SIGMA Launches in the UK as a New Direct-to-Consumer Car Care Brand for the Discerning Enthusiast

SIGMA has announced its official launch, entering the UK car detailing market as a direct-to-consumer brand offering bespoke, in-house formulations designed for a more refined, design-conscious car enthusiast. 

Founded by a team of industry professionals with deep experience in commercial vehicle valeting, SIGMA is the leadership team’s first consumer-facing venture. The founders also own ElectraJet, an established B2B brand operating at scale, bringing professional-grade insight, process discipline, and formulation expertise into the consumer space.

SIGMA is built for drivers who value quality, restraint, and attention to detail. Its audience is style-aware and considered — people who invest in well-made things and take pride in how they care for them. The condition of their car matters in the same way personal grooming does: quietly, but significantly. They are more likely to gravitate toward brands such as Rapha, Aesop, or Montblanc than products designed to shout for attention.

“We wanted to create a brand that genuinely speaks to a higher-end customer,” said a SIGMA spokesperson. “Someone who has moved on from loud, adolescent branding and wants something calmer, more mature, and more considered — without compromising on performance.”