The Global Soft Touch Polyurethane Advanced Coatings Market was valued at USD 1.25 Billion in 2022 and is projected to reach USD 1.95 Billion by 2030, growing at a Compound Annual Growth Rate (CAGR) of 5.7% during the forecast period (2023–2030). This growth is being driven by rising demand for premium finishes in consumer electronics and automotive sectors, increasing emphasis on user experience through tactile surfaces, and the shift toward eco-friendly, water-based formulations amid stricter environmental regulations.

As industries prioritize aesthetic appeal, durability, and sustainability in product design, the focus turns to leading coating manufacturers who are pioneering advanced polyurethane technologies. These soft touch coatings provide a velvety, non-slip feel while offering protection against scratches and stains. In this blog, we profile the Top 10 Companies in the Soft Touch Polyurethane Advanced Coatings Industry—a blend of global giants, specialty chemical firms, and innovators delivering cutting-edge solutions for automotive, electronics, and packaging applications.

---

🔟 1. Aexcel Corporation

Headquarters: Oak Creek, Wisconsin, USA
Key Offering: Water-based soft touch polyurethane coatings, custom matte finishes

Aexcel Corporation stands out as a dedicated provider of high-performance soft touch coatings tailored for consumer goods and industrial uses. Their products are widely used in electronics and furniture, where a premium tactile sensation enhances user interaction. The company emphasizes formulation expertise to balance softness with robust protection against everyday wear. With a commitment to innovation, Aexcel has developed coatings that not only feel luxurious but also meet rigorous durability standards, making them a go-to choice for manufacturers seeking to elevate product appeal without sacrificing functionality.

Innovation Initiatives:

• Development of low-VOC, water-based alternatives to traditional solvents
• Partnerships with electronics manufacturers for device casings
• Focus on antimicrobial additives for enhanced hygiene in coated surfaces

Download FREE Sample Report: Soft Touch Polyurethane Advanced Coatings Market – View in Detailed Research Report

---

9️⃣ 2. Jotun Group

Headquarters: Sandefjord, Norway
Key Offering: Solvent-based and water-based soft touch polyurethanes, marine and industrial coatings

Jotun, a multinational coatings powerhouse, excels in delivering soft touch solutions for transportation and protective applications. Operating in over 100 countries, the company supplies coatings that provide a luxurious feel while maintaining high durability in harsh environments, such as vehicle interiors and marine equipment. Jotun’s expertise lies in creating formulations that withstand extreme conditions, ensuring that the soft touch element remains intact over time, which is crucial for long-lasting industrial products.

Innovation Initiatives:

• Investment in sustainable raw materials to reduce environmental impact
• Collaboration with automotive OEMs for interior trim enhancements

---

8️⃣ 3. Axalta Coating Systems

Headquarters: Philadelphia, Pennsylvania, USA
Key Offering: Advanced polyurethane soft touch finishes for automotive and refinish markets

Axalta leads in automotive coatings, where their soft touch polyurethanes are integral to modern vehicle aesthetics. These coatings offer a smooth, grippy texture ideal for dashboards and handles, combining style with functional benefits like reduced glare and improved ergonomics. The company’s global reach ensures consistent quality across supply chains. Axalta’s innovations have pushed the boundaries of how coatings can enhance both the look and feel of vehicles, contributing to safer and more enjoyable driving experiences.

Innovation Initiatives:

• Targets for 100% renewable content in select formulations by 2030
• Integration of smart pigments for color-shifting effects in soft touch applications

---

7️⃣ 4. PPG Industries

Headquarters: Pittsburgh, Pennsylvania, USA
Key Offering: ENVIRO-Prime soft touch polyurethanes, water-based systems for electronics

PPG Industries is a frontrunner in diversified coatings, with a strong portfolio in soft touch technologies that cater to the electronics and packaging sectors. Their products are engineered for easy application and quick curing, enabling manufacturers to meet tight production schedules without compromising on tactile quality or longevity. PPG’s commitment to environmental responsibility is evident in their eco-friendly lines, which have gained traction in high-volume manufacturing hubs around the world.

Innovation Initiatives:

• Goal to incorporate 50% bio-based materials in polyurethane lines by 2028
• Expansion of R&D facilities in Asia for region-specific formulations

Download FREE Sample Report: Soft Touch Polyurethane Advanced Coatings Market – View in Detailed Research Report

---

6️⃣ 5. AkzoNobel

Headquarters: Amsterdam, Netherlands
Key Offering: Interthane soft touch series, eco-friendly polyurethane coatings

AkzoNobel delivers comprehensive coating solutions, with soft touch polyurethanes playing a key role in their automotive and coil coatings divisions. These coatings are prized for their matte, fingerprint-resistant properties, making them suitable for high-touch surfaces in consumer products and industrial machinery. The company’s European roots give it an edge in complying with stringent regulations, allowing it to lead in sustainable coating developments that benefit global markets.

Innovation Initiatives:

• Offers recyclable packaging for coating products to promote circular economy
• Net-zero emissions commitment for manufacturing operations by 2050

---

5️⃣ 6. The Sherwin-Williams Company

Headquarters: Cleveland, Ohio, USA
Key Offering: Pro Industrial soft touch polyurethanes, protective and decorative finishes

The Sherwin-Williams Company dominates the paints and coatings landscape, with advanced soft touch offerings that blend seamlessly into architectural and industrial projects. Their water-based polyurethanes provide a sophisticated velvet-like finish, ideal for furniture and appliance surfaces, while adhering to stringent safety standards. With extensive distribution networks, Sherwin-Williams ensures that these innovative coatings reach end-users efficiently, supporting a wide range of creative and functional applications.

Innovation Initiatives:

• Current production of over 500,000 tons of sustainable coatings annually
• Target to double eco-friendly product lines by 2027

---

4️⃣ 7. RPM International

Headquarters: Medina, Ohio, USA
Key Offering: Specialty soft touch coatings under Tremco and Rust-Oleum brands

RPM International, through its subsidiaries, specializes in performance coatings that include innovative soft touch polyurethanes for construction and consumer applications. These products excel in providing a non-slip, comfortable grip for tools and equipment, enhancing safety and user satisfaction in diverse settings. RPM’s diverse brand portfolio allows it to address niche markets effectively, driving growth in specialized segments of the coatings industry.

Innovation Initiatives:

• Focus on solvent-free technologies to meet evolving regulatory demands
• R&D into self-healing properties for durable soft touch surfaces

---

3️⃣ 8. Sokan New Materials

Headquarters: Shanghai, China
Key Offering: High-performance soft touch polyurethanes for electronics and packaging

Sokan New Materials is a rising star in Asia’s coatings market, offering cost-effective yet high-quality soft touch solutions that support the booming consumer electronics industry. Their coatings are designed for mobile devices and gadgets, delivering a premium feel that differentiates products in competitive markets. Sokan’s rapid growth reflects the increasing demand in emerging economies for advanced materials that combine affordability with superior performance.

Innovation Initiatives:

• Local R&D programs for bio-based polyurethane innovations
• Collaborations with Asian manufacturers to scale production

---

2️⃣ 9. BASF SE

Headquarters: Ludwigshafen, Germany
Key Offering: Elastollan soft touch polyurethanes, thermoplastic solutions

BASF, the world’s largest chemical producer, integrates soft touch coatings into its vast portfolio, serving automotive and industrial clients with versatile polyurethane systems. Their advanced formulations ensure adhesion to various substrates, providing a soft, durable finish that withstands mechanical stress and environmental exposure. BASF’s scale enables large-scale innovation, influencing global standards in coating technology and sustainability.

Innovation Initiatives:

• Aims for carbon-neutral production sites by 2030
• Expansion of digital tools for coating application optimization

---

1️⃣ 10. Dow Chemical Company

Headquarters: Midland, Michigan, USA
Key Offering: VERSAFLEX soft touch polyurethane technologies, flexible coatings

Dow Chemical leads the pack with groundbreaking soft touch polyurethanes that are pivotal in electronics, automotive, and packaging. Their solutions offer superior flexibility and resistance to chemicals, making them indispensable for modern, high-end product designs that prioritize both form and function. Dow’s leadership is built on decades of research, positioning it at the forefront of material science advancements in the coatings sector.

Innovation Initiatives:

• End-to-end sustainable supply chain partnerships
• Strategic investments in next-gen, bio-derived polyurethanes

Read Full Report: Soft Touch Polyurethane Advanced Coatings Market – View in Detailed Research Report

---

🌍 Outlook: The Future of Soft Touch Polyurethane Advanced Coatings Is Sustainable and Sensory

The soft touch polyurethane advanced coatings market is experiencing rapid evolution. While solvent-based options remain prevalent, the sector is pouring resources into water-based and bio-based alternatives, enhanced durability features, and customizable textures to meet diverse industry needs. As consumer preferences lean toward premium, eco-conscious products, these coatings are set to play a crucial role in elevating design standards worldwide.

📈 Key Trends Shaping the Market:

• Expansion of water-based formulations to comply with VOC emission limits
• Integration of nanotechnology for improved scratch resistance and aesthetics
• Growth in Asia-Pacific due to rising electronics production
• Strategic alliances between coating firms and end-user industries for custom solutions

Read Full Report: Soft Touch Polyurethane Advanced Coatings Market – View in Detailed Research Report

The companies listed above are not only coating surfaces—they’re spearheading the transformation of tactile experiences across industries.

The USA market for the Global Soft Touch Polyurethane Advanced Coatings is estimated to increase from USD 450 million in 2022 to reach USD 720 million by 2030, at a CAGR of 6.1% during the forecast period of 2023 through 2030. This surge reflects strong demand from the automotive and electronics sectors, bolstered by advancements in manufacturing efficiency.

The China market for the Global Soft Touch Polyurethane Advanced Coatings is estimated to increase from USD 320 million in 2022 to reach USD 550 million by 2030, at a CAGR of 7.2% during the forecast period of 2023 through 2030. Rapid industrialization and a focus on high-tech gadgets are key drivers, with local players like Sokan pushing boundaries in cost-effective innovations.

The Europe market for the Global Soft Touch Polyurethane Advanced Coatings is estimated to increase from USD 280 million in 2022 to reach USD 420 million by 2030, at a CAGR of 5.2% during the forecast period of 2023 through 2030. Stringent environmental regulations favor water-based solutions, benefiting leaders like AkzoNobel and Jotun in their home turf.

Soft Touch Polyurethane is an acrylic polyurethane formulated to provide a soft, smooth feel to the coating surface. The matte finish protects against smudges and fingerprints. This specially designed water-based formula provides excellent scratch and stain resistance. However, challenges like raw material volatility persist, yet opportunities in emerging markets offer substantial potential.

Furthermore, the report segments the market by type, with water-based holding a dominant share due to its environmental compliance. Applications span automotive, where soft grips enhance safety; transport for durable exteriors; electrical and electronics for sleek casings; packaging for premium branding; and others like furniture for aesthetic upgrades.

Regionally, North America leads with innovation hubs, while Asia-Pacific grows fastest through volume production. Competitor analysis reveals the top five players command about 45% of revenue, underscoring a concentrated yet competitive landscape.

Download FREE Sample Report: Soft Touch Polyurethane Advanced Coatings Market – View in Detailed Research Report

In conclusion, as industries adapt to consumer demands for tactile excellence and sustainability, these top companies are poised to drive the market’s expansion, fostering innovations that blend functionality with sensory delight.