TouchUpDirect

What TouchUpDirect does

TouchUpDirect, LLC is a US-based direct-to-consumer e-commerce company founded in 2012 and headquartered in Chino, California, that manufactures and sells exact-match automotive and motorcycle touch-up paint. Its core technology is an OEM paint-code-based color matching system paired with a Southern California in-house manufacturing facility that mixes paint fresh to each order. The catalog covers 70+ automotive brands and 15+ motorcycle brands, with paint formulated against OEM color codes to enable seamless blending with factory finishes.

Name

TouchUpDirect

Legal name

TouchUpDirect, LLC

Website

https://touchupdirect.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

DTC US e-commerce company manufacturing and selling exact-match automotive and motorcycle touch-up paint via its website. Uses OEM color codes to formulate paint fresh to order, selling directly to DIY vehicle owners, classic car restorers, and professional body shops nationwide.

Ownership category

akta.pro rank

Product category

Automotive Touch-Up Paint

NAICS

Paint and Coating Manufacturing (325510), Paint and Wallpaper Retailers (444120)

SIC

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

akta.pro primary industry

Automotive Surface Materials & Coatings for Interiors/Exteriors Manufacturing (Upholstery Materials/Decor Films/Paints for Trim) (IMACAKAL)

Keywords

• Automotive touch up paint
• OEM color matching
• DIY auto body repair
• Motorcycle touch up paint
• Vehicle paint scratch repair

Headquarters

HQ city

Chino

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, Marketing or Sales, Personnel, Technology or R&D, Others

Revenue model

1. Touch Up Paint Product Sales: One-time product sales of automotive touch up paint in various formats (pen, brush, combo, aerosol) along with accessories (primers, clearcoats, preparation materials). Customers purchase based on their specific vehicle make/model/year and OEM paint code. No subscription model; single purchase transactions.
2. Professional Size Paint Sales: Sale of larger quantities (1/2 pints, pints, quarts) of OEM-grade automotive paint formulated for spray gun application, targeting professional users and larger repair projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

TouchUpDirect is a direct-to-consumer online retailer that manufactures and sells exact-match automotive and motorcycle touch-up paint. Customers identify their vehicle's OEM color code through the website and order paint in multiple applicator formats (pen, brush, combo pen+brush, and aerosol spray can), with optional kits that bundle primer, clearcoat, and preparation materials. All paint is produced fresh to order in the company's Southern California facility and shipped directly to customers across the continental United States.

Product overview

TouchUpDirect is an e-commerce platform offering exact-match automotive and motorcycle touch up paint products. The core offering consists of Colorcoat Paints (base color matching), paired with Clearcoat and Primer as essential add-ons. Products are available in multiple applicator formats: Touch Up Pen (for chips under 0.25"), Touch Up Brush (for scratches 0.25-1.25"), Combo Kit (2-in-1 pen + brush), and Aerosol Spray Can (for large areas/repainting). Professional Sizes in 1/2 pints, pints, and quarts are available for spray gun application. Kits range from Essential Kits (basic Colorcoat + 1K Clearcoat) to Platinum Kits (full kit with primer, sandpaper, and polishing compound). The company also offers Accessories and TUDCare service program. All products are manufactured to match OEM paint codes and backed by a Color Match Guarantee.

Differentiator

Problem solved

Functional benefit

Brands

• Colorcoat Paints: Base coat/color paint product line
• Clearcoat
• Primer
• TUDCare

Products and services

• Automotive Touch Up Paint Exact-match touch-up paint manufactured fresh to order using vehicle-specific OEM paint codes, available in pen, brush, combo, and aerosol applicator formats for cars and light trucks. Configurable by make, model, year, and color code on the website.
• Motorcycle Touch Up Paint Touch-up paint specifically formulated for motorcycles, matching original manufacturer colors across brands such as Harley Davidson, Ducati, Kawasaki, Yamaha, BMW, Triumph, and others.
• Professional Size Paint (Spray Gun Volumes) OEM-grade automotive paint in larger 1/2 pint, pint, and quart volumes designed for professional spray gun application, targeted at body shops and larger repair projects. Starts at $118.
• Touch Up Paint Accessories Supporting products including 1K and 2K clearcoats, primers for bare substrate, and paint preparation materials such as wax and grease remover and polishing compound.
• TUDCare Extended Coverage Plan Warranty and care program for TouchUpDirect touch-up paint products providing extended protection and coverage beyond the standard purchase.

Quantifiable outcome

• Professional-grade touch up paint typically lasts 3-5 years when properly applied with clearcoat protection
• +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

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Dupli-Color: Established mass-market automotive refinish brand owned by Sherwin-Williams, offering touch-up, spray, and custom coatings across automotive and powersports categories through retail distribution.
• Rust-Oleum: Large coatings manufacturer with an automotive refinish line (including OEM-matched touch-up paints) sold through mass retail and hardware channels; broader portfolio but overlapping product category.
• SEM Products: Specialty coatings manufacturer focused on automotive refinish, interior, and trim products sold through body-shop distributors; relevant adjacent competitor in the pro/DIY paint repair space.

Direct peers

• AutomotiveTouchup: Direct e-commerce competitor selling OEM-matched automotive touch-up paint in pen, brush, and aerosol formats with similar brand/model-specific landing pages and color-match guarantee.
• PaintScratch: Long-running online retailer of exact-match automotive touch-up paint, offering factory color codes for cars and trucks with custom-mixed pints, aerosols, and touch-up bottles.
• ERA Paints: E-commerce direct-to-consumer brand selling OEM color-matched touch-up paint for cars and trucks, competing on price and broad vehicle make/model coverage.
• ColorRite: Direct-to-consumer retailer specializing in OEM-matched touch-up paint for motorcycles, ATVs, and powersports vehicles with extensive brand/model coverage.
• Dr. ColorChip: Specialty touch-up paint system sold direct online using a unique 'paint and seal' chip-filling process; directly competes in the DIY car paint repair category.

Regional players

• Chipex: UK-headquartered manufacturer of chip repair kits for automotive paint using OEM color codes; comparable product but primarily serves European and UK customers rather than US domestic market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/touchupdirect
• Facebookfacebook.com/TouchUpDirect
• LinkedInlinkedin.com/company/touchupdirect

Compliance1 record

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 TouchUpDirect