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About

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 so the scientists and marketers at Blue Coral, Inc. developed Black Magic® Tire Wet® to provide a professional quality tire shine to the retail market. Black Magic® Tire Wet® was so successful that it soon outshined the original Black Magic® and became the #1 selling product for Blue Coral and is still the #1 selling tire dressing in the US retail market. A product line was born and expanded into a line of tire & wheel care, vehicle wash, wax and detail products. Black Magic® products providing quality wheel and tire care were a hit with automotive detailers and enthusiasts alike as the focus on vehicle appearance shifted to emphasize wheels and tires.

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. ITW company with a dedicated focus on building the brand and developing the technology behind it to position Black Magic® as the #1 choice of auto enthusiasts.