Hooga Lab
Hooga Lab is a women-owned, US-based DTC brand that manufactures and sells proprietary SiO2 ceramic coatings and specialty cleaning products for home surfaces. It serves homeowners and pet owners through a Shopify storefront with a subscription model.
- Company typePrivate
- Founded-
- HeadquartersArvada, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hooga Lab does
Hooga Lab (operating under the trade name Homeline Coatings) is a women-owned, US-based manufacturer and direct-to-consumer seller of ceramic coating and cleaning products for home surfaces. The company is headquartered in Arvada, Colorado, with manufacturing and fulfillment operations in the Denver area, and employs between 11 and 50 people. Its core technology is a proprietary water-based SiO2 (silicon dioxide) ceramic formula that creates a thin, glass-like protective coating on surfaces, delivering ultra-hydrophobic properties and 4-6 months of protection per application. The flagship offering is a three-part ceramic coating system consisting of a Surface Primer, a Ceramic Spray, and a Maintenance Spray, supplemented by a Graphene Ceramic Kit for outdoor patio furniture, enzymatic spot treatments, fabric guards, and specialty cleaners (degreaser, glass cleaner, foaming bathroom cleaner).
The product portfolio spans individual SKUs priced from $13.95 to $59.95 and bundled collections ranging from $25.00 to $149.95, including Kitchen, Bathroom, Fabric, Home Ceramic, and Complete Home Collections. Revenue mechanics combine one-time direct product sales with a Subscribe & Save subscription program offering a 15% discount on 60-, 90-, or 120-day delivery intervals. The go-to-market motion is product-led growth via a self-serve Shopify storefront, supported by a brand ambassador affiliate program, content marketing through blog and email newsletter, and organic social distribution across Instagram, YouTube, and TikTok. Earned media placements in BuzzFeed, Now This, and GoodHomes Magazine provide top-of-funnel credibility. The company serves homeowners, pet owners, and consumers seeking surface protection across kitchen, bathroom, fabric, and outdoor use cases, with no enterprise, wholesale, or international distribution disclosed.
The business is privately held, founder-owned and bootstrapped with no disclosed venture capital or private equity funding, no parent company, and no subsidiaries. No acquisitions, partnerships, patents, regulatory actions, or public financial disclosures are on record.
Hooga Lab firmographics
Firmographics- Name
- Hooga Lab
- Legal name
- HomelineCoatings
- Website
- https://hoogalab.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hooga Lab is a women-owned, US-based DTC brand that manufactures and sells proprietary SiO2 ceramic coatings and specialty cleaning products for home surfaces. It serves homeowners and pet owners through a Shopify storefront with a subscription model.
- Ownership category
- akta.pro rank
Hooga Lab industry classification
Industry- Product category
- Home Cleaning Products
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Polish and Other Sanitation Good Manufacturing (325612)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Specialty Cleaning, Polishing And Sanitation Preparations (2842)
- akta.pro primary industry
- Glass & Multi-Surface All-Purpose Cleaners (CRAJAMAE)
- akta.pro secondary industries
- Bathroom All-Purpose Cleaners (Multi-Surface) (CRAJAMAF), Alkaline Cleaners & Heavy-Duty Degreasers (Caustic/Soda Ash) (CRAJAKAE)
Keywords
Where Hooga Lab is headquartered
LocationHeadquarters
- HQ city
- Arvada
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Hooga Lab business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchase of individual products or bundled collections through e-commerce storefront. Products include ceramic sprays, cleaners, degreasers, fabric guards, and accessory bundles.
- Subscription (Subscribe & Save): Recurring subscription model offering 15% discount on all orders. Customers can set delivery frequency (60, 90, or 120 days). Provides predictable recurring revenue and customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Products - $13.95 to $59.95 |
| Unit Pricing | Pay-as-you-go | Product Collections/Bundles - $25.00 to $149.95 |
| Subscription | Monthly | Subscribe & Save - 15% Discount |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Hooga Lab product offering
Product offeringCore offering
Hooga Lab manufactures and sells a proprietary three-part ceramic coating system (Home Surface Primer, Home Ceramic Spray, and Home Maintenance Spray) using SiO2 (Silicon Dioxide) water-based formula that creates a glass-like protective layer on home surfaces. The company also offers specialized cleaning products including enzymatic spot treatment, degreasers, fabric guards, glass cleaners, bathroom cleaners, and a graphene ceramic kit for outdoor furniture, sold as individual products and bundled collections.
Product overview
HoogaLab is a women-owned home cleaning products company offering a portfolio of ceramic coating systems and specialized cleaning solutions. The core product is a proprietary three-part ceramic coating system (Home Surface Primer, Home Ceramic Spray, and Home Maintenance Spray) that creates a glass-like SiO2 protective layer on home surfaces. The product line spans multiple categories including surface care (degreaser, glass cleaner), fabric care (indoor/outdoor fabric guards, upholstery cleaner, enzymatic spot treatment), bathroom cleaning (foaming bathroom cleaner, water spot remover), and kitchen cleaning (foaming dish soap). The company also offers bundle collections (Kitchen Collection, Fabric Collection, Bathroom Collection, Complete Home Collection) and specialty products like the Graphene Ceramic Kit for outdoor furniture. All products are made in the USA and the company is headquartered in Denver, Colorado.
Differentiator
Problem solved
Functional benefit
Brands
- HomeLine Coatings: Brand name used for ceramic coating products, including the HomeLine Coatings™ Primer and Swift Maintenance Spray products.
Products and services
- Home Ceramic Spray An 8oz ceramic spray protectant utilizing advanced SiO2 formula that creates a thin, glass-like coating on surfaces to promote shine and protection. Step two of the three-part ceramic system. For homeowners seeking surface protection.
- Home Surface Primer An 8oz surface primer used to clean and prep surfaces before ceramic spray application. Step one of the three-part ceramic coating system. For homeowners preparing surfaces for ceramic protection.
- Home Maintenance Spray A 16oz maintenance spray formulated to clean and maintain ceramic-coated surfaces. Step three of the three-part ceramic system, also serves as a versatile surface cleaner for granite, stone, quartz, marble, tile, and stainless steel.
- Graphene Ceramic Kit A two-part system utilizing advanced graphene formula to create a diamond-like coating on outdoor patio furniture, specifically recommended for aluminum furniture to revive original deep grey or black color.
- Enzymatic Spot Treatment A 16oz enzymatic spot treatment formulated to break down organic stains including bodily fluids, pet stains, chocolate, and wine using natural enzymes.
- Degreaser A 16oz degreaser that cuts through grease, grime, waxes, oils, butters, and slimes for heavy-duty kitchen cleaning.
- Foaming Dish Soap A foaming dish soap with bright citrus scent that doubles as a foaming hand soap. Includes foaming pump.
- Indoor Fabric Guard A 16oz fabric guard that creates a hydrophobic shield for long-lasting indoor fabric protection without changing the look or feel of fabrics.
- Outdoor Fabric Guard A 16oz fabric guard creating a hydrophobic shield for long-lasting outdoor fabric protection against weather damage.
- Upholstery Cleaner A cleaner that creates rich lather to lift dirt and grime from rugs, carpets, couches, and upholstery. Includes sprayer and microfiber cloth.
- Glass Cleaner A 16oz glass cleaner designed for streak-free crystal clear finish on glass, plastic, mirrors, windows, and doors.
- Foaming Bathroom Cleaner A foaming bathroom cleaner that clings to surfaces to remove and prevent soap scum, limescale, and everyday dirt and grime on shower doors, bathtubs, tiles, and more.
- Water Spot Remover A water spot remover formulated with mild acetic acid to break through mineral deposits from hard water on fixtures and glass. Piña Colada scented.
- The Kitchen Collection A bundle including Foaming Dish Soap, Degreaser, and towel for comprehensive kitchen cleaning. Priced at $25.00 (regular $29.90).
- The Fabric Collection A comprehensive fabric care bundle including Outdoor Fabric Guard, Indoor Fabric Guard, Upholstery Cleaner, 3 sprayers, and 3 microfiber cloths. Priced at $55.00 (regular $64.85).
- The Bathroom Collection A bathroom cleaning bundle including Foaming Bathroom Cleaner, Water Spot Remover, and 2 sprayers. Priced at $30.00 (regular $44.85).
- Home Ceramic Collection A bundle containing the three-part ceramic coating system (Surface Primer, Ceramic Spray, Maintenance Spray) plus accessories. Priced at $49.95 (regular $57.85).
- Complete Home Collection Comprehensive cleaning kit containing one of everything in the HoogaLab lineup including 7 sprayers and 9 microfiber cloths. Priced at $149.95 (regular $173.50).
- Microfiber Cloths (3 Pack) Ultra-soft 365 GSM microfiber cloths designed for cleaning and polishing all surfaces in the home. Sold as a 3-pack.
Quantifiable outcome
- Coating protection lasts 4-6 months before reapplication needed
- +2 more outcomes
Companies that use Hooga Lab
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles1 record
Hooga Lab technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Hooga Lab partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Hooga Lab competitors and assessment
Company assessmentEmerging players
- Gtechniq: Gtechniq is a specialty SiO2 and ceramic coating brand primarily serving automotive and marine surfaces, with growing residential and consumer product extensions; comparable to HoogaLab on ceramic coating chemistry, though currently stronger in auto than home.
- Chemical Guys: Chemical Guys is a DTC detailing and ceramic spray brand with strong social media presence and an ambassador program; comparable to HoogaLab on SiO2 ceramic chemistry, DTC and influencer GTM, and bundled kit architecture.
Direct peers
- Puracy: Puracy is a DTC brand selling plant-based household cleaners (surface, bathroom, dish, laundry) through its own storefront with subscription options; directly comparable to HoogaLab on DTC channel, natural/premium positioning, and recurring purchase model.
- Branch Basics: Branch Basics is a DTC concentrated cleaner brand selling a multi-surface concentrate plus bathroom and laundry lines direct to consumers; comparable to HoogaLab on DTC motion, system-based product architecture, and values-based (non-toxic) positioning.
- Aunt Fannie's: Aunt Fannie's is a small DTC natural cleaning brand offering vinegar-based surface, bathroom, and dish products sold primarily through its own storefront and select retailers; comparable to HoogaLab as a similarly sized DTC cleaning challenger.
- Better Life: Better Life is a DTC natural cleaning products brand selling plant-based surface, dish, and laundry cleaners direct to consumers; comparable to HoogaLab in DTC motion, premium positioning, and home-cleaning category focus, though lacking a ceramic-coating technology thesis.
Broad incumbents
- The Clorox Company: Clorox is a CPG incumbent with broad portfolio of household surface cleaners, bathroom cleaners, and disinfectants; a relevant incumbent competing for the same consumer cleaning occasions HoogaLab targets, with massively superior distribution and ad spend.
- Mrs. Meyer's Clean Day: Mrs. Meyer's (owned by SC Johnson) is a mass-market household cleaner brand sold through grocery, mass, and online channels; relevant as a broad incumbent in the same home-cleaning category that competes with HoogaLab for the values-driven consumer.
- Method Products: Method (owned by Ecover/People Against Dirty, now SC Johnson) is a leading premium eco-friendly household cleaner brand with broad retail distribution; comparable to HoogaLab on positioning and product category, but with vastly larger scale and shelf presence.
- Seventh Generation: Seventh Generation (owned by Unilever) is a major plant-based household cleaning brand with national retail distribution; comparable to HoogaLab on plant-based/non-toxic positioning but operates as a broad incumbent with much deeper marketing and shelf budgets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Hooga Lab social profiles
Digital presenceHooga Lab financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hooga Lab leadership team
Management profileNumber of profiles
Profiles1 record
Hooga Lab funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hooga Lab M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hooga Lab
What does Hooga Lab do?
Hooga Lab manufactures and sells a proprietary three-part ceramic coating system (Home Surface Primer, Home Ceramic Spray, and Home Maintenance Spray) using SiO2 (Silicon Dioxide) water-based formula that creates a glass-like protective layer on home surfaces. The company also offers specialized cleaning products including enzymatic spot treatment, degreasers, fabric guards, glass cleaners, bathroom cleaners, and a graphene ceramic kit for outdoor furniture, sold as individual products and bundled collections.
Is Hooga Lab a public or private company?
Hooga Lab is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Hooga Lab founded?
Hooga Lab was founded in -1. It employs 11 to 50 people.
Where is Hooga Lab based?
Hooga Lab is headquartered in Arvada, United States, in the North America region.
How does Hooga Lab make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription (Subscribe & Save).
Who are Hooga Lab's main competitors?
Emerging players on record are Gtechniq and Chemical Guys. Direct peers are Puracy, Branch Basics, Aunt Fannie's and Better Life. Broad incumbents are The Clorox Company, Mrs. Meyer's Clean Day, Method Products and Seventh Generation.
Does Hooga Lab have an API?
No public API is recorded for Hooga Lab.
What industry is Hooga Lab in?
Hooga Lab's product category is Home Cleaning Products. Its primary akta.pro industry code is CRAJAMAE, Glass & Multi-Surface All-Purpose Cleaners, with a secondary code of CRAJAMAF, Bathroom All-Purpose Cleaners (Multi-Surface). Its NAICS code is 3256 and its SIC code is 2840.