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

1930s

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

1944

Plastone is Produced

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

The Turtle Wax Story: 1946 - Turtle Wax Formed

1946

Turtle Wax formed

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

Turtle Wax Timeline - 1949

1949

Tommy Turtle comes to life

The original Tommy Turtle cicra 1949

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

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).

Turtle Wax Timeline - 1963

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

1966

First overseas manufacturing facility opens

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

Turtle Wax Timeline - 1977

1977

Industrial division formed

The Turtle Wax Industrial division is formed

The Turtle Wax Story: 1982 - Brand Expansion

1982

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

1985

Turtle Wax Car Washes

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

Turtle Wax Timeline - 1989

1989

New product line

Turtle Wax introduces Black In A Flash

The Turtle Wax Story: 1990s - Operating in Chicago

1990s

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.

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.

Turtle Wax Timeline - 1993

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

1994

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

2006

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

2009

Product Technology

Turtle Wax introduces Headlight Lens Restorer Kit.

Turtle Wax Timeline - 2010

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

2013

Launch of Perfect Finish

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

The Turtle Wax Story: 2016 - Award Winning Innovation

2016

Award Winning Innovation

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