WD-40 Company
WD-40 Company (NASDAQ: WDFC) is a San Diego-based public consumer products manufacturer selling the WD-40 Multi-Use lubricant, WD-40 Specialist, WD-40 Bike, and acquired homecare brands (3-IN-ONE, Lava, 2000 Flushes, Spot Shot) to consumers and professionals in 176+ countries through retail and e-commerce channels.
- Company typePublic
- Founded1953
- HeadquartersSan Diego, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What WD-40 Company does
WD-40 Company is a San Diego-based, publicly traded consumer specialty chemicals manufacturer (NASDAQ: WDFC) founded in 1953 as Rocket Chemical Company and renamed after its flagship Water Displacement formula. The company manufactures and distributes a portfolio of maintenance, homecare, and cleaning products across more than 176 countries and territories, with its iconic blue-and-yellow WD-40 Multi-Use Product serving as the franchise anchor. The portfolio extends into WD-40 Specialist (professional-grade lubricants, degreasers, corrosion inhibitors), WD-40 Bike (cycling maintenance), and a collection of acquired household brands including 3-IN-ONE, Lava, 2000 Flushes, Spot Shot, x14, Carpet Fresh, Solvol, NoVac, and GT85.
WD-40 Company firmographics
Firmographics- Name
- WD-40 Company
- Legal name
- WD-40 Company
- Website
- https://wd40company.com
- Company type
- Public
- Founded year
- 1953
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- WD-40 Company (NASDAQ: WDFC) is a San Diego-based public consumer products manufacturer selling the WD-40 Multi-Use lubricant, WD-40 Specialist, WD-40 Bike, and acquired homecare brands (3-IN-ONE, Lava, 2000 Flushes, Spot Shot) to consumers and professionals in 176+ countries through retail and e-commerce channels.
- Ownership category
- akta.pro rank
WD-40 Company industry classification
Industry- Product category
- Household Maintenance Products
- NAICS
- Paint, Coating, and Adhesive Manufacturing (3255)
- SIC
- Miscellaneous Chemical Products (2890), Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL)
- akta.pro secondary industry
- Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG)
Keywords
Where WD-40 Company is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
WD-40 Company business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Maintenance Products: Core maintenance product segment including WD-40 Multi-Use Product, Specialist line, and Bike products. Q2 2026 showed 13% growth in maintenance product sales to $156.8 million, representing the vast majority of total revenue.
- Homecare and Cleaning Products: Portfolio including 3-IN-ONE, Lava, x14, 2000 Flushes, Carpet Fresh, Spot Shot, and Solvol brands. The company announced plans to divest home care and cleaning brands targeted for divestiture in H1 2025.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
WD-40 Company product offering
Product offeringCore offering
WD-40 Company manufactures and distributes a portfolio of maintenance, homecare, and cleaning products. Its flagship offering is the WD-40 Multi-Use Product, a multi-purpose lubricant and penetrant that prevents rust, displaces moisture, and loosens seized parts. The portfolio also includes the WD-40 Specialist professional-grade line, WD-40 Bike products, and acquired brands such as 3-IN-ONE, Lava, x14, 2000 Flushes, Carpet Fresh, and Spot Shot, sold through retail and distribution partners in 176+ countries.
Product overview
WD-40 Company is a global specialty chemicals and consumer products company offering a portfolio of maintenance, homecare, and cleaning products. The core offering is the WD-40 Multi-Use Product, a multi-purpose lubricant and penetrant, supported by the professional-grade WD-40 Specialist sub-brand and the bicycle-specific WD-40 Bike line. The company has grown through acquisitions to include multiple household brands including 3-IN-ONE (lubricants), Lava (hand soap), 2000 Flushes (toilet care), Spot Shot (carpet care), Carpet Fresh (deodorizers), x14 (bathroom cleaners), Solvol, NoVac, and GT85. The product architecture consists of core brand products (WD-40 Multi-Use and Specialist lines) complemented by acquired brands that serve adjacent household cleaning and maintenance categories. The company operates in over 176 countries through an asset-light model, manufacturing its secret formula in four global locations while outsourcing packaging and distribution.
Differentiator
Problem solved
Functional benefit
Products and services
- WD-40 Multi-Use Product A multi-purpose lubricant and penetrant spray designed to loosen rusted mechanisms, protect metal surfaces, and displace moisture. Available in aerosol, bulk, trigger pro, precision pen, low odor, and smart straw variants for DIY consumers, mechanics, and tradespeople.
- WD-40 Specialist
Quantifiable outcome
- 55% gross profit margin
- +3 more outcomes
Companies that use WD-40 Company
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
WD-40 Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
WD-40 Company partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- Disney EntertainmentflagshipMarketing collaboration with Disney Entertainment featuring the King of the Hill animated series. The partnership originated from a 1998 episode featuring character Hank Hill using WD-40, which fans voted as their top choice for a limited-edition design. The collectible can features the series' iconic animation style with tagline 'Two American icons. One limited-edition can,' timed to the series' 15th season premiere on Hulu and Disney+.
- The Home DepotcoreExclusive retail partner for the King of the Hill limited-edition WD-40 Multi-Use Product cans, available nationwide from June 1 through August 31, 2026, or while supplies last. The Home Depot is a key strategic retail partner for WD-40's specialty product launches and exclusive editions.
Scale indicators11 records
Recent moves8 records
Expansion highlights6 records
WD-40 Company competitors and assessment
Company assessmentBroad incumbents
- Illinois Tool Works (ITW): Diversified industrial manufacturer with multiple specialty chemical and maintenance product segments; comparable operating model of decentralized branded specialty businesses with high margins.
- 3M Company: Large diversified industrial and consumer products company whose adhesives, lubricants, and maintenance chemicals overlap with WD-40's specialty chemical offerings across B2B and consumer channels.
- Church & Dwight: Household products company with a portfolio of niche, brand-led CPG products (Arm & Hammer, Trojan, OxiClean); comparable single-brand-dominant strategy and consumer channel dynamics.
- SC Johnson: Major household products manufacturer with global distribution and strong consumer brands in cleaning and maintenance; comparable operating model and category adjacency to WD-40's portfolio (before divestiture).
- Reckitt Benckiser: Global household products company spanning cleaning, hygiene, and health; relevant comparable for WD-40's brand-driven, multi-country consumer products model and capital-light distribution.
- Clorox Company: Major household cleaning and maintenance products company with strong brand portfolio and retail distribution; relevant comparable for the divested home care/cleaning brands and consumer channel dynamics.
Direct peers
- Zep Inc. Manufacturer and marketer of cleaning and maintenance chemicals for professional, institutional, and consumer markets; overlaps with WD-40's specialist cleaning and degreaser portfolio.
- Loctite (Henkel): Henkel-owned brand specializing in adhesives, sealants, and surface treatments for professional and DIY users; directly competes in the maintenance/repair category with WD-40 Specialist and 3-IN-ONE lines.
- CRC Industries: Direct manufacturer of specialty maintenance chemicals including penetrants, lubricants, degreasers, and corrosion inhibitors serving automotive, industrial, and consumer channels — closely overlaps WD-40's core maintenance product portfolio.
Emerging players
- PB Blaster / The Blaster Corporation: Specialty manufacturer of penetrating catalysts and lubricants (PB Blaster, Liquid Wrench) targeting DIY and professional maintenance users; narrower product line but directly competing in the penetrant category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
WD-40 Company social profiles
Digital presenceWD-40 Company compliance and trust
Trust signalCompliance6 records
WD-40 Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
WD-40 Company leadership team
Management profileNumber of profiles
Profiles10 records
WD-40 Company subsidiaries and ownership
Company hierarchySubsidiaries7 records
WD-40 Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WD-40 Company M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WD-40 Company
What does WD-40 Company do?
WD-40 Company manufactures and distributes a portfolio of maintenance, homecare, and cleaning products. Its flagship offering is the WD-40 Multi-Use Product, a multi-purpose lubricant and penetrant that prevents rust, displaces moisture, and loosens seized parts. The portfolio also includes the WD-40 Specialist professional-grade line, WD-40 Bike products, and acquired brands such as 3-IN-ONE, Lava, x14, 2000 Flushes, Carpet Fresh, and Spot Shot, sold through retail and distribution partners in 176+ countries.
Is WD-40 Company a public or private company?
WD-40 Company is a public company. It is classified as public and is currently operating.
When was WD-40 Company founded?
WD-40 Company was founded in 1953. It employs 501 to 1,000 people.
Where is WD-40 Company based?
WD-40 Company is headquartered in San Diego, United States, in the North America region.
How does WD-40 Company make money?
Two revenue lines are on record. Maintenance Products are the primary driver. The others are homecare and Cleaning Products.
Who are WD-40 Company's main competitors?
Broad incumbents on record are Illinois Tool Works (ITW), 3M Company, Church & Dwight, SC Johnson, Reckitt Benckiser and Clorox Company. Direct peers are Zep Inc., Loctite (Henkel) and CRC Industries. PB Blaster / The Blaster Corporation is listed as an emerging player.
Does WD-40 Company have an API?
No public API is recorded for WD-40 Company.
What industry is WD-40 Company in?
WD-40 Company's product category is Household Maintenance Products. Its primary akta.pro industry code is TLAKAOAL, Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners), with a secondary code of CRADAKAG, Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen). Its NAICS code is 3255 and its SIC code is 2890.