Tintas Hidracor

What Tintas Hidracor does

Tintas Hidracor is a Brazilian architectural paint manufacturer founded in 1963 and headquartered in Maracanaú, Ceará, operating as a subsidiary of the diversified conglomerate Grupo J. Macêdo. The company produces a complete line of coatings across approximately 800 SKUs, spanning acrylic wall paints (Extralatex, Rend Mais, Hplus, Hgesso, HPiso), synthetic and water-based enamels (Hidra Mais), texture coatings (Decorax, Texturax lines), powder paint (Tinta em Pó), lime-based paint (SuperCal), primers, fillers, varnishes, colorants, and solvents. Manufacturing runs through two plants in Ceará (Maracanaú HQ and Acarape), with stated capacity of 7 million liters per month of liquid paint and 10,000 tons per month of powder paint; 2018 production reached a peak of 51 million liters of liquid paint.

The go-to-market is anchored by an authorized representatives network covering 16 Brazilian states plus the Federal District, reaching 8,000 direct construction-material retailer customers and over 20,000 points of sale across approximately 1,200 municipalities in the North and Northeast regions. Customer segments include construction material retailers (primary channel), professional painters, end-consumer homeowners, and government/institutional accounts for community projects. Marketing combines digital tools (color simulator, paint calculator, blog) with social media (Facebook, Instagram, YouTube) and event-driven community engagement through public plaza revitalizations. Hidracor holds ISO 9001:2015 certification and is a pioneer in Ceará for the PBQP-H Sectorial Quality Program, and was ranked the second most remembered paint brand in Northeast Brazil in 2019.

In 2018 the company acquired the Hipercor brand to broaden its portfolio and reached peak production volume. Recent product investments include the Hidra Mais Base Água water-based enamel (2022) and Texturax Cimento Queimado specialty coating (2024). The company experienced a leadership transition with the December 2018 death of founder and patriarch José Dias de Macêdo, who had led Grupo J. Macêdo for 64 years. Reported headcount is in the 450-500 range across operations (firmographic listings of 51-100 reflect a narrower scope and conflict with direct-operations disclosures).

Name

Tintas Hidracor

Legal name

Tintas Hidracor S/A

Website

https://hidracor.com.br

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

51–100 employees

Short description

Tintas Hidracor is a Brazilian architectural paint manufacturer founded in 1963 and based in Maracanaú, Ceará. Operating as a subsidiary of Grupo J. Macêdo, it produces approximately 800 SKUs of acrylic, enamel, texture, powder, and lime-based paints, distributed through 20,000+ points of sale across 16 states in North and Northeast Brazil.

Ownership category

akta.pro rank

Product category

Architectural Paints & Coatings

NAICS

Paint and Coating Manufacturing (325510)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Architectural & Decorative Coatings (IMAEAGAA)

akta.pro secondary industries

Powder Coatings (IMAEAHAE), Industrial & Protective Coatings (IMAEAGAB)

Keywords

• Architectural paints
• Paint manufacturing
• Industrial coatings
• Powder paints
• Decorative finishes

Headquarters

HQ city

Maracanaú

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint and coating products: Manufacturing and selling a complete line of architectural paints including acrylic paints, synthetic enamels, acrylic textures, colorants, solvents, powder paint, and lime products through distribution channels to retailers and direct customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Tintas Hidracor manufactures and sells a complete line of architectural paints and coatings in Brazil, including acrylic paints, synthetic and water-based enamels, acrylic textures, powder paints, lime-based paints, primers, surfacers, varnishes, colorants, and solvents. The portfolio covers surface preparation through finishing for interior and exterior applications across masonry, wood, metal, gypsum, and concrete, and is sold through a network of authorized representatives serving construction material retailers and resellers across 16 Brazilian states.

Product overview

Tintas Hidracor is a Brazilian paint manufacturer offering a comprehensive portfolio of architectural coatings organized into distinct product lines: acrylic wall paints (Extralatex, Rend Mais, Hplus, Hgesso, HPiso), enamel coatings (Hidra Mais synthetic and water-based), texture coatings (Decorax, Texturax Rústica, Texturax Lisa, Texturax Cimento Queimado), specialty products (Tinta em Pó powder paint, SuperCal lime-based paint), primers and surfacers (Selador Acrílico, Fundo Preparador, Fundo Nivelador, Fundo para Galvanizado, Hfer, Massa Corrida, Massa Acrílica, Massa para Madeira), wood and metal finishes (Verniz Acrílico, Líquido para Brilho), colorants (Corantes HX), and solvents (Aguarrás, Thinner). The product portfolio covers all stages of painting projects from surface preparation through finishing, serving both interior and exterior applications across various surfaces including masonry, wood, metal, gypsum, and concrete.

Differentiator

Problem solved

Functional benefit

Brands

• Hipercor: Acquired paint brand to complete portfolio and diversify options for consumers.

Products and services

• Extralatex Rende Muito Acrylic matte-finish paint with high yield for interior and exterior wall applications.
• Extralatex Semibrilho Versatile acrylic paint with semi-gloss finish for modern interior and exterior wall applications.
• Extralatex Brilho da Seda Acrylic paint that adds elegant satin shine to walls with antibacterial action against mold and fungi.
• Rend Mais Acrylic resin-based paint with excellent coverage for interior wall surfaces.
• HPiso Tinta Acrílica Ultra-high resistance acrylic paint for floors, parking areas, sports courts, garages, sidewalks, and concrete floors against weathering and traffic.
• Hplus Tinta Acrílica Odorless acrylic paint with excellent coverage for interior and exterior applications.
• Hgesso Tinta Acrílica Dual-purpose acrylic paint that functions as primer and finish coat, for direct application on gypsum, drywall, interior walls and ceilings.
• Hidra Mais Esmalte Sintético Standard Synthetic enamel based on alkyd resin for painting wood, metal and masonry surfaces with high durability.
• Hidra Mais Base Água Water-based enamel with fast drying, low odor, and easy cleaning for metal and wood surfaces without turpentine.
• Selador Acrílico Acrylic sealer that seals and uniformizes surface absorption, increasing adherence for subsequent paint layers.
• Fundo Preparador de Paredes Wall preparation primer that strengthens masonry surfaces and promotes better paint adherence for interior and exterior walls.
• Fundo Nivelador Branco Synthetic primer with good coverage and high leveling power for wood and metal surfaces.
• Fundo para Galvanizado Special primer with high adherence power for galvanized surfaces in exterior and interior environments.
• Hfer Fundo Anticorrosivo Anti-corrosive primer that forms a high-durability film for ferrous metal surfaces.
• Massa Corrida Wall putty with good adherence and filling power for leveling and correcting imperfections on interior masonry, gypsum, fibrocement and concrete surfaces.
• Massa Acrílica Acrylic putty for leveling and correcting imperfections on interior and exterior masonry, gypsum, fibrocement and concrete surfaces.
• Massa para Madeira Water-based wood filler with high filling power for preparing wood surfaces for painting.
• Decorax Decorative texture coating with excellent resistance and performance for interior ambient effects.
• Texturax Rústica Acrylic texture coating that achieves rustic textured effects for decorative finishes on interior and exterior surfaces.
• Texturax Lisa High-performance smooth texture coating for interior and exterior environments.
• Texturax Cimento Queimado Smooth coating that achieves different burned cement effects on dry exterior and interior areas, with easy application.
• Tinta em Pó Powder paint that generates no residue, designed for painting porous interior and exterior surfaces of plaster, concrete and bricks. Awarded Best Product of the Year in Powder Paint category by Revista Revenda Construção in 2019.
• SuperCal Lime-based paint with excellent quality and affordable price for interior and exterior masonry surfaces.
• Verniz Acrílico Acrylic varnish providing high weather protection for concrete, brick, natural stone and painted walls with matte finish.
• Líquido para Brilho Additive with excellent adherence and fast drying for adding shine to acrylic finishes.
• Corantes HX High-tinting power colorant pigments available in seven colors for coloring water-based latex and acrylic paints.
• Aguarrás Organic solvent used to improve performance and cleaning of enamel and synthetic varnish application.
• Thinner Organic solvent blend developed for improving performance of lacquers, wood varnish, automotive primers, enamels and synthetic primers applied with spray gun or airless equipment.
• Hipercor Acquired paint brand retained as a wholly owned sub-brand under Tintas Hidracor, expanding the portfolio to diversify options for consumers.

Quantifiable outcome

• Second most remembered paint brand in Northeast Brazil
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• North Shopping FortalezaminorGTM or Marketing Partner · 1 January 2019Partnership in the 'Cores que Transformam' project to revitalize Praça Jonas Gomes de Freitas. Hidracor donated 1,218 liters of paint for the community project in celebration of the shopping center's 27th anniversary.
• City of Fortaleza / Instituto IracemaminorGTM or Marketing Partner · 1 January 2018Partnership for revitalization of Praça Caio Prado. Hidracor donated 738 liters of paint to color 3,136.29m² area as part of the plaza's requalification project.
• CUFA (Central Única das Favelas)minorStrategic or Co-development Partner · 1 January 2018Joint community project to paint 55-70 houses in 4 communities of Fortaleza during Hidracor's 55th anniversary celebrations. Hidracor donated 450 liters of paint and collaborated with local artists.
• Pincéis CondorminorGTM or Marketing PartnerSupporting partner in community painting project, providing painting supplies
• Periferia CrewminorGTM or Marketing PartnerGraffiti artist group collaborating on community painting initiatives
• Ceará Pacífico / Centro Cultural Grande Bom Jardim / CRAS Bom JardimminorGTM or Marketing PartnerPartners in the 'Graffiti da Paz na São Francisco' project, bringing together 30 graffiti artists to paint community facades
• ABRAFATIcoreStrategic or Co-development PartnerActive member of ABRAFATI and participant in the Sectorial Quality Program (PSQ) for architectural paints. Hidracor was the pioneer in Ceará to join this quality initiative.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Coral: AkzoNobel's flagship architectural paint brand in Brazil, offering a comprehensive line of decorative paints distributed nationally through home centers and hardware stores. Closely comparable to Hidracor's product portfolio and channel strategy, with broader geographic coverage and global R&D behind it.
• Renner Coatings: Brazilian manufacturer of industrial coatings, paints, and finishes serving industrial, automotive, and architectural segments. Comparable to Hidracor in architectural paint offerings and B2B distribution model with a strong portfolio across multiple surface preparation and finishing applications.
• Dacar: Brazilian manufacturer of architectural and industrial paints and varnishes, distributed to retail and direct customers across Brazil. Directly comparable to Hidracor in product line, business model, and customer segments.
• Suvinil: Brazilian architectural paint brand owned by Sherwin-Williams and one of the largest decorative coatings manufacturers in Brazil. Directly comparable to Hidracor in product offering (acrylic, enamel, primers) and customer base (construction retailers, painters, end consumers), but operating at national scale.
• Montana Química: Brazilian manufacturer of paints, varnishes, and chemical products serving construction, industrial, and consumer markets. Operates retail stores and distribution channels similar to Hidracor's model in Brazil, offering comparable product breadth across architectural and specialty paint categories.
• Anjo Tintas: Brazilian paint manufacturer producing acrylic, latex, enamel, and texture coatings for residential and commercial applications. Comparable mid-sized paint manufacturer serving similar customer segments with similar product breadth and distribution model to Hidracor.
• WEG Tintas: Diversified Brazilian industrial manufacturer (better known for electric motors) that also produces decorative and industrial coatings; competes with Hidracor in the architectural paint segment across Brazil with broader industrial scale and stronger financial resources.

Broad incumbents

• PPG Industries: Global paints, coatings, and specialty materials major with significant Brazilian operations through architectural, industrial, and automotive lines. Competes with Hidracor in architectural coatings as part of its broader global portfolio and serves as a benchmark for technology-driven paint production.
• AkzoNobel: Global paints and coatings major that operates the Coral brand in Brazil. Overlaps with Hidracor in architectural/decorative coatings and brings global R&D, formulation capabilities, and marketing muscle that dwarf Hidracor's regional resources.
• Sherwin-Williams: Global paint and coatings leader and parent of Suvinil in Brazil. Operates broadly across architectural, industrial, and automotive coatings worldwide; competes with Hidracor through its subsidiary brand and provides a benchmark for scale, R&D, and capital efficiency in architectural paints.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/tintashidracor
• Facebookfacebook.com/tintashidracor
• Instagraminstagram.com/hidracor
• Xx.com/hidracor
• LinkedInlinkedin.com/company/tintas-hidracor

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Tintas Hidracor