Macks

What Macks does

McKeon Products, Inc. (d/b/a Mack's) is a privately held, family-owned manufacturer of consumer hearing protection and ear-care products founded in 1962 by symphony musician Raymond Benner and headquartered in Warren, Michigan. The company invented the world's first moldable silicone earplug (Pillow Soft) and built a portfolio spanning moldable silicone putty, soft foam earplugs, electronic Bluetooth-enabled shooting earmuffs (Live Fire line), ear dryers, earwax removal systems, sleep masks, and lens wipes. Mack's is the #1 selling earplug brand in the USA per IRI Data and the #1 doctor-recommended earplug brand per BRG Research, with 60+ products sold under sub-brands including Pillow Soft, Aqua Block, Flightguard, Hear Plugs, Snore Blockers, Dreamgirl, and ProRinse.

The business generates revenue through one-time unit sales of consumable earplugs priced $2.99–$17.99 and premium electronic hearing protection priced up to $129.99, plus bulk/volume packaging up to $150 per pack. Distribution is hybrid: mass and grocery chains (Walmart, Kroger, Albertsons, Safeway, Meijer, Publix), specialty retailers (Guitar Center, Big 5 Sporting Goods, Swim Outlet), Amazon and other online marketplaces, and a direct-to-consumer store at macksearplugs.com. Core served use cases are sleeping/snoring relief, swimming/water sports, shooting/hunting hearing protection, musicians/concert-goers, travel, and general noise reduction, with official sponsorship roles at USA Swimming and the NAMM Show anchoring segment credibility.

The company operates its own ISO 9001:2015-certified manufacturing facility (certified since 1997) and is currently led by the second Benner generation — Devin Benner (CEO) and Pete Benner — with no external private equity or parent company ownership. Customer acquisition combines content marketing, social media, earned media, SEO, and a daily free sample giveaway program; there is no disclosed AI/ML capability, no funding rounds, and no disclosed revenue figure.

Name

Macks

Legal name

McKeon Products, Inc.

Website

https://macksearplugs.com

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

11–50 employees

Short description

Mack's (McKeon Products, Inc.) is a family-owned US manufacturer of consumer earplugs, hearing protection, and ear-care products founded in 1962, selling #1-ranked silicone and foam earplug brands through mass retail, grocery, specialty, and online channels to sleeping, swimming, shooting, music, and travel consumers.

Ownership category

akta.pro rank

Product category

Hearing Protection Products

NAICS

Electromedical and Electrotherapeutic Apparatus Manufacturing (334510)

SIC

Plastics Foam Products (3086)

akta.pro primary industry

Eye, Ear & Nasal Care OTC (Eye Drops, Ear Drops/Wax Removal, Saline Sprays) (CRADAMAG)

Keywords

• Hearing protection products
• Moldable silicone earplugs
• Swimming earplugs
• Sleep aid earplugs
• Shooting hearing protection

Headquarters

HQ city

Warren

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Ear Plug Sales: One-time purchase of disposable and reusable earplugs including silicone putty, foam, and specialty earplugs for various applications including sleeping, swimming, shooting, and travel.
2. Hearing Protection Equipment: Sales of earmuffs, electronic hearing protection devices, and safety accessories including shooting gear, safety glasses, and lens wipes.
3. Ear Care Products: Sales of ear drying aids, earwax removal systems, and ear care accessories including sleep masks and lens cleaning products.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Mack's (McKeon Products, Inc.) manufactures and sells a comprehensive line of hearing protection and ear care products including moldable silicone earplugs, soft foam earplugs, waterproof swimming earplugs, high-fidelity musician earplugs, electronic shooting earmuffs with Bluetooth, earwax removal systems, ear drying aids, sleep masks, and lens wipes. The company was founded in 1962 by Raymond Benner, who invented the world's first moldable silicone earplug, and today operates as the #1 selling and #1 doctor recommended ear plug brand in the USA with products distributed through major retail chains and e-commerce channels.

Product overview

Mack's (McKeon Products, Inc.) is a family-owned ear care company established in 1962, specializing in hearing protection and sleep aids. The company offers a diverse portfolio of ear plugs organized by use case (sleeping, swimming, shooting, musicians, travel, noise reduction, snoring, studying) alongside complementary products including sleep masks, ear dryers, earwax removal systems, and lens wipes. Core products include Pillow Soft® silicone putty ear plugs (their original invention and #1 seller), foam ear plugs in various formulations (Ultra Soft, Dreamgirl™, Snore Blockers®, Maximum Protection), waterproof swimming ear plugs (Aqua Block®), high-fidelity musician ear plugs (Hear Plugs®), and specialized shooting protection (Live Fire® electronic earmuffs with Bluetooth). The company also produces electronic hearing protection devices with wireless technology, ear care accessories (ear bands, drying aids, wax removal kits), and optical cleaning products.

Differentiator

Problem solved

Functional benefit

Brands

• Pillow Soft®: Moldable silicone earplugs for sleeping and swimming
• Snore Blockers®
• Dreamgirl™
• Flightguard®
• Hear Plugs®
• Aqua Block®
• Ear Seals®
• Ear Dryer PRO
• ProRinse®
• Wax Away®
• Dry-n-Clear®
• Live Fire®
• Sound Asleep®
• Snoozers®
• Blackout®
• Hi Viz*
• Slim Fit™
• ThermaFit™
• Maximum Protection
• Roll-Ups™
• Baby Muffs™
• Shut-Eye Shade®
• Dreamweaver™
• Spotless®
• Double-Up®

Products and services

• Pillow Soft Silicone Putty Ear Plugs Moldable silicone earplugs designed for sleeping, swimming, and general hearing protection; the company's original and #1-selling product invented in 1962.
• Soft Moldable Silicone Putty Ear Plugs - Kids Size

Quantifiable outcome

• #1 Selling Ear Plug Brand in USA per IRI Data
• +2 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• USA SwimmingcoreStrategic or Co-development PartnerMack's is the Official Ear Care of USA Swimming, providing hearing protection and ear care products for competitive swimmers and the organization's events and athletes.
• National Association of Music Merchants (NAMM)coreStrategic or Co-development PartnerMack's is the Official Hearing Protection Supplier of the NAMM Show, the world's largest trade-only event for the music products industry.
• WalmartcoreChannel Partner/ Reseller/ DistributorMajor retail distribution partner selling Mack's earplug and hearing protection products in Walmart stores nationwide.
• KrogercoreChannel Partner/ Reseller/ DistributorGrocery retail partner distributing Mack's products through Kroger family of stores nationwide.
• Albertsons CompaniescoreChannel Partner/ Reseller/ DistributorGrocery retail partner including Safeway, Jewel-Osco, and other Albertsons-owned chains.
• MeijercoreChannel Partner/ Reseller/ DistributorMidwest regional retailer partner distributing Mack's products.
• PublixmajorChannel Partner/ Reseller/ DistributorSoutheast grocery retail partner.
• AmazonmajorChannel Partner/ Reseller/ DistributorE-commerce marketplace partner for online sales of Mack's products.
• Big 5 Sporting GoodsmajorChannel Partner/ Reseller/ DistributorSporting goods retail partner for shooting and outdoor ear protection products.
• Guitar CentermajorChannel Partner/ Reseller/ DistributorMusic industry retailer partner for musician ear plug products.
• North American Hunting ClubminorStrategic or Co-development PartnerMack's has Field Tested Seal of Approval from the North American Hunting Club for hunting ear protection products.
• TUV USAminorOthersCertification body that provides ISO 9001:2015 quality management system certification for McKeon Products.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Howard Leight by Honeywell: Honeywell-owned hearing protection brand offering foam earplugs, banded plugs, and earmuffs across industrial safety, shooting, and sleep use cases. Directly competes with Mack's in retail earplug and electronic hearing protection categories.
• 3M PELTOR: 3M's premium hearing protection and electronic earmuff line for occupational, shooting, and tactical use. Competes head-on with Mack's Live Fire electronic shooting earmuffs and high-NRR foam earplugs.
• Moldex: Manufacturer of disposable foam earplugs, reusable plugs, and banded hearing protection sold through industrial and retail channels. Overlaps directly with Mack's foam earplug and shooting earplug product lines.
• Etymotic Research: Specialist in high-fidelity musician earplugs and hearing health products. Directly comparable to Mack's Hear Plugs high-fidelity line and shares musician/concert use cases.
• Westone: Custom and universal-fit musician earplugs and in-ear monitors. Competes in the musician/concert-goer segment where Mack's Hear Plugs and Acoustic Foam products are positioned.

Emerging players

• Loop Earplugs: DTC-native earplug brand with strong lifestyle positioning across sleep, concert, and focus use cases. Emerging direct competitor to Mack's in the consumer lifestyle earplug segment, particularly with younger demographics.
• Decibullz: Custom-moldable earplug company using thermoplastic fitting for shooting, swimming, and music. Competes in the same moldable-silicone and custom-fit spaces pioneered by Mack's Pillow Soft.
• Eargasm: DTC high-fidelity earplugs targeting musicians, concert-goers, and sensitivity sufferers. Niche competitor to Mack's Hear Plugs with a stronger direct-to-consumer brand presence.

Broad incumbents

• SureFire: Tactical and shooting accessories brand with electronic hearing protection/earplugs. Overlaps with Mack's shooting and electronic earmuff portfolio though SureFire operates more broadly in tactical illumination.

Others

• DareDevil Earplugs (Etymotic ER series consumer line): Consumer-grade high-fidelity earplugs sold through retail; relevant comparable to Mack's Hear Plugs in the concert and noise-reduction use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MacksEarPlugs
• YouTubeyoutube.com/user/macksearplugs
• Facebookfacebook.com/macksearplugs
• Instagraminstagram.com/macksearplugs
• Pinterestpinterest.com/macksearplugs

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Macks