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™.

The Turtle Wax Story: 1930s - The Legacy Begins


The Legacy Begins

Ben Hirsch invents liquid auto polish in the family bathtub.

The Turtle Wax Story: 1944 - Plastone is produced - the first premium car polish


Plastone is Produced

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

The Turtle Wax Story: 1946 - Turtle Wax Formed


Turtle Wax formed

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

Turtle Wax Timeline - 1949


Tommy Turtle comes to life

The original Tommy Turtle cicra 1949

The Turtle Wax Story: 1950s - Turtle Wax Enters Consumer Brand Markets


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).

Turtle Wax Timeline - 1963


Turtle Wax wins awards

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

The Turtle Wax Story: 1966 - First overseas manufacturing facility opens


First overseas manufacturing facility opens

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

Turtle Wax Timeline - 1977


Industrial division formed

The Turtle Wax Industrial division is formed

The Turtle Wax Story: 1982 - Brand Expansion


Brand Expansion

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

The Turtle Wax Story: 1985 - Turtle Wax Car Washes


Turtle Wax Car Washes

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

Turtle Wax Timeline - 1989


New product line

Turtle Wax introduces Black In A Flash

The Turtle Wax Story: 1990s - Operating in Chicago


Operating in Chicago

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

The Turtle Wax Story: 1998 - Global Expansion.


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.

Turtle Wax Timeline - 1993


Color Magic is launched

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

The Turtle Wax Story: 1994 - Product Launch of Hyper Concentrate brand of professional products


Product launch

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

The Turtle Wax Story: 2006 - Welcome To The Ice Age


Welcome to the ICE Age

Turtle Wax introduces ICE® the first clear polish.

The Turtle Wax Story: 2009 - The Headlight Lens Restorer Kit gets introduced


Product Technology

Turtle Wax introduces Headlight Lens Restorer Kit.

Turtle Wax Timeline - 2010


Color Magic range is extended

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

Turtle Wax Timeline - 2014


Launch of Perfect Finish

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

The Turtle Wax Story: 2016 - Award Winning Innovation


Award Winning Innovation

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