Rust-Oleum
Rust-Oleum is an industrial and decorative paints and coatings manufacturer, wholly owned by RPM International Inc., producing anti-corrosion, floor, anti-slip, and anti-graffiti coatings for professional contractors, maintenance services, building contractors, and consumers across Europe and North America.
- Company typePublic
- Founded1845
- HeadquartersZelem, Belgium
- Headcount1,001–5,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What Rust-Oleum does
Rust-Oleum is a manufacturer of industrial and decorative paints and coatings operating as a wholly-owned subsidiary of RPM International Inc. (NYSE: RPM). The company produces a broad portfolio of protective surface treatments including anti-corrosion coatings (NOXYDE, with 50 years of proven performance), industrial aerosol paints (HARD HAT), multi-surface metal protection systems (COMBICOLOR), anti-graffiti solutions (GRAFFITISHIELD), anti-slip coatings (SUPERGRIP), floor coatings (EPOXYSHIELD), and hygiene coatings. Core technology centers on water-based elastic coating formulations, urethane-modified alkyd systems, and epoxy chemistries that are lead, chromate, and zinc free.
The company is headquartered in Zelem-Halen, Belgium (operating as Martin Mathys N.V./S.A.) with European operations managed through Rust-Oleum GmbH in Germany, and US operations based in Vernon Hills, Illinois. Rust-Oleum's portfolio also includes acquired European brands (Mathys Paints, Zinsser, Timberex, Prochemko) and consumer cleaning lines (The Pink Stuff, Mean Green). The company maintains ISO 9001 certification at its Belgian entity since 1997, renewed most recently in 2022.
Rust-Oleum operates primarily through a two-channel go-to-market model: a European distributor network spanning Germany, Netherlands, France, Belgium, and the UK for professional and industrial customers, and retail partnerships including Lowe's for consumer products. Revenue is generated through unit pricing of one-time purchases of coatings, with quote-based pricing for industrial products. The company serves painting contractors, maintenance services, building contractors, metal workers, specifiers, property managers, and HSE managers across industrial, commercial, and consumer/DIY segments, supplemented by free technical advisory services and training programs (Rust-Oleum Academy, Rust-Oleum Live).
Rust-Oleum firmographics
Firmographics- Name
- Rust-Oleum
- Legal name
- RPM International Inc.
- Website
- https://rust-oleum.eu
- Company type
- Public
- Founded year
- 1845
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Rust-Oleum is an industrial and decorative paints and coatings manufacturer, wholly owned by RPM International Inc., producing anti-corrosion, floor, anti-slip, and anti-graffiti coatings for professional contractors, maintenance services, building contractors, and consumers across Europe and North America.
- Ownership category
- akta.pro rank
Rust-Oleum industry classification
Industry- Product category
- Industrial Coatings and Specialty Paints
- NAICS
- Paint and Coating Manufacturing (325510), Paint, Coating, and Adhesive Manufacturing (3255)
- SIC
- Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Specialty Cleaning, Polishing And Sanitation Preparations (2842)
- akta.pro primary industry
- Industrial & Protective Coatings (IMAEAGAB)
- akta.pro secondary industries
- Industrial Protective Coatings (IMAEAHAB), Specialty & Functional Coatings (Anti-microbial/Anti-slip/Insulating) (IMAIAKAM), Stainless Steel & Metal Surface Cleaners & Polishes (CRAJACAF)
Keywords
Where Rust-Oleum is headquartered
LocationHeadquarters
- HQ city
- Zelem
- HQ country
- Belgium
- HQ region
- Europe
Offices3 records
Markets served
Rust-Oleum business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Industrial Paints and Coatings: Sale of industrial-grade paints, coatings, primers, and protective treatments for metal, concrete, wood, and specialized surfaces through professional contractor and maintenance service channels.
- Consumer Aerosol Products: Sale of consumer-facing spray paints and cleaning products through retail partners including Lowe's and distributors.
- Specialized Maintenance Products: Sale of maintenance products including degreasers, cleaning pastes, and hygiene coatings for commercial and industrial applications.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Industrial product pricing through distributor network |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Rust-Oleum product offering
Product offeringCore offering
Rust-Oleum manufactures and sells industrial and decorative paints, coatings, primers, and protective surface treatments for metal, concrete, wood, plastic, and other substrates. The portfolio spans anti-corrosion coatings, epoxy and polyurethane floor coatings, anti-slip systems, anti-graffiti coatings, hygienic wall coatings, roof waterproofing membranes, leak sealants, and maintenance aerosols. Products are organized across sub-brands including HARD HAT, NOXYDE, COMBICOLOR, GRAFFITISHIELD, SUPERGRIP, EPOXYSHIELD, LEAKSEAL, TARMACOAT, and DACFILL, with additional consumer brands such as The Pink Stuff and Mean Green.
Product overview
Rust-Oleum is an industrial and decorative paints and coatings manufacturer offering a comprehensive portfolio of products organized across multiple sub-brands and application categories. The core industrial offerings include the HARD HAT® aerosol paints (nr.1 industrial paint aerosol), NOXYDE® metal protection systems (50 years proven performance), and COMBICOLOR® multi-surface coatings. Specialized product lines cover anti-graffiti solutions (GRAFFITISHIELD™), anti-slip coatings (SUPERGRIP®), floor coatings (EPOXYSHIELD®), hygiene coatings (8700 series), roof waterproofing (DACFILL®), and specialty products like LEAKSEAL® for leak sealing and TARMACOAT™ for line marking. The company also offers consumer products including The Pink Stuff cleaning paste and Mean Green bathroom cleaner. Products serve target groups including painting contractors, maintenance services, building contractors, metal workers, specifiers, property managers, and HSE managers across industrial, commercial, and consumer applications.
Differentiator
Problem solved
Functional benefit
Brands
- HARD HAT: Industrial paint aerosols for maintenance and protection applications
- NOXYDE
- COMBICOLOR
- EPOXYSHIELD
- SUPERGRIP
- GRAFFITISHIELD
- LEAKSEAL
- TARMACOAT
- DACFILL
- Mathys Paints
- Zinsser
- Timberex
- Prochemko
- The Pink Stuff
- Mean Green
Products and services
- HARD HAT Industrial Aerosol Paints The nr.1 industrial paint aerosol brand offering fast-drying coatings for industrial maintenance, rust protection, line marking, and marking applications; used by maintenance professionals and contractors across industrial and commercial facilities.
- NOXYDE Anti-Corrosion Coating System Single pack water-based elastomeric coating with superior adhesion and corrosion protection for maximum metal protection; 50 years of proven performance and free of lead, chromate, and zinc. Used by industrial maintenance and metal protection professionals.
- COMBICOLOR Multi-Surface Coatings Primer and topcoat in one, based on urethane modified alkyd providing rust-inhibitive protection; lead and chromate free with good drying properties at low temperatures. Designed for metal protection professionals and contractors.
- GRAFFITISHIELD Anti-Graffiti Systems Complete range of anti-graffiti coatings and cleaners including GRAFFITISHIELD WAX (sacrificial natural wax layer), GRAFFITISHIELD HYDRO (water-based permanent hydrophobic coating), and GRAFFITISHIELD POLYCOAT (solvent-free single pack protection). Used by property managers, specifiers, and facility maintenance teams protecting facades and buildings exposed to graffiti.
- SUPERGRIP Anti-Slip Solutions Versatile, heavy-duty anti-slip products including SUPERGRIP TREADSAFE (2-pack epoxy floor coating for concrete and stone), SUPERGRIP ANTI-SLIP SPRAY (fast-drying acrylic-modified short oil alkyd for metal, concrete, ceramic, and wood), and 7200NS FLOORCOAT PU (anti-slip polyurethane-modified floor coating). Used by facility managers, HSE managers, and contractors.
- EPOXYSHIELD Floor Coatings User-friendly water-based epoxy garage floor coating with ultimate adhesion and durability, resisting chemicals, heavy foot and vehicle traffic. Includes EPOXYSHIELD CONCRETE REPAIR MORTAR for leveling and repairing cracks. Used by facility managers, property managers, and DIY consumers for floor protection.
- LEAKSEAL Rubberized Protective Coating Rubber-like protective coating designed to fill and seal leaks and cracks on metal, aluminium, galvanized metal, PVC, concrete, masonry, asphalt/bituminous roofing materials, vinyl siding, and fiberglass. Used by maintenance professionals and contractors for leak repair.
- TARMACOAT Floor Marking Paint Very fast-drying multi-purpose single pack acrylic water-based paint for floors and paint marking. Used by facility managers and contractors for line and spot marking applications.
- 8700 HYGIENIC WALL COATING Water-based single pack hygienic paint that protects against normal humidity and contamination indoors; suitable for walls and ceilings. Used by facility managers, property managers, and HSE managers in regulated environments such as food processing facilities.
- DACFILL Roof Coating Systems Roof coating systems that protect and beautify roofing materials and make them waterproof, including DAC HYDRO D (flexible acrylic paint for concrete or terracotta roof tiles), DACFILL HZ (fast-drying waterproofing membrane), and DACFILL FRIGO (rubber-like coating for cold rooms). Used by building contractors and property managers.
- The Pink Stuff Miracle Cleaning Paste Viral cleaning paste recognized for its effectiveness in spring cleaning tasks and environmental benefits; an award-winning consumer product. Targeted at retail consumers for household cleaning.
- Mean Green Refillable Bathroom Cleaner Refillable bathroom cleaner promoted for environmental benefits; an award-winning consumer product recognized by Apartment Therapy and Better Homes & Gardens in 2026. Targeted at retail consumers for household bathroom cleaning.
- Rust-Oleum Low-Odor Spray Paint Low-odor spray paint available at Lowe's retail stores, featured in March 2026 product showcase. Targeted at DIY consumers and home improvement users.
Quantifiable outcome
- NOXYDE provides maximum metal protection with 50 years of proven performance
- +1 more outcomes
Companies that use Rust-Oleum
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Rust-Oleum technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Rust-Oleum partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Lecot on Tour 2022minorRust-Oleum participated in Lecot on Tour 2022, a mobile demonstration event. As a brand born at sea, Rust-Oleum showcased products on Lecot's boat tour. Customers received free samples and demonstrations of Combicolor and Hard Hat brand products. The partnership allowed Rust-Oleum to reach customers in industrial coatings and anti-corrosion segments through Lecot's distribution network.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Rust-Oleum competitors and assessment
Company assessmentBroad incumbents
- Kansai Paint: Japanese-headquartered global coatings group operating in automotive, industrial, and decorative coatings. Comparable to Rust-Oleum in industrial maintenance product lines and in expanding emerging-market footprint.
Direct peers
- BASF Coatings: Division of BASF serving automotive, industrial, and decorative coatings markets. Competes with Rust-Oleum in industrial OEM and refinish coatings, with comparable resin and surface-treatment technologies.
- Axalta Coating Systems: Global coatings supplier focused on refinish and industrial coatings, including anti-corrosion systems. Overlaps with Rust-Oleum's metal protection, industrial maintenance, and commercial vehicle customer base.
- Sherwin-Williams: World's largest paint and coatings company, with industrial maintenance, aerosol, and consumer DIY lines (including Krylon) competing head-to-head with Rust-Oleum's HARD HAT, NOXYDE, and Lowe's-channel products.
- Hempel: Private Danish coatings manufacturer specializing in protective, marine, and industrial coatings. Competes with Rust-Oleum's NOXYDE and COMBICOLOR in heavy-duty anti-corrosion and asset-protection segments globally.
- Jotun: Norwegian global coatings producer in decorative, marine, protective, and powder coatings. Competes directly with Rust-Oleum in industrial protective coatings and infrastructure maintenance projects.
- PPG Industries: Global paints and coatings major with a large industrial and protective coatings portfolio directly overlapping Rust-Oleum's anti-corrosion, marine, and architectural lines. Competes for the same painting contractor and facility manager accounts across Europe and North America.
- AkzoNobel: Owner of Dulux, International, and Sikkens brands; competes directly with Rust-Oleum in European decorative, industrial, and protective coatings, particularly in the building contractor and specifier channels Rust-Oleum targets.
Regional players
- Tikkurila: Nordic decorative and industrial coatings brand now part of PPG, with strong Northern European retail and contractor presence comparable to Rust-Oleum's European distributor strategy.
Emerging players
- Teknos: Finnish family-owned industrial and decorative coatings company with a strong Northern and Central European presence. Closely comparable to Rust-Oleum Europe in industrial maintenance, metal, and wood coating solutions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Rust-Oleum social profiles
Digital presenceRust-Oleum compliance and trust
Trust signalCompliance1 record
Rust-Oleum financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rust-Oleum leadership team
Management profileNumber of profiles
Profiles2 records
Rust-Oleum subsidiaries and ownership
Company hierarchySubsidiaries5 records
Rust-Oleum funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rust-Oleum M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rust-Oleum
What does Rust-Oleum do?
Rust-Oleum manufactures and sells industrial and decorative paints, coatings, primers, and protective surface treatments for metal, concrete, wood, plastic, and other substrates. The portfolio spans anti-corrosion coatings, epoxy and polyurethane floor coatings, anti-slip systems, anti-graffiti coatings, hygienic wall coatings, roof waterproofing membranes, leak sealants, and maintenance aerosols. Products are organized across sub-brands including HARD HAT, NOXYDE, COMBICOLOR, GRAFFITISHIELD, SUPERGRIP, EPOXYSHIELD, LEAKSEAL, TARMACOAT, and DACFILL, with additional consumer brands such as The Pink Stuff and Mean Green.
Is Rust-Oleum a public or private company?
Rust-Oleum is a public company. It is classified as corporate owned and is currently operating.
When was Rust-Oleum founded?
Rust-Oleum was founded in 1845. It employs 1,001 to 5,000 people.
Where is Rust-Oleum based?
Rust-Oleum is headquartered in Zelem, Belgium, in the Europe region.
How does Rust-Oleum make money?
Three revenue lines are on record. Industrial Paints and Coatings are the primary driver. The others are consumer Aerosol Products and specialized Maintenance Products.
Who are Rust-Oleum's main competitors?
Kansai Paint is listed as a broad incumbent. Direct peers are BASF Coatings, Axalta Coating Systems, Sherwin-Williams, Hempel, Jotun, PPG Industries and AkzoNobel. Tikkurila is listed as a regional player. Teknos is listed as an emerging player.
Does Rust-Oleum have an API?
No public API is recorded for Rust-Oleum.
What industry is Rust-Oleum in?
Rust-Oleum's product category is Industrial Coatings and Specialty Paints. Its primary akta.pro industry code is IMAEAGAB, Industrial & Protective Coatings, with a secondary code of IMAEAHAB, Industrial Protective Coatings. Its NAICS code is 325510 and its SIC code is 2851.