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 its first overseas manufacturing facility in England.
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.
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.
1993
Color Magic® Launches
Turtle Wax introduces Color Magic®, a breakthrough range of 6 vehicle paint-matched waxes.
2006
Welcome to the ICE Age
Turtle Wax introduces ICE® the first clear polish.
2009
Product Technology
Turtle Wax introduces Headlight Lens Restorer Kit to later become the leader in headlight restoration category*.
2016
Award Winning Innovation
Turtle Wax wins Product of the Year with Quick & Easy Dash & Glass.
2019
Introducing Hybrid Solutions®
Hybrid Solutions Ceramic Range is launched, effectively changing the game in car care with premium ceramic technology across five products at an affordable price.
2019
Turtle Wax India
Turtle Wax opens offices in India, expanding its global presence and strengthening its position in a rapidly growing automotive market.
2020
Graphene Technology
Turtle Wax files a patent for its breakthrough graphene-infused technology, bringing next-generation protection to the Hybrid Solutions range.
2020
The First Car Care Studio
The first Turtle Wax Car Care Studios opens in Gurugram, Pune & Bengaluru.
2021
Celebrating 75 Years
Turtle Wax celebrates their 75th birthday with launch of the Hybrid Solutions Ceramic-Graphene Paste Wax.
2024
Experience Centre
The grand opening of 1500-sq.-ft. area dedicated to showcase the innovation and excellence in car detailing in India.
2025
You Are How You Car™
Turtle Wax launches its global You Are How You Car™ campaign, turning car care into a statement about how people present themselves to the world.
2026
Hybrid Solutions® Pure Bead
A new era of protection begins with our highest-performing water-beading technology to date, setting a new standard for effortless protection and performance.
