WD-40 Company offers WD-40 Multi-Use Product
Multi-purpose aerosol spray that lubricates, prevents rust, penetrates stuck parts, and displaces moisture.
WD-40 Multi-Use Product holds one of the most recognized global brand positions in the maintenance spray category, with consumer familiarity in more than 176 countries. The formula combines water displacement, corrosion inhibition, penetrating oil, and light lubrication in a single product, reducing the need for multiple category-specific alternatives.
The product benefits from over 70 years of proven field use and trusted brand reputation that is difficult for new entrants to replicate quickly. Deep distribution through hardware, automotive, and mass-market retail channels globally, combined with a strong professional trade following, creates high switching barriers that private-label and generic competitors struggle to overcome.
WD-40 Multi-Use Product's dominant revenue share within WD-40 Company creates concentrated exposure to any single-product demand slowdown, pricing concession, or category disruption. With the company's post-divestiture portfolio narrowed to maintenance products, the Multi-Use Product carries materially higher strategic risk than when homecare brands provided revenue offset.
The general-purpose formulation is outperformed in demanding industrial and professional maintenance applications by task-specific specialty lubricants and chemicals from competitors including CRC Industries, 3M, and ITW brands. This positioning limits the Multi-Use Product's penetration into high-value trade and industrial segments that require verified performance specifications for precision maintenance tasks.
WD-40 Multi-Use Product was developed in 1953 by chemist Norm Larsen at the Rocket Chemical Company in San Diego, California. Larsen's team created a water-displacing corrosion-prevention formula—the fortieth attempt was successful—intended to protect the Atlas intercontinental ballistic missile from rust during manufacture at Convair Corporation. The name WD-40 stands for Water Displacement, 40th formula.
Rocket Chemical Company employees began smuggling the product home for personal use, and by 1958 the company packaged WD-40 in aerosol cans for retail sale. In 1969, Rocket Chemical Company renamed itself WD-40 Company after its sole product. Today, WD-40 Multi-Use Product is sold in more than 176 countries and is found in approximately 80 percent of American homes.
The global multi-purpose maintenance spray market is stable, with WD-40 holding a dominant position across most key geographies. Growth is driven primarily by emerging market expansion—particularly in Asia-Pacific, India, and Latin America—where WD-40 Company has identified the highest untapped household penetration opportunity among the estimated one billion households that have never purchased the product.
The category faces mild substitution risk from purpose-built specialty lubricants in professional industrial segments, but WD-40 Multi-Use Product's breadth-of-use positioning and brand trust in household segments provides resilience. WD-40 Company's strategy of growing the category by expanding use-case awareness rather than competing on price has historically outperformed peers in mature markets.
WD-40 Multi-Use Product is the flagship product of WD-40 Company and the primary driver of its global net sales, distributed through hardware, automotive, mass-market retail, and industrial channels in over 176 countries. The product benefits from decades of brand equity and consumer recognition that support a premium retail price versus private-label and generic multi-use lubricants.
Following WD-40 Company's FY2025 portfolio restructuring, the Multi-Use Product and the WD-40 Specialist sub-line together represent the core of the company's maintenance segment, which is the primary focus of the company's long-term growth strategy targeting emerging markets and format innovation.
WD-40 Multi-Use Product is positioned as a value-accessible household staple with pricing that reflects its commodity-adjacent market role while maintaining a modest premium over unbranded maintenance spray alternatives. WD-40 Company employs a multi-SKU format strategy—from small grab-and-go sizes to bulk contractor formats—that permits price segmentation across consumer, trade, and industrial channels without disrupting the flagship product's value positioning.
The multi-format approach supports a broad retail footprint spanning grocery, hardware, automotive, and industrial supply channels, with promotional pricing and club-store pack formats driving volume in consumer segments while trade packs and bulk drums serve the professional and industrial market at higher absolute margins per unit.
WD-40 Multi-Use Product is the flagship product of WD-40 Company, introduced in 1953 as a water-displacing spray for aerospace applications. It is now sold in more than 176 countries for home, automotive, marine, and industrial maintenance.
The product performs five core functions: it lubricates moving parts, removes rust and corrosion, loosens stuck parts, repels moisture, and protects metal surfaces from oxidation. WD-40 Multi-Use Product is available in aerosol cans, trigger spray bottles, and EZ-Reach versions with a flexible straw.
Multi-purpose aerosol spray that lubricates, prevents rust, penetrates stuck parts, and displaces moisture.