Colorantic Vintage Paint - Peinture

What Colorantic Vintage Paint - Peinture does

Colorantic Vintage Paint - Peinture is a privately held Canadian specialty manufacturer of chalk-based paint and DIY furniture restoration products, founded in 2017 and headquartered in Victoriaville, Quebec. The company produces water-based, low-VOC chalk paint in 40+ colors alongside metallic paints, waxes (including Food Grade beeswax), glazes, matte varnish, oil and water-based primers, Image Transfer Gel, brushes, sanding tools, cleaners, decorative handles, glitters, and a comprehensive sample box. Its core technical differentiation is a proprietary formulation described as the only Canadian chalk paint using real liquid chalk, which the company states is quick-drying, adheres to all surfaces with minimal preparation, and meets Health Canada standards for low VOC and non-toxicity. The company is led by founder and owner Marianne Soucy and operates with a team of approximately five employees.

The business operates a dual-channel go-to-market model combining direct-to-consumer e-commerce (colorantic.com) and marketplace storefronts (Etsy, Amazon Canada) with a wholesale network of more than 150 retailers across Quebec and Canada, served through a dedicated B2B portal at shop.colorantic.com. Pricing is unit-based in Canadian dollars across SKUs ranging from approximately CAD $19 for small glazes to CAD $267 for a 1-gallon matte varnish, with a CAD $265.99 sample box; free shipping is offered on orders of $130 or more during promotional periods. Marketing is content-led, relying on blog tutorials, a YouTube channel, Instagram, Pinterest, TikTok, Facebook community groups, an email newsletter, and collaborations with influencers and professional restorers such as Natacha Créative, Rosalie Taillefer-Simard, Sandra Prémont (EcoTouch), and Jessy Gendron (Atelier87).

The company describes itself as Quebec's #1 chalk paint brand and was a finalist in AQMAT's Top 10 New Innovator Products 2017, the only paint product to receive that recognition since 1992. It has also extended into an adjacent sub-brand, Creative Fabrique, which offers wooden accessories such as sunglasses, watches, and bow ties. Colorantic is bootstrapped and founder-owned, with no disclosed parent company, institutional investors, venture funding, or international expansion beyond Canadian-market shipping via Amazon.

Name

Colorantic Vintage Paint - Peinture

Legal name

Colorantic

Website

https://colorantic.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Colorantic Vintage Paint - Peinture is a privately held Canadian manufacturer of chalk-based paint and DIY furniture restoration products, founded in 2017 and based in Victoriaville, Quebec, selling through its e-commerce site, Etsy, Amazon Canada, and 150+ retailers across Quebec and Canada.

Ownership category

akta.pro rank

Product category

Specialty Paints & Coatings

NAICS

Paint and Coating Manufacturing (325510), Paint and Wallpaper Retailers (44412)

SIC

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

akta.pro industry

PRIMARYIMAEAHAK

Color Masterbatches & Dispersions

Industrials, Manufacturing & Construction/Chemicals & Industrial Materials/Paints, Inks & Colorants

SECONDARYCRAIADAF

Paint, Stain & Finishes Retail (Coatings, Sundries)

Consumer Products & Retail/Home & Furniture Retail/Home Improvement & Hardware Retail

Keywords

• Chalk paint
• Furniture restoration products
• DIY paint supplies
• Wood finishing products
• Specialty coatings

Headquarters

HQ city

Victoriaville

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Colorantic sells directly to end consumers through their website (colorantic.com) and online marketplaces including Etsy and Amazon Canada. This channel serves DIY enthusiasts and hobbyists purchasing paint, brushes, waxes, and accessories for furniture restoration projects.
2. Wholesale/B2B Sales to Retailers: Colorantic distributes through 150+ retail partners across Quebec and Canada, including hardware stores and specialty paint retailers. Retailers purchase through the dedicated B2B portal (shop.colorantic.com) at wholesale prices.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Colorantic manufactures and sells water-based chalk paint and a full range of DIY furniture restoration products, including paints (40+ chalk colors and 5 metallic colors), waxes, glazes, matte varnish, primers, brushes, and accessories. The company is the only chalk paint manufacturer in North America, based in Victoriaville, Quebec, and serves DIY consumers and professional restorers across Canada. Products are sold through direct e-commerce, Etsy, Amazon Canada, and a network of 150+ retailers.

Product overview

Colorantic is a 100% Canadian and 100% Quebec-based manufacturer and supplier of chalk-based paint and DIY furniture restoration products. The product portfolio centers on the core Chalk-Based Paint (available in 40+ colors) complemented by supporting product lines including Metallic Paints (5 colors), Waxes (6 colors including Natural Beeswax), Glazes (4 colors), Matte Varnish/Top Coat, Primers (oil-based and water-based), and a comprehensive range of accessories such as brushes, sanding tools, cleaners, and Image Transfer Gel. The company also offers decorative hardware (39 handles), glitter products, and educational materials including video tutorials and magazines. Colorantic is the only chalk paint manufacturer in North America, located in Victoriaville, Quebec, and serves over 150 retailers across Quebec and Canada.

Differentiator

Problem solved

Functional benefit

Brands

• Creative Fabrique: A division of Colorantic offering wooden accessories including sunglasses, watches, and bow ties made of different types of wood.

Products and services

• Chalk-Based Paint (Peinture à la craie) Water-based chalk paint available in 40+ colors with a matte chalky finish. Adheres to all surfaces with minimal preparation, quick-drying formula with low VOC content; designed for DIY furniture upcycling, vintage restoration, and home decoration. Available in 8 oz, 32 oz (quart), and 128 oz (gallon) sizes.
• Metallic Paint (Peinture métallique) Metallic finish paints available in 5 colors for adding elegant visual effects and shimmer to DIY furniture and craft projects.
• Waxes (Cires Colorantic) Finishing waxes available in 5 colors plus Natural Beeswax rated Food Grade by Health Canada chemists. Provides protection and antique effects on painted furniture. Available in 4 oz and 8 oz formats.
• Glazes (Glacis Colorantic) Protective finishing products available in 4 colors (Chocolate Cake, White Cloud, Grey Kitten, Clear Translucent Window). Used as wood stains, for linear effects, fabric painting, and glitter application. Available in 8 oz to 1 gallon formats.
• Matte Varnish / Top Coat (Vernis mat) Ultra-matte water-based varnish with only 5% sheen, petroleum-free formula that does not yellow whites. Available in 8 oz, 32 oz, and 128 oz (1 gallon) sizes, priced from $23.55 to $167.19.
• Oil Primer (Grip-All Oil) Oil-based primer for transitioning from old oil finishes to water-based chalk paint. Blocks wood tannin bleed and prevents grain lifting. Available in 16 oz, 32 oz, and 128 oz (gallon) formats.
• Water-Based Primer (Alkyde Waterborne) Water-based all-purpose primer for use with old water-based finishes to extend project longevity and improve adhesion.
• Cleaner and Varnish Remover (Nettoyeur démaquillant)

Quantifiable outcome

• Paint keeps for up to three years in reusable plastic pots
• +1 more outcomes

Named customers4 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

Four partnerships are on record, tiered minor.

• Sandra Prémont (EcoTouch)minorGTM or Marketing Partner · 23 February 2021Sandra Prémont from the YouTube channel EcoTouch was introduced as a new influencer collaborator. She creates content featuring Colorantic products, particularly for IKEA hack projects and furniture transformations. The partnership was announced in February 2021.
• Natacha CréativeminorGTM or Marketing PartnerNatacha Créative is a professional decorative painter and influencer who collaborates with Colorantic to create tutorials, magazine content, and product demonstrations. She is described as a key creative partner who creates content featuring Colorantic products and techniques.
• Rosalie Taillefer-SimardminorGTM or Marketing PartnerInfluencer who creates seasonal and holiday-themed DIY projects with Colorantic products, including Christmas decorations, Halloween projects, and glittery creations. She produces video content showcasing Colorantic product applications.
• Jessy Gendron (Atelier87)minorGTM or Marketing PartnerProfessional furniture restorer and blogger who creates content showcasing Colorantic products for antique furniture makeovers and restoration projects. She operates Atelier87, a furniture restoration business using Colorantic products.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Benjamin Moore: Major North American paint manufacturer whose color codes Colorantic uses for its tint-matching chalk bases. Not a direct chalk-paint competitor, but a broad incumbent in the same architectural coatings category that retailers carry alongside Colorantic.
• Sico / PPG Architectural Coatings: Sico is a Canadian architectural paint brand under PPG; Colorantic's chalk bases can be tinted with Sico color codes. Broad incumbent that shares Canadian retail channels with Colorantic and competes for shelf space.
• Rust-Oleum: Rust-Oleum is a large specialty coatings manufacturer with a chalked paint line sold through big-box retailers. Broad incumbent with overlapping DIY coatings, but far wider portfolio and distribution scale than Colorantic.

Direct peers

• Miss Mustard Seed's Milk Paint: Miss Mustard Seed's offers milk paint and furniture finishes targeted at the same DIY furniture upcycling audience. Comparable small-brand DTC + retailer model with content-driven marketing.
• Maison Blanche Paint Company: Maison Blanche Paint is a smaller chalk and milk paint brand serving furniture refinishers through DTC and select retailers. Comparable niche positioning, product range, and customer base.
• Annie Sloan (Annie Sloan Interiors): Annie Sloan invented the chalk paint category and is the global benchmark for chalk-based decorative paints, directly competing with Colorantic in DIY furniture upcycling. Comparable product (chalk paint), comparable target customer (DIY enthusiasts and pro decorators), and comparable retail/distributor network model.
• FolkArt / Plaid Enterprises: Plaid's FolkArt brand sells chalk paint and finishing products to crafters and DIYers through mass retail and craft channels. Highly comparable chalk paint portfolio and DIY customer targeting.
• DecoArt: DecoArt is a large craft and decorative paint manufacturer offering chalk-based paints, metallics, waxes, and finishes aimed at the same DIY/furniture upcycling audience. Strong direct overlap in product mix and hobbyist customer base.
• Country Chic Paint: Country Chic Paint is a small-batch chalk-style paint brand serving DIY furniture upcyclers via e-commerce and retailers. Closely comparable product line, target customer, and go-to-market motion.
• Fusion Mineral Paint: Fusion Mineral Paint offers mineral-based decorative paints and topcoats for furniture refinishing with strong DIY community and educator networks. Directly comparable to Colorantic in product and DIY/pro audience.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@ColoranticPaintPeinture
• Facebookfacebook.com/colorantic
• Instagraminstagram.com/colorantic
• Pinterestpinterest.ca/colorantic
• TikToktiktok.com/@colorantic_paint
• LinkedInlinkedin.com/company/colorantic

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Colorantic Vintage Paint - Peinture