The company states that its principal business encompasses automotive and home-care chemical products, including waxes, polishes, cleaners, shampoos, car-washing equipment, Glaco water repellents, DIY repair items, tire chains, air fresheners, and eyewear cleaners.[2]

1954–1969: Early years

Soft 99 traces its origins to 1954, when its predecessor, Nitto Chemical Corporation, was established in Osaka and launched Golden Neo Polish, a domestically produced wax for automobiles. At the time, imported automotive waxes were relatively expensive in Japan, and the company’s early products aimed to make car care more accessible to local motorists.[3]

In 1957, the company introduced Golden Neo-Wax, described as its first car wax carrying the Soft 99 name. By 1962, it was manufacturing and selling automotive waxes under the Soft 99 brand while developing products such as Neo Soft Wax, which incorporated an antistatic agent.[4] Throughout the 1960s, the company established its identity around automotive appearance and maintenance with long-running products like Car Wax Black, Blue Shampoo, and Hanneri Wax.[5]

1970s and 1980s: Expansion

During the 1970s, Soft 99 moved beyond traditional waxes, introducing products such as Villa Coat Wax, Fresh Punch air freshener, Body Paint, and Quick One Wax. The company also developed technologies involving silicone and automotive refinishing products.[6]

The 1980s marked a significant shift as Soft 99 began expanding internationally and broadening its corporate concept from “car wax” to a wider lifestyle and chemical-products business. In 1980, an overseas department was established, followed by the introduction of the New SOFT99 series in 1984 and a new corporate identity centered on contributing to “life culture.”[7] Other products from this era included Body Fresh, Glass Cleaning Tablet, Honey Kiss car fragrance, TINET tire chains, KIZZ COLOR repair paint, and Power Wax.

1990s: Modern product lines

The 1990s were a pivotal decade for the company. In 1990, Soft 99 launched Fusso Coat, a longer-lasting automotive coating that helped shift the brand’s image toward technologically advanced surface protection.[8] This was followed in 1991 by the launch of Glaco, a glass water-repellent brand based on hydrophobic coating technology designed to improve visibility during wet weather.[9]

In 1998, the company introduced Fukupika, a wipe-based cleaning and waxing product designed to simplify car maintenance.[10] During this decade, Soft 99 also strengthened its international manufacturing presence by establishing Shanghai SOFT99 Chemical Co., Ltd. In 1993, the company officially changed its trade name to SOFT99 CORPORATION.[11]

2000s: Diversification and listing

In the 2000s, Soft 99 continued to expand its automotive portfolio while entering new consumer categories. In 2003, it launched the G’ZOX series as a premium automotive coating and detailing brand positioned toward professional and high-end users rather than the mass market.[12] Today, G’ZOX includes premium body coatings such as Hi-MOHS Coat.[13]

The company also applied its surface-treatment expertise to household cleaning, launching cleaning wipes in 2000.[14] Corporately, Soft 99 was listed on the Tokyo Stock Exchange Second Section in 2001 and subsequently moved to the current Standard Market.

Soft 99 organizes its consumer products into several major categories beyond traditional car wax.[15]

Automotive care

Automotive care remains the core of the business. Exterior products include paint coatings, car waxes, paint cleaners, shampoos, polishes, scratch-removal compounds, water repellents, and washing tools.[16] The company maintains a particularly strong presence in automotive glass care through the Glaco family, offering rain repellents, glass coatings, cleaners, anti-fog products, water-repellent wipers, and mirror coatings.

For tires and wheels, Soft 99 produces cleaners, coatings, dressings, and care tools, with the DiGloss brand specifically focusing on wheel and tire appearance.[17] Interior products cover fabric and leather seats, dashboards, plastics, general cleaning, coatings, and odor control, often marketed under the Roompia brand.

Major brands

Soft 99 operates as a brand portfolio rather than a single product line:

These brands constitute the company’s current product portfolio.[18]

Glaco

Glaco is arguably Soft 99’s most recognizable sub-brand. Launched in 1991, it utilizes hydrophobic treatment to encourage rainwater to bead up and roll off glass surfaces rather than spreading across them.[19] The product family has expanded to include roll-on glass coatings, sprays, compounds, mirror coatings, water-repellent wipers, and professional treatments.[20] The company celebrated Glaco’s 30th anniversary in 2021 and introduced newer generations such as Glaco DX in 2022.[21]

Fukupika

Introduced in 1998, Fukupika was designed to simplify car maintenance through wipe-based application rather than traditional wash-and-wax processes.[22] Current products include wipe and spray solutions for waterless or quick-cleaning situations, making the brand relevant for urban users, apartment dwellers, and those without convenient access to water.[23]

99 Atelier

99 Atelier is the company’s DIY repair-oriented brand, aiming to make automotive repairs accessible to ordinary vehicle owners. The range includes solutions for stone chips, scratches, paint damage, body repair, and scratch concealment.[24]

G’ZOX

Positioned at the higher end of the portfolio, G’ZOX targets professional detailers and enthusiasts. Its lineup includes advanced glass-based body coatings like the Hi-MOHS Coat series, which offers high water repellency and durability.[25] This allows Soft 99 to cover the market spectrum from DIY consumers to professional body shops.

Soft 99 is fundamentally a chemical-technology company. Its stated core technology is “functional thin layer technology,” which involves engineering extremely thin functional layers on various surfaces.[26] Depending on the formulation, these layers can provide hydrophobicity, hydrophilicity, dirt resistance, gloss, or surface protection. This technology is applicable to materials including glass, aluminum, painted surfaces, iron, and plastics.[27] This capability enables the company to extend its expertise from car wax into glass coatings, industrial applications, and household products.

While automotive products are its most visible business, Soft 99 has expanded into household products, eyewear, sports gear, and industrial applications.[28] For industrial customers, functional thin-layer technology is used for outdoor surfaces, indoor facilities, exterior walls, marine and railway applications, and surface modification.[29] Consequently, Soft 99 functions as a chemical and surface-treatment company whose consumer identity is strongly linked to automotive care.

Soft 99 has developed a significant export business with major markets in China, Taiwan, Singapore, Thailand, Malaysia, Indonesia, Vietnam, South Korea, Brunei, the United Kingdom, Germany, the UAE, the United States, Brazil, Australia, and numerous other countries.[30] This is particularly relevant in Southeast Asia, where Japanese automotive care brands hold a strong reputation among enthusiasts. The company also operates Shanghai SOFT99 Chemical Co., Ltd. as part of its international manufacturing expansion.[31]

The modern SOFT99 Group operates across four broad business areas: Fine Chemicals, Porous Materials, Services, and Real Estate-related businesses.[32] The Fine Chemicals segment is most closely associated with the consumer brand, encompassing automotive products, household goods, industrial products, and overseas sales.

The company’s corporate message centers on innovation and anticipating future customer needs, aiming to create products and services that become “future necessities.” This philosophy is evident in its historical progression from traditional wax to coatings, glass treatment, waterless cleaning, DIY repair, professional systems, and industrial surface treatment.

Soft 99’s importance in automotive care stems from several factors. First, the company has over seven decades of experience, having developed automotive care products since 1954. Second, it offers specialized products for specific surfaces and problems, ranging from paint and glass to wheels, tires, plastics, leather, fabric, mirrors, and interiors. Third, it emphasizes consumer-friendly application, packaging sophisticated chemical treatments into accessible formats like wipes. Finally, brands like G’ZOX and PROSPEC target professional users, giving the group coverage across multiple market levels.

Unlike typical car-care brands that focus primarily on accessories like shampoos, waxes, and microfiber towels, Soft 99’s competitive identity is based heavily on chemical formulation and surface technology. Its portfolio integrates wax, coating, glass chemistry, hydrophobic technology, repair chemicals, professional coatings, cleaning systems, and surface-treatment technology.

• 1954: Domestic automotive wax production begins.
• 1957: First Soft 99 car wax introduced.
• 1962: Products manufactured and sold under the Soft 99 name.
• 1968: Car Wax Black introduced.
• 1980: Overseas department established.
• 1984: Corporate identity introduced; business expands beyond automotive chemicals.
• 1990: Fusso Coat launched.
• 1991: Glaco launched.
• 1993: Trade name changed to SOFT99 CORPORATION.
• 1994: Shanghai SOFT99 Chemical established.
• 1998: Fukupika launched.
• 2001: Listed on Tokyo Stock Exchange Second Section.
• 2003: G’ZOX introduced.
• 2020: Perfect Foam introduced.
• 2021: 30th anniversary of Glaco.
• 2022: Glaco DX introduced; listing transferred to Tokyo Stock Exchange Standard Market.
• 2023: DiGloss products expanded significantly.

Today, Soft 99 is best described as a Japanese surface-treatment and automotive-care company with a heritage in car wax and a broad portfolio spanning consumer car care, professional detailing, household products, and industrial applications. Its consumer reputation is built on waxing, paint protection, glass water repellency, quick cleaning, wheel and tire care, interior care, and DIY scratch repair, all underpinned by expertise in functional thin-layer chemistry.

1. Company Profile | Corporate Information | SOFT99 Corporation
2. Business Area | Corporate Information | SOFT99 Corporation
3. Corporate History | Corporate Information | SOFT99 Corporation
4. History of SOFT99 | Corporate Information | SOFT99 Corporation
5. Brand | Product Information | SOFT99 Corporation
6. Product Information | SOFT99 Corporation
7. Car Wash | Product Information | SOFT99 Corporation
8. Car Wash – Product List | | Product Information | SOFT99 Corporation
9. How to use products | Car Maintenance Guide | SOFT99 corporation
10. Interior Cleaning – Product List | Car Wash | Product Information | SOFT99 Corporation
11. SOFT99 Corporation Core Technology | Research and Development | SOFT99 Corporation
12. Business | SOFT99 Corporation
13. SOFT99 Corporation
14. Maintenance and Accessories | Product Information | SOFT99 Corporation
15. Body Maintenance of professional vehicle coating – Product List | Car | Product Information | SOFT99 Corporation
16. Catalogue PDF | Business | SOFT99 Corporation
17. Engine Bay Maintenance chemicals – Product List | Maintenance and Accessories | Product Information | SOFT99 Corporation
18. 沿革｜会社案内｜企業情報｜ソフト９９
19. 会社概要｜会社案内｜企業情報｜ソフト９９
20. Corporate Information | SOFT99 Corporation
21. ソフト９９の歴史｜企業情報｜ソフト９９
22. 会社案内｜企業情報｜ソフト９９
23. 歷史沿革｜企業訊息｜SOFT99株式會社
24. AION Co., Ltd. | SOFT99 Group | Corporate Information | SOFT99 Corporation
25. 企業情報｜ソフト９９コーポレーション
26. SOFT99的歷史｜企業訊息｜SOFT99株式會社
27. Search solutions | Business | SOFT99 Corporation
28. Fine Chemicals | Business Area | Corporate Information | SOFT99 Corporation
29. About Soft99 – Soft99 Shop EU
30. Fusso Family | Soft99
31. SOft99 History – Soft99Indonesia | produk Perawatan Mobil
32. SOFT99 – SOFT99