Picture

1930's

In the late 1930's, Benjamin Hirsch develops a car wax, mixing batches of his formulation at night in the bathtub while his wife, Marie, filled the bottles by hand.

Picture

1941

Hirsch sells his wax under the name Plastone. In 1941, Hirsch invests $500 and opens Plasone Co.

Picture

1946

Hirsch makes a sales call in Turtle Creek, Wisconson and, Inspired by the town's name couples with the protective nature of car wax, renames his company Turtle Wax Super Hard Shell.

Picture

1950

With the growing popularity of Turtle Wax, Hirsch caters to a larger group of customers by selling his products to grocery stores, and providing more diverse product offerings including shoe polish, rug shampoos, and floor wax. (They even made a line of dessert toppings called Part Day!)

Picture

1966

By 1966, the company owned huge factory facilities and had just opened a factory in England. While its brand name products had a firm position in the market. Benjamin Hirsch, the beloved founder of Turtle Wax, passes away leaving his beloved company.

Picture

1970's

Succeeded by his daughter, Sondra Hirsch, the family decided to remove all non-car-care related products and by 1971. wax a purely automative company.

Picture

1980's

Turtle Wax creates a professional products division and introduces several new car-care products including Minute Wax, a silicone-based spray wax aimed at increasing the number of women who drive and maintain their own cars.

Picture

1990's

In the early 1990's, Turtle Wax expanded its overseas operations, increasing its presence in Europe, China, and entering into a deal with one of Japan;s largest auto retail chains.

Color Magic is created to match the color shade of an automative paint finish.

Picture

1994

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

Picture

1998

Turtle Wax doubles its overseas presence through acquisition of Valma-Able, and continues to distribute globally.

Picture

2006

Turtle Wax introduces ICEĀ® the first clear polish.

Movie

2009

Turtle Wax introduces Headlight Lens Restorer Kit.

Picture

2013

Turtle Wax introduces a whole new way to wash with Rinse Free Wash & Wax.