Construction worker spreading tile adhesive on a renovation floor

OEM & Product Customization

Your Brand. Your Market. A Product Built Around the Application.

Different markets require different products, performance levels and brand positioning.

MICHEM provides OEM and product customization services for construction material manufacturers, distributors and private-label brands. Our support can include product-grade matching, formulation-oriented customization, branded packaging and coordinated multi-product supply.

From the first technical discussion to sample evaluation and regular commercial orders, we help customers develop a solution that connects product performance with their market requirements.

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Technical First

Customization Begins with the Product—Not the Packaging

OEM cooperation is often understood as placing a different logo on an existing package. For construction chemicals, effective customization must begin much earlier.

The product must be suitable for the customer’s application, compatible with the formulation and appropriate for the performance level of the finished material. Packaging and branding should only be confirmed after the technical product direction is clear.

MICHEM therefore begins OEM projects by understanding:

01What the customer manufactures or distributes
02How the product will be used
03Which performance characteristics are most important
04Whether an existing product needs to be matched
05How the product will be positioned in the local market
06What packaging and branding requirements must be considered

This approach helps ensure that the product behind the customer’s brand is appropriate for its intended purpose.

Industrial bulk bags prepared for customized construction chemical supply — Technical direction is confirmed before branding and packaging

Tile leveling clips holding floor tiles flush during installation — Customization level is set by application performance, not packaging

Project Scope

Four Levels of Customization

Not every project requires a completely new product. In many cases, matching the right existing grade is more efficient and commercially practical.

MICHEM evaluates each request and recommends an appropriate level of customization.

01 Level

Standard Grade Selection

Customers can select from MICHEM’s established product portfolio according to their application and performance requirements.

Our technical team helps identify suitable grades for products such as tile adhesives, wall putty, renders, plasters, repair mortars, self-leveling compounds, gypsum-based materials, waterproof mortars, concrete and coatings.

This is often the most practical option for customers who need proven products under their own brand.

02 Level

Product Matching

Customers replacing an existing raw material can provide technical information, a reference sample or relevant application results.

MICHEM evaluates potential alternatives based on the product characteristics, formulation requirements and intended application. Comparative testing may then be used to determine whether an existing MICHEM grade is suitable or whether further adjustment is required.

Product matching is based on actual performance—not appearance or a single specification alone.

03 Level

Performance-Oriented Customization

When an existing grade does not fully address the project requirements, MICHEM can evaluate a more tailored product direction.

Depending on the product category and application, customization may focus on characteristics such as:

Water retention
Thickening and consistency
Workability and application feel
Open time
Sag or slip resistance
Adhesion and cohesion
Flexibility
Hydrophobicity and water resistance
Flow and water reduction
Air control
Setting behavior
Early-strength development

The technical feasibility of each request is reviewed before sample development or commercial confirmation.

04 Level

OEM Branding and Packaging

Once the product direction has been approved, MICHEM can coordinate customized branding and packaging according to the agreed project requirements.

Customer brand presentation
Customized product names
Packaging artwork
Label information
Market-specific language
Product identification
Multi-product packaging consistency

Branding, artwork, product information and packaging arrangements must be confirmed before production begins.

Product Range

Customization Across Our Product Portfolio

MICHEM supports OEM and customization projects across a broad range of construction chemicals.

Finished tiled surface representing OEM products used in real construction applications — Grades are selected for the finished material, not for a single specification

Cellulose Ethers

Our cellulose ether portfolio includes HPMC, HEMC, HEC and CMC.

Different grades can support requirements such as water retention, thickening, workability, open time, sag resistance and application smoothness.

For OEM projects, the selected grade is evaluated according to the intended formulation and performance level rather than viscosity alone.

Redispersible Polymer Powders

MICHEM offers multipurpose, flexible, hydrophobic and thixotropic redispersible polymer powders.

The appropriate grade can be selected or evaluated according to requirements such as adhesion, flexibility, cohesion, workability, water resistance and durability.

These products can support different positioning levels for tile adhesives, insulation mortars, repair systems, waterproof mortars and other polymer-modified products.

Concrete Admixtures

Our concrete admixture portfolio includes polycarboxylate, melamine-based and naphthalene-based water-reducing agents.

Product selection considers factors such as water reduction, flow, workability behavior and compatibility with the customer’s cement and formulation system.

Because local raw materials can strongly influence performance, customer-side testing is an important part of confirmation.

Fibers

MICHEM supplies polypropylene, engineering, cellulose, glass and steel fibers for different reinforcement requirements.

Fiber solutions can be selected according to objectives such as shrinkage crack control, toughness, dimensional stability and durability.

Functional Additives

Our portfolio also includes starch ethers, hydrophobic agents, defoamers, gypsum retarders, calcium formate and other functional additives.

These products allow customers to fine-tune specific properties within dry-mix mortar, gypsum, concrete and coating formulations.

Bulk-packaged construction materials ready for a coordinated private-label portfolio — One supplier for a connected brand portfolio

Brand Portfolio

From a Single Product to a Complete Brand Portfolio

Some customers need one private-label product. Others want to build a broader construction chemical range for their market.

MICHEM’s product system allows distributors and brands to develop a more connected portfolio through one supplier.

A customized portfolio may combine:

+Cellulose ethers for different mortar applications
+General-purpose and performance-focused polymer powders
+Concrete admixtures in different product forms
+Fibers for mortar and concrete reinforcement
+Functional additives for specific formulation problems

Our team can help organize the portfolio according to target applications and customer groups.

This gives distributors a clearer product structure and reduces the need to coordinate separate technical, branding and purchasing requirements across multiple suppliers.

How We Work

Our OEM and Customization Process

Each project moves from market and application understanding to sample evaluation, packaging confirmation and commercial supply—without separating the product from the brand.

Packaging team preparing bagged materials for a customized OEM order — Sample, packaging and commercial supply stay on one project path

Understand the Project

The process begins with the target market, product category, intended application and required performance.

If the project involves an existing product, customers can also share relevant technical data, test results or reference samples.

Determine the Customization Level

MICHEM evaluates whether the project can be supported through an existing grade, product matching or performance-oriented customization.

This stage establishes a technically realistic direction before packaging and commercial details are finalized.

Recommend or Develop a Sample

Suitable products are selected for evaluation. When required, different grades or formulation directions may be compared.

The sample should be tested using the customer’s own raw materials, formulation and application conditions.

Review the Test Results

Our technical team reviews available laboratory, production or field-test results with the customer.

If the target has not been reached, the product selection, dosage or formulation direction can be evaluated further.

Confirm Product and Packaging

After technical approval, both parties confirm the product grade, quality requirements, packaging, label content, artwork and relevant order information.

This step ensures that the physical product and brand presentation remain correctly connected.

Production and Quality Evaluation

The approved product enters production according to the confirmed requirements.

Every batch undergoes physical and application testing before shipment. Customized branding does not replace the quality-control process applied to the product itself.

Commercial Supply and Ongoing Support

MICHEM coordinates order preparation and international shipment according to the agreed requirements.

After delivery, our team remains available for product-use guidance, formulation support and future portfolio development.

Gloved hand setting tile spacers during application evaluation — Physical and application testing stay behind every private-label batch

Quality

Quality Behind Your Brand

A private-label product represents the customer’s reputation in the market.

For this reason, MICHEM connects customized product development with the same physical and application evaluation used throughout our quality-control process.

The testing focus is selected according to the product category and intended use. Physical characteristics provide measurable quality information, while application testing helps confirm how the product behaves in a representative formulation.

Customers should also complete final validation using their actual raw materials, equipment and production conditions before commercial launch.

This shared evaluation process helps create a stronger technical foundation for the finished branded product.

Business Models

Built for Different Business Models

OEM support is shaped around how the customer sells, formulates and presents the finished product.

Warehouse specialist reviewing inventory among chemical drums and packaged goods — Support is organized around how each customer sells and formulates

Construction Material Manufacturers

Manufacturers can work with MICHEM to select or customize additives for their own formulations.

Support may include product replacement, performance improvement, sample evaluation and regular-volume supply.

Chemical Distributors

Distributors can develop a broader product portfolio under the MICHEM brand or their own brand.

Our team supports product organization, technical communication, packaging coordination and multi-product purchasing.

Private-Label Brands

Companies building their own construction chemical brand can combine technical products with customized market presentation.

MICHEM helps connect product selection, packaging and supply arrangements within one project.

Formulation and Technology Partners

Formulators developing products for different markets can use MICHEM’s physical and application laboratories to evaluate suitable additive systems.

Our technical team can support product selection and formulation-oriented adjustment throughout the development process.

Project Brief

What to Prepare for an OEM Inquiry

To help us evaluate your project, please provide as much of the following information as possible:

If the exact product grade is not yet known, begin with the application and performance requirements. MICHEM’s technical team can help identify a suitable starting point.

Labeled cartons prepared for a branded OEM shipment — Share the application, market and branding requirements first

01Target product or product category
02Intended application
03Destination market
04Required performance level
05Current product or reference sample, if available
06Existing technical data or test results
07Expected product range
08Branding requirements
09Preferred packaging format
10Estimated order quantity
11Expected purchasing schedule
12Any market-specific labeling or documentation requirements

Loading bays in an organized construction-chemical logistics hall — Application selection, laboratories and international supply in one partner

Why MICHEM

Why Develop Your OEM Products with MICHEM?

Application-Based Product Selection

Products are selected according to how they will be used, not simply their general category.

Physical and Application Laboratories

Samples and batches can be evaluated from both product and formulation perspectives.

Broad Product Portfolio

Multiple construction chemical categories can be developed through one partner.

Flexible Customization

Support ranges from standard grade selection to tailored product and packaging solutions.

Batch-Level Quality Control

Every batch undergoes physical and application testing before shipment.

Global Supply Experience

MICHEM supplies customers in more than 40 countries and supports international order coordination.

Start a Project

Build Your Next Product with MICHEM

Tell us about your target application, performance requirements, market position and brand plan.

Our team will help determine whether an existing grade, matched product or customized solution is the most practical direction for your project.