Our Story

For more than 75 years, Turtle Wax® continues to develop products to protect and restore cars. As a family owned company calling Chicago home for generations, Turtle Wax proudly produces innovative product lines to meet the ever changing needs of both car consumers and the automotive industry, setting the new standard in shine™.

1930s

The Legacy Begins

Ben Hirsch invents liquid auto polish in the family bathtub.

1944

Plastone is Produced

Plastone was produced in Chicago, Illinois, it was the first premium car polish.

1946

Turtle Wax formed

Plastone is renamed Turtle Wax® for its hard shell finish and The Turtle Wax company is formed.

1949

Tommy Turtle comes to life

The original Tommy Turtle cicra 1949

1950s

Turtle Wax enters consumer brand markets

Turtle Wax capitalizes on the popularity of car wax and name recognition and enters consumer brand markets in hardware & grocery stores with innovation in shoe polish, rug shampoo, floor wax, and even a line of dessert toppings (Party Day brand).

1963

Turtle Wax wins awards

The company wins awards for the new packaging on the Spray Car Wax.

1966

First overseas manufacturing facility opens

Turtle Wax opens first overseas manufacturing facility in England. Death of founder Ben Hirsch.

1977

Industrial division formed

The Turtle Wax Industrial division is formed

1982

Brand Expansion

Minute Wax® silicone-based spray wax is the first car care product targeted for use by women.

1985

Turtle Wax Car Washes

Turtle Wax creates Professional Products division to market products to the car wash industry.

1989

New product line

Turtle Wax introduces Black In A Flash

1990s

Operating in Chicago

Turtle Wax begins to build & operate new state-of-the-art car wash & detailing centers in Chicago area.

1990

Global Expansion

Turtle Wax expands its overseas presence by opening markets in China. Color Magic® is created to match the color shade of an automotive paint finish.

1993

Color Magic is launched

Turtle Wax introduces it's Color Magic range in 6 colors.

1994

Product launch

Turtle Wax launches Hyper Concentrate® brand of professional products to the commercial car wash industry.

2006

Welcome to the ICE Age

Turtle Wax introduces ICE® the first clear polish.

2009

Product Technology

Turtle Wax introduces Headlight Lens Restorer Kit.

2010

Color Magic range is extended

Turtle Wax introduces an extension of Color Magic range, including a wider range of products and colours.

2013

Launch of Perfect Finish

Turtle Wax introduces it's new premium Perfect Finish range.

2016

Award Winning Innovation

Turtle Wax wins Product of the Year with Quick & Easy Dash & Glass.