Magica

What Magica does

Magica, Inc. is a family-owned manufacturer of rust stain remover products and rust prevention solutions headquartered in Oshkosh, Wisconsin. Founded in 1988 by Russ Williams, the company operates a focused two-product portfolio: Magica Rust Remover, available in gel and spray formulations across 8oz, 32oz, and gallon sizes, and Magica Rust Blocker, a polymer-based metal treatment launched in 2022 that chemically converts existing rust into a protective black coating and seals out future corrosion. The core technology is a proprietary oxalic acid-based formula that transforms rust stains into harmless, water-soluble salts and rinses away without scrubbing, differentiated from competitors that rely on harsher acids such as phosphoric, hydrofluoric, or hydrochloric acid. The product is marketed as eco-friendly and biodegradable and is used on boats, vehicles, concrete, clothing, tools, antiques, and household surfaces.

Magica serves a diversified set of end markets including marine, automotive repair and restoration, construction and manufacturing, farming and agriculture, residential property management, and textile and laundry care. Customers span individual consumers purchasing through the company's own e-commerce storefront, retail buyers at hardware chains (Ace Hardware, True Value, Hardware Hank), marine distributors and chandlers (West Marine, Hobie Cat, MacDougalls' Cape Cod Marine, National Marine Suppliers), industrial accounts such as Precast Restoration Services, and individual mega-yacht owners.

The business model is a mix of DTC e-commerce sales, wholesale to retail and marine distributors, and international distribution. Unit pricing ranges from $12.95 for an 8oz Rust Remover to $79.00 for a 128oz Rust Blocker, with quantity discounts available on bulk orders of 40 gallons or more. The company maintains a small employee base (1-10) and operates from a recently expanded manufacturing and warehouse facility in Oshkosh. Successive family leadership — with founder Russ Williams handing the business to his son "Rusty" Williams in 2002 — has sustained operations across 35+ years without external venture or private equity funding.

Name

Magica

Legal name

Magica, Inc.

Website

https://magicarustremover.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

Magica, Inc. is a family-owned Wisconsin manufacturer of oxalic acid-based rust stain removers and rust prevention polymers. It sells gel and spray formulations through e-commerce, hardware and marine retailers, and international distributors across North America, Europe, Australia, and the Middle East.

Ownership category

akta.pro rank

Product category

Rust Removal Products

NAICS

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

akta.pro industry

PRIMARYCRAJAKAG

Rust Removers, Metal Cleaners & Tarnish Removers

Consumer Products & Retail/Household Products & Cleaning Supplies/Household Chemicals & Specialty Cleaners (Bleach, Ammonia, Solvents)

Keywords

• Rust stain remover
• Rust prevention products
• Metal surface treatment
• Biodegradable cleaning formula
• Marine rust removal

Headquarters

HQ city

Oshkosh

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (E-commerce): Online sales through company's website shop.magicarustremover.com. Products sold in various sizes from 8oz to 128oz (gallon) in both gel and spray formulations. Also sells Rust Blocker product line.
2. Wholesale to Retail Distributors: Wholesale distribution through domestic hardware stores (Ace Hardware, True Value, Hardware Hank), marine supply stores, specialty retailers, and international distributors. Company offers quantity discounts on orders of 40 gallons or more.
3. International Distribution: Products available through international distributors in Caribbean, Australia, Canada, Bermuda, Puerto Rico, Italy, Spain, France, Qatar, and other regions worldwide.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Magica manufactures and sells a proprietary, acid-free, biodegradable rust stain remover and a complementary rust-blocking polymer treatment for ferrous metals. Products are sold as gels and sprays in 8oz, 32oz, and 128oz sizes and are positioned for use on virtually any surface including boats, vehicles, concrete, fabric, tools, and household fixtures. The company sells direct-to-consumer via its website and through wholesale distribution to hardware and marine retailers domestically and internationally.

Product overview

Magica offers a focused two-product portfolio for rust treatment and prevention. The core product line consists of Magica Rust Remover (available in gel and spray formulas in 8oz, 32oz, and gallon sizes) and Magica Rust Blocker (a newer metal treatment in 8oz, 32oz, and gallon sizes). The Rust Remover uses a proprietary acid-free formula that transforms rust stains into harmless salts that dissolve in water and rinse away, requiring no scrubbing. The Rust Blocker is a latex-like polymer that chemically converts existing rust into a black protective coating while sealing out moisture to prevent future corrosion. Both products are eco-friendly and biodegradable, with the company operating as a family-owned manufacturer based in Oshkosh, Wisconsin for over 35 years.

Differentiator

Problem solved

Functional benefit

Brands

• Magica Rust Remover: The company's primary rust stain removal product that works on various surfaces including clothing, boats, concrete, and more. Available in spray and gel formulas.
• Magica Rust Blocker

Products and services

• Magica Rust Remover (Gel and Spray, 8oz / 32oz / Gallon) A proprietary, acid-free, biodegradable rust stain remover for clothing, carpet, boats, cars, concrete, vinyl siding, tools, antiques, outdoor furniture, and other surfaces. The gel formula is thicker, does not run or drip, and works best for spot-cleaning items like tools, clothing, and carpet; the spray formula covers large flat surfaces such as concrete, siding, and metal. The formula transforms rust stains into harmless salts that dissolve in water and rinse away with no scrubbing or rubbing.
• Magica Rust Blocker (8oz / 32oz / Gallon) A polymer-based rust prevention and conversion treatment designed for ferrous metals. Unlike paint, it chemically converts existing rust into a black protective coating, eliminates existing rust, and seals out moisture to prevent future corrosion. Suitable for autos, RVs, boat trailers, sheet metal, iron railings, patio furniture, farm equipment, metal tanks, and fences, and may be painted afterward.

Quantifiable outcome

• No scrubbing or rubbing required - stains disappear with simple application and water rinse
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Ace Hardware (Domestic Locations)coreChannel Partner/ Reseller/ DistributorAce Hardware retail stores across the United States serve as retail distribution points for Magica products. Multiple Ace locations are listed as authorized dealers including Aventura Hardgoods (FL), Elliott Ace Hardware (WI), Franklin's Hardware (CA), and others.
• True Value HardwarecoreChannel Partner/ Reseller/ DistributorTrue Value Hardware stores serve as domestic retail distribution points for Magica products, including Bob's True Value Hardware (MI) and Gale's True Value Hardware (MI).
• West MarinecoreChannel Partner/ Reseller/ DistributorMajor marine supply retailer with locations including Key West Marine Hardware. Stocks Magica products for boat owners and marine professionals.
• Hobie CatcoreChannel Partner/ Reseller/ DistributorHobie Cat marine company distributes Magica products, particularly relevant for sailboat owners dealing with rust stains on sails and marine equipment.
• Precast Restoration ServicescoreChannel Partner/ Reseller/ DistributorConstruction industry company using Magica products for rust stain removal on precast concrete applications. Multiple locations nationwide.
• Al-Hetmi Group (Qatar)coreChannel Partner/ Reseller/ DistributorInternational distributor in Doha, Qatar serving Middle East markets with Magica products.
• Australian Boating SupplycoreChannel Partner/ Reseller/ DistributorInternational distributor in Australia serving the Australian marine market with Magica products.
• Pinmar Yacht Supply (Spain)coreChannel Partner/ Reseller/ DistributorInternational yacht supply company in Barcelona, Spain serving European yacht market with Magica products.
• Versilia Supply Service (Europe)coreChannel Partner/ Reseller/ DistributorEuropean international distributor serving Italy, France, and Spain with Magica products through multiple company entities.
• Thomas Marketing ServicesminorGTM or Marketing PartnerWebsite development and digital marketing services provider credited with creating the company's website.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Jelmar (CLR): Jelmar's CLR (Calcium, Lime, Rust Remover) is the most direct competitor to Magica, offering rust and limescale stain removal products in household and industrial channels with similar spray/gel formats.
• Star brite: Star brite is a marine-focused specialty cleaning brand selling rust stain removers and metal cleaners through marine retailers (West Marine, etc.) — directly competing with Magica's marine and boating applications.
• Summit Brands (Iron Out): Summit Brands' Iron Out is a leading rust stain remover brand sold through hardware, plumbing, and mass-retail channels, directly competing with Magica in the household and well-water rust categories.
• CLR Brands (Bathroom & Kitchen specialty line): CLR Brands' specialty bathroom and kitchen cleaners target the same rust/limescale removal use cases as Magica, with a comparable product format and overlapping retail and e-commerce distribution.
• The Must for Rust: Must for Rust is a long-established direct competitor offering rust remover and rust converter products to automotive, marine, and industrial users, closely mirroring Magica's product positioning and customer base.

Broad incumbents

• Krud Kutter (Rust-Oleum brand): Krud Kutter, owned by Rust-Oleum, offers a range of specialty cleaners and rust removers. As part of the much larger Rust-Oleum portfolio, it competes with Magica across hardware, marine, and DIY channels.
• WD-40 Company: WD-40 is a broad incumbent in the maintenance chemical category with specialty rust removers (e.g., WD-40 Specialist Rust Remover) sold through the same hardware and marine channels as Magica, but as part of a much larger portfolio.
• Reckitt (Lysol / household cleaning): Reckitt's portfolio includes widely distributed household cleaning and bathroom products that overlap with Magica's rust and limescale stain removal use cases, sold through the same retail channels at significantly greater scale.
• Clorox (household cleaning portfolio): Clorox is a broad consumer-products incumbent whose household cleaning portfolio (including Tilex and specialty cleaning products) competes with Magica on shelf space and in bathroom/kitchen rust and stain use cases.

Emerging players

• Bio-Kleen: Bio-Kleen offers eco-friendly, biodegradable cleaning products across multiple categories; it overlaps with Magica's eco-friendly/biodegradable positioning and is increasingly present in the same retail channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCsbbooiRwy-3fGb1wAvg_tQ
• Facebookfacebook.com/RustyTheMagician
• LinkedInlinkedin.com/company/magica-inc
• Instagraminstagram.com/magicarustremover

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Magica