Maxolen

What Maxolen does

Maxolen is the Estonian distribution entity (Maxolen Eesti OÜ, founded 2011, headquartered in Tartu) for a Swiss-origin professional car care and cleaning chemistry manufacturer with a brand heritage claimed since 1960. The company sells 100% Swiss-manufactured formulations through its own e-commerce storefront, organizing a broad catalog into eight sub-brands (Carlack©, WashMax, CareMax, PolishMax, MarinaMax, BikeMax, InduMax, GafoMax, ToolsMax) that cover automotive wash, paint correction and ceramic protection, marine, motorcycle and bicycle care, industrial cleaning and corrosion protection, and HORECA hygiene. The flagship 88 Graphene Shieldwall self-healing ceramic coating (launched October 2024) and the G460 disinfectant (launched March 2020) illustrate a portfolio that is gradually expanding from car care into adjacent verticals such as industrial hygiene.

The business is a sales-led B2B plus prosumer e-commerce model: products are priced per unit from roughly €2 (microfiber cloths) to €666 (Rupes/FLEX polishers), with free shipping on Estonian orders over €85 and 4-10 day delivery into Finland, Latvia, Lithuania, and Sweden. Customers are fragmented across six horizontal use-case segments — professional car washes, detailers, marine, motorcycle, industrial (with named reference Stadler Rail AG for corrosion protection), and HORECA — purchased largely without enterprise contracts. Marketing runs through the company's own e-commerce platform, an email newsletter, and SEO-optimized Estonian-language content, with no disclosed partnerships, funding rounds, headcount, or revenue figures. Ownership traces to the Swiss parent Max Lehner AG, where Dersim Stein is identified as CEO/owner in a 2019 AUTO&Wirtschaft interview.

Name

Maxolen

Legal name

Maxolen Eesti OÜ

Website

https://maxolen.ee

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

1–10 employees

Short description

Maxolen is an Estonian subsidiary distributing Swiss-manufactured professional car care, industrial cleaning, and hygiene chemicals via e-commerce to detailers, car wash operators, marine, industrial, and HORECA customers across the Baltics and Nordics.

Ownership category

akta.pro rank

Product category

Automotive Cleaning Chemicals

NAICS

Polish and Other Sanitation Good Manufacturing (325612), Soap and Other Detergent Manufacturing (325611), Soap and Cleaning Compound Manufacturing (32561)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Car Wash, Auto Detailing & Vehicle Cleaning Supplies Distribution (CRAOAGAM)

akta.pro secondary industries

General All-Purpose Cleaners (CRAJAMAA), Hand Sanitizers & Antibacterial Personal Care (CRADANAI)

Keywords

• Professional car care chemicals
• Vehicle detailing products
• Ceramic coating systems
• Industrial cleaning agents
• Automotive wash chemistry

Headquarters

HQ city

Tartu

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - E-commerce: Direct-to-consumer and B2B sales of professional car care chemistry products through the company's e-commerce platform, selling washing chemicals, polishes, waxes, ceramic coatings, and accessories to professional detailers and car wash operators

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Maxolen distributes Swiss-manufactured professional car care chemistry — including wash chemicals, polishes, waxes, ceramic coatings, and nano protection products — alongside industrial cleaning agents and professional detailing accessories. Offerings are organized into eight branded product lines (WashMax, CareMax, PolishMax, MarinaMax, BikeMax, InduMax, GafoMax, ToolsMax) plus the flagship Carlack© premium brand, sold via a direct e-commerce storefront to professional car wash operators, detailers, and industrial customers across the Baltic and Nordic region.

Product overview

Maxolen is a Swiss professional car care and cleaning chemistry company offering a comprehensive ecosystem of branded product lines and professional tools. The portfolio is organized into eight distinct sub-brands: WashMax (car wash chemistry), CareMax (interior and body care), PolishMax (polishing and paint protection), MarinaMax (boat care), BikeMax (motorcycle/bicycle care), InduMax (industrial solutions), GafoMax (food industry and hospitality), and ToolsMax (tools and equipment). The flagship Carlack© brand represents premium nano protective waxes and detailing products. Products are manufactured 100% in Switzerland with a focus on green cleaning and professional auto care, incorporating innovations such as ceramic coatings, graphene protection technology, and self-recovering nano coatings. The company also distributes professional tools including Rupes polishing machines, FLEX mini polishers, foam dispensing systems, and specialized microfiber products.

Differentiator

Problem solved

Functional benefit

Brands

• Carlack©: Premium car care product brand including shampoos, waxes, detailers, and protection products
• WashMax
• CareMax
• PolishMax
• MarinaMax
• BikeMax
• InduMax
• GafoMax
• ToolsMax

Products and services

• WashMax Professional car wash chemistry product line including pre-soak treatments, wheel cleaners, tar and bug removal products, shampoo washes, and washing accessories for professional car wash operators.
• CareMax Interior and body care product line covering cabin wash, cabin protection, glass wash, odor removal, and tire care products for vehicle detailing professionals.
• PolishMax Polishing and paint protection product line including waxing, micro-polishing, fine polishing, heavy compounding, ceramic coatings, and polishing equipment for automotive finishing professionals.
• MarinaMax Water technology and boat care product line including deposit removal, cabin washing, cabin protection, gelcoat protection, and gelcoat polishing products for marine and boat maintenance.
• BikeMax Motorcycle and bicycle care product line including pre-soak, wheel cleaning, shampoo, plastic and tire protection, and waxing products for two-wheeler enthusiasts and workshops.
• InduMax Industrial special solutions product line including windshield washer fluids, adhesive removers, rust and corrosion protection, silicone removers, and tree sap removers for industrial and rail customers.
• GafoMax Food industry and hospitality product line including general cleaning, sanitary cleaning, glass wash, floor wash, and dishwashing detergents for HORECA and food-service establishments.
• ToolsMax Tools and equipment product line including spray bottles and pumps, microfiber cloths, sponges, brushes, polishing machines (Rupes, FLEX), polishing pads, foam dispensers, dosing injectors, foam guns, and FFP3 respirators for professional cleaning operations.
• Carlack© Premium Swiss car care brand offering nano protective waxes, polishes, shampoos, detailers, and protection coatings for vehicle maintenance and detailing professionals.
• 88 Graphene Shieldwall Self-recovering ceramic graphene hyper-protection coating for vehicles, boats, paint, and leather surfaces, with 3–5 year durability and 10H+ hardness protection.
• G460 Disinfectant Professional hygiene and disinfection product for industry and commerce at the highest standards, manufactured exclusively in Switzerland.
• 77S Sioux Spray Spray-on quick ceramic shine booster with NANO permanent protection for vehicles, used for rapid ceramic top-up applications.
• Maxolen CorrProtect 41 Corrosion protection product for vehicle underbodies providing long-term rust protection for winter conditions, also applied to railway equipment corrosion protection.

Quantifiable outcome

• Up to 70% shorter work time compared to conventional methods
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Koch-Chemie: German manufacturer of professional car wash and detailing chemistry with a comparable multi-line catalog (pre-wash, shampoo, polishing, coatings). Koch-Chemie is the benchmark direct competitor in European professional car care chemistry that Maxolen positions against.
• Sonax: German premium car care brand offering washes, polishes, waxes, and ceramic coatings via dealer and retail channels. Highly comparable product portfolio and professional/SMB customer base, with broader geographic distribution.
• CarPro: Korean-origin premium detailing and ceramic coating brand (CQuartz line) targeting professional detailers and enthusiasts globally. Comparable high-end ceramic-coating focus and B2B professional detailing customer profile.
• Mafra: Italian professional car care chemistry manufacturer with a comparable range of wash, polish, and protection products distributed to car washes, detailers, and dealers. Closely aligned with Maxolen's Swiss/Italian positioning and B2B professional channel.
• Gtechniq: UK-based manufacturer of ceramic coatings, polishes, and wash chemistry for the detailing and car wash industry. Direct overlap in ceramic coating technology and professional detailing channel.

Emerging players

• Dr. Wack (Premium Class): German specialty chemicals manufacturer of car care and motorcycle products (Premium Class, P21S brands). Comparable mid-sized European specialty player with overlapping motorcycle, detailing, and wash categories.

Broad incumbents

• 3M Automotive Aftermarket: Division of 3M offering professional compounding, polishing, and finishing products to body shops and detailers. Comparable professional-grade polishing chemistry, with much larger R&D resources and global distribution.
• Würth: German global automotive aftermarket distributor with an in-house chemical line covering wash, care, and workshop products. Comparable InduMax/WashMax industrial cleaning overlap, with a much larger direct-sales field force across Europe.
• Meguiar's: US-founded, 3M-owned global car care brand with a wide professional and consumer portfolio across wash, polish, and protection. Overlaps with Maxolen's PolishMax/WashMax lines but at vastly greater scale and distribution depth.
• Turtle Wax: US global mass-market car care brand with extensive retail distribution. While its core is consumer rather than professional chemistry, it competes in adjacent wash and wax categories and represents the mass-market ceiling on Maxolen's premium positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Maxolen