hth

What hth does

HTH is a Brazilian specialty chemicals brand focused on residential and commercial swimming pool water treatment. The company produces and distributes a full-stack chemical portfolio organized around four protocol steps — adjustment, sanitization, algaecide, and protection — anchored by chlorine-based sanitizers (Dicloro Estabilizado, Cloro Concentrado Tradicional, Cloro Multiação 10 em 1 with Mineral Brilliance™, Cloro Granulado Smart, and Cloro Flutuador with Active Clear™) and supported by pH adjusters, alkalinity elevators, clarifiers, algicides, specialty solutions (e.g., well water, cloudy water), edge cleaners, and pre-packaged treatment kits. Diagnostic tools (multi-parameter test strips) and a pool-volume calculator complete the protocol offering. Proprietary technology features include Active Clear™ (algae inhibition plus micro-particle agglomeration for filtration-based removal) and Mineral Brilliance™ (mineral-ion-based water clarity), both marketed as exclusive to HTH; multiple SKUs carry NSF 50 international certification for swimmer safety.

HTH operates a hybrid direct-to-consumer and retail distribution model. Products are sold through a proprietary e-commerce store (loja.hth.com.br) with delivery across Brazil, a nationwide physical retail network (building materials stores, pool specialists, garden centers) accessed via an online store locator, and a dedicated commercial channel through the HTH Pro sub-brand (hthpro.com.br) serving hotels, clubs, gyms, and public facilities. Pricing is unit-based, displayed in BRL, with packaging sizes ranging from 1L/1KG consumer SKUs to 45KG bulk formats; the e-commerce site offers 5% PIX discounts and 3x interest-free installments. Revenue is generated from physical product sales (hardware_sales model), with no subscription, SaaS, or service-based recurring revenue disclosed.

The company also runs a content and education ecosystem — blog, branded podcast, free and paid online courses, and in-person training — aimed at residential owners and professional pool treaters to drive protocol adoption and recurring chemical consumption. HTH is wholly owned by Solenis, a global specialty chemicals platform, with HTH's legal and privacy links redirecting to solenis.com/pt-br; the Brazilian operating entity is headquartered in Sorocaba with 11-50 employees. Additional sub-brands include Linha Pace (alternative chlorine SKUs) and product lines such as HTH Smart and HTH Tradicional.

Name

hth

Legal name

HTH™

Website

https://hth.com.br

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

HTH is a Brazilian producer and distributor of pool water treatment chemicals — including chlorine sanitizers, algicides, clarifiers, and pH adjusters — serving residential pool owners, commercial operators, and maintenance professionals in Brazil. The brand is wholly owned by Solenis.

Ownership category

akta.pro rank

Product category

Pool Treatment Chemicals

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842), Chemicals & Allied Products (2800)

akta.pro primary industry

Pool & Spa Chemicals (Chlorination, pH Control, Algaecides) (CRAJAKAL)

akta.pro secondary industries

Water Testing & Chemical Balancing (HSAIALAB), Water Treatment & Process Specialty Chemicals (IMAEABAN)

Keywords

• Pool treatment chemicals
• Chlorine sanitizers
• Swimming pool maintenance
• Water treatment solutions
• Algaecide clarifiers

Headquarters

HQ city

Sorocaba

HQ country

Brazil

HQ region

Latin America

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pool Treatment Products Sales: HTH generates revenue through the sale of pool treatment chemical products including chlorine (granular, concentrated, floater), algicides, clarifiers, pH adjusters, and specialty solutions. Products are sold through company-owned e-commerce and third-party retail stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

HTH manufactures and distributes chemical products for swimming pool water treatment, including chlorine-based sanitizers (granular, concentrated, floating, and multi-action), algaecides, clarifiers, pH and alkalinity adjusters, diagnostic test strips, and specialty solutions for residential and commercial pools. The company also offers educational content through online and in-person courses for pool maintenance professionals and homeowners, and sells complementary cleaning and auxiliary pool care products.

Product overview

HTH is a Brazilian pool treatment products company offering a comprehensive portfolio of chemicals and diagnostic tools for residential and commercial pool maintenance. The product line centers on chlorine-based sanitizers (Dicloro Estabilizado, Cloro Concentrado Tradicional, Cloro Multiação 10 em 1, Cloro Granulado Smart, Cloro Flutuador) supported by diagnostic tools (Fita Teste) and auxiliary chemicals (pH elevators, alkalinity adjusters, clarifiers, algaecides). The portfolio also includes specialty solutions (Solução Água de Poço, Solução Água Turva), cleaning products (Limpa Bordas, Elimina Oleosidade, Reduz Aspiração), and treatment kits for specific water conditions. HTH operates sub-brands: HTH Pro for commercial pools and Linha Pace for alternative chlorine products. Key technologies include Active Clear (algae inhibition and particle agglomeration) and Mineral Brilliance (intense water clarity through mineral ions).

Differentiator

Problem solved

Functional benefit

Brands

• HTH Pro: Piscinas comerciais - Professional/commercial pool products line with dedicated website hthpro.com.br
• Linha Pace
• HTH Smart
• HTH Tradicional
• HTH Cloro Multiação 10 em 1 ( Mineral Brilliance™)

Products and services

• HTH Dicloro Estabilizado Stabilized dichlorine pool sanitizer with rapid dissolution, bactericidal, algaecide, clarifier, chlorine stabilizer, and oxidant properties for all pool types.
• HTH Cloro Concentrado Tradicional Traditional concentrated chlorine with 65% active chlorine, highly effective in eliminating bacteria with Action Superior do Ativo technology.
• HTH Cloro Multiação 10 em 1 Multi-action chlorine with Mineral Brilliance™ technology that provides intense water brilliance, eliminates bacteria and fungi, prevents green water, and clarifies continuously.
• HTH Cloro Granulado Smart Smart granular chlorine with 40% active chlorine for efficient bacteria elimination, no-copper formula that prevents green hair and stains, NSF 50 certified.
• HTH Cloro Flutuador Floating chlorine dispenser with Active Clear™ technology that releases active ingredients continuously for up to 30 days, maintains water clarity and prevents algae.
• HTH Fita Teste Test strip that evaluates alkalinity, pH, free chlorine, and cyanuric acid parameters simultaneously.
• HTH Elevador de pH Pó pH elevator powder that raises pH when below recommended levels, ideal for fiber, vinyl, and tile pools.
• HTH Elevador de pH Líquido Liquid pH elevator for adjusting water pH levels.
• HTH Elevador de Alcalinidade Alkalinity elevator that raises water alkalinity and contributes to pH stability.
• HTH Redutor de Alcalinidade e pH Extra Forte Extra strong reducer for alkalinity and pH adjustment.
• HTH Clarifica Maxfloc Clarifier that maintains crystal-clear water through continuous clarification, agglomerating and flocculating residues into microparticles eliminated by filtration.
• HTH Algicida de Manutenção Maintenance algaecide for preventing and eliminating algae in pool water.
• HTH Algicida Choque Shock algaecide for intensive algae treatment.
• HTH Limpa Bordas Edge cleaner for maintaining pool borders and waterline.
• HTH Pro (sub-brand) Professional sub-brand line of pool treatment products for commercial pools, including hotels, clubs, gyms, and public facilities. Operated through hthpro.com.br.
• Linha Pace (sub-brand) Pace chlorine product sub-brand including Cloro Pace Ação Total and Cloro Pace Tripla Ação tablets, operated through cloropace.com.br.

Quantifiable outcome

• Refil packaging reduces plastic usage by up to 85%
• +1 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• SolenisparentOthersHTH is owned by Solenis, a global leader in specialty chemicals. The company website footer references Solenis privacy policy and terms, indicating HTH operates under the Solenis corporate umbrella.

Recent moves6 records

Expansion highlights5 records

Regional players

• BioLab: Pool chemicals business now integrated under Solenis — the same parent as HTH — operating mainly in North America; comparable in formulation approach and branding but serving a different geographic footprint.

Direct peers

• Hayward Holdings: U.S.-based pool equipment and chemical treatment manufacturer offering chlorine, algaecides, and specialty sanitation products across residential and commercial pools, comparable via portfolio breadth and channel-led distribution.
• Genco: Long-standing Brazilian manufacturer of chlorine and pool treatment chemicals, competing head-to-head with HTH in the same retail trade channels and on similar chlorine-based product formats.
• Pulvitec (Halex Istar): Brazilian specialty chemicals producer with a dedicated line of swimming pool chlorine and treatment products, targeting the same residential and commercial pool segments as HTH.
• Sigura (former Bayer / Lonza pool business): Global pool and spa treatment chemicals specialist owned by Platinum Equity following acquisitions of Bayer's and Lonza's pool divisions; a direct competitor in chlorine and specialty pool water care across Brazil and Latam.
• Fluidra / Zodiac: Global pool equipment and water treatment company with significant Brazil operations and a portfolio spanning pool chemicals alongside equipment — directly comparable to HTH Pro on the commercial-installer side.

Broad incumbents

• Olin Corporation: Global chlor-alkali producer whose pool and spa chemical unit supplies upstream chlorine to the industry; competes with HTH via bulk and packaged chlorine SKUs in adjacent markets.
• Pentair: Large global pool and water treatment conglomerate offering chemicals as part of a broader equipment-led portfolio; overlaps with HTH on pool water treatment but competes more through equipment than consumables.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/hthpiscinas
• Facebookfacebook.com/HTHBrasil
• Instagraminstagram.com/hthbrasil
• LinkedInlinkedin.com/company/arch-quimica-brasil

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 hth