About Us

Black Magic® started out as a single product, a thick silicone tire shine packaged in a squeeze bottle and applied to tires with a cloth or sponge.

The success of this tire care product in the 1990’s demonstrated the need for tire shines. Black Magic® Tire Wet® was designed to provide a professional quality tire shine. Soon the product line expanded into a line of tire & wheel care, cleaners, vehicle washes and detail products.

Black Magic® products provide quality wheel and tire care products for automotive detailers and enthusiasts alike.

In 2010 Illinois Tool Works (ITW) purchased the Black Magic® brand along with other car care brands from Shell Global Car Care and strengthened the brand with renewed focus. This dedicated focus on building the brand and developing the technology behind it helped to position Black Magic® as the #1 choice of auto enthusiasts.