FOR IMMEDIATE RELEASE
New maintenance sprays remove light brake dust and road grime while adding hydrophobic protection to gloss and matte wheels
CHICAGO, IL (Sep 1, 2026) — Dr. Beasley’s, a Chicago-based manufacturer of premium automotive detailing products, today announced the September 3rd launch of Wheel Detailer and Matte Wheel Detailer, two maintenance sprays designed to keep wheels looking freshly cleaned between full washes.
“You can wash your car on Saturday, but by Tuesday, the wheels already look dirty while the paint is still pristine,” said Jim Lafeber, founder, president and chemist at Dr. Beasley’s. “Wheel Detailer removes that light dirt and grime without the fuss of a full wheel cleaning, while adding or replenishing water-repellent protection that makes wheels easier to maintain.”
Like a quick detail spray for automotive paint, Wheel Detailer lifts light brake dust and road film from wheel faces with a simple spray-and-wipe process. It can also be used after a normal wheel wash as a spray-and-rinse protection aid, adding hydrophobicity without another contact step.
A New Category: Maintenance Between Washes
Traditional wheel cleaners are formulated to break down heavier contamination, including bonded brake dust and stubborn road grime, as part of a full wheel wash. Wheel Detailer and Matte Wheel Detailer address the lighter surface contamination that makes wheels lose their freshly cleaned appearance long before the rest of the vehicle looks dirty.
“Wheels sit close to the road, so they lose the just-cleaned look first,” Lafeber said. “Light brake dust and road film do not always call for another full wheel wash. Wheel Detailer gives owners a quick way to refresh the finish and maintain hydrophobic protection.”
The formulas support two application methods:
- Spray and wipe: For lightly soiled wheels between washes, spray the product onto the wheel face and wipe with a soft microfiber towel. No hose, bucket or brush is required.
- Post-wash spray and rinse: After a normal wheel wash, spray the product onto the clean wheel and rinse it away. Water immediately beads and sheds during the final rinse, making the added hydrophobicity visible.
During prelaunch testing, Mike Phillips, Dr. Beasley’s Chief Education Officer, noted how easily Wheel Detailer wiped away and how clearly the water beading appeared during rinse-off.
Same Purpose, Different Finish
Wheel Detailer is formulated for gloss-finished wheels. Matte Wheel Detailer provides the same light-cleaning and water-repellent benefits on matte and satin wheels without adding gloss or altering the finish.
“The two products serve the same purpose, but each is formulated for a different finish,” Lafeber said. “On matte wheels, the hydrophobic effect shows up in the way water beads and sheds—not as added shine.”
Availability and Introductory Offer
Both products will be available in 12-, 32-, 128- and 640-ounce (5-gallon) sizes when released on September 3rd. At standard pricing, the 32-ounce size costs 25% less per ounce than the 12-ounce size.
Through Labor Day, Sep 7, 2026, customers who purchase a 32-ounce bottle of either product will receive a complimentary Dr. Beasley’s Microfiber Towel 2-Pack ($8 value), while supplies last.
About Dr. Beasley’s
Dr. Beasley’s develops professional-quality detailing products for enthusiasts and professionals who want to protect and maintain their vehicles at the highest level. Based in Chicago, the company grew out of Simon’s Shine Shop, Chicago’s premier hand wash and detailing center, where founder Jim Lafeber developed proprietary formulas for the shop’s detailing work. In 2010, Dr. Beasley’s began offering those products to the public. Its products are safe for consumer use and readily biodegradable.
Jim Lafeber, CD-SV, is a past president and board member of the International Detailing Association (IDA). He currently serves as chair of the organization’s Marketing and Communications Committee.
Media Contact
Victor Espeland | Communications & Brand Manager | Dr. Beasley’s
victor@drbeasleys.com | 773-404-1600
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