• Matrix contains nearly 10 times the specific surface area of Eheim Substrat Pro and more than 20 times that of JBL MicroMec
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered minor.

• Mankwe Wildlife ReserveminorOthers · 1 January 2024Environmental stewardship partnership supporting rhino preservation in South Africa. Seachem matches donations up to $5,000. Part of company's ongoing efforts to support endangered animal protection.
• Rhino911minorOthers · 1 January 2024Emergency helicopter rescue service for rhinos injured or orphaned due to poaching. Rhino911 has responded to over 140 calls for help. Seachem supports through Mankwe Wildlife Reserve partnership.
• Mark of the RhinominorOthers · 1 January 2024Rhino conservation initiative. Seachem supports through product sales fundraising and donation matching for Mankwe Wildlife Reserve.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Red Sea: Red Sea is a global reef-aquarium brand with a comprehensive suite of supplements, test kits, filtration media, and medications targeting the same reef hobbyist segment as Seachem's Reef line. Its Reef Care Program is a direct competitive product line.
• Brightwell Aquatics: Brightwell Aquatics is a specialty manufacturer of reef and planted aquarium supplements, water conditioners, and bottled bacteria products. Its chemistry-driven, concentrated positioning mirrors Seachem's premium, science-led go-to-market.
• Tropic Marin: Tropic Marin is a German manufacturer of premium reef supplements, salt mixes, and water care products. Its high-concentration, laboratory-grade positioning is closely aligned with Seachem's aquavitro premium sub-brand.
• Two Little Fishies: Two Little Fishies is a specialty manufacturer of reef supplements, filtration media, and aquarium care products founded by a recognized marine biologist. It competes with Seachem in the chemistry-driven, hobbyist-trusted supplement segment.
• Aquaforest: Aquaforest is a Polish-based manufacturer of reef supplements, water conditioners, and specialty aquarium products. It competes head-to-head with Seachem in international reef-keeping markets and shares the science-based, concentrated formulation positioning.
• API (Aquarium Pharmaceuticals): API, owned by Mars Petcare, is the largest direct competitor to Seachem in aquarium water conditioners, test kits, and medications, with a near-identical product taxonomy across freshwater and saltwater care. It is the category leader Seachem consistently benchmarks itself against.
• Kent Marine: Kent Marine is a closely comparable specialty supplement and water care brand serving saltwater and reef aquariums. Its product range in calcium, alkalinity, and trace supplements directly overlaps Seachem's Reef line and Flourish supplements.
• CaribSea: CaribSea is a leading manufacturer of aquarium substrates, sands, and gravels sold through the same specialty retail channel as Seachem. While its core category is substrates, it shares Seachem's premium, hobbyist-focused, dealer-trained distribution model.

Broad incumbents

• Fluval (Hagen): Fluval, part of Rolf C. Hagen, is a global aquarium equipment and care brand with overlapping product lines in filtration, water conditioners, and supplements. It competes broadly with Seachem but as part of a larger, more diversified pet products portfolio.
• Tetra (Spectrum Brands): Tetra, owned by Spectrum Brands, is a mass-market fish food and aquarium care brand with broad retailer presence. It overlaps with Seachem in fish foods, water conditioners, and starter kits but targets entry-level hobbyists rather than the premium chemistry-driven segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/seachem

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 records

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 Seachem Laboratories