WD-40

WorldBrand briefing

AI supplement

Original synthesis to sit alongside the encyclopedia article below. Not part of Wikipedia; verify facts on Wikipedia when precision matters.

WD-40 refers both to a iconic multi-purpose rust-preventative lubricant and the publicly traded company that manufactures it. Originally developed for aerospace corrosion protection, the product later expanded to consumer markets and became one of the most widely recognized household and industrial maintenance products worldwide.

Key moments

  • 1953Formula developed by Rocket Chemical Company for Atlas Missile outer skin corrosion protection
  • 1958First commercial retail sales launched in San Diego, California
  • 1961Large emergency order fulfilled for Hurricane Carla disaster relief efforts
  • 1969Rocket Chemical Company officially renamed WD-40 Company
  • 1973WD-40 Company goes public on the stock market
  • 1993Product reported to be present in 80% of US households

WD-40 operates in the global multi-purpose lubricant and household maintenance product space, facing competition from two primary categories of rivals: diversified consumer staples conglomerates and specialized industrial lubricant manufacturers.

  • Large consumer goods groups like Procter & Gamble and Church & Dwight offer broader product portfolios but lack WD-40's singular focus on specialty lubricant products
  • Niche competitors such as LIQUI MOLY and Kluber Lubrication have stronger technical positioning in industrial and automotive professional markets
  • WD-40's core competitive advantage is its decades-old brand recognition, with the term itself becoming a common genericized trademark for multi-purpose lubricant products in many regions

WD-40 is one of the most iconic and culturally embedded brands in the global multi-purpose maintenance product category, with enduring brand equity built on over 70 years of consistent product performance and clear market positioning. The brand’s focused identity, centered on its flagship multi-purpose lubricant, has allowed it to avoid the brand dilution common to larger diversified consumer goods conglomerates, retaining sharp recognition across both consumer and industrial user segments. Its origins in aerospace corrosion protection have endowed it with a long-standing reputation for reliability that resonates with casual DIY users and professional tradespeople alike.

Unlike many fast-moving consumer goods brands that require frequent rebranding or product overhauls to retain relevance, WD-40’s strength stems from its timeless, accessible value proposition: a low-cost, highly versatile solution for hundreds of common maintenance and repair tasks. The brand has successfully extended its core equity into a small portfolio of adjacent specialized products without eroding the status of its original formula, striking a sustainable balance between incremental growth and brand consistency.

WD-40’s brand strength is further amplified by its unique cultural penetration, where the brand name is commonly used as a generic term for any multi-purpose spray lubricant. This level of top-of-mind awareness creates a significant competitive moat, as consumers consistently prioritize WD-40 over lesser-known alternatives for everyday needs, driving repeat purchase loyalty across generations.

Brand leadership

Score: 90/100

WD-40 holds dominant market leadership in the global multi-purpose lubricant category, with unmatched top-of-mind awareness among buyers across consumer and trade segments. Its leadership position is reinforced by the brand’s widespread generic use in everyday language, a rare marker of category dominance that few competing brands can match.

Customer-brand interaction

Score: 85/100

WD-40 benefits from extremely high organic customer engagement, with users actively sharing thousands of unique use cases across social media, community forums, and word-of-mouth channels. The brand embraces this user creativity, fostering a loyal, connected community that amplifies brand reach organically.

Growth momentum

Score: 75/100

As a mature brand, WD-40 delivers steady, consistent growth by expanding into emerging geographic markets and launching targeted specialized sub-lines for industrial and professional users. Growth rates align with stable consumer staple brands, with resilient demand across varying economic conditions.

Brand stability

Score: 92/100

WD-40 has maintained consistent messaging, product quality, and market positioning for over seven decades, with almost no major brand controversies or reputational setbacks. Its low-cost, essential product positioning makes demand resilient to economic downturns, supporting long-term brand stability.

Brand age

Score: 95/100

WD-40 was originally formulated in 1953 for aerospace industrial use, giving it over 70 years of continuous market presence and brand history. Its long tenure has allowed it to build deep trust across multiple generations of consumers, establishing a strong foundation of cumulative brand equity.

Industry footprint

Score: 80/100

WD-40 holds a unique cross-sector industry footprint, serving both mass consumer retail markets and professional/industrial maintenance channels. This diversification across consumer DIY, trade, and industrial supply chains insulates the brand from segment-specific market shocks, broadening its overall industry impact.

Global market penetration

Score: 78/100

WD-40 is currently distributed and sold in more than 170 countries worldwide, with strong established market share in North America and Europe. It continues to expand its distribution and brand recognition in emerging markets across Asia, Africa, and Latin America, with untapped growth potential in these regions.

AI can support structured reasoning around brand value estimation, but all illustrative figures derived from AI analysis are unaudited and for reference only. For official, audited brand valuation data for WD-40, please contact the World Brand Lab directly.

WD-40 (Water Displacement, 40th formula) is an American manufacturer and the trademark of a penetrating oil manufactured by the WD-40 Company based in San Diego, California.[1] Its formula was invented for the Rocket Chemical Company in 1953, before it was renamed to the WD-40 Company. It became available as a commercialized product in 1961.[2] It acts as a lubricant, rust preventive, penetrant and moisture displacer. There are specialized products that perform better than WD-40 in many of these uses, but WD-40's flexibility has given it fame as a jack of all trades.[3]

It is a successful product to this day, with steady growth in net income from $27 million in 2008 to $70.2 million in 2021.[4] In 2014, it was inducted into the International Air & Space Hall of Fame at the San Diego Air & Space Museum.[5]

History

Sources credit different people with inventing WD-40 formula in 1953 as part of the Rocket Chemical Company (later renamed to the WD-40 Company), in San Diego, California; the formula was kept as a trade secret and was never patented to avoid public disclosure of the ingredients.

According to Iris Engstrand, a historian of San Diego and California history at the University of San Diego, Iver Norman Lawson invented the formula,[6] while the WD-40 company website and other books and newspapers credit Norman B. Larsen. According to Engstrand, "(Iver Norman) Lawson was acknowledged at the time, but his name later became confused with company president Norman B. Larsen."[7][8][9] "WD-40" is abbreviated from the term "Water Displacement, 40th formula",[10] suggesting it was the result of the 40th attempt to create the product.[1] The spray, composed of various hydrocarbons, was originally designed to be used by Convair to protect the outer skin of the Atlas missile from rust and corrosion.[11] This outer skin also functioned as the outer wall of the missile's delicate balloon tanks. WD-40 was later found to have many household uses[1] and was made available to consumers in San Diego in 1958.[11]

In Engstrand's account, it was Iver Norman Lawson who came up with the water-displacing mixture after working at home and turned it over to the Rocket Chemical Company for the sum of $500. It was Norman Larsen, president of the company, who had the idea of packaging it in aerosol cans and marketed it in this way.[6]

It was written up as a new consumer product in 1961.[12] By 1965 it was being used by airlines including Delta and United; United, for example, was using it on fixed and movable joints of their DC-8 and Boeing 720s in maintenance and overhaul.[13] At that time, airlines were using a variant called WD-60 to clean turbines, removing light rust from control lines, and when handling or storing metal parts.[13] By 1969 WD-40 was being marketed to farmers and mechanics in England.[14] In 1973, WD-40 Company, Inc., went public with its first stock offering. Its NASDAQ stock symbol is (nasdaq: WDFC).[15]

Formulation

WD-40's formula is a trade secret.[16] The original copy of the formula was moved to a secure bank vault in San Diego in 2018.[17] To avoid disclosing its composition, the product was not patented in 1953, and the window of opportunity for patenting it has long since closed.[18]

WD-40's main ingredients as supplied in aerosol cans, according to the US material safety data sheet information,[19] and with the CAS numbers interpreted:[20]

The European formulation[21] is stated according to the REACH regulations:

The Australian formulation[22] is stated:

In 2009, Wired published an article with the results of gas chromatography and mass spectrometry tests on WD-40, showing that the principal components were C9 to C14 alkanes and mineral oil.[23]

  • 45–50% low vapor pressure aliphatic hydrocarbon (isoparaffin)
  • <35% petroleum base oil (non-hazardous heavy paraffins)
  • <25% aliphatic hydrocarbons (same CAS number as the first item, but flammable)
  • 2–3% carbon dioxide (propellant)
  • 60–80% hydrocarbons C9 – C11 n-alkanes, iso-alkanes, cyclics <2% aromatics
  • 1–5% carbon dioxide
  • 50–60% naphtha (petroleum), hydrotreated heavy
  • <25% petroleum base oils
  • <10% naphtha (petroleum), hydrodesulfurized heavy (contains: 1,2,4-trimethyl benzene, 1,3,5-trimethyl benzene, xylene, mixed isomers)
  • 2–4% carbon dioxide

See also

References

  1. Q&A WD-40 CEO Garry Ridge explains company's slick success Los Angeles Times, July 30, 2015, retrieved July 30, 2015^
  2. WD-40 COMPANY 2020 10-K October 21, 2020, retrieved June 8, 2021^
  3. Adam Davies. The Case Against WD-40 Popular Mechanics, 31 August 2010, retrieved June 13, 2022^
  4. Statista - WD-40 Net Income, 2008-2021 March 19, 2022, retrieved March 20, 2022^
  5. Sprekelmeyer, Linda, editor (2006).These We Honor: The International Aerospace Hall of Fame. Donning Co. Publishers, ISBN 978-1-57864-397-4.^
  6. Iris H.W. Engstrand. WD-40: San Diego's Marketing Miracle The Journal of San Diego History, Fall 2014, retrieved March 7, 2017^
  7. WD-40 History – History and Timeline WD-40 Company, retrieved April 10, 2017^
  8. Bobby Mercer. ManVentions: From Cruise Control to Cordless Drills – Inventions Men Can't Live Without Adams Media, 2011, retrieved June 28, 2013^
  9. Douglas Martin. Obituary: John Barry, Popularizer of WD-40, Dies at 84 The New York Times, July 22, 2009, retrieved February 26, 2017^
  10. WD-40 History &#124; Learn the Stories Behind the WD-40 Brand &#124; WD-40 www.wd40.com, retrieved November 7, 2020^
  11. Our History WD-40, retrieved April 20, 2011^
  12. Changing Times (pre-1986) 15.5 (May 1, 1961): p. 36.^
  13. New Materials Aircraft Engineering and Aerospace Technology, May 1965^
  14. New on the Market Farm & Country, January 1969^
  15. History WD-40, January 2017, retrieved February 18, 2020^
  16. Explore myths, legends and fun facts WD-40, 2023, retrieved 16 March 2023^
  17. WD-40 Company Enlists Armoured Security to Move Top-Secret Formula WD-40 UK, 2018-09-14, retrieved 2020-12-04^
  18. Douglas Martin. John S. Barry, Main Force Behind WD-40, Dies at 84 The New York Times, July 22, 2009, retrieved February 26, 2017^
  19. SDSUSA www.wd40.com, March 5, 2019, retrieved February 17, 2020^
  20. ChemIDplus chem.nlm.nih.gov, retrieved February 17, 2020^
  21. WD-40® Multi-Use Product wd40.co.uk, March 7, 2017, retrieved February 17, 2020^
  22. WD-40® Multi-Use Product wd40.com.au, July 5, 2018, retrieved August 7, 2020^
  23. Patrick Di Justo. What's Inside WD-40? Superlube's Secret Sauce Wired, April 20, 2009, retrieved April 24, 2014^