What Auto Magic does

Auto Magic is a Cincinnati, Ohio-based manufacturer of professional automotive detailing chemical products, operating as a division of Malco Products, Inc., a wholly-owned subsidiary of Illinois Tool Works Inc. (NYSE: ITW) since 2006. The company originated as Auto Wax Company in 1960 and rebranded to Auto Magic in 2014. Its portfolio spans 100+ SKUs across cleaners, polishes, compounds, waxes, water-based and solvent-based dressings, ceramic coatings, aerosols, soaps, polymers, and accessories, organized under sub-brands including Auto Magic, Body Magic, Clay Magic, Midnight, and TruAdvantage. The Clay Magic detailing clay line is positioned as the original patented clay bar technology, while the TruAdvantage wall-mounted dilution system with seven ultra-concentrated products anchors a recurring consumable channel.

The company's customer base is exclusively B2B, serving professional automotive detailers, car dealerships with in-house reconditioning operations, body shops (via the Body Shop Safe product line), and commercial fleet operators requiring bulk 55-gallon packaging. Products are sold only through an authorized distributor network covering North America and international markets, supported by zone managers, technical training content (the 6 Stages of Reconditioning program), and a library of technical data sheets and safety data sheets.

Auto Magic monetizes through product sales across 1-gallon, 5-gallon, and 55-gallon bulk configurations, plus dilution-system hardware and concentrated refill consumables. Specific pricing is set by individual distributors rather than disclosed publicly. Marketing is conducted primarily through the company website, an active blog, technical training videos, and social media channels (Facebook, Instagram, TikTok), with no direct consumer retail presence. The competitive position rests on 55+ years of category presence, proprietary clay and dilution-system technology, VOC and body-shop-safe regulatory formulations, and an established B2B distributor channel.

Name

Auto Magic

Legal name

Malco Products, Inc.

Website

https://automagic.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

1–10 employees

Short description

Auto Magic manufactures and distributes professional automotive detailing chemical products (cleaners, polishes, waxes, dressings, ceramic coatings, and detailing clay) exclusively through authorized distributors serving professional detailers, car dealerships, body shops, and fleet operators across North America and international markets.

Ownership category

akta.pro rank

Product category

Automotive Detailing Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners) (IMACANAK)

akta.pro secondary industry

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

Keywords

• Professional detailing chemicals
• Automotive cleaning products
• Car wax polish
• Detailing clay bars
• Automotive reconditioning products

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Professional Detailing Chemical Products: Auto Magic generates revenue through the manufacture and distribution of professional automotive detailing products including cleaners, waxes, compounds, polishes, dressings, and accessories. Products are sold exclusively through authorized distributors to professional detailers, car dealerships, and body shops. Revenue is derived from product sales at various size configurations (1 gallon, 5 gallon, 55 gallon bulk packaging) and through the TruAdvantage dilution system equipment and concentrate refills.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Auto Magic manufactures and distributes professional-grade automotive detailing chemical products including cleaners, polishes, waxes, compounds, dressings, ceramic coatings, detailing clay bars, and dilution systems. The company produces hundreds of products under the Auto Magic, Body Magic, Clay Magic, TruAdvantage, and Midnight sub-brands, sold exclusively through authorized distributors to professional detailers, car dealerships, body shops, and fleet operators.

Product overview

Auto Magic is a professional automotive detailing products company that manufactures and distributes hundreds of professional-grade chemical products under multiple brand names including Auto Magic, Body Magic, Clay Magic, TruAdvantage, and Midnight. The portfolio encompasses detailing clay bars, waxes, cleaners (interior, exterior, multi-purpose), polishes, compounds, dressings (water-based and solvent-based), ceramic coatings, aerosols, soaps, polymers, and accessories/applicators. Products are organized by Solution categories (Bodyshop Safe, VOC Compliant, Ready To Use, Dilutable Products, Bulk Packaging) and Product Type categories. Key branded offerings include the Clay Magic detailing clay line (Red, Blue, and White Polymer variants), the TruAdvantage wall-mounted dilution system with seven ultra-concentrated products, and Midnight Dress-It water-based tire dressing. Auto Magic serves car dealerships, reconditioning centers, and high-volume detailing professionals throughout North America and internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Body Magic: Professional automotive detailing product brand under the Auto Magic portfolio.
• Clay Magic
• Midnight
• TruAdvantage System

Products and services

• Clay Magic Detailing Clay Original patented detailing clay bar product line with multiple grades for automotive surface decontamination. Designed for professional detailers and dealerships needing safe removal of bonded surface contaminants from paint, chrome, glass, fiberglass, and plastic surfaces.
• TruAdvantage Dilution System Wall-mounted dilution system paired with seven ultra-concentrated detailing products that dispenses ready-to-use solutions at the push of a button. Designed for high-volume professional detailing operations to eliminate mixing guesswork, reduce chemical waste, and improve operational efficiency.
• Midnight Dress-It Tire and Exterior Dressing Water-based tire and exterior trim dressing providing a glossy wet look lasting up to 30 days. VOC compliant and body shop safe, designed for exterior moldings and tires in professional detailing environments.
• Universal Dressing Water-based silicone dressing formulated for all non-porous interior and exterior surfaces including vinyl, rubber, and plastic; also functions as an engine dressing. Available in 1 gallon, 5 gallon, and 55 gallon bulk packaging for professional detailing operations.
• Complete Interior Cleaner & Dressing All-purpose water-based silicone cleaner and dressing for vehicle interiors, formulated for plastic, vinyl, leather, and dashboards. Provides UV protection and anti-static properties with a non-greasy semi-glossy to matte finish.
• Enzyme Pre-Spot Enzyme-based pre-spot treatment that digests protein-based stains such as food, grass, soil, blood, and pet stains on carpet, fabric, and upholstery. Concentrated formula diluted 32 to 1 for professional interior detailing.
• Power Cut Plus Compound Fast-cutting compound designed to remove heavy oxidation, acid rain spots, deep sand scratches, and car wash scratches on aged and fresh paint. Safe for clear coat and conventional paint finishes, VOC compliant, and body shop safe.
• Ceramic Hydro Shine Paint Protectant Spray-on drying agent, paint protectant, and gloss amplifier that can be applied wet or dry to all exterior vehicle surfaces. Provides a hydrophobic water-beading protective layer lasting up to 60 days using ceramic additive technology and UV inhibitors.
• Banana Magic Cream Wax Final step cream wax containing banana oil with rich banana fragrance. Adds high-gloss and rich luster to new or used vehicles with a low-dust, high-durability, VOC compliant formulation for professional detailing operations.
• XP Compound Next-generation water-based cutting compound providing aggressive cutting action for heavy scratch removal while leaving a gloss finish. Removes P1500 and finer sand scratches and light to heavy oxidation on automotive painted surfaces; VOC compliant.
• BC-2 All-In-One Polishing Compound All-in-one polishing compound that removes light to medium paint defects, swirls, imperfections, and light scratches while leaving a slick waxed surface with protection lasting up to 90 days. Applicable by orbital, rotary, or by hand.
• Wash & Wax Concentrate Car wash soap with wax additive designed for exterior vehicle cleaning with a VOC compliant formula.
• DC1 Thick Car Wash Soap Economical high-foam car wash soap for cleaning vehicle exterior surfaces. Easy to rinse with intense shine finish and VOC compliant formulation.
• Wheel Magic Wheel Cleaner Wheel cleaner formulated to remove road film and brake dust from factory sealed metal rims through foaming action. Body shop safe, VOC compliant, and acid-free for professional use.
• Liquid Clay Decon Decontaminant Color-changing liquid decontaminant for exterior vehicle cleaning, used as a chemical surface decontamination step in the detailing process.
• Vinyl/Leather Cleaner Interior cleaner specifically formulated for vinyl and leather vehicle surfaces.
• Leather Conditioner Conditioning product formulated for leather vehicle interior surfaces.
• Perfect Finish Kit All-in-one kit combining Clay Magic clay bar with lubricant for complete surface decontamination and preparation prior to waxing in professional detailing operations.
• Quick Shine Aerosol Aerosol spray quick shine product for rapid surface finishing in professional detailing.
• Glass Cleaner Aerosol Aerosol glass cleaning product designed for streak-free window and glass cleaning in professional detailing environments.
• Power Foam Aerosol Aerosol foam cleaner formulated for heavy-duty cleaning applications in professional detailing.

Quantifiable outcome

• Products last 60-90 days depending on weather conditions and storage
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Mothers Polish: Mothers Polish is a long-standing California-based car care brand offering waxes, polishes, and cleaners serving both detailers and enthusiasts. Direct product category overlap with Auto Magic's wax and polish range.
• Sonax: Sonax is a German professional detailing brand competing in compounds, polishes, and ceramic coatings across dealerships and detailers globally. Comparable professional detailing channel focus and product set to Auto Magic's compounds and polish portfolio.
• Chemical Guys: Chemical Guys is a major detailing chemicals brand built largely through consumer/DTC and influencer channels, with growing professional and detailer offerings. Comparable product portfolio (waxes, polishes, soaps, dressings) and competitive overlap with Auto Magic's TruAdvantage and clay lines.
• Turtle Wax: Turtle Wax is a long-established automotive car care brand with wax, polish, and ceramic coating products competing with Auto Magic's portfolio across consumer and professional tiers. Comparable formulation expertise and multi-decade brand equity.
• Meguiar's: Meguiar's is the leading professional and consumer automotive detailing products brand (owned by 3M since 2014). Directly comparable to Auto Magic in waxes, polishes, compounds, and clay products serving both detailers and dealerships through a similar B2B/B2C mix.
• Malco Products, Inc. Auto Magic's parent subsidiary shares the Barberton, OH headquarters and operates adjacent automotive chemical product lines. Direct operational and product overlap as the same legal entity that also houses Auto Magic's manufacturing and back-office functions.

Emerging players

• Griot's Garage: Griot's Garage is an enthusiast detailing brand offering polishes, compounds, soaps, and accessories with growing professional channel presence. Comparable product categories but stronger consumer/retail identity than Auto Magic's professional-exclusive model.
• Adam's Polishes: Adam's Polishes is a fast-growing detailing chemicals brand focused on ceramic coatings, polishes, and soaps with strong enthusiast and prosumer positioning. Comparable product categories but a younger consumer-led brand competing for the same detailing shop wallet.
• CarPro: CarPro is a ceramic coating and detailing chemicals brand with strong professional and prosumer positioning, including CQuartz ceramic coatings. Comparable product categories in ceramic coatings (analogous to Auto Magic's Ceramic Hydro Shine) and surface prep chemistry.

Broad incumbents

• 3M Automotive Aftermarket: 3M owns Meguiar's and operates broadly across automotive refinish, body shop, and aftermarket chemical categories including abrasives and coatings. Comparable as a parent of the principal professional detailing peer and an ITW-adjacent industrial conglomerate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/automagicproducts
• Instagraminstagram.com/automagicproducts
• TikToktiktok.com/@automagicproducts

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Auto Magic