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History

Turtle Wax has been the leader in car care products for over 60 years. Australia has always had a love affair with their cars, and Turtle Wax has been there nearly every kilometre of the way.

It all began over 60 years ago when Ben and Marie Hirsch mixed and filled bottles of premium car polish in a bath tub of a small Chicago storefront in order to fulfil Ben's dream of creating the first premium car polish.

The product was originally called Plastone until one day, while on a business trip in Beloit, Wisconsin, Ben came across Turtle Creek. He began to make the connection between a turtle's protective and shiny shell, and his premium car polish. At that moment, the Turtle Wax name was born and quickly grew to be America's most popular car polish.

Ben's family played an important role in the Turtle Wax success. His wife Marie helped him to get the business off the ground and growing.

In 1966, Ben and Marie's daughter Sondra began working at Turtle Wax. Sondra was appointed Chairman of the Board in 1972, and her husband, Denis Heally joined the company in 1971 after a successful R&D career with Colgate-Palmolive and Mennen, and took over as CEO and president. Sondra and Denis took the company from a modest size to its current position as worldwide industry leader. Today, the family tradition continues to carry on with Denis and Sondra as Co-Chairman of the Board, and their son, Denis John Healy as the Chief Executive Officer of Turtle Wax.

Turtle Wax has grown from a bathtub brew to the world leader in auto appearance technology, largely due to the strength of its product research and development team. Considered the finest in the industry, the Turtle Wax "Shineologists" have continually led the way with breakthrough products and concepts. Today, the Turtle Wax name is synonymous with automotive care leadership in over 60 countries across the world. Thanks to the on-going and innovative product development, the world's cars will continue to shine for years to come!