Why Blackline Exists
Blackline was born out of grit, passion, and relentless ambition.
Founder Jon McKnight spent years working as a professional detailer while attending college as a pre-med student. In the evenings, he studied organic chemistry. In the mornings, he was
washing, correcting, and protecting paint. And behind the scenes, he was quietly building e-commerce stores, sharpening his skills in branding, digital marketing, and user experience.
Eventually, it all clicked.
Jon realized he could combine his deep understanding of detailing, his love of chemistry, and his e-commerce expertise to build a car care brand that broke every mold and so Blackline was born. What started with one foam cannon in a small apartment is now one of the fastest growing DTC car care brands in the country.
Blackline isn’t just a business. It’s a statement: that anyone with vision, discipline, and courage can build something that the world remembers.
Our mission is to become the most iconic direct-to-consumer car care brand in the world, redefining what it truly means to care for a vehicle. We believe car care should be more than a task on a checklist or a weekend obligation. It should be a ritual rooted in pride, performance, and identity, a moment where craftsmanship meets obsession.
At Blackline, we exist to challenge an industry that has settled for mediocrity, complexity, and empty promises. We design every product, every interaction, and every experience with intention, pushing past what’s expected to deliver tools that perform, systems that simplify, and results that speak for themselves. This isn’t about making incremental improvements, it’s about raising the standard entirely.
We’re not just building better products. We’re building a brand that people align with, trust, and grow with. One that turns everyday owners into enthusiasts and enthusiasts into loyalists. One customer, one detail, and one experience at a time.
Our vision is to build the most iconic direct to consumer car care brand that sets the standard for modern car care where performance, design, and experience are inseparable. We see a future where Blackline isn’t just a product on a shelf, but a symbol of pride for those who demand more from the things they own and the brands they support.
We envision an industry transformed by simplicity, transparency, and obsession with results. One where innovation is driven by real-world use, not marketing claims, and where customers feel confident, empowered, and connected at every touchpoint. From the first wash to long-term protection, every interaction with Blackline should feel intentional, elevated, and unmistakably premium.
Ultimately, our vision is to create something enduring, a brand that shapes culture, earns trust, and inspires the next generation of builders, detailers, and enthusiasts to take pride in their craft and leave their mark on the world.
Blackline was born out of grit, passion, and relentless ambition.
Founder Jon McKnight spent years working as a professional detailer while attending college as a pre-med student. In the evenings, he studied organic chemistry. In the mornings, he was
washing, correcting, and protecting paint. And behind the scenes, he was quietly building e-commerce stores, sharpening his skills in branding, digital marketing, and user experience.
Eventually, it all clicked.
Jon realized he could combine his deep understanding of detailing, his love of chemistry, and his e-commerce expertise to build a car care brand that broke every mold and so Blackline was born. What started with one foam cannon in a small apartment is now one of the fastest growing DTC car care brands in the country.
Blackline isn’t just a business. It’s a statement: that anyone with vision, discipline, and courage can build something that the world remembers.
Our mission is to become the most iconic direct-to-consumer car care brand in the world, redefining what it truly means to care for a vehicle. We believe car care should be more than a task on a checklist or a weekend obligation. It should be a ritual rooted in pride, performance, and identity, a moment where craftsmanship meets obsession.
At Blackline, we exist to challenge an industry that has settled for mediocrity, complexity, and empty promises. We design every product, every interaction, and every experience with intention, pushing past what’s expected to deliver tools that perform, systems that simplify, and results that speak for themselves. This isn’t about making incremental improvements, it’s about raising the standard entirely.
We’re not just building better products. We’re building a brand that people align with, trust, and grow with. One that turns everyday owners into enthusiasts and enthusiasts into loyalists. One customer, one detail, and one experience at a time.
Our vision is to build the most iconic direct to consumer car care brand that sets the standard for modern car care where performance, design, and experience are inseparable. We see a future where Blackline isn’t just a product on a shelf, but a symbol of pride for those who demand more from the things they own and the brands they support.
We envision an industry transformed by simplicity, transparency, and obsession with results. One where innovation is driven by real-world use, not marketing claims, and where customers feel confident, empowered, and connected at every touchpoint. From the first wash to long-term protection, every interaction with Blackline should feel intentional, elevated, and unmistakably premium.
Ultimately, our vision is to create something enduring, a brand that shapes culture, earns trust, and inspires the next generation of builders, detailers, and enthusiasts to take pride in their craft and leave their mark on the world.
What makes us different?
Jon didn't just dream this up he lived every part of it. From buffing paint to balancing formulas to scaling brands, he fused his worlds to create something built for performance
and business.
Our products are designed by someone who actually drives high performance vehicles and understands what it takes to care for them. From pH to shine to sensory finish, they perform where it matters.
We control the chemistry, fragrance, color, and feel so the end result always hits the
standard.
Built from the passion that drives car culture, Blackline creates products that match the energy of those who care just as much about their cars as we do.
No middlemen. No retail delays. We own the process from product development to
post purchase emails.
CORE VALUES
Every product must excel in both feel and function never one at the cost of the other.
We’re always raising the bar rethinking what’s possible and building what others won’t.
We don’t just sell products we deliver moments people remember.