Since 2015, MORE® Surface has helped homeowners, architects, and craftspeople protect and preserve the beauty of the world’s most remarkable materials. We create innovative surface-care technologies that deliver professional performance with everyday simplicity — so stone, tile, and concrete look their best for years to come.
of innovation in advanced surface protection chemistry
AntiEtch Installed Worldwide
Honoree
Customers Served
Across the U.S. and Canada
The MORE® Story
Before co-founding MORE® Surface Care, Steve Wolf had already spent 13 years helping shape the modern stone-care industry.
After joining StoneTech Professional in 2002, he helped grow one of the category’s most influential brands through major milestones, including its acquisition by DuPont and later transition to LATICRETE®.
The MORE® brand itself began with an earlier venture inspired by family ski trips to Lake Tahoe: MORE Snow Sports, a brand created to care for high-performance outerwear. That business gave rise to the MORE® name and logo, as well as an idea that would later shape MORE® Surface Care — that the best products do more than perform. They help protect the things people value most.
In 2015, Steve brought that philosophy into the category he knew best and co-founded MORE® Surface Care. Built on deep category experience, MORE® was created to deliver a more elevated standard of protection: professional-grade performance, greater simplicity, and lasting peace of mind.
The name MORE® also carries personal meaning. It is a family name, carried by both Steve’s father, Frank More Wolf, and his daughter, Danica More Wolf — giving the brand a more personal connection to the people and values closest to him.
Today, MORE® reflects both a mission and a family legacy — a brand built on elevated performance, enduring beauty, and greater peace of mind for the spaces people value most.
MORE® Surface Care is a team of chemists, craftsmen, and problem-solvers united by a single goal: helping people protect what they build.
We serve both residential and commercial clients, offering technologies that simplify maintenance, extend surface life, and reduce environmental impact.
Our products are trusted by:
We’re proud to have been recognized across multiple platforms for our growth and performance. Below is a summary of the awards and distinctions we’ve received in recent years.
The Sustainability Standout award celebrates products and initiatives that prioritize environmental responsibility, material efficiency, and sustainable innovation. Judges evaluate factors such as eco-conscious design, responsible material sourcing, and long-term environmental impact.
Winning gold in this category reflects our ongoing dedication to creating products that balance performance with sustainability. We strive to minimize environmental impact while delivering high-quality solutions that stand the test of time.
The Most Functional Find award recognizes products that deliver exceptional practicality, innovation, and everyday usability for professionals and consumers alike. Entries are evaluated on how well they solve real problems, streamline workflows, or enhance the user experience through thoughtful design and performance.
We were honored to receive gold in this category because our product was recognized for its ability to provide meaningful, functional value in real-world applications. This award highlights our commitment to building solutions that work harder, last longer, and make life easier for the people who use them.
We were recognized on the Inc. 5000 list, ranking #4,579, which highlights our growth and performance among the nation’s fastest-growing private companies. This recognition reflects our ongoing commitment to scaling responsibly while delivering value to customers and partners.
We didn’t start MORE® just to sell stone sealer — we set out to build something that actually matters. A company that looks sharper, works smarter, and makes products people are proud to use and rep. We make premium surface care that performs like hell and looks damn good doing it. No fluff. No shortcuts. Just a badass brand built on doing things right and standing for something better.
Our niche is premium, high-performance surface care — and we make it look cooler, work harder, and last longer than anything else out there. We’re not chasing cheap. We’re here to dominate the shelf with smarter formulas, cleaner design, and a brand that instantly says: this one’s different. We don’t blend in. We stand the F out — and our customers love us for it.
Get to know the talented people behind our success
Steve Wolf is a Co-Founder and CEO of MORE® Surface Care. His background spans finance, brand management, and deep category leadership. Early in his career, he was a leveraged buyout analyst at Heller Financial and later earned his MBA from the University of Chicago Booth School of Business. He went on to build consumer brand experience at Clorox, working on leading household brands including SOS®, Tilex®, Clorox2®, STP®, and Armor All®, before spending 13 years helping shape the modern stone-care industry through leadership roles at StoneTech Professional and DuPont. During that time, he was intimately involved in the sale of StoneTech to DuPont and later led the sale of the StoneTech business unit to LATICRETE®. In 2015, he co-founded MORE® Surface Care.
I manage the Shopify store and oversee marketplace channels including Amazon, TikTok, and Walmart. I also support special projects such as the AntiEtch platform and B2B applications, along with photography and website updates. My role spans e-commerce, marketplaces, and marketing—helping ensure everything runs consistently and performs as it should.
