How is a legend forged? WD-40—the 'universal lubricant'—epitomizes both the glory and the challenges of a blockbuster consumer product.

WD-40 Company epitomizes the principle of 'mastering one thing to conquer all.' Its flagship product is, unsurprisingly, WD-40. For decades, the company has guarded WD-40’s formula as a closely held trade secret. Since its debut 70 years ago, the company has deliberately refrained from patenting the product—to avoid disclosing its ingredients. WD-40 Company was founded on September 23, 1953, under the name Rocket Chemical Company by Norman Larsen, Gordon Dawson, and John Gregory. Initially, the company focused on developing rust inhibitors and degreasers for the aerospace industry. WD-40 itself emerged only after 40 successive formulation attempts. The lab notebook entry for this breakthrough read: 'Water Displacement, Formula #40'—hence the name WD-40, which the company adopted directly as the product’s brand. The company first entered the consumer market in San Diego, California, in 1958. It wasn’t until 1969, when John Barry assumed the roles of President and CEO, that the company officially rebranded as WD-40 Company—aligning its corporate identity with its signature product. Barry remarked: 'Since we’re no longer in the rocket business, we shouldn’t call ourselves Rocket Chemical Company.' One masterstroke beats ten clever tricks: WD-40—the ace in the hole The company has intentionally shrouded WD-40 in mystery, offering vague functional descriptions—and even actively encouraging such ambiguity. For instance, on Pinduoduo’s (PDD.O) official flagship store, the company claims WD-40 boasts over 2,000 uses—from household chores to aerospace applications. This deliberate vagueness is treated as a core marketing strategy. (Source: Pinduoduo) Seventy years since its founding, WD-40 has remained virtually the company’s sole star. In 2011, the company introduced one of its rare innovations: the WD-40 Specialty line. Examples include lubricants specially formulated for automobile sunroofs, bicycle chain cleaners, electronics cleaning sprays, and kitchen grease removers. Yet, the author remains uncertain whether some of these products are merely repackaged versions of the original WD-40—given that the classic formula appears capable of performing many of these same functions. (Source: Pinduoduo) The WD-40 product family—including both the multi-purpose and specialty lines, categorized by the company as 'Maintenance Products'—continues to serve as its primary revenue driver. At the end of fiscal year 2023, the Maintenance Products category (which, per the company’s 2023 Annual Report, derives the overwhelming majority of its revenue from the WD-40 Multi-Use product) generated $504 million in revenue—accounting for 93.73% of the company’s total revenue. Geographically, the Americas remain WD-40 Company’s largest market: in FY2023, this region contributed $266 million—49.65% of total revenue. (Source: FENGYUN App) Overall, WD-40 Company’s operational philosophy is 'piercing the sky with a single needle': relying almost exclusively on one flagship product and its derivative variants for core revenue generation, while optimizing operational efficiency—rather than pursuing business diversification.

Dubbed the 'industrial Swiss Army knife,' it began life as a water-displacing rust inhibitor.

Firefighters have used it to rescue pythons trapped inside car exhaust pipes; police officers have employed it to apprehend thieves stuck in ventilation ducts. A bar owner sprays it on toilet seats to deter drug users, and even criminals have reportedly applied WD-40 to slip out of handcuffs. Even Barack Obama once quipped at a dinner party: 'If the machinery of government isn’t running smoothly, try WD-40.' This is no ordinary lubricant—it’s a genuine miracle worker. So how did this magical product come into being? In 1953, during U.S. rocket development, engineers discovered that metal rocket components corroded during storage. To solve this problem, three engineers founded a company dedicated specifically to preventing corrosion on rocket exteriors. After 39 failed formulation experiments in the lab, they finally achieved a breakthrough. It was only on the 40th attempt that success was realized—thus the product was named WD-40, short for 'Water Displacement, 40th Formula.' Its primary function is to displace moisture from metal surfaces and form a protective film that prevents oxidation-induced rust—delivering dual benefits: water displacement and rust prevention. Initially, the product was supplied exclusively to aerospace firms for maintaining rockets and other space hardware. Later, someone took it home and discovered it effectively resolved countless instances of mechanical seizing and sticking. Squeaky doors fell silent; rusted screws turned freely; bicycle chains ran smoothly. Inspired, the company seized the opportunity and decided to enter the consumer market. In 1961, Hurricane Carla struck the U.S. East Coast, flooding numerous vehicles and equipment. Water intrusion caused metal components in electrical systems to corrode—rendering most vehicles irreparable. One desperate car owner, treating the situation as 'nothing to lose,' sprayed WD-40 Multi-Use directly onto engine wiring harnesses, battery terminals, ignition coils, and throttle switches. Thanks to its exceptional water-displacement capability, the vehicle miraculously restarted after application. WD-40 Multi-Use acted like magic elixir—reviving countless flood-damaged cars and submerged equipment. Thereafter, its miraculous efficacy won widespread consumer acclaim, prompting major supermarkets across the country to stock it. In 1962, WD-40 Multi-Use was deployed on NASA’s Friendship 7 mission—the United States’ first manned orbital flight—where it served to prevent rust and provide lubrication for the rocket’s fairing and metallic components. In 1970, buoyed by overwhelming market response, Rocket Chemical Company officially changed its name to WD-40 Company. In 1973, WD-40 Company went public on the NASDAQ—the stock surged 61% on its first day of trading, stunning Wall Street. This may well be the first company in history to go public based solely on a single product—and one with exceptionally high brand recognition. Over the past 50+ years since its IPO, WD-40 Company’s stock has posted consistent gains, currently trading above $220—outperforming traditional blue-chip stocks such as Apple and Coca-Cola. Thanks to WD-40’s powerful lubricating properties, internet memes abound. Don’t assume WD-40 Multi-Use is limited to water displacement, rust prevention, or lubrication. The product officially boasts six certified uses. Moisture removal: Separating water from metal surfaces.

WD-40 declares $1.02 quarterly dividend per share

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WD-40 Company announced a $1.02 quarterly dividend payable on October 30, 2026. The company reported $620 million in net sales for fiscal year 2025 and distributes products in over 176 countries.

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