Mothers

What Mothers does

Mothers Polishes Waxes Cleaners, Inc. is a privately held, family-owned automotive car care products manufacturer founded circa 1975 and headquartered at 5456 Industrial Drive, Huntington Beach, California. The company began with a single 4 oz. can of Mothers® Mag & Aluminum Polish aimed at the alloy wheel market and has since expanded into a portfolio of more than 100 unique products organized across ten branded lines: Mothers® Classic, California Gold®, California Gold® Ceramic, Ultimate Hybrid®, CMX®, Back-to-Black®, Speed®, Power, Professional, and Revision®. Underlying technology centers on chemical formulation — proprietary #1 yellow grade carnauba wax sourced from Brazilian Copernicia Cerifera trees, SiO2/TiO2 ceramic coating systems, patented rubber polymer sponge-clay technology (HydroClay®), and water-activated spray-and-rinse coating delivery — supplemented by branded power-drill accessories (PowerBall 2®, PowerCone® 360, NuLens®) for DIY polishing applications.

The company serves a hybrid customer base spanning DIY automotive enthusiasts, professional detailers and body shops, and general consumers, with primary emphasis on the DIY segment. Products are sold through three distinct channels: direct-to-consumer e-commerce via the Shopify-based mothers.com storefront (free UPS Ground shipping on $39+ orders), major retail chains including Home Depot, NAPA Auto Parts, Summit Racing, 4 Wheel Parts, and Amazon, and a global network of exclusive international distributors covering six continents. Pricing follows a unit-purchase model with case-pack wholesale discounts, ranging from $2.99 entry-level accessories to over $800 for professional metering equipment.

The go-to-market motion blends event-driven activation (SEMA Show with a 4,500 sq ft display and Battle of the Builders title sponsorship, Hot Rod Power Tour, NASA racing series via Robert Davis Racing) with community-led content marketing through influencer partnerships (Doug DeMuro/Cars & Bids as Official Car Care Partner from April 2026, ongoing Donut Media collaboration, the Shine Award program, and the Autopia forum partnership). Revenue is generated exclusively through one-time product sales — there is no subscription, licensing, or recurring service component. Ownership remains with the Holloway family, with executives Jim and Dennis Holloway actively participating in motorsports, and no institutional investment, parent company, or public financial disclosures appear in the source material.

Name

Mothers

Legal name

Mothers Polishes Waxes Cleaners, Inc.

Website

https://mothers.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

Mothers Polishes Waxes Cleaners is a privately held, family-owned manufacturer of automotive car care products founded in 1975, serving DIY enthusiasts and professional detailers with 100+ formulations including carnauba wax and ceramic coatings distributed globally through retail and e-commerce.

Ownership category

akta.pro rank

Product category

Automotive Car Care Products

NAICS

Polish and Other Sanitation Good Manufacturing (325612), Soap and Cleaning Compound Manufacturing (32561)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Car Wash, Auto Detailing & Vehicle Cleaning Supplies Distribution (CRAOAGAM)

Keywords

• Car care products
• Automotive detailing supplies
• Car wax polishes
• Ceramic coatings
• Vehicle surface protection

Headquarters

HQ city

Huntington Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Car Care Products: Direct product sales of over 100 unique car care formulations including polishes, waxes, cleaners, and accessories through e-commerce and retail channels. Revenue generated through individual product purchases and case quantities at wholesale pricing.
2. Professional/Commercial Products: Professional-grade product lines including the Professional Refinishing System targeting professional detailers and body shops. Higher-volume commercial pricing available.
3. Branded Merchandise (Swag): Sale of Mothers® branded merchandise including apparel, bags, and accessories featuring the company logo and brand imagery.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Mothers manufactures and sells over 100 car care products including polishes, waxes, cleaners, ceramic coatings, trim restorers, and accessories across branded lines such as California Gold, CMX, Ultimate Hybrid, Back-to-Black, Speed, Power, and Professional. Products are formulated using #1 yellow grade Brazilian carnauba wax and proprietary SiO2/TiO2 ceramic blends, targeting both DIY automotive enthusiasts and professional detailers/body shops.

Product overview

Mothers® Polishes Waxes Cleaners is a car care products company offering over 100 unique products organized across multiple product lines. The portfolio includes: Mothers® Classic (fundamental car care formulations), California Gold® (premium paint care with carnauba waxes), California Gold® Ceramic (ceramic coating protection), Ultimate Hybrid® (SiO2 ceramic and carnauba combination), CMX® (affordable ceramic technology), Back-to-Black® (trim restoration), Speed® (fast-acting products), Power (power drill accessories), Professional (professional detailer products), and Accessories (microfiber, brushes, applicators). The company positions itself as serving both DIY consumers and professional detailers, with products ranging from basic polishes to advanced ceramic coatings and headlight restoration systems.

Differentiator

Problem solved

Functional benefit

Brands

• California Gold®: Premium paint care line featuring carnauba waxes, instant detailers, and clay bars for high-end paint care.
• California Gold® Ceramic
• Ultimate Hybrid®
• CMX®
• Back-to-Black®
• Speed®
• Power
• Professional
• Revision®

Products and services

• Mothers Classic Product Line Progressive, quality-crafted formulas covering fundamental car care needs including metal polish, leather care, interior cleaners, and wheel/tire products for individual consumers.
• California Gold Product Line Premium paint care line featuring deep rich carnauba waxes, instant detailers, and clay bars designed for premium paint maintenance.
• California Gold Ceramic Product Line
• Ultimate Hybrid Product Line Combines SiO2 ceramic and carnauba wax technologies in products designed to eliminate learning curves, allowing users to care for vehicles as they always have.
• CMX Product Line Affordable, user-friendly ceramic products for wash, prep, restore, polish, and coat applications with ultra-durable, super-hydrophobic protection formulas.
• Back-to-Black Product Line Trim and plastic restoration line for restoring and maintaining dull, sun-burnt plastic surfaces to factory-fresh black appearance.
• Speed Product Line Fast-acting vehicle care products including tire shine, glass cleaners, foaming bug and tar remover, and clay alternatives designed for superior results with efficiency.
• Power Product Line Products specifically designed for consumer power drill applications including PowerBall, PowerCone, and NuLens headlight renewal systems for professional results at home.
• Professional Product Line Professional-grade detailing products including the Professional Refinishing System, polishes, metering unit, and concentrates priced for commercial use ($54.60 to $806.49) and formulated for body shop environments.
• Accessories Product Line Complete line of car care accessories including microfiber products, brushes, applicators, and finishing tools for professional and consumer use.
• Swag Product Line Branded merchandise including wash buckets, detail bags, t-shirts, caps, and professional buffing jackets.
• Mag & Aluminum Polish Legendary metal polish for aluminum wheels and automotive trim including stainless steel, brass, and other alloys; the founding product of the Mothers brand.
• CMX Ceramic Spray Coating Affordable, user-friendly 24oz ceramic spray coating using SiO2 and TiO2 blend for ultra long-term protection with super-hydrophobic water beading.
• California Gold Ceramic Spray Wax Professional grade ceramic protection spray coating with super-hydrophobic properties, ultra-durable finish, and glass-like liquidy gloss appearance.
• California Gold Ceramic Spray & Rinse Water-activated, touchless spray coating that provides super-hydrophobic protection; spray on a wet vehicle and hose off for instant beading and ceramic boosting.
• California Gold HydroClay Next-generation paint restoration and surface prep sponge-clay tool with patented rubber polymer technology for removing surface and embedded contaminants.
• Exhaust Tip Cleaner & Polish Advanced formula cleaner and polish using micro-polishing agents to remove baked-on carbon, soot, and grime from stainless steel, chrome, and black chrome exhaust tips.
• PowerBall 2 Power drill attachment designed for polishing deep-dish wheels quickly and effectively with a 10-inch Quick Swap Bit extension for total control.
• NuLens Headlight Renewal Kit Complete kit for restoring cloudy, yellowed headlights that removes stains and light scratches while adding a protective polymer layer to prevent future oxidation.
• Revision Glass + Surface Cleaner Pro-strength ammonia-free glass and surface cleaner safe for delicate window tint, gauges, GPS screens, smartphones, tablets, and touchscreens.
• California Gold Waterless Wash & Wax Ultra-slick spray wash formula that encapsulates and dissolves dirt for scratch-free cleaning and waxing without water.
• All-In-One Leather Care Complete leather care product combining cleaning and conditioning in one application for automotive leather surfaces.
• Mothers Professional Grade Premium Microfiber Towels (12-pack) 16x16 inch dual-nap microfiber towels (400 GSM) sold in 12-packs, with long-nap side for trapping dirt and short-nap side for removing waxes and polishes.
• CMX Surface Prep pH neutral ceramic coating prep cleaner with biodegradable surfactants that removes old waxes, oils, and polishing residue for optimal coating adhesion.
• Speed Tire Shine Fast-acting tire shine product providing a high-gloss finish for vehicle tires.

Quantifiable outcome

• 100+ unique car care products
• +2 more outcomes

Named customers4 records

Segments3 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

Six partnerships are on record, tiered core, flagship and minor.

• Cars & Bids / Doug DeMurocoreGTM or Marketing Partner · 23 April 2026Mothers® named Official Car Care Partner of Cars & Bids, the enthusiast car auction platform founded by Doug DeMuro. Partnership integrates Mothers® products and branding across DeMuro's YouTube reviews, the THIS Car Pod podcast, the newly launched Key channel, and various co-branded initiatives including sweepstakes, merchandise, and curated product bundles. Targets the highly engaged automotive enthusiast community that follows Cars & Bids and Doug DeMuro's content.
• SEMA Show / Battle of the BuildersflagshipGTM or Marketing Partner · 3 November 2025Mothers® celebrated 50 years with SEMA by returning with innovative products and as Battle of the Builders Title Sponsor. The brand showcased prominent car builds at the Las Vegas show, announcing three new products: ceramic spray, paint restoration tool, and tip cleaner. The event serves as a platform for Mothers® to promote latest offerings and connect with media and industry influencers.
• Donut MediacoreGTM or Marketing PartnerMothers® and Donut Media collaboration creating car care content that combines entertainment with effective car care techniques. The partnership produced multiple video series including The Real Mom, Pro Detailer vs Mothers Ceramics, and various car restoration content. Work created and lasting friendships built remain sources of pride for the brand's impact on car enthusiasts.
• Robert Davis RacingminorGTM or Marketing PartnerMothers® has teamed up with Robert Davis Racing to campaign four Mazda RX-8s in NASA's Southern California racing series for over 30 years. Company executives Jim and Dennis Holloway pilot two of the RX-8s, demonstrating the company's commitment to automotive enthusiast culture beyond just watching.
• NASA (National Auto Sport Association)minorGTM or Marketing PartnerMotorsports partnership through Robert Davis Racing to campaign vehicles in NASA's competitive racing series in Southern California region.
• Hot Rod Magazine / Power TourminorGTM or Marketing PartnerSponsorship of the annual Hot Rod Power Tour, America's largest traveling car show, with presence at Unofficial PT Forum and related events.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/motherspolish
• Facebookfacebook.com/101741766546535
• LinkedInlinkedin.com/company/mothers-polishes-waxes-cleaners

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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

M&A

Investments1 record

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

Frequently asked questions about Mothers