The goal was simple, strengthen and grow the Gulf Lubricants brand. Since our launch in 2010, Nu-Tier Brands has successfully delivered that growth year-over-year. Nu-Tier continues as an industry radical by focusing on distributor-concentrated branded marketing. Our investment in product technology and expanded product lines, a commitment to the rich heritage of our distributors, and understanding the importance of committing to a strong lubricants marketing partnership is what differentiates us from all the rest.

Our mission is to be your lubricant partner of choice. The goal is to provide world class business solutions for you in all things related to lubrication through our core values: respect, innovation, value, speed, simplicity, safety, and quality.