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OUR STORY

The Turtle Wax story started with the launch of the first-ever bottled car wax in 1946. More than 75 years later, America’s favorite car care brand is still capturing the attention of the auto appearance category as the No. 1* selling brand in spray wax, compounds, scratch removers, carpet care, bug removers and headlight restoration. With product distribution in more than 120 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.

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.

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).

1966

First overseas manufacturing facility opens

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

1982

Brand Expansion

Minute Wax® - the first ever spray wax – is launched, effectively doubling the size and scale of Turtle Wax.

1985

Turtle Wax Car Washes

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

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.

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.

2016

2016

Award Winning Innovation

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

2018

Two Time Award Winner

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

2019

Decade of Depth

Innovative Jet Black techonology developed 10-years ago. Hybrid Solutions Ceramic Range is launched, effectively changing the game in car care.

2020

Hybrid Solutions PRO

Hybrid Solutions PRO is launched with two products featuring a patent-pending graphene infusion that are the first of their kind.

2021

Celebrating 75 Years

Turtle Wax celebrates their 75th birthday with launch of the Hybrid Solutions Ceramic-Graphene Paste Wax.

*Source: The NPD Group/Retail Tracking Service, 52 WE July 31st, 2021

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