Name

Virtasen Maalitehdas

Legal name

Virtasen Maalitehdas Oy

Website

https://virtasenmaalitehdas.fi

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Parainen

HQ country

Finland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Paint and Coating Products: Virtasen Maalitehdas generates revenue through the manufacture and sale of paints, wood finishes, primers, thinners, and related painting supplies. Product categories include outdoor paints, indoor paints, terrace oils, brush cleaning gels, and complementary products. Revenue is generated through one-time product purchases via dealer network, factory outlet, and online store.
2. Hyvä Pyykki Laundry Products: Sale of laundry detergent products under the Hyvä Pyykki brand, sold through the same distribution channels as paint products.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Virtasen Maalitehdas manufactures and sells natural oil-based, plastic-free paints and wood protection products for residential and professional use. Its portfolio spans exterior paints (flagship 4 Öljyn Maali, window paints, semi-transparent wood finishes, terrace oils, tar treatments), interior paints (wall, panel, floor, furniture paints), specialty coatings (roof, foundation, sheet metal paints), auxiliary products (thinners, brush cleaners, mold removers, drying agents), and the ancillary Hyvä Pyykki hypoallergenic laundry detergent line. Products are sold via dealers in Finland, a Swedish distribution partner, the company's own e-commerce site, and a factory outlet.

Product overview

Virtasen Maalitehdas is a Finnish paint factory founded in 1959 in Parainen (Pargas), Turku archipelago, producing natural oil-based paints and wood protection products. The company offers a comprehensive portfolio organized into three main product lines: exterior paints (ulkomaalit) including the flagship Virtasen 4 Öljyn Maali (4 Oil Paint), Virtasen 4 Öljyn Ikkunamaali (Window Paint), Virtasen 3 Öljyn Kuullote (Semi-transparent), Virtasen Aimo Peittosuoja (Cover Protection), Virtasen Tervapetsi (Tar Treatment), and Virtasen Terva (Genuine Tar); interior paints (sisämaalit) including Virtasen Seinämaali (Wall Paint), Virtasen Paneelimaali (Panel Paint), Virtasen Sisustusmaali (Interior Paint), Virtasen Klasi (Door/Window), Virtasen Porstua (Floor Paint), Virtasen Kalustemaali (Furniture Paint), and Virtasen Kuultava Paneelimaali (Transparent Panel); and auxiliary/other products (muut) including Virtasen Homeentappaja (Mold Remover), Virtasen Pensselipesugeeli (Brush Wash), Virtasen Lakkabensiini (Lacquer Benzine), Virtasen Balsamitärpätti (Balsam Turpentine), Virtasen Ulko-Vernissa (Exterior Vernissa), Virtasen Öljymaalin Kuivike (Drying Agent), Virtasen Maalipesu (Paint Wash), and related specialty coatings such as terrace oils, roof paints, and floor paints. The company also produces Hyvä Pyykki laundry detergent as an ancillary product. All products are characterized by their natural oil-based, plastic-free, and breathable formulations developed specifically for Finland's demanding climate, with the flagship 4 Öljyn Maali dating from 1963.

Differentiator

Problem solved

Functional benefit

Brands

• Hyvä Pyykki: A laundry detergent brand manufactured by Virtasen Maalitehdas, marketed as fragrance-free and zeolite-free, suitable for allergy and child-friendly households.
• Virtasen Aimo
• Virtasen Saariston Värit

Products and services

• Virtasen 4 Öljyn Maali (4 Oil Paint) Finland's most popular natural oil paint, based on a proprietary blend of four natural oils (including flaxseed/linseed oil). 100% plastic-free, breathable exterior paint for all wood surfaces including log houses, cladding, fences, and window frames. Legendary durability in harsh archipelago weather conditions.
• Virtasen 4 Öljyn Ikkunamaali (4 Oil Window Paint) Traditional exterior window paint based on four natural oils, with double coverage compared to standard oils. Specially developed for maintenance and repair painting of old windows. Semi-gloss finish with coverage of 10-17 m² per liter.
• Virtasen 3 Öljyn Kuullote (3 Oil Semi-transparent) Semi-transparent wood protection based on three carefully selected natural oils. Provides effective protection against weather, moisture, and UV radiation. Designed especially for log buildings and similar structures for transparent surface treatment.
• Virtasen Uusi Terassiöljy (New Terrace Oil) Terrace oil based on carefully selected natural oils with effective UV protection. Provides multi-year protection for wooden terraces against sun and water. Suitable for both new and previously treated pressure-impregnated and heat-treated wood.
• Virtasen Tervapetsi (Tar Treatment) Traditional tar-based wood protection. A mixture of tar, vernissa (varnish), and pine turpentine. Effectively protects buildings, summer cottages, saunas, and docks from water damage. Suitable for sawn and planed surfaces in exterior use.
• Virtasen Seinämaali (Wall Paint) Natural oil-based interior wall paint that is 100% plastic-free, breathable, and M1-emission classified. Washable and abrasion-resistant semi-matte finish suitable for previously painted and untreated plaster, concrete, brick, and wood surfaces indoors.
• Virtasen Aimo Peittosuoja (Aimo Cover Protection) The first plastic-free and water-based covering wood protection on the market. Provides breathable exterior wood protection without harmful plastic films. Also referred to as Virtanen Aimo 5 Öljyn Peittosuoja (5 Oil Cover Protection).
• Virtasen Punamultamaali (Red Clay Paint) Water-based exterior paint containing linseed oil vernissa. Traditional red clay paint for outdoor use on economy and outbuildings.
• Virtasen Paneelimaali (Panel Paint) Matte flax oil panel paint for all indoor wood and panel surfaces. Creates a cozy atmosphere and is breathable.
• Virtasen Sisustusmaali (Interior Paint) Traditional genuine flax oil-based interior paint for all plaster and concrete surfaces. Respects traditions with natural, breathable properties.
• Virtanen Klasi Ovi- ja Ikkunamaali (Door and Window Paint) Durable water-based paint for doors, windows, and other surfaces. For indoor use on all wood surfaces and for painting exterior doors on both sides.
• Virtanen Porstua Puulattiamaali (Wood Floor Paint) Semi-matte or trendy high-gloss interior paint for wood and concrete floors. Provides a cozy or contemporary finish for floors.
• Virtanen Kalustemaali (Furniture Paint) Durable water-based plastic-free and breathable paint for furniture and indoor surfaces.
• Virtanen Terva (Tar) Genuine tar for protecting all types of wooden structures outdoors. A traditional protection used for hundreds of years.
• Virtanen KATTO-10 Peltikattomaali (Sheet Metal Roof Paint) Sheet metal roof paint with two-in-one formulation: rust protection and finish in a single coat for all sheet metal roofs.
• Virtanen Tiilikatto- ja Sokkelimaali (Tile Roof and Foundation Paint) Long-lasting water-repellent protection for stone and felt/asphalt/fiberglass surfaces. Versatile exterior paint for stone surfaces.
• Virtanen Lattiamaali (Floor Paint) Water-based, diffusion-open and 100% plastic-free floor paint for all indoor wood and concrete floors.
• Virtanen Oljyvaha (Oil Wax) Oil wax that penetrates well into wood and forms a naturally beautiful surface that repels dirt and water.
• Virtanen Kuultava Paneelimaali (Transparent Panel Paint) Breathable paint that lifts the wood structure beautifully, providing a transparent finish that shows wood grain.
• Virtasen Homeentappaja (Mold Remover) Effective mold and algae removal and prevention agent for treated and untreated wood and stone surfaces outdoors. Concentrate that can be diluted for maintenance cleaning (1:30), prevention treatment (1:5-1:10), or mold washing (1:5).
• Virtasen Pensselipesugeeli (Brush Wash Gel) Gel-like brush cleaning agent for brushes used with solvent-based and water-based paints. Removes paint easily from brushes and keeps bristles soft. Also cleans slightly dried brushes. Suitable for oil, alkyd, and water-soluble paints.
• Virtasen Lakkabensiini (Lacquer Benzine/Mineral Turpentine) Aromatic-free hydrocarbon solvent (mineral turpentine) for thinning alkyd lacquers, alkyd paints, and oil paints, as well as cleaning tools. Available in 1L and 2.5L packaging. Not suitable for thinning Virtasen's 4 Oil Paint.
• Virtasen Balsamitärpätti (Balsam Turpentine) 100% pine turpentine distilled from pine resin. Suitable for thinning pine turpentine-based paints, tars, and impregnation agents, or used as-is for cleaning tools.
• Virtasen Ulko-Vernissa (Exterior Vernissa/Boiled Linseed Oil) The only correct thinner for Virtanen 4 Oil Paint. A traditional high-quality linseed oil vernissa pressed from flax seeds and boiled twice, for exterior use. Not to be used alone on wood surfaces.
• Virtasen Öljymaalin Kuivike (Oil Paint Drying Agent) Drying accelerator for natural oil and alkyd-based paints. Used to speed up drying in dark or otherwise slow-drying conditions. Can accelerate drying by up to approximately 50%. Not necessary in normal outdoor painting conditions.
• Virtasen Maalipesu (Paint Wash) Effective alkaline cleaning concentrate for washing new and previously painted surfaces before painting. For normal dirt dilution is 1:50, for difficult dirt 1:10. Available in 1L and 5L.
• Virtanen KATTO-10 Peltikaton Pesuaine (Roof Wash) Roof wash concentrate for cleaning sheet metal roofs before painting with Virtanen KATTO-10 Sheet Metal Roof Paint.
• Hyvä Pyykki Laundry Detergent Fragrance-free and zeolite-free laundry powder suitable especially for allergy sufferers and families with children. Available in 5kg, 8kg, and 20kg packaging. Also available in different enzyme strengths for laundry use.

Quantifiable outcome

• Paint lasts decades without flaking; only wears gradually through chalking
• +1 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

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Hagmans Nordic ABcoreChannel Partner/ Reseller/ DistributorSwedish distribution partner handling all sales and distribution of Virtasen products in Sweden. Located at Förläggarevägen 2, 511 72 Fritsla, Sweden. Contact: +46 320 189 00, [email protected]. This is the primary channel for reaching Swedish customers.
• DesigntalominorStrategic or Co-development PartnerFinnish design house that collaborated with Virtasen for the Auroran Ruusu project at Naantali Housing Fair 2022. The project showcased Virtasen Aimo paint on a modern design house, demonstrating the product in a premium architectural context.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Jotun: Norwegian global paint and coatings manufacturer with broad decorative, marine, and protective coatings portfolio. Competes with Virtasen in Nordic decorative paints and wood protection but at vastly larger scale across multiple continents.
• Tikkurila (PPG): Finland's largest paint manufacturer (now part of PPG Industries), offering a broad portfolio of decorative and industrial coatings. Operates in the same Finnish/Nordic market as Virtasen but at much larger scale with mainstream water-based formulations competing on price and availability.
• Teknos: Finnish family-owned industrial coatings manufacturer with broad decorative and protective paint offerings. Competes with Virtasen in Finnish wood coatings and architectural finishes but operates at significantly larger scale across multiple end markets and geographies.

Direct peers

• Allbäck Linoljeprodukter: Swedish manufacturer of traditional linseed oil paints and wood finishes, founded on similar natural-oil formulation philosophy. Direct product overlap with Virtasen's 4 Öljyn Maali and wood protection range, serving overlapping Nordic audiences with similar eco-friendly positioning.
• Auro: German manufacturer of natural, plant-based, and mineral paints, wood finishes, and care products. Closely comparable to Virtasen in plastic-free, breathable wall paint and wood protection positioning, with similar eco-certification (e.g., natureplus) and premium eco-conscious brand identity.
• Biofa: German specialist in natural paints, wood oils, and breathable coatings made from plant-based raw materials. Comparable product philosophy to Virtasen's plastic-free, natural oil-based formulations, serving environmentally conscious European consumers across interior and exterior applications.
• Auson AB: Swedish manufacturer specializing in wood protection products including linseed oil paints, tar-based treatments, and wood oils. Direct product overlap with Virtasen's wood protection and exterior paint lines, serving the Swedish market with similar traditional-natural positioning.
• Kreidezeit: German specialist in traditional natural paints, lime paints, casein paints, and plant-based wood finishes. Directly comparable to Virtasen's natural-oil and breathable paint category with overlapping eco-conscious customer base and similar product range.
• Osmo: German manufacturer of wood finishes, oils, and waxes based on natural plant oils and waxes. Comparable to Virtasen's wood protection, terrace oil, and oil-based wood finish range, with similar breathable, plastic-free formulation philosophy.

Others

• Hagmans Nordic AB: Swedish paint manufacturer that also serves as Virtasen's exclusive Swedish distribution partner. Comparable product category (architectural paints, wood protection) but primarily relevant as a channel partner; operates as a regional paint brand in its own right with overlapping Swedish customers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/virtasenmaalit
• LinkedInlinkedin.com/company/virtasenmaalit

Compliance1 record

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 Virtasen Maalitehdas