This paper presents the shape optimization process for the automotive wheel bearing seal lip using the finite element method and the response surface method. First, to predict performance of the bearing seal lip, we used the non-linear finite element analysis. And then, we compared the analysis results with the test results to verify the finite element model. The objective function in optimizing process was obtained from results of the mud slurry test, which is one of many tests for evaluating performance of wheel bearing. After the mud slurry test for the four models which have the similar cross-sectional shape, we measured the wear area of the seal lip and the moisture content in grease. The objective function has been chosen by comparing the results of mud slurry test and characteristics of seal lip, such as contact force, contact area, contact pressure, and interference. Finally, within limited design parameters, we suggested the optimized shape of seal lip, which is expected to improve the wear and the sealing effect of it.