The first of its kind

Innovation has been a hallmark of the WD-40 brand for more than 70 years. WD-40 Company Limited aims to continue this tradition with the launch of the first multi-purpose product in its category to be certified according to the EU Ecolabel criteria for lubricants (Decision (EU) 2018/1702): WD-40 Specialist Bio Lubricant Spray.

“With the new WD-40 Specialist Bio Lubricant Spray, we are combining proven technical performance with high environmental standards,” says Daniel Kalisch, General Manager of WD-40 Company’s German branch. “Our aim is to provide a technical alternative that delivers excellent performance in use whilst also meeting current sustainability requirements.”

“For more than 70 years, the WD-40 Company has been helping people solve everyday problems,” said CEO Steve Brass. “With the launch of WD-40 Specialist Bio-Lubricant Spray, we are continuing this legacy and demonstrating that our product can meet strict sustainability standards without compromising on effectiveness. This launch also underlines our commitment to environmental responsibility, practical innovation and acting responsibly.”

The product consists of 85 per cent bio-based ingredients and meets the environmental standards of the EU Ecolabel. The formula delivers several key functions: it penetrates, lubricates and protects, and is ideal for household and workshop applications, outdoor and garden equipment, as well as for the maintenance of fixtures, bicycles and light industrial applications.

The EU Ecolabel is a voluntary certification scheme administered by the European Commission and independent bodies. To qualify for this label, a product must demonstrate a reduced environmental impact throughout its entire life cycle – from raw material sourcing and manufacturing through to use and disposal.

The WD-40 Company aims to achieve net-zero greenhouse gas emissions by 2050. The company’s sustainability strategy combines environmental, social and corporate responsibility to create long-term value. The focus is on reducing emissions within its own operations, product safety, promoting a circular economy and the responsible use of materials. Against this backdrop, the company has also joined the ‘Make It Zero’ industry initiative launched by the European DIY trade associations Edra/Ghin and Hima.

The product launch is taking place in stages in selected European markets and is being supported by accompanying communication campaigns and initiatives targeting specialist retailers.