Wipe New

What Wipe New does

Wipe New is a direct-to-consumer automotive care brand headquartered in Virginia Beach, Virginia, that sells a portfolio of ceramic-based interior and exterior detailing products to individual car owners and DIY enthusiasts. Founded in 2012 and acquired into the Rust-Oleum Corporation portfolio in 2014, the brand is positioned as the consumer-facing channel for Rust-Oleum's century-old expertise in protective coatings. Its core technology centers on SiO2 (silicon dioxide) ceramic formulations, hybrid sealant chemistry, and specialized delivery systems including a Turbo Spray nozzle and a hose-applied Blast Ceramic Spray Coating, producing hydrophobic, UV-protective finishes across paint, glass, trim, wheels, and interior surfaces.

The product line spans ceramic waxes and sealants, waterless wash sprays, snow foam washes, wheel and tire cleaners and shines, headlight and trim restoration kits, and a complement of microfiber accessories sourced through a partnership with The Rag Company. Pricing is fully transparent and low-ticket: individual SKUs range from $9.99 to $27, while bundled kits range from approximately $19.78 to $71.98, with a 20% first-order discount offered via newsletter/SMS signup and a three-tier loyalty program (Throttle, Torque, Nitro) designed to drive repeat purchases.

Wipe New operates exclusively through its own BigCommerce-hosted DTC storefront (wipenew.com), with no disclosed marketplace or physical retail presence and shipping restricted to the continental United States (excluding Alaska, Hawaii, and PO boxes). Distribution relies on content marketing (blog, how-to videos on YouTube), paid email/SMS acquisition, and active organic social channels on Instagram, TikTok, Facebook, and YouTube, supplemented by annual presence at the SEMA trade show in Las Vegas. Revenue is generated entirely through one-time product transactions; the business is a single-brand, single-channel CPG line dependent on Rust-Oleum's manufacturing and chemical R&D infrastructure.

Name

Wipe New

Legal name

Rust-Oleum Corporation

Website

https://wipenew.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Wipe New is a Virginia Beach-based, Rust-Oleum-owned DTC brand selling ceramic-based automotive detailing products — waxes, sealants, cleaners, and restoration kits — to individual car owners and DIY enthusiasts through its own e-commerce site.

Ownership category

akta.pro rank

Product category

Automotive Detailing Products

NAICS

Polish and Other Sanitation Good Manufacturing (325612), Automotive Parts and Accessories Retailers (44133)

SIC

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

akta.pro primary industry

Multi-Surface / All-Surface Hard Surface Cleaners (CRAJACAG)

Keywords

• Automotive detailing products
• Ceramic coating solutions
• Car care products
• Vehicle surface restoration
• Consumer auto care

Headquarters

HQ city

Virginia Beach

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct sales of automotive detailing products through e-commerce platform. Products are sold as one-time purchases with no subscription model. Individual products range from $9.99 to $27, while bundled kits range from $19.78 to $71.98. Revenue is generated through individual product purchases, bundle/combo sales, and accessories including microfiber towels and applicators.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Wipe New develops and sells consumer-grade automotive detailing and restoration products, including ceramic coatings, liquid car wax, car wash soaps, trim and tire restorers, and headlight restoration kits. The products are designed for DIY application by vehicle owners to renew the appearance of faded plastic, rubber, and painted exterior surfaces without professional installation.

Product overview

Wipe New is a car care product brand powered by Rust-Oleum, offering a comprehensive portfolio of professional-grade detailing supplies organized across core cleaning, protection, and restoration products, bundled kits, and microfiber accessories. The core product line includes ceramic-enhanced formulations (Ceramic Liquid Wax, Ceramic Boost Hybrid Sealant, Blast Ceramic Spray Coating, Ceramic Glass Cleaner & Repellent, Ceramic Interior Detailer), waterless and snow foam wash products (Waterless Speed Wash, Blast Snow Foam Car Wash), wheel and tire care (Fierce Wheel & Tire Cleaner, Blazing Wet Tire Shine, Midnight Black Tire Shine System), and restoration solutions (Headlight Restore Kit, Trim Restore Kit, Clear Lens Headlight Restore, Ceramic Trim Restore Spray). Accessories include microfiber towels and applicators sourced through a partnership with The Rag Company. Bundled kits combine multiple products for specific use cases (glass cleaning, interior care, wheel/tire maintenance, full vehicle restoration). The Wipe New Rewards loyalty program enables customers to earn points on purchases, and the company maintains a 3-tier membership system (Throttle, Torque, Nitro) with benefits scaling by engagement level.

Differentiator

Problem solved

Functional benefit

Products and services

• Wipe New Ceramic Coating Liquid ceramic coating applied by vehicle owners to exterior painted surfaces for hydrophobic protection, gloss enhancement, and UV resistance.
• Wipe New Car Wax Liquid car wax product designed for DIY application to restore shine and add a protective layer to automotive paint finishes.
• Wipe New Car Wash Car wash soap formulated for routine cleaning of automotive exterior surfaces, sold as part of the Wipe New product lineup.
• Wipe New Trim Restorer Restorative coating applied to faded exterior plastic, vinyl, and rubber trim to restore original dark color and protect against future UV fading.
• Wipe New Headlight Restoration Kit Kit that combines cleaning, restoration, and sealing steps to remove oxidation and hazing from cloudy headlight lenses and restore optical clarity.

Quantifiable outcome

• Professional interior and exterior detailing results achievable without professional expertise
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• The Rag CompanycoreTechnology or IntegrationStrategic collaboration with The Rag Company for premium microfiber towels and accessories sold alongside Wipe New products. Joint bundles combine Wipe New cleaning and protection products with The Rag Company application tools (microfiber towels, applicator sponges, wash mitts). The partnership provides complementary product ecosystem for professional-grade car care results.
• Rust-Oleum CorporationcoreTechnology or IntegrationWipe New is a product line powered by Rust-Oleum Corporation, leveraging the parent company's 100+ years of expertise in protective coatings and surface protection technology. The affiliation provides manufacturing capabilities, chemical formulation expertise, brand authority, and distribution infrastructure.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Chemical Guys: Direct-to-consumer automotive detailing brand selling spray cleaners, waxes, ceramic coatings, and interior care products to enthusiasts. Closely comparable in product mix, customer base (DIY detailers), and DTC GTM motion, though at significantly larger scale.
• Adam's Polishes: DTC premium car care brand offering ceramic coatings, polishes, and detailing kits to enthusiast customers. Highly comparable in product positioning, ceramic technology emphasis, and direct-to-consumer e-commerce model.
• Autogeek: Online auto detailing retailer selling multiple brands plus own-label polishes, waxes, and ceramic products. Comparable as enthusiast-focused e-commerce destination in the car care category, though multi-brand marketplace versus Wipe New's single-brand storefront.
• Griot's Garage: Premium car care brand selling polishes, waxes, ceramic sprays, and accessories through owned e-commerce plus select retail. Comparable in enthusiast focus and ceramic/hybrid product positioning, with broader retail penetration.

Broad incumbents

• Mothers Polish: Established car care brand with polishes, waxes, and cleaners distributed through retail and pro channels. Comparable in product categories (especially surface protection and restoration) with longer heritage and broader retail footprint.
• Turtle Wax: Mass-market car care brand offering ceramic sprays, washes, waxes, and tire shines across retail and DTC. Comparable in product mix (especially ceramic-infused sprays); differs in retail-led distribution versus Wipe New's DTC focus.
• Meguiar's: Industry-leading automotive surface care brand with broad ceramic, wax, and cleaner portfolio sold across mass retail and pro channels. Significantly larger scale; overlaps directly with Wipe New's ceramic detailer, liquid wax, and headlight restoration categories.

Emerging players

• CarPro: Specialty ceramic coating manufacturer selling professional-grade SiO2 products to enthusiasts and detailers. Comparable in ceramic technology leadership; differs with stronger pro/detailer channel versus Wipe New's pure DTC.
• 3D Car Care: Professional-grade detailing brand offering ceramic sprays, washes, and waxes across DTC and pro channels. Comparable in product mix and ceramic technology positioning; differs with stronger professional detailer focus.
• Shine Armor: DTC ceramic spray coating brand targeting Amazon and direct e-commerce with similar 3-in-1 wash-and-coat positioning. Closely comparable in price-point ($15-$20) and DIY ease-of-use messaging, though with stronger marketplace presence.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@wipenew
• Facebookfacebook.com/followers
• Instagraminstagram.com/wipenew
• TikToktiktok.com/@wipenew

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 Wipe New