About Seachem, Aquavitro and Jurassipet

For more than 40 years, Seachem has been one of the world's most respected names in aquatic care, combining scientific research with a genuine passion for fishkeeping to develop products trusted by hobbyists and professionals across more than 60 countries. Founded by Dr. Leo G. Morin, Seachem began with a simple goal: to solve real problems faced by aquarists through innovative, science-based solutions rather than simply repackaging existing products. That philosophy continues to define the company today.

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Unlike many manufacturers within the pet industry, Seachem remains one of the few large, independently owned aquarium companies. Every member of the team shares a passion for the hobby, with chemists, biologists and aquarium enthusiasts working together to research, develop and test products that genuinely improve aquarium health. This commitment to science has resulted in a product portfolio that includes some of the hobby's most recognisable names, including Prime®, Stability®, Matrix®, Purigen®, Flourish®, Cupramine® and many more.

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Innovation has always been central to Seachem's identity. Rather than following industry trends, the company has consistently introduced original technologies that have become benchmarks within freshwater, marine, planted and reef aquariums. From advanced water conditioners and biological filtration media to specialist medications, nutrient systems and test kits, Seachem products are developed with one objective in mind — helping aquarists create healthier, more stable aquatic environments through sound scientific principles.

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Recognising the growing demands of advanced reef and planted aquarium enthusiasts, Seachem introduced aquavitro®, its premium product line developed without compromise. Designed as a platform for rapid innovation, aquavitro enables Seachem's research team to respond quickly to new discoveries in aquarium science while maintaining exceptionally high standards of formulation and performance. The range includes premium reef supplements, water conditioners, substrates, filtration media and professional-grade tools, all engineered for aquarists seeking the very highest level of aquarium care. In many markets, aquavitro is reserved for specialist aquatic retailers, reinforcing Seachem's long-standing support for independent fish stores and specialist aquarium centres.

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Seachem's commitment to specialist animal care extends beyond the aquarium. Through its JurassiPet® brand, the company has applied the same research-led approach to reptile and amphibian husbandry, developing products that support healthy captive environments through effective water conditioning, habitat care and nutritional solutions. Like Seachem's aquatic ranges, JurassiPet products are designed with a focus on quality, innovation and the long-term wellbeing of the animals they support.

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Beyond product development, Seachem is equally passionate about environmental responsibility. Each year the company releases a series of special-edition 325 ml bottles of some of its best-selling products, including Prime®, Stability®, Pristine® and Clarity®. Featuring unique rhinoceros-themed artwork, these limited editions contain approximately 30% more product than the standard 250 ml bottles, with a portion of every sale supporting rhino conservation initiatives in South Africa. Through its partnership with wildlife conservation organisations and reserves, Seachem has helped raise awareness and funding for the protection of one of the world's most endangered species, demonstrating that successful fishkeeping and environmental stewardship can go hand in hand.

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Today, Seachem continues to lead the aquarium industry through innovation, education and an unwavering commitment to quality. Whether supporting a beginner setting up their first freshwater aquarium or an experienced reef keeper maintaining a thriving coral ecosystem, Seachem remains dedicated to developing products that deliver reliable results while advancing the science of fishkeeping for future generations.

Over four decades of aquatic excellence – Remaining proudly independent, Seachem continues to lead the industry with innovative products, scientific expertise and a commitment to supporting hobbyists, specialist retailers and aquatic conservation around the world.

Expanding beyond aquatics – Alongside continued innovation in aquarium care, Seachem develops the JurassiPet® range, applying its scientific expertise to reptile and amphibian care while also strengthening its commitment to conservation through the annual Rhino Campaign special-edition bottles.

Introducing aquavitro® – Seachem launches aquavitro®, a premium range of aquarium products designed for specialist aquatic retailers, giving advanced hobbyists access to cutting-edge formulations and professional-grade equipment.

A global reputation – The launch and continued success of products such as Prime®, Flourish®, Cupramine®, Matrix® and Purigen® helps establish Seachem as a world leader in freshwater, planted and marine aquarium care.

Innovation begins – Seachem quickly gains recognition by introducing original products that challenge conventional aquarium care, laying the foundations for what would become one of the industry's most trusted brands.

Seachem is founded – Dr. Leo G. Morin establishes Seachem Laboratories with a vision to develop science-based aquarium products that solve real problems for fishkeepers through innovation and research.