Proauto

Name

Proauto

Legal name

Proauto

Website

https://proauto.com.br

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Automotive Cleaning Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG)

Keywords

• Automotive cleaning products
• Car care products
• Vehicle detailing supplies
• Auto wax and polish
• Tire and glass cleaners

Headquarters

HQ city

Valinhos

HQ country

Brazil

HQ region

Latin 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, Infrastructure

Revenue model

1. Automotive Cleaning Products Sales: B2B and B2C sales of automotive cleaning and detailing products including waxes, polishes, tire cleaners, glass cleaners, degreasers, and air fresheners through retail and e-commerce channels

Go-to-market motion1 record

Distribution channels8 records

Marketing channels5 records

Core offering

Proauto manufactures and sells a complete line of automotive cleaning and detailing products in Brazil, including car wash soaps, carnauba waxes and polishes, tire cleaners and shines, glass cleaners, interior hygiene products, degreasers, air fresheners (Breeze gel line), and radiator additives (Prorad). The portfolio is organized across core lines such as Lava Autos, Ceras e Polidores, Espuma Mágica, and a dedicated Linha Autocraft, sold through major supermarket chains, specialized automotive stores, and leading e-commerce platforms throughout Brazil.

Product overview

Proauto is a leading Brazilian automotive aesthetics company offering a comprehensive portfolio of cleaning and maintenance products for vehicles. The product lineup centers on core categories including Lava Autos (car wash), Ceras e Polidores (waxes and polishes), and various specialized cleaners organized by application area (tires, glass, interior, engine). Key sub-brands include the Breeze air freshener line (with gel and other formats in multiple fragrances), Espuma Mágica (multi-purpose dry foam cleaner available in aerosol and trigger versions), and the Linha Autocraft. The company also produces radiator additives (Prorad), leather cleaners, and home-use cleaning products, positioning itself as a complete solution provider for vehicle care. Products are distributed through major Brazilian retail chains and e-commerce platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Linha Autocraft: Product line under the Proauto brand
• Breeze
• Espuma Mágica
• Black Magic

Products and services

• Lava Autos Car wash products for cleaning vehicle exteriors, including formulas with wax for added protection and shine, targeted at individual vehicle owners and car wash service providers.
• Ceras e Polidores Waxes and polishes for vehicle bodywork protection and shine enhancement, including traditional carnauba wax formulations that form a protective film against sun, rain, and sea air.
• Odorizantes Breeze Air freshener products available in gel and other formats for vehicle interiors and home use, offering fragrances including Strawberry, Lavender, New Car, Talc, and Tutti-Frutti.
• Espuma Mágica Multi-purpose instant dry cleaning foam for vehicles and home surfaces, marketed under the Espuma Mágica brand with aerosol and trigger-spray application formats.
• Aditivo para Radiadores Prorad Organic radiator additive that controls engine temperature for Flex and GNV vehicles, preventing corrosion and overheating.
• Higienização Interna Interior cleaning products including leather cleaners, conditioners, and sanitization solutions for vehicle interiors, dashboards, and ventilation systems.
• Limpeza do Farol Headlight cleaning products that restore clarity by removing yellowing and oxidation from headlight lenses without the need for mechanical polishing.
• Limpa Pneus Ultra Brilho Tire cleaner with bright micro-particles providing professional ultra-shine finish and a long-lasting protective film on the tire surface.
• Limpa Pneus Gel Gel tire cleaner that cleans, shines, and preserves tires, preventing drying and extending tire life. Formula is colorless and suitable for white-striped tires.
• Silicones Silicone-based protectant products for various vehicle surfaces including dashboards, panels, and exterior trim, providing shine and protection.
• Vidros e Telas Glass and screen cleaning products for vehicle windows and digital displays, providing transparency, safety, and visibility for the driver.
• Utilização no Lar Cleaning products adapted for home use, extending the portfolio beyond automotive applications for general household cleaning and odor elimination.
• Linha Autocraft Autocraft product line featuring automotive cleaning and maintenance solutions marketed as a dedicated sub-brand under Proauto.
• Cera Pasta Tradicional com Carnaúba Traditional paste wax with carnauba and special silicones that forms a protective film, repelling dirt and protecting against weather elements; removes stains, minor scratches, and oxidized paint.
• Visão Perfeita – Limpa Faróis Headlight restoration product with instant action that removes yellowing and wear without polishing. Includes gloves and cloth for application.
• Breeze Gel Gel air freshener with 5 light and pleasant fragrances (Strawberry, Lavender, New Car, Talc, Tutti-Frutti) providing 30 days of continuous action for cars and home environments.
• Espuma Mágica em Gatilho Trigger-spray version of the multi-purpose Magic Foam cleaning product, designed to reach difficult-to-access surfaces with an improved application method.
• Limpa e Hidrata Couro Leather cleaner and conditioner that cleans, hydrates, and restores new appearance to leather surfaces; softens leather and protects against weather and UV rays. Suitable for shoes, bags, belts, and furniture.
• Limpa Vidros Classic Classic glass cleaner that cleans, degreases, and shines vehicle glass, providing transparency, safety, and visibility for the driver.
• Limpa Rodas e Motor Powerful degreaser that quickly dissolves oils and greases from engines, wheels, and other car parts without causing aluminum oxidation. Available in trigger version with 200ml extra product.
• Lava Autos com Cera Car wash product with wax that deeply cleans vehicles while waxing and replenishing the protective layer, increasing resistance to weather elements and leaving paint with new-car shine.

Named customers6 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

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sonax: German automotive care brand specializing in premium washes, waxes, and detailing products. Targets the same Brazilian detailing enthusiasts and professional segment as Proauto's Autocraft line.
• Turtle Wax: Global leader in automotive appearance products with a portfolio spanning waxes, polishes, washes, and tire dressings. Directly competes with Proauto in the Brazilian automotive cleaning category through retail distribution.
• Armor All: Iconic automotive appearance brand offering protectants, wipes, and washes. Has established Brazilian distribution and competes with Proauto on retail shelves for the same DIY consumer base.
• Mothers Polish: US automotive appearance brand focused on waxes, polishes, and cleaners. Targets the same enthusiast and detail-oriented consumer segment as Proauto's wax and polish lines.
• Meguiar's: US-based automotive surface care brand with strong presence in detailing and DIY categories. Competes directly with Proauto in waxes, polishes, and tire care products in Brazilian retail.

Emerging players

• Soft99: Japanese automotive care brand known for innovative wax and coating products. While primarily active in Asia, it has expanded selectively into Brazilian e-commerce, positioning as a niche competitor in premium waxes.
• DetailXPerts: US-based franchise detailing service that uses its own branded cleaning products. While primarily a service business, its product line competes with Proauto's professional-grade segment in Brazilian automotive care.

Broad incumbents

• Würth: Global automotive maintenance and consumables company with strong Brazilian operations (Würth do Brasil). Overlaps with Proauto in automotive cleaning products but operates much more broadly across fasteners, tools, and professional supplies.
• 3M (Automotive Aftermarket Division): Multinational conglomerate with an automotive aftermarket division offering cleaning, polishing, and detailing products. Competes with Proauto through Brazilian retail but within a vastly broader industrial portfolio.

Regional players

• Lincoln (Brazilian auto products brand): Brazilian automotive chemicals manufacturer serving both consumer and professional detailing markets. Directly competes with Proauto in the Brazilian supermarket and auto-store channels with comparable product breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCtcb3w37H-gsA21LA5OIr8A
• Facebookfacebook.com/proauto.oficial
• Instagraminstagram.com/proauto_oficial
• Xx.com/proauto_oficial
• LinkedInlinkedin.com/company/proauto-participacoes-e-administracao-de-bens

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Proauto