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 Legacy Begins

Ben Hirsch invents liquid auto polish in the family bathtub.


Plastone is Produced

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


Turtle Wax formed

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


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).


First overseas manufacturing facility opens

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


Brand Expansion

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


Turtle Wax Car Washes

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


Operating in Chicago

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


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.


Product launch

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


Welcome to the ICE Age

Turtle Wax introduces ICE® the first clear polish.


Product Technology

Turtle Wax introduces Headlight Lens Restorer Kit.


Award Winning Innovation

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