Our Story

The Turtle Wax story started with the launch of the first-ever bottled car wax in 1944. Nearly 75 years later, the Most Innovative Brand in Car Care™ is still capturing the attention of the auto appearance category as the No. 1 selling brand in spray wax, car wash, carpet & fabric care, and more. With product distribution in more than 90 countries, the Turtle Wax brand resonates around the globe, but the brand’s heart remains in its hometown of Chicago, where award-winning innovation is developed to this day.

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.

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).

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.

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.

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.

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.

The Turtle Wax Story: 2016 - Award Winning Innovation


Award Winning Innovation

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

Turtle Wax Power Out! Carpet & Mats Cleaner


Two Time Award Winner

Turtle Wax wins Product of the Year with Power Out! Carpet & Mats Heavy Duty Cleaner

Turtle Wax Jet Black Black Box Finish Kit


Decade of Depth

Innovative Jet Black techonology developed 10-years ago