Rust-Oleum Corp.

Name

Rust-Oleum Corp.

Legal name

Rust-Oleum Corporation

Website

https://rustoleum.com

Company type

Private

Founded year

1921

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Industrial Paints & Coatings

NAICS

Paint and Coating Manufacturing (325510), Soap and Cleaning Compound Manufacturing (32561), Abrasive Product Manufacturing (32791)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Specialty Cleaning, Polishing And Sanitation Preparations (2842), Abrasive, Asbestos & Misc Nonmetallic Mineral Prods (3290)

akta.pro primary industry

Industrial & Commercial Painting/Coatings/Surface Treatment (IMAIAAAK)

akta.pro secondary industries

Automotive Surface Materials & Coatings for Interiors/Exteriors Manufacturing (Upholstery Materials/Decor Films/Paints for Trim) (IMACAKAL), Rust Removers, Metal Cleaners & Tarnish Removers (CRAJAKAG)

Keywords

• Industrial paints coatings
• Spray paint manufacturing
• Wood stains sealers
• Surface protection products
• Specialty cleaning solutions

Headquarters

HQ city

Vernon Hills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Consumer Paints and Coatings: Revenue from spray paints, wall paints, wood stains, primers, and specialty paints sold through retail and direct channels to DIY consumers
2. Professional/Industrial Coatings: Industrial paints, floor coatings, roof repair products, and safety solutions sold to professional contractors and industrial customers
3. Cleaning Products: Household and professional cleaning products including The Pink Stuff, Mean Green, and Krud Kutter brands
4. Automotive Products: Automotive paints, primers, touch-up products, and appearance chemicals for vehicle maintenance and repair

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Rust-Oleum manufactures and sells industrial paints, protective coatings, wood stains, primers, automotive coatings, cleaning products, and abrasives under multiple owned brands. The company sells through major retail chains, e-commerce, and direct professional sales to both DIY consumers and industrial/contractor customers in over 100 countries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Stops Rust: Rust-preventive spray paint and protective enamel products
• Painter's Touch
• Universal
• EpoxyShield
• Varathane
• Zinsser
• Watco
• The Pink Stuff
• Krud Kutter
• RockSolid
• Ready Seal
• Wipe New
• Testors
• Seal-Krete
• Mean Green
• Modern Masters
• Miracle Sealants
• Concrobium
• Gator Finishing Products
• Rust-O

Products and services

• V2100 System High Heat Spray Heat-resistant spray coating providing an attractive, heat-tolerant finish for industrial and high-temperature applications. Designed for professional and industrial buyers requiring durable high-heat finishes.
• Rust-O Artist Spray Paint First spray paint line from Rust-Oleum designed exclusively for muralists and artists, featuring a bold palette and high-performance formulation for artistic and large-scale surface applications.
• Mean Green Refillable Multi-Purpose Cleaner Plant-based multi-purpose cleaning solution in a refillable bottle with patent-pending two-chamber design (concentrate plus water) that auto-mixes to the correct ratio, replacing multiple traditional 28-ounce bottles. Targeted at sustainability-conscious households and professionals.
• Stops Rust with Custom Spray 5-in-1 Rust-preventive protective enamel spray paint offering five selectable spray patterns for customized application across surfaces of varied shapes and sizes, sold to DIY consumers and professionals.
• Low Odor Premium Spray Paint Water-based premium spray paint with 40% less odor than traditional spray paints, enabling indoor use with fast recoat times and superior coverage and durability. Targeted at DIY consumers, especially beginners.
• Varathane Premium Wood Stain Long-lasting translucent wood stain using nano pigments that intensify color clarity, delivering perfect color in one coat with one-hour dry time. For DIYers and professionals finishing wood surfaces.
• EpoxyShield Garage Floor Coating Garage floor epoxy coating kit delivering a glossy, durable, showroom-quality finish resistant to spills, leaks, salt, hot tire pick-up, and cracking. For DIY consumers upgrading their garage floors.
• Cabinet Transformations White Tint Base Kit DIY kitchen cabinet paint coating system sold as a kit allowing homeowners to refinish cabinetry without full replacement. Targeted at DIY home improvers.
• The MULE (Modified Urethane Latex Epoxy) Easy-to-use Modified Urethane Latex Epoxy coating that is abrasion-resistant and ideal for high-traffic areas that are routinely cleaned and disinfected. For commercial and industrial buyers.
• Varathane Total Control Gel Stain Interior wood care gel stain combining oil-based gel stain performance with water-based convenience; features rich color, no-drip formula, fast one-hour drying, low odor, and coverage of up to 250 sq. ft. per quart. For DIYers and professionals.
• The Pink Stuff Cleaning Paste and Household Cleaners Iconic household cleaning paste and cleaning solutions, including Miracle Cleaning Paste Squeezable and surface cleaners, sold to DIY consumers. Acquired by RPM International for Rust-Oleum in May 2025, generating approximately £150 million in calendar year 2024 net sales.
• Zinsser Primers Interior and exterior primers including stain-blocking and specialty primers for surface preparation before topcoat application. For DIY consumers, professionals, and contractors.
• Varathane Wood Stains and Sealers Premium wood stains, sealers, and wood care products sold under the Varathane brand for interior and exterior wood finishing projects by DIYers and professionals.
• Watco Wood Finishing Products Wood finishing oils, stains, and restoration products sold under the Watco brand, used on wood furniture, floors, and surfaces by DIYers and woodworkers.
• Krud Kutter Cleaners and Degreasers Multi-purpose and specialty cleaners and degreasers sold under the Krud Kutter brand for surface preparation and general cleaning before painting projects.
• Rust-Oleum Automotive Coatings Automotive paints, primers, touch-up products, and appearance chemicals (including Wipe New) for vehicle maintenance, repair, refinishing, and customization.
• Gator Finishing Abrasive Products Professional abrasive products including sandpaper, sanding sponges and pads, sanding belts, and abrasives for floors, drywall, and other surfaces.
• Modern Masters Specialty Paints Premium specialty water-based decorative paints for artists, muralists, and decorators sold under the Modern Masters brand.
• Miracle Sealants Tile and Stone Care Tile and stone sealers, grout cleaners, and surface protection products sold under the Miracle Sealants brand for professional and consumer tile/stone installations.
• Seal-Krete Waterproofing Sealers Waterproofing and weatherproofing sealers for concrete and masonry surfaces sold under the Seal-Krete brand to DIYers and professionals.
• Ready Seal Exterior Wood Stains Exterior wood stains and sealers sold under the Ready Seal brand for outdoor wood surfaces such as decks, fences, and siding.
• Testors Model and Craft Paints Model paints and craft products sold under the Testors brand for scale models, hobbies, and craft applications.
• Concrobium Professional Cleaning and Restoration Products Professional cleaning, restoration, and mold-control products sold under the Concrobium brand for restoration professionals and contractors.
• RockSolid Floor and Deck Coatings Durable garage floor epoxy coatings and deck coatings sold under the RockSolid brand for DIYers and professionals.

Quantifiable outcome

• 40% lower odor with Low Odor Spray Paint compared to traditional spray paints
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• HeroWearcoreTechnology or Integration · 10 September 2025Occupational exosuit provider partnered with Rust-Oleum to deploy Apex 2 exosuits across distribution centers, resulting in 750+ consecutive days without back-related injuries and 280,000+ injury-free work hours.
• Battle Bandera Boxing Club / Puerto Rican Cultural CenterminorStrategic or Co-development Partner · 12 June 2025Chicago community organizations partnering with Rust-Oleum for Spray It Forward mural program. Mural by Ali Six honors Humboldt Park's vibrant Puerto Rican heritage.
• Kenosha Murals Project / Kenosha Community FoundationminorStrategic or Co-development Partner · 28 May 2025Collaborative mural program where Rust-Oleum donated products for creation of approximately 5,000-square-foot mural titled 'The Place of the Pike' as part of Spray It Forward program celebrating community stories and creativity.
• Carolina Beach Mural ProjectminorStrategic or Co-development Partner · 28 May 2025Nonprofit organization celebrating Carolina Beach's culture and history through murals. Seven muralists created works using Rust-O Artist Spray Paint during inaugural Mural Fest.
• Attleboro Maker's FestivalminorStrategic or Co-development Partner · 28 May 2025Local festival in Massachusetts where Rust-Oleum artist muralist Nick Gilbert created a mural honoring the city's industrial legacy and creative spirit.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Masterchem / KILZ: Manufacturer of KILZ primers, rust converters, and specialty coatings; competes directly with Rust-Oleum's Zinsser primers and Stops Rust rust-preventive lines at home improvement retailers.
• WD-40 Company: Iconic rust-prevention and specialty maintenance products brand; competes in the same end-use applications as Rust-Oleum's Stops Rust line for rust prevention, lubrication, and surface protection among DIY and industrial users.
• Simple Green (Sunshine Makers): Manufacturer of non-toxic, biodegradable cleaning products including degreasers and concentrates; directly comparable to Rust-Oleum's Mean Green and Krud Kutter brands in retail household and industrial cleaning channels.
• PPG Industries: Global paints and coatings manufacturer selling consumer brands (Glidden, Olympic) through home improvement retailers alongside industrial coatings; directly comparable product taxonomy and distribution channels to Rust-Oleum.
• Sherwin-Williams: Largest US paint and coatings manufacturer; competes with Rust-Oleum across consumer (e.g., Valspar, Minwax via acquisition) and industrial/professional segments with overlapping DIY retail presence at Lowe's, Home Depot, and independent dealers.
• Behr Paint (Masco Corporation): Behr is a leading DIY and professional paint brand sold exclusively at Home Depot; competes head-to-head with Rust-Oleum's wall paint, primer, and stain categories on shelf space and contractor mind-share.
• Benjamin Moore: Premium consumer paint brand sold through independent retailers; overlaps with Rust-Oleum's premium positioning in wall paint and specialty coatings, particularly with prosumer and professional repaint demand.

Broad incumbents

• 3M: Diversified industrial conglomerate with adhesives, abrasives, and protective coatings divisions; overlaps with Rust-Oleum's Gator Finishing abrasive products and industrial surface-treatment offerings through professional distributors.
• Akzo Nobel (Dulux): Global paints and coatings giant with the Dulux brand; offers directly comparable decorative paints, wood finishes, and industrial coatings with stronger international (especially European) distribution than Rust-Oleum.
• Nippon Paint Holdings: Asia-Pacific–anchored global coatings manufacturer with growing US presence; comparable across decorative paints, automotive refinish, and industrial coatings, particularly relevant as Rust-Oleum expands internationally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/rustoleum
• Facebookfacebook.com/RustOleum
• LinkedInlinkedin.com/company/rust-oleum
• Instagraminstagram.com/rustoleum
• Xx.com/rustoleum

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A14 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rust-Oleum Corp.