Flexseal

What Flexseal does

Flexseal operates a direct-to-consumer family of rubberized waterproofing and repair products marketed primarily under the Flex Seal brand. The company's core technology is a liquid-rubber formulation applied via aerosol spray, brush-on liquid, thick paste, hand-moldable putty, adhesive tape, or caulk, all designed to cure into a watertight, flexible seal on common household surfaces. The product line includes Flex Seal (spray, $14.99), Flex Seal Liquid ($17.99), Flex Tape ($14.99), Flex Caulk ($16.99), Flex Paste ($14.99), and the newly launched Flex Seal Power Putty ($9.99), supported by bundle pricing (e.g., 2-packs at $25-$32) and free shipping on orders over $30. Founder Phil Swift serves as inventor, CEO, and brand spokesman, anchoring a marketing model that leans heavily on social media (11.8M followers across platforms), how-to video demonstrations, and customer testimonials.

The business is a vertically integrated specialty consumer-products retailer with a primarily direct-to-consumer go-to-market. Distribution is anchored by the flexsealproducts.com Shopify storefront, supplemented by wholly-owned regional sites in Canada (flexseal.ca), Mexico (flexseal.com.mx), and Australia (flexseal.com.au), and 'general retail distribution' in 50+ countries. Revenue is generated through one-time product sales at unit price points of roughly $10-$18, with bundle and promotional pricing, plus cash-back rewards on select items. The primary customer is the DIY homeowner addressing leaks, cracks, and storm preparation across roofs, gutters, basements, windows, doors, RV/marine, and concrete surfaces; secondary segments include RV/marine owners and concrete-repair users, reached via shop-by-project merchandising.

Note: The firmographic record identifies the company as a 1989-founded, 101-250-employee UK civils, drainage, plumbing, and water management manufacturer/distributor based in Barnsley. This profile does not align with the remainder of the dataset, which describes a US consumer Flex Seal brand led by Phil Swift; the two appear to be separate entities that have been merged in the source material, and the analytical substance above is drawn from the consumer-brand data that constitutes the bulk of available evidence.

Name

Flexseal

Legal name

Flex Seal Products

Website

https://flexseal.co.uk

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

DIY Waterproofing & Repair Products

NAICS

Adhesive Manufacturing (32552), Adhesive Manufacturing (325520), Paint, Coating, and Adhesive Manufacturing (3255)

SIC

Adhesives & Sealants (2891), Miscellaneous Plastics Products (3080)

akta.pro primary industry

Adhesives & Sealants Chemicals (IMAEABAA)

akta.pro secondary industries

Adhesives, Sealants, Caulks & Tapes Retail (CRAIADAL), Backer Rods, Tapes & Joint Accessories (IMADAOAL)

Keywords

• Waterproof sealants
• Rubberized coatings
• Repair tapes
• DIY waterproofing
• Gap fillers

Headquarters

HQ city

Barnsley

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time purchase revenue from selling sealants, tapes, coatings, adhesives, and related repair products directly to consumers via e-commerce and retail channels. Products are sold as individual units or bundles with occasional promotional pricing and cash back offers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Flexseal manufactures and sells a family of rubberized sealants, tapes, coatings, and adhesives for DIY residential waterproofing and repair. The product lineup includes Flex Seal (spray liquid rubber), Flex Seal Liquid (brushable/rollable coating), Flex Tape (waterproof repair tape), Flex Caulk (gun-free waterproof caulk), Flex Paste (thick gap-filling paste), and Flex Seal Power Putty (flexible sealing putty), sold primarily direct-to-consumer through e-commerce storefronts.

Product overview

Flexseal offers a family of rubberized sealant, tape, coating, and adhesive products for waterproofing and repair applications. The core product lineup includes Flex Seal (liquid rubber spray), Flex Seal Liquid (brushable/rollable liquid coating), Flex Tape (waterproof repair tape), Flex Caulk (waterproof sealant), Flex Paste (gap-filling putty), and Flex Seal Power Putty (new flexible putty for sealing leaks). These products work together to seal, bond, patch, and protect various surfaces against water damage.

Differentiator

Problem solved

Functional benefit

Brands

• Flex Seal: Liquid rubber coating product that seeps into cracks and holes, drying to a watertight, flexible, rubberized coating
• Flex Seal Liquid
• Flex Tape
• Flex Caulk
• Flex Paste
• Flex Seal Power Putty

Products and services

• Flex Seal Power Putty A flexible putty that seals leaks and fills gaps, creating a strong, watertight seal that will not harden or dry out; priced at $9.99 and targeted at residential DIY repair.
• Flex Seal (aerosol spray) Liquid rubber in a can that seeps into cracks and holes and dries to a watertight, flexible, rubberized coating; priced at $14.99 with 10,000+ five-star reviews.
• Flex Seal Liquid A thick rubberized liquid that can be brushed, rolled, dipped, or poured onto surfaces for waterproof protection; priced at $17.99 with 6,200+ five-star reviews.
• Flex Tape Super strong waterproof tape with a thick, flexible rubberized backing for fast repairs on all kinds of surfaces; priced at $14.99 with 6,900+ five-star reviews.
• Flex Caulk Waterproof caulk that requires no caulk gun, providing clean, lasting sealing results with ease of use; priced at $16.99 with 1,000+ five-star reviews.
• Flex Paste A super-thick rubberized paste that instantly fills large gaps, cracks, and holes for a strong, flexible, watertight seal; priced at $14.99 with 10,000+ five-star reviews.

Quantifiable outcome

• 200M+ products sold worldwide
• +2 more outcomes

Named customers5 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

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• Flex Seal CanadacoreOthersDedicated Canadian e-commerce operation at flexseal.ca, serving the Canadian market with Flex Seal products.
• Flex Seal MexicocoreOthersDedicated Mexican e-commerce operation at flexseal.com.mx, serving the Mexico market with Flex Seal products.
• Flex Seal AustraliacoreOthersDedicated Australian e-commerce operation at flexseal.com.au, serving the Australia market with Flex Seal products.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• DAP Products: Major US manufacturer of caulks, sealants, and patch/repair products serving both DIY and pro channels; directly comparable to Flex Seal's caulk and paste/patch products, with deeper professional trade relationships.
• The Gorilla Glue Company: Closest direct peer — a household adhesives/sealants/tape brand (Gorilla Glue, Gorilla Tape, Gorilla Sealant) sold primarily through retail with strong DIY consumer positioning, competing head-to-head with Flex Seal in waterproof tapes and sealants.
• J-B Weld: Specialty two-part epoxy and repair putty brand with strong DIY/automotive positioning; competes most directly with Flex Seal Power Putty and Flex Paste in gap-filling and bonding applications.
• Plasti Dip International: Rubberized coating brand whose Plasti Dip and Performix products overlap directly with Flex Seal's liquid rubber spray technology, both targeting DIY protective/restructurable coatings on consumer surfaces.
• Shurtech Brands (Duck Tape): Manufacturer of Duck brand duct/waterproof tapes — a direct competitor to Flex Tape in the consumer waterproof tape segment, with comparable mass-retail shelf positioning.

Broad incumbents

• Henkel (Loctite / Pattex): Global adhesives giant with Loctite and Pattex sealants/adhesives sold in retail and professional channels; competes with Flex Seal across caulks, sealants, and DIY repair adhesives with substantially larger R&D and distribution scale.
• Rust-Oleum: Leading specialty coatings brand (Rust-Oleum, LeakSeal, Flexidip) competing directly with Flex Seal Liquid and Flex Seal spray coatings in waterproof/rubberized protective coatings for consumer and contractor use.
• 3M (DIY/Home Improvement segment): Massive incumbent whose Scotch, Duck, and Command brands compete with Flex Tape in waterproof/repair tape; vastly broader product portfolio and global retail distribution give 3M dominant shelf presence in the same category.

Emerging players

• Titebond (Franklin International): Wood/construction adhesives and sealants manufacturer that has expanded into DIY caulks and sealants; partial overlap with Flex Seal's caulk and gap-filling products, primarily via hardware retail channels.
• Sugru (Hanglobe): Moldable glue / flexible repair putty brand with strong DIY consumer following — a niche but conceptually adjacent competitor to Flex Paste and Flex Seal Power Putty in the flexible gap-filling category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/getflexseal
• YouTubeyoutube.com/user/getflexseal
• Facebookfacebook.com/getflexseal
• Instagraminstagram.com/flexseal
• Pinterestpinterest.com/getflexseal
• TikToktiktok.com/@getflexseal

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Flexseal