Automotive Touch Up Reviews

What Automotive Touch Up Reviews does

AutomotiveTouchup is a direct-to-consumer e-commerce business that sells custom-mixed automotive touch-up paint matched to specific OEM factory color codes. Operated by Microfinish LLC, an independently owned Louisiana LLC founded in 2002 and headquartered in 208 Plauche Ct, New Orleans, the company serves individual DIY car owners and a secondary channel of professional customers including used car lots, auto parts stores, detailers, and new car dealership parts departments across the contiguous 48 United States.

The company's core technology is a proprietary color-matching system backed by a database of more than 300,000 factory-correct colors spanning vehicles from 1928 through the 2026 model year, including discontinued formulations and new model year palettes available before dealership inventory arrives. Products are mixed to order in basecoat, clearcoat, primer, adhesion promoter, and 2K urethane clearcoat formulations, then filled into one of four delivery formats: 1/2oz and 2oz brush-in-bottles, paint pens, aerosol spray cans, and ready-to-spray paint in pint, quart, and gallon sizes for professional spray guns. A complementary accessory catalog covers surface preparation, sanding, body repair, and personal protective equipment. Production lead time is 2-5 business days per order.

The business model is product-led e-commerce with a secondary sales-led B2B motion. Revenue comes from unit-priced one-time purchases, with a gallon of spray-gun paint listed at $629.95 and free shipping on orders of $50 or more, supplemented by a 10% affiliate referral program. Customer acquisition is driven by organic SEO through vehicle make/model/year pages, a multi-channel social and video presence (Facebook, YouTube, Instagram, Pinterest), and an affiliate network. The company does not offer subscriptions, software, or services, and there is no public indication of venture or institutional investment; ownership and operation are internal to Microfinish LLC.

Name

Automotive Touch Up Reviews

Legal name

Microfinish LLC

Website

https://automotivetouchup.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

AutomotiveTouchup (Microfinish LLC) is a New Orleans-based e-commerce company founded in 2002 that sells custom-mixed, OEM color-matched automotive touch-up paint in brush-in-bottles, paint pens, aerosols, and spray-gun quantities, serving DIY car owners and automotive professionals across the contiguous United States.

Ownership category

akta.pro rank

Headquarters

HQ city

New Orleans

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

Revenue model

1. Custom Mixed Automotive Paint Products: One-time purchase of custom-mixed automotive touch-up paint products. Paint is mixed to order based on vehicle color code. Products include aerosol cans, brush-in-bottles, paint pens, and spray gun paints in various sizes.
2. Affiliate Program: 10% commission per sale paid to affiliates who refer customers. Minimum payout threshold of $100. Cookies set for 90 days.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

AutomotiveTouchup is a direct-to-consumer e-commerce company that custom-mixes and sells exact-match OEM automotive touch-up paint for vehicles. Products are available in multiple formats including brush-in-bottles, paint pens, aerosol spray cans, and ready-to-spray gallons/quarts/pints for spray guns, supported by a database of more than 300,000 factory-correct colors. The company serves DIY car owners along with professional automotive resellers and detailers across the United States.

Product overview

AutomotiveTouchup is a custom-mixed automotive touch-up paint company offering exact-match OEM color reproduction for DIY car owners and professionals. The product portfolio centers on multiple paint application formats: brush-in-bottles (1/2oz and 2oz sizes), paint pens, aerosol spray cans, and ready-to-spray cans for professional spray guns. Each format is available in basecoat (color-matched), clearcoat, and primer formulations. The company supports over 300,000 factory-correct colors spanning more than 90 vehicle makes including Acura, Audi, BMW, Chevrolet, Ford, Honda, Mercedes-Benz, Porsche, Tesla, Toyota, and Volvo. Supporting accessories include body repair tools (spreaders, sanding blocks, sandpaper), safety equipment (respirators, gloves, eye protection), and surface preparation products (prep solvent, rubbing compound). Production takes 2-5 business days with custom color mixing to order.

Differentiator

Problem solved

Functional benefit

Products and services

• 1/2oz Paint Bottles (Brush-in-Bottle) Small-size custom-mixed automotive touch-up paint in built-in brush applicator bottles, available in basecoat, clearcoat, and primer formulations for minor scratch and chip repairs on personal vehicles.
• 2oz Paint Bottles Medium-size brush-in-bottle custom-mixed touch-up paint offering more product volume than the 1/2oz option, available in basecoat, clearcoat, and primer for small to medium automotive paint repairs.
• Paint Pens Precision applicator pens filled with custom-mixed automotive paint for detailed touch-up work on small scratches and chips, available in basecoat, clearcoat, and primer formulations.
• Aerosol Spray Paint Custom-mixed spray paint cans for automotive touch-up applications, available in color-matched basecoat, clearcoat, primer, adhesion promoter, and 2K urethane clearcoat formulations for DIY and professional-quality repairs.
• Spray Gun Paint (Ready-to-Spray) Custom-mixed automotive paint in pint, quart, and gallon quantities for use with professional spray gun equipment; includes basecoat, clearcoat, and primer formulations for larger vehicle paint projects (gallon priced at $629.95).
• Spray Guns Professional-grade automotive spray guns for applying ready-to-spray paint products to vehicles.
• Body & Bumper Repair Products Auto body repair supplies including plastic spreaders, sandpaper, file holders, and rubber sanding blocks for preparing vehicle surfaces before paint application.
• Sandpaper Products Wet sandpaper in various grits, assorted sanding packs, mini sandpaper, and scuff pads for automotive surface preparation and finishing work.
• Safety Products Personal protective equipment including dust masks, SAS Bandit respirators, 3M respirators, nitrile gloves, and 3M eye protection for safe automotive paint application.
• Prep Solvent Surface preparation solvent for removing wax, grease, and oil-based contaminants from vehicle surfaces before paint application.
• Rubbing Compound Automotive polishing compound for smoothing and finishing touch-up paint repairs after application and drying.
• Prep Wipe / Surface Wipe Pre-paint surface cleaning wipes for removing contaminants and ensuring proper paint adhesion.
• Aerosol Spray Can Trigger Ergonomic trigger handle accessory that converts standard aerosol spray cans into spray guns for better control and reduced finger fatigue during paint application.

Quantifiable outcome

• Over 300,000 factory correct colors available
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• TouchUpDirect: Direct online competitor selling custom-mixed automotive touch-up paint in aerosol, brush, pen, and spray-gun formats ordered by vehicle year/make/model — the closest like-for-like model to AutomotiveTouchup.
• PaintScratch: Online retailer of custom-matched automotive touch-up paint providing OEM-color-matched aerosols, pens, and bottles by vehicle make/model — competing head-on with AutomotiveTouchup's DIY e-commerce proposition.
• ScratchWizard: Specialty e-commerce seller of custom-matched automotive touch-up paint for cars and trucks, with a similar year/make/model configuration flow and DIY how-to content offering.
• SEM Products: Specialty manufacturer of automotive refinishing products including color-matched coatings, clearcoats, and trim/paint restoration supplies — sells through the same professional detailer and body shop channels.

Broad incumbents

• Dupli-Color: Sherwin-Williams-owned automotive refinishing brand dominating retail aerosol touch-up paint through hardware and auto parts chains; competes via shelf presence and instant-gratification retail pickup rather than custom mixing.
• PlastiKote: Long-established automotive aerosol and touch-up paint brand distributed through mass retail and auto parts chains, competing for general DIY touch-up demand with off-the-shelf color options.
• Rust-Oleum Automotive: Mass-market coatings brand with an automotive refinishing line sold broadly at home centers and mass retail, providing off-the-shelf touch-up and spray paint competition across the DIY channel.
• 3M Automotive Aftermarket: Major automotive refinishing supplier offering paints, abrasives, masking, and safety products through body shop distribution — overlapping with both AutomotiveTouchup's professional customers and accessory categories.

Others

• Meguiar's: Premium detailing brand that complements (rather than directly replaces) touch-up paint with polishes, compounds, and finishing products frequently used in the same DIY/professional repair workflow.

Regional players

• House of Kolor: Custom automotive coatings brand focused on show-quality and custom-car finishes, primarily distributed through professional refinishing shops — adjacent in product (color-matching paints) but serving a higher-end and more custom-shop channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/Automotivetouchup
• Facebookfacebook.com/AutomotiveTouchup
• Instagraminstagram.com/automotivetouchup
• Pinterestpinterest.com/source/automotivetouchup.com
• Xx.com/Automotivetouch

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 Automotive Touch Up Reviews