LiquiProof

LiquiProof sells nano-tech fabric, leather and suede protectors plus cleaning kits, priced £7–£25 per bottle; the range sits in the mid-premium tier. Products are sold only through the UK website and selected independent footwear boutiques, with free domestic shipping on orders over £30. The brand’s USP is a water-based, fluorine-free formula that bonds at 40 nm to create an invisible, breathable barrier rated to ISO 5 for water and oil repellency; one treatment lasts 12–18 months under normal wear. Their “Original Protector” 200 ml spray is the hero SKU, repeatedly featured in sneaker-care round-ups and supplied to Selfridges’ shoe-spa service. Core buyers are 18-35-year-old sneaker collectors, urban cyclists and parents who want to keep £150–£400 shoes, trainers or school footwear looking new without re-application every week; they value eco credentials (non-toxic, biodegradable) and invisible finish over heavy silicones. LiquiProof competes with mass-market aerosol sprays and boutique sneaker-care labels; it differentiates through longer-lasting nano chemistry, fluorine-free safety claims and UK-based R&D that offers a 30-day “stain or refund” guarantee—something mainstream brands do not match.