Silverwax

What Silverwax does

Silverwax is a Quebec-based automotive care brand founded in 2013 by Richard Pelchat, operating as a consumer-facing label under parent company Laboratoire Hygienex (rooted in Entreprises Plein-Sol, founded 1976). The company designs, formulates, manufactures, bottles, labels, and ships a catalog of 150+ professional-grade car care SKUs from a single vertically integrated facility at 6400 Rue Zéphirin-Paquet, Québec City. Core technology includes proprietary SiO2 ceramic coating formulations (launched 2021, with up to 60-month protection on the Nano X5) and nano-diamond particle "Diamond" technology (launched 2025), alongside pH-optimized and climate-specific formulas engineered for Canadian winter conditions.

The product range spans three functional pillars — Nettoyer (Clean), Restaurer (Restore), and Protéger (Protect) — plus accessories and bundled kits (Essentiel, Deluxe, and the Orbit 15 polishing kit). Pricing runs from roughly $2.99 to $425.99 CAD per unit with bundling discounts, and free DTC shipping is offered on orders of $75+. Silverwax generates revenue through three streams: direct-to-consumer e-commerce at silverwax.ca, a physical retail boutique in Quebec City, and wholesale distribution to national and regional Canadian retailers including Canadian Tire (nationwide since 2016), Canac (Quebec since 2017), BMR, and specialized auto detailing retailers, plus a separate Silverwax Pro portal (silverwaxpro.com) serving professional detailers. The company targets individual DIY vehicle owners (cars, motorcycles, RVs, boats), professional detailers, and luxury-vehicle owners, with a brand identity anchored in Quebec provenance ("Fièrement québécois"). The organization remains lean at approximately 10 employees, with family succession underway.

Name

Silverwax

Legal name

Silverwax

Website

https://silverwax.ca

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Silverwax is a Quebec-based automotive detailing brand that designs and manufactures 150+ professional-grade car care products and sells them via DTC e-commerce, a Quebec City boutique, and national Canadian retail partners including Canadian Tire, targeting DIY vehicle owners and professional detailers.

Ownership category

akta.pro rank

Product category

Automotive Detailing Products

NAICS

Polish and Other Sanitation Good Manufacturing (325612), Soap and Cleaning Compound Manufacturing (32561)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Stainless Steel & Metal Surface Cleaners & Polishes (CRAJACAF)

Keywords

• Automotive detailing products
• Car care chemicals
• Ceramic coating formulations
• Vehicle paint protection
• Car cleaning supplies

Headquarters

HQ city

Québec (Quebec City)

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, Technology or R&D

Revenue model

1. Direct-to-Consumer E-Commerce: Silverwax sells products directly to consumers through its e-commerce website (silverwax.ca), offering the full product catalog with free shipping on orders over $75 CAD. Orders are processed online and can be picked up at the Quebec boutique or shipped across Canada.
2. Retail Distribution (Wholesale): Products are sold in bulk to major Canadian retailers (Canadian Tire nationwide, Canac in Quebec, BMR, and specialized auto detailing retailers) who resell to end consumers. This wholesale/retail channel generates revenue through bulk purchase orders.
3. In-Store Sales (Boutique): The company operates a physical retail boutique at 6400 Rue Zéphirin-Paquet, Québec, QC, where consumers can purchase products directly, receive expert advice, and pick up online orders. In-store sales represent a direct revenue stream.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Silverwax manufactures and sells professional-grade automotive detailing products for cleaning, restoring, and protecting vehicles. The portfolio includes car wash soaps, pre-wash foam, insect removers, interior cleaners, ceramic coatings, ceramic sealants, waxes, polishing tools, and bundled kits, designed and produced entirely in Quebec, Canada. Products are sold directly to consumers via e-commerce and the company's Quebec City boutique, as well as through major Canadian retailers including Canadian Tire, Canac, and BMR, and to professional detailers via a dedicated pro channel.

Product overview

Silverwax is a Quebec-based automotive detailing brand that manufactures and sells professional-grade car care products designed for consumers and enthusiasts. The product portfolio is organized around three core functions—Nettoyer (Clean), Restaurer (Restore), and Protéger (Protect)—along with specialized accessories and bundled kits. Core products include the Revêtement céramique Nano X5 ceramic coating system (part of the Gamme Diamant sub-brand launched in 2025 featuring nano-diamond particle technology), the ceramic-based Effet lotus céramique sealant, the Savon Ultra Mousse pH-neutral wash soap, and the Savon de prélavage pour pistolet à mousse pre-wash foam. Interior care products include the Nettoyant pour habitacle and Protecteur d'intérieur. Accessories encompass microfiber cloths, the Brosse pour cuir et vinyle, Pinceau d'esthétique multi-usage, and Pinceau d'esthétique ultradoux brushes. The company also offers three curated kits: the Ensemble de nettoyage Essentiel starter bundle, the Ensemble d'entretien Deluxe premium bundle, and the Ensemble de polissage Orbit 15 which includes the Orbit 15 orbital polisher. The Gamme Diamant represents the premium tier with Diamond technology for enhanced durability and brilliance.

Differentiator

Problem solved

Functional benefit

Brands

• Gamme Diamant: Premium product line featuring Diamond technology with nano-diamond particles for exceptional durability and deep brilliance. Includes ceramic coatings and protection products.
• Gamme Diamant

Products and services

• Revêtement céramique Nano X5 Ceramic coating kit enriched with nano-diamond particle technology offering up to 60 months of paint protection, increased abrasion resistance, and a powerful hydrophobic effect for DIY vehicle owners and enthusiasts.
• Gamme Diamant (Diamond Range) Premium protection sub-brand featuring nano-diamond particle technology for exceptional durability and deep brilliance across ceramic coatings and protection products for vehicles.
• Effet Lotus Céramique Ceramic sealant providing up to 9 months of protection with a hydrophobic lotus-leaf effect for DIY vehicle owners seeking paint protection.
• Savon Ultra Mousse High-performance car wash soap with pH-neutral formula producing rich, lubricating foam that safely removes dirt while being safe for waxes, sealants, and ceramic coatings.
• Savon de prélavage pour pistolet à mousse Pre-wash foam soap designed for foam cannons and pressure washers, generating dense adherent foam to encapsulate and safely remove contaminants before manual washing.
• Nettoyant pour insectes Insect remover designed to dissolve and safely remove insect residues from bodywork, windows, and headlights without damaging surfaces.
• Nettoyant pour habitacle Interior cleaner designed to clean all interior surfaces including dashboard, doors, console, plastics, vinyls, and trims in a single step.
• Protecteur d'intérieur Interior protector providing up to 6 months of protection for dashboard, doors, console, plastics and trim with anti-static properties and UV ray protection.
• Linges en microfibre High-quality microfiber cloths (80% polyester / 20% polyamide, 385 GSM) for cleaning, wiping, polishing, and finishing on both interior and exterior vehicle surfaces.
• Brosse pour cuir et vinyle Deep cleaning brush with soft, dense bristles designed to agitate and dislodge embedded dirt from leather, fabric, and vinyl automotive surfaces.
• Pinceau d'esthétique multi-usage All-in-one detailing brush with intermediate bristle hardness for cleaning various surfaces and hard-to-reach areas of vehicles.
• Pinceau d'esthétique ultradoux Ultra-soft precision brush designed for cleaning delicate interior areas without risk of micro-scratches on vents, seams, buttons, screens, and speaker grilles.
• Ensemble de nettoyage Essentiel Starter cleaning kit including a 20L bucket with grate, wash mitt, 3 microfiber cloths, Ultra Foam Soap, wheel/tire/engine cleaner, and interior cleaner (retail value $116.33).

Quantifiable outcome

• Up to 60-month (5-year) paint protection with Nano X5 ceramic coating
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

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 and core.

• CanacminorChannel Partner/ Reseller/ Distributor · 1 January 2017Quebec-based home improvement and building materials retailer. Silverwax entered Canac stores in 2017, strengthening the brand's regional presence within Quebec and providing proximity access to Quebec consumers through a well-established local retail network.
• Canadian TirecoreChannel Partner/ Reseller/ Distributor · 1 January 2015Major Canadian retail chain. Silverwax products entered Canadian Tire stores in Quebec in 2015 and expanded to all Canadian Tire locations across Canada in 2016. This partnership represents the brand's primary national retail distribution channel and a major milestone in its growth, making Silverwax products accessible to automotive consumers coast-to-coast.
• BMRminorChannel Partner/ Reseller/ DistributorQuebec-based co-operative of hardware and building materials retailers. Silverwax products are available at select BMR locations, providing additional retail presence in the Quebec market.
• Specialized Auto Detailing RetailersminorChannel Partner/ Reseller/ DistributorIndependent specialized auto detailing and car care retailers across Canada carry Silverwax products, serving the enthusiast and professional detailer segments with expert product guidance.

Scale indicators4 records

Recent moves14 records

Expansion highlights2 records

Direct peers

• Adam's Polishes: Premium US-based DIY and professional detailing brand positioned on quality formulations, ceramic coatings, and polished brand presentation. Highly comparable to Silverwax's premium-tier strategy (e.g., Gamme Diamant).
• Gtechniq: UK-based specialist in ceramic coatings (Crystal Serum, EXO) and high-performance detailing products. Comparable to Silverwax in the premium ceramic-coating segment and pro-channel strategy.
• Chemical Guys: US-based enthusiast and professional detailing brand with extensive SKU breadth and a strong social/content marketing model. Closely comparable to Silverwax in target customer (DIY enthusiasts and pros) and product breadth across cleaning, protection and accessories.
• CarPro: Specialist in SiO2 ceramic coatings (CQuartz line) and professional-grade detailing products. Directly comparable to Silverwax on ceramic coating technology and pro/DIY dual-channel distribution.
• Griot's Garage: US premium DIY detailing brand with strong enthusiast following, broad SKU catalog and emphasis on ease-of-use formulations. Closely comparable to Silverwax's positioning of 'professional-grade, made accessible.'

Broad incumbents

• Turtle Wax: Mass-market automotive care brand with deep retail penetration across North America, including Canadian Tire. Competes with Silverwax across the price ladder from commodity washes to ceramic spray sealants.
• Meguiar's: Long-established global automotive detailing brand (now 3M-owned) offering a full range of cleaners, polishes, waxes and ceramic coatings sold through mass-market retailers including Canadian Tire. Directly competes with Silverwax on shelf and in the DIY detailing category.
• Sonax: German automotive care brand with broad product portfolio across cleaning, polishing and ceramic protection, widely distributed in Europe and North America. Comparable broad-line competitor to Silverwax.
• Mothers: Long-established US automotive care brand covering waxes, polishes, cleaners and accessories, with strong North American mass-market retail presence including Canadian Tire adjacency to Silverwax.

Regional players

• Autoglym: UK-based premium automotive care brand with strong European retail presence and growing international footprint. Comparable to Silverwax as a regionally anchored, premium-positioned detailing brand targeting both enthusiasts and consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SilverwaxQC
• Facebookfacebook.com/SilverwaxQC
• Instagraminstagram.com/silverwaxqc
• TikToktiktok.com/@silverwaxqc
• LinkedInlinkedin.com/company/silverwax

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 Silverwax