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.
1949
Tommy Turtle comes to life
The original Tommy Turtle cicra 1949
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).
1963
Turtle Wax wins awards
The company wins awards for the new packaging on the Spray Car Wax.
1966
First overseas manufacturing facility opens
Turtle Wax opens first overseas manufacturing facility in England. Death of founder Ben Hirsch.
1977
Industrial division formed
The Turtle Wax Industrial division is formed
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.
1989
New product line
Turtle Wax introduces Black In A Flash
1990s
Operating in Chicago
Turtle Wax begins to build & operate new state-of-the-art car wash & detailing centers in Chicago area.
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.
1993
Color Magic is launched
Turtle Wax introduces it's Color Magic range in 6 colors.
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.
2010
Color Magic range is extended
Turtle Wax introduces an extension of Color Magic range, including a wider range of products and colours.
2013
Launch of Perfect Finish
Turtle Wax introduces it's new premium Perfect Finish range.
2016
Award Winning Innovation
Turtle Wax wins Product of the Year with Quick & Easy Dash & Glass.
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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