Aqua Mix

Name

Aqua Mix

Legal name

Custom Surface Solutions Pty Ltd

Website

https://aquamix.com.au

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Stone, Tile & Grout Care Products: One-time product sales of sealers, cleaners, problem solvers, grout colorants, and application tools to contractors, stone installers, and homeowners through retail and e-commerce channels. Products are sold in various sizes (pint to 5-gallon) and across multiple tiers from economical to premium.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Aqua Mix manufactures and distributes a portfolio of water-based sealers, cleaners, problem solvers, and grout colorants formulated for the care and maintenance of natural stone, tile, grout, and masonry surfaces. Its product range spans natural-look and enhancing penetrating sealers, routine and heavy-duty cleaners, stain and haze removers, and epoxy grout colorants, sold primarily through tile and stone retail stores and a direct e-commerce storefront.

Product overview

Aqua Mix offers a comprehensive portfolio of professional stone, tile, and grout care products organized into four main categories: Sealers (Natural Look, Enhancing, and Coating Surface types), Cleaners (Routine and Heavy-Duty formulations), Problem Solvers (for stain removal, grout haze, and restoration), and Grout Colorant. The core product lines include Sealer's Choice Gold (available in PFAS Free and Rapid Cure variants) and Ultra-Solv as premium natural look sealers; Enrich'N'Seal and Stone Enhancer as enhancing sealers for color enrichment; and various coating sealers including Seal & Finish Low Sheen and High-Gloss Sealer. The cleaner range spans pH-neutral routine cleaners like Concentrated Stone & Tile Cleaner and AquaShield, to heavy-duty alkaline cleaners like Stone Deep Clean and Heavy-Duty Tile & Grout Cleaner. Problem solvers address specific issues including Poultice Stain Remover for deep-set stains, Cement Grout Haze Remover, NanoScrub, Grout Release, and Sealer & Coating Remover. Grout Colorant provides epoxy-based recoloring in 20 colors. Some premium sealers incorporate Microban antimicrobial technology for mold and mildew resistance.

Differentiator

Problem solved

Functional benefit

Brands

• Sealer's Choice® Gold: Premium PFAS-free water-based sealer for natural stone, tiles, and porous grout that maintains natural look for up to 10 years.
• Enrich'N'Seal™
• Ultra-Solv®
• Microban® Technology

Products and services

• Sealer's Choice Gold - PFAS Free Water-based penetrating sealer free of PFAS (forever chemicals) with zero VOCs that provides up to 10 years of stain protection for natural stone, tile, and grout and contains built-in Microban antimicrobial protection. Intended for professional contractors and homeowners sealing natural stone, tile, and porous grout surfaces.
• Sealer's Choice Gold - Rapid Cure Premium water-based penetrating sealer providing up to 15 years of stain protection for natural stone, tile, and grout. Features rapid cure technology and built-in Microban antimicrobial protection; used by professional contractors and homeowners.
• Ultra-Solv Professional-grade polysiloxane impregnating sealer containing 50% more active ingredients than comparable sealers, providing maximum stain resistance and natural look on dense natural stone surfaces. Used by professional contractors on commercial projects such as Burj Khalifa and high-profile temples.
• Pro-Solv Professional penetrating sealer designed for the protection of natural stone, tile, and grout surfaces; targeted at professional tile and stone installers.
• Penetrating Sealer Water-based penetrating sealer formulated for protection of natural stone, tile, and grout surfaces; general-purpose entry-level product for contractors and homeowners.
• ProBlock - Pre Sealer Economical water-based pre-sealer designed to resist staining from water-soluble minerals absorbed during installation. Used for six-sided pre-sealing of stone tiles and as a grout release agent on porous textured materials.
• Enrich'N'Seal Premium enhancing sealer using Polycure Technology that darkens, enriches, and highlights the character of unsealed natural stone and seals and darkens grout joints. Lasts up to 15 years; used by contractors on commercial and architectural projects.
• Stone Enhancer Economical no-sheen enhancing sealer that darkens and highlights the natural character of stone, provides stain protection, and rejuvenates worn and weathered stone surfaces. For contractors and homeowners.
• Seal & Finish Low Sheen Water-based acrylic polymer blend providing both a stain-resistant surface seal and a durable low-sheen finish, formulated for clay pavers, cement tile, quarry, slate, and sandstone.
• High-Gloss Sealer Water-based acrylic polymer providing a stain-resistant surface seal with a high-sheen finish for textured natural stone, porcelain tiles, clay pavers, and quarry surfaces.
• Floor Shine & Hardener Clear, durable floor finish that delivers a high-sheen appearance and surface protection without buffing, intended for sealed Saltillo, terracotta, quarry, slate, and sandstone surfaces.
• Concentrated Stone & Tile Cleaner pH-neutral concentrated routine cleaner for everyday cleaning of natural stone, tile, and grout, preventing soap scum buildup and hard water deposits. For contractor and homeowner use.
• AquaShield Cleaner & Resealer Clean-and-resealer product that tops up existing sealer with each cleaning, eliminating the need for separate resealing; particularly suited to honed stone surfaces.
• Brilliance Cleaner and polisher that adds luster to polished stone; regular use helps protect factory polish on limestone and other natural stone surfaces.
• Stone Deep Clean Non-acidic, biodegradable heavy-duty cleaner and degreaser for heavily soiled natural stone; removes ground-in dirt, grease, soap scum, and strips wax and floor finishes. For contractors and restoration specialists.
• Heavy-Duty Tile & Grout Cleaner High-alkaline concentrated cleaner and degreaser for removing grease, soap scum, and organic materials from neglected stone, tile, and grout; also strips synthetic and acrylic waxes and floor finishes.
• NanoScrub Abrasive cream cleaner for removing surface stains, grout haze, and residue from stone and tile surfaces; safe for use on acid-sensitive surfaces.
• Poultice Stain Remover Non-acidic absorptive clay poultice that removes deep-set oil and grease stains without scrubbing; also functions as a fine abrasive cleaning powder for surface stains and grout haze. Available in 340g and 2.7kg formats.
• Cement Grout Haze Remover

Quantifiable outcome

• Stain protection for up to 15 years (Enrich'N'Seal)
• +3 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

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• IKAN, Inc. (UAE)coreChannel Partner/ Reseller/ DistributorIKAN, Inc. is the local UAE distributor of Aqua Mix care and maintenance products. IKAN recommended the six-sided sealing solution for Dubai International Airport, performed extensive technical testing, and provided on-site support, quality control, and training for over 400 tradesmen throughout the 2-year project.
• Custom Building ProductscoreStrategic or Co-development PartnerAqua Mix is the stone and tile care products brand of Custom Building Products, North America's largest provider of tile and stone installation systems. Aqua Mix benefits from Custom's 14 North American distribution sites and 30 worldwide locations, technical staff, customer support, and a portfolio of over 500 products.
• Microban InternationalcoreTechnology or IntegrationMicroban antimicrobial technology is built into Aqua Mix premium sealers (Sealer's Choice Gold – Rapid Cure, Ultra-Solv, SameDay Grout Sealer, and Grout Colorant) during the manufacturing process, providing continuous protection against bacteria, mould, and mildew on sealed surfaces.
• Al Habtoor (Primary Stone Contractor)minorChannel Partner/ Reseller/ DistributorAl Habtoor was the primary stone contractor for the Dubai Airport Terminal 3 project. IKAN (Aqua Mix distributor) provided on-site support, quality control, and education for the Al Habtoor team of over 400 tradesmen throughout the 2-year sealing project.
• MS InternationalminorChannel Partner/ Reseller/ DistributorMS International is the largest stone importer in the U.S. Technical advisor Kevin Breen at MS International recommended Aqua Mix Ultra-Solv for the BAPS Shri Swaminarayan Mandir project and Aqua Mix Enrich'N'Seal for the Jain Center of Southern California.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Bostik (Arkema): Global adhesives and sealants manufacturer with construction-focused tile and stone product lines. Comparable as a broad incumbent whose sealants and surface treatment portfolio overlaps with Aqua Mix's chemistry.
• Custom Building Products: Aqua Mix's parent company and North America's largest provider of tile and stone installation systems with 500+ SKUs and 14 North American distribution sites. Functions as both parent and broader incumbent across the tile/stone installation value chain.
• Mapei: Global construction chemicals major with a tile/stone installation and care product range. Comparable as a large incumbent that competes in stone care, sealants, and grout categories alongside Aqua Mix's specialty offerings.

Direct peers

• Tenax: Italian stone care chemical manufacturer producing sealers, adhesives, polishes, and restoration products. Comparable in product portfolio targeting stone fabricators, installers, and restorers globally.
• Akemi: German manufacturer of adhesives, sealers, and surface care products for natural stone. Direct peer in stone sealers and problem-solving chemistry, with comparable professional trade orientation.
• Miracle Sealants: US-based manufacturer of sealers, cleaners, and problem solvers for natural stone, tile, and grout. Closest direct peer to Aqua Mix with overlapping SKUs in penetrating sealers and routine cleaners.
• Lithofin: German specialty manufacturer of stone and tile care products including sealers, cleaners, and problem solvers. Comparable as a premium-positioned European stone-care brand with similar contractor and DIY channels.
• Fila Solutions: Italian-founded global manufacturer of surface care products for stone, tile, and grout, with strong distribution in Europe, the Americas, and Asia. Comparable in product range (sealers, cleaners, stain removers) and end-user segments.
• Stonetech by LATICRETE: Stone and tile care brand from LATICRETE offering sealers, cleaners, and restoration products. Direct competitor in the specialty stone-care category serving contractors and homeowners.

Emerging players

• Dry-Treat: Specialty manufacturer of sealers and cleaners for stone, masonry, and tiles with technology-forward positioning including hydrophobic and oleophobic impregnators. Comparable as a niche peer with premium sealer chemistry competing for architect and contractor specifications.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/AquaMixAustraila
• Facebookfacebook.com/AquaMixAustralia
• LinkedInlinkedin.com/company/aqua-mix-australia
• Instagraminstagram.com/aquamix
• Pinterestpinterest.com.au/aquamixaus
• Xx.com/aquamixaus

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 Aqua Mix