Is WD-40 really as miraculous as claimed online?

Yes—but 99% of the online hype about WD-40 comes from clickbait content creators. These creators never clarify that WD-40’s functions are highly specialized; instead, they only tout its supposed versatility. As a result, inexperienced users get lured in—intending, for example, to clean precision instruments—only to buy WD-40 and discover too late it’s actually a rust remover and lubricant. So yes, WD-40 is highly effective—but only when used for its intended purposes.

How does a product become legendary? The story of WD-40—the ‘universal lubricant’—and the triumphs and challenges of a consumer-market blockbuster

One trick, and you rule the world. In repair and DIY circles, WD-40 is revered as a magical little blue bottle—much like how Cantonese people view herbal tea: a cure-all for any ailment—fever, inflammation, headache, itching, you name it. Likewise, WD-40’s purported applications seem limitless: fixing joystick drift on Nintendo Switch consoles; unsticking window regulators on Ford Focus cars; removing dust and debris from DJI drone components. Seventy years after its launch, WD-40 Company (WDFC.O) still remains deliberately vague about WD-40’s actual efficacy—and even actively encourages outlandish anecdotes. Its official website, for instance, claims a user once successfully drove away a python hiding under their car using WD-40. This aura of mystery surrounding WD-40’s formula and function has fostered niche user communities dedicated to exploring its uses—and even inspired near-fanatical devotion among some enthusiasts. From rocket maintenance to everyday lubrication: steady operations Product-wise, WD-40 Company relies on its flagship multi-use lubricant to keep industrial gears running smoothly worldwide. Financially, over the past four decades, the company’s revenue and net profit have grown steadily overall. While quarterly figures fluctuate, annual performance shows consistent, smooth growth without major volatility. In fiscal year 2023 (August 31, 2022–August 31, 2023), the company reported $537 million in revenue—a 3.55% increase year-on-year—with gross margin rising to 51.04%, up from 49.1% the prior year. Net profit, however, dipped slightly by 1.98% year-on-year, totaling $66 million. (Notes: All fiscal years referenced herein align with the company’s reporting period—e.g., FY2023 runs from August 31, 2022, to August 31, 2023. Unless otherwise specified, all monetary values are in U.S. dollars.) (Source: Fooma App) The FY2023 revenue growth was primarily driven by a strong Q3 performance (+14.6% year-on-year). Revenue rose across all regions during that quarter: First, the Americas region saw a 16% revenue increase, largely fueled by a 21% rise in maintenance-product sales in the U.S.—driven mainly by price hikes. However, lower unit sales partially offset this gain. In Latin America, maintenance-product revenue climbed 18%, mainly because wholesale customers anticipated future price increases and thus increased bulk purchases. WD-40’s direct business in Mexico also grew, propelled by both higher prices and favorable exchange-rate effects due to the strengthening U.S. dollar. Although oil-sector activity rebounded in Western Canada—boosting industrial demand for WD-40 products—overall weak Canadian market demand led to a 23% decline in maintenance-product revenue there.

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WD-40 Company exceeded Q2 analyst expectations for revenue and EPS, despite a slight post-earnings stock dip. The broader household products sector also performed satisfactorily with revenues beating consensus estimates.

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