WD-40 COMPANY
Explore our global brands.

The Secret To Our Success

It’s not just the famous secret formula.
Three things make our story a successful one

Our brands. Our people. Our go-to-market strategy.

WD-40 Company products are sold in 176 countries and territories around the world. Though we’re proud of our worldwide presence, we’re even more proud of the fact that we’ve accomplished it with a team of under 450 tribe members.

Focus
How are we so efficient? One word: Focus. We stick within or circle of competence.
How are we so efficient? One word: Focus. We stick within our circle of competence*. Every day, our tribe members come to work and know exactly what they need to do to be successful. It’s not an exact science, but over the years, our recipe has proven successful.

*Thank you, Mr. Buffett, for sharing this wisdom with the world.
Formula
The ingredients and process for making WD-40 Multi-Use Product are top secret.
The ingredients and process for making WD-40 Multi-Use Product are top secret. Only a handful of people in the entire world know exactly how to blend the famous formula that goes into the blue and yellow can with the little red top. But the famous formula is not the only secret to our success.
Global Reach
We’re a global company. You can find WD-40 Company products from San Diego to…
You can find WD-40 Company products from San Diego to Shanghai. From London to Buenos Aires. From Sydney to Moscow. We’re everywhere. But we are a global business that operates on a local scale. We’re able to accomplish this global reach with local focus, in part, because after we’ve blended the secret formula we rely on contract manufacturers to complete the rest of our manufacturing process. Even though we share the responsibility of manufacturing our products, we maintain a high degree of visibility and quality control over production. Many of our partners, vendors and suppliers have been trusted partners for decades and all of them are considered a part of the WD-40 Company tribe.
Distribution
Our unique multi-channel distribution network enables us to take more…
Our unique multi-channel distribution network enables us to take more products to more places. In fact, you’ll find our brands in 62 unique trade channels throughout 176 countries and territories all over the world. Because WD-40 Multi-Use Product has more than 2000 documented uses our distribution network includes hardware stores, automotive stores, grocery stores, sporting goods stores, drug stores, plumbing supply stores, bike stores and many more. This enables our small but mighty tribe to reach a very large addressable market.
Culture
We are a small company with well-known brands and a global reach.
We are a small company with well-known brands and a global reach. At WD-40 Company, everyone is a key contributor. We foster a strong culture of learning and accountability in a collaborative, team environment. We’re a tribe of passionate, committed professionals, all dedicated to the same goal: to create positive lasting memories in every interaction we have.
Strategy
Our strategic initiatives are the areas where we focus our time...
Our strategic initiatives are the areas where we focus our time, talent, treasure and technology. We have five clearly articulated strategic initiatives that provide the tribe with a way to translate our goals into actionable initiatives.
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What We Do
It’s not what we do, but who we are that defines our success.
The way we make memories to our consumers.
We love what we do.