What Dr. Beasley's does

Dr. Beasley's is a Chicago-based, privately held specialty chemicals company (legal entity Beasley's, Inc., founded 2005, 1-10 employees) that formulates and sells premium automotive detailing products direct-to-consumer through drbeasleys.com and through an Authorized Detailer network. The company's technical foundation is its proprietary Nano Surface Primer (NSP) system—engineered microsphere abrasives (0.45μm to 1.5μm) combined with a nanogel carrier—that corrects paint defects while simultaneously laying a ceramic-coating foundation, a step-function differentiator from traditional polishes and compounds. The 183-SKU product catalog spans paintwork correction (NSP 45/95/150/Z1/CoreCut), ceramic coatings (Nano-Resin, Formula 1201, Matte Paint Coating, Glass Serum, Metal Coat, Boat Coat Pro, PlasmaCoat), maintenance sprays (AdvanceCoat, Paint Hero, Bead Hero), interior care for leather, microsuede, vegan leather, carpet, and trim, plus specialized matte/satin finish lines that address an under-served segment most competitors do not serve.

The business operates three revenue streams. Primary revenue comes from one-time DTC product sales across a price range from $0.30 accessories to $500+ pro kits, supported by free ground shipping on orders over $50 and a 2026-launched tiered rewards loyalty program. A second stream is the Authorized Detailer network for warranty-backed professional ceramic-coating installation, with a public Find-an-Authorized-Detailer locator on the website. A third stream is hands-on training classes taught by master detailer Mike Phillips in Chicago and Stuart, Florida, priced from $395 (1-Day) to $1,295 (2-Day), with recurring special events at the American Muscle Car Museum. Marketing is content-led, centered on the Detail Lab blog, YouTube, beginner guides, and earned media (featured on "My Classic Car" TV), with the Rivian co-branded Interior Care Kit (announced April 2025) marking the company's first OEM-style brand partnership.

Customer concentration is low; the company serves a long tail of DIY enthusiasts and a base of professional detailers rather than anchor enterprise accounts. Notable named partners include Rivian (co-brand), American Muscle Car Museum (training venue), and equipment brands Rupes, Flex, Buff and Shine, and EGO (training equipment suppliers). The company has no disclosed funding, parent company, or institutional investors, and no revenue is publicly reported.

Name

Dr. Beasley's

Legal name

Beasley's, Inc.

Website

https://drbeasleys.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Dr. Beasley's is a privately held, Chicago-based specialty chemicals company that formulates and sells premium car detailing products, including proprietary Nano Surface Primer paint correction systems, ceramic coatings, and matte finish care, directly to consumers and through an Authorized Detailer network and Mike Phillips-led training academy.

Ownership category

akta.pro rank

Product category

Automotive Detailing Products

NAICS

Paint and Coating Manufacturing (325510), Paint and Wallpaper Retailers (44412)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Automotive & Transportation Coatings (IMAEAHAC)

akta.pro secondary industry

Automotive Surface Materials & Coatings for Interiors/Exteriors Manufacturing (Upholstery Materials/Decor Films/Paints for Trim) (IMACAKAL)

Keywords

• Automotive detailing products
• Ceramic coatings
• Paint correction compounds
• Matte car care
• Auto detailing training

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct-to-consumer e-commerce sales of professional-grade car detailing products including exterior care, interior care, coatings, accessories, and apparel. Products sold in various sizes from sample/accessory items to complete detailing kits. Revenue generated through own website storefront.
2. Professional Training Classes: Hands-on auto detailing education programs taught by Mike Phillips. Classes include 1-Day Auto Detailing ($395), 2-Day Auto Detailing ($1,295), and Paintwork Correction Classes ($500). Also includes special events at American Muscle Car Museum. Revenue from class registrations and ticket sales.
3. Rewards Program: Loyalty program where customers earn points on purchases redeemable for products. Ascend to new ranks with exclusive perks. Drives customer retention and repeat purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Dr. Beasley's manufactures and sells premium, specialty automotive detailing products—centered on its proprietary Nano Surface Primer (NSP) system for paint correction—alongside ceramic coatings, maintenance products, cleaners, interior care (including microsuede and matte finish), marine, wheels/tires, kits, and accessories, sold primarily via its own e-commerce site and through an Authorized Detailer network, complemented by paid in-person detailing training classes taught by Mike Phillips.

Product overview

Dr. Beasley's is a premium car detailing products company offering a comprehensive portfolio of automotive care solutions. The core offering centers on proprietary Nano Surface Primer (NSP) technology using microsphere abrasives and nanogel for paintwork correction that simultaneously builds ceramic coating foundations. The product line spans ceramic coatings (Nano-Resin, Formula 1201, Matte Paint Coating, Glass Serum, Metal Coat, Chassis Coating, Headlight Coating, Plastic Trim Coating, Boat Coat Pro), maintenance products (AdvanceCoat, Paint Hero, Bead Hero), exterior care (body washes, wheel cleaners, tire conditioners), interior care (Leather Lock, Microsuede Protection, Fabric Coating, Carpet & Upholstery products), and specialized matte finish care products. The portfolio also includes complete Detailing Kits (Coating Systems, Matte Kits), professional accessories (microfiber towels, applicators, brushes, pads), and co-branded products like the Rivian Interior Care Kit. Additionally, the company offers educational services through Mike Phillips Auto Detailing Classes at locations in Chicago and Stuart, Florida.

Differentiator

Problem solved

Functional benefit

Products and services

• Nano Surface Primer (NSP) System Proprietary paintwork correction product line using microsphere abrasives and nanogel carrier technology that simultaneously removes paint defects and builds a ceramic coating foundation. Includes NSP 150, NSP 95, NSP 45, NSP Z1 and NSP GL variants sold individually and in bundles (NSP CoreCut, NSP CoreCut+, NSP CoreCut Bundle, Panel Prime). Intended for professional detailers and advanced enthusiasts performing paint correction.
• Nano-Resin Ceramic Coatings Professional-grade ceramic coating family for automotive paint protection, including Nano-Resin, Nano-Resin Pro Kit, Nano-Resin MX Kit, Nano-Resin AST Kit, and Formula 1201. Designed for vehicle owners and authorized detailer installation with warranty when professionally applied.
• Specialty Ceramic Coatings Surface-specific ceramic coatings including Matte Paint Coating, Matte Paint Coating Pro Kit, Film Coating Kit, Matte Film Coating Kit, Glass Serum, Glass Serum Kit, Glass Serum Pro Kit, Metal Coat, Metal Coat Pro Kit, Chassis Coating, Headlight Coating Kit, Plastic Trim Coating Kit, Trim Coat Pro, Trim & Tire Coating Kit, Boat Coat Pro, PlasmaCoat, Nano LS-10 and Gloss Builder. Sold to consumers and authorized detailers for application across paint, glass, metal, plastic, headlight, chassis, trim, and marine surfaces.
• Ceramic Coating Maintenance Products Maintenance sprays and washes designed to refresh and extend ceramic coatings, including AdvanceCoat: Gloss, AdvanceCoat: Matte, AdvanceCoat: Glass, Bead Hero, Matte Bead Hero, Paint Hero, Matte Paint Hero, the Coating Maintenance Wash Kit and the Matte Coating Maintenance Wash Kit. Targeted at coated-vehicle owners.
• Car Wash and Prep Products Exterior wash products including Premium Body Wash, Matte Body Wash, Ceramic Body Wash, Waterless Wash, Matte Waterless Wash, Prep Wash, and marine/matte decontamination products (Marine Decon, Matte Decon). Used by car owners for routine washing and pre-coating preparation.
• Wheel and Tire Care Products Wheel and tire cleaning, sealing and coating SKUs including Premium Wheel Cleanser, Matte Wheel Cleanser, Intensive Brake Dust Remover, Tire Conditioner, Matte Tire Conditioner, Tire Coat Pro, Foaming Tire Cleanser, Matte Wheel Seal, Wheel Seal, Matte Wheel Cleaning Kit, and Matte Motorcycle Prescription. Targeted at car enthusiasts and professional detailers.
• Interior Care and Leather Products Interior care consumables spanning Leather Lock, Leather Lock Pro Kit, Leather Cream, Fine Leather Cleanser, Opti-Leather Cleanser, Vegan Leather Kit, Vegan Leather Cleanser, Vegan Leather Cream, Fine Leather Prescription, Interior Cleanser, Dash Pro, Plastic Conditioner, Opti-Surface Cleanser, Enzymatic Cleanser, Tannin Cleanser, Carpet & Upholstery Cleanser, Carpet & Upholstery Protection, Salt Chisel, Ink Remover Kit and the Complete Interior Detailing Prescription. For consumer and professional interior detailing.
• Microsuede / Alcantara Care Products Specialty care line for microsuede, Alcantara, Dinamica and Ultrasuede surfaces comprising Microsuede Cleanser, Microsuede Spot Remover, Microsuede Protection, and Fabric Coating Pro Kit. Targeted at vehicle owners with microsuede interiors requiring non-standard care.
• Glass Care Products Glass-specific care products including Glass IQ hydrophobic glass cleaner and Glass Cleanser streak-free cleaner. Sold to car owners for windshield and window care.
• Matte Finish Care Products Specialty products for matte and satin paint including Matte Paint Cleanser, Matte Paint Cleanser Pro, Matte Final Finish, Matte Paint Prescription, Mini Matte Kit and related matte body washes. Targeted at owners of matte or satin paint, vinyl wrap, and PPF vehicles.
• Detailing Kits and Prescriptions Bundled multi-product kits including the Wash & Seal Detailing Prescription, Complete Exterior Detailing Prescription, Complete Wheel & Tire Detailing Prescription, Matte Maintenance Kit, Coating Systems, Matte Kits, Paintwork Correction Kits and Maintenance Kits. Curated bundles for new and professional users.
• Detailing Accessories and Apparel Accessories and branded apparel including Fresh Start Garage microfiber laundry soap, Bug Sponge, Grit Guard, 5 Gallon Wash Bucket, Tiger Grip Orange Nitrile Gloves, Rotary Brush, Microfiber Wash Mitt, Chenille Microfiber Wash Mitt, Dr. Beasley's T-Shirt, Hat, and Garage Banner. Sold alongside core detailing products for brand engagement.
• Mike Phillips Auto Detailing Classes Hands-on paid auto detailing training taught by master detailer Mike Phillips at the company's Chicago, IL and Stuart, FL facilities, including 1-Day Auto Detailing Class ($395), 2-Day Auto Detailing Class ($1,295) and 1-Day Paintwork Correction Class ($500), plus special events at the American Muscle Car Museum. Serves both working professional detailers and enthusiast learners.

Quantifiable outcome

• 20%+ reduction in detailing time with proper techniques
• +2 more outcomes

Named customers4 records

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

Six partnerships are on record, tiered minor.

• RivianminorStrategic or Co-development Partner · 13 April 2025Rivian collaborated with Dr. Beasley's on a new co-branded Interior Care Kit. The kit brings together specially selected interior care products in a custom configuration for Rivian vehicle owners. This represents a brand collaboration with an electric vehicle manufacturer targeting their customer base.
• RupesminorOthersEquipment brand featured in Mike Phillips detailing classes. Students get hands-on experience with Rupes polishers and tools during training sessions. Brand logo displayed on class materials.
• FlexminorOthersEquipment brand featured in Mike Phillips detailing classes. Students experience Flex rotary and orbital polishers during hands-on training. Brand logo displayed on class materials.
• Buff and ShineminorOthersPolishing pad manufacturer whose products are used in detailing classes. Custom Lake Country HDO pads and Buff and Shine EdgeGuard/Uro-Tec pads featured for paint correction training.
• EGOminorOthersPower equipment brand whose tools are used in Mike Phillips detailing training classes. Brand logo displayed on class materials.
• American Muscle Car MuseumminorStrategic or Co-development PartnerHost venue for special detailing classes featuring rare and exotic vehicles. Classes held at the museum allow attendees to work on significant classic cars including Porsche 959 SC and 1934 Ford Coupe. Jason Rose from the museum co-teaches certain sessions.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Chemical Guys: Chemical Guys is the largest US-based premium car-care brand, selling soaps, polishes, ceramic coatings, and accessories directly to enthusiasts via e-commerce. Dr. Beasley's competes head-to-head in the same DTC detailing category with overlapping SKUs and a similar hobbyist-and-pro customer base.
• Adam's Polishes: Adam's Polishes is a premium US-detailing brand offering polishes, ceramic coatings, and accessories through DTC and pro channels with a strong enthusiast community. It mirrors Dr. Beasley's premium-positioning, broad catalog, and direct-to-consumer go-to-market.
• CarPro: CarPro is a globally recognized ceramic-coating specialist (CQuartz line) with deep pro and DIY distribution. It is one of the closest competitors to Dr. Beasley's in NSP/ceramic-coating technology and Authorized-Detailer-style installer programs.
• Gtechniq: Gtechniq is a UK-based ceramic-coating and surface-protection manufacturer with strong pro detailing partnerships globally. Comparable to Dr. Beasley's on ceramic-coating chemistry, pro-installer networks, and specialty surface treatments.
• Gyeon: Gyeon is a South Korean ceramic-coating and detailing brand with a global pro-distributor network. It overlaps with Dr. Beasley's product mix (paint correction, ceramic coatings, interior care) and shares the premium-DIY-and-pro positioning.
• P&S Detail Products: P&S Detail Products manufactures a broad line of detailing and ceramic-coating products sold through distributors and direct online channels. Comparable to Dr. Beasley's in product breadth across wash, correction, coating, and interior care.

Broad incumbents

• Meguiar's: Meguiar's is an established mass-market detailing brand owned by 3M, selling polishes, waxes, and coatings through retail, pro, and DIY channels. Overlaps with Dr. Beasley's broadly but at a more accessible price point and much larger distribution footprint.
• Sonax: Sonax is a German premium auto-care manufacturer with broad polishes, coatings, and detailing-product lines distributed globally. Comparable to Dr. Beasley's on premium positioning and product chemistry but with much wider category coverage and distribution.
• Turtle Wax: Turtle Wax is a long-established mass-market auto-care brand selling wash, wax, and coating products through mass retailers. Adjacent to Dr. Beasley's in category but serves a much more value-oriented mainstream customer.

Emerging players

• Angelwax: Angelwax is a UK-based boutique detailing and ceramic-coating brand with selective global distribution. Comparable to Dr. Beasley's as a smaller, formulation-driven specialist in the premium-coating niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Dr. Beasley's