A tire bead lubricating system for applying lubricant to a tire consists of a frame supporting conveyor belts which form a conveyor opening therebetween. The conveyor belts transfer a tire from one end of the frame to another. A lubricating wick chamber is maintained within the frame and positioned underneath the conveyor opening. A lubricating wick assembly is received in the lubricating wick chamber and moves into the conveyor opening. The lubricating wick assembly has at least one engagement roller and at least one elongate brush that carries lubricant applied to the tire.