The Cosmetics Queen Who Built Success on Novelty!

Estée Lauder, the founder of Estée Lauder Companies Inc. that bears her name, was a visionary and a role model.

“Business itself was the purest romance for me.” —Estée Lauder

Mrs. Estée Lauder, a self-made women entrepreneur who started her business with four skincare products and a simple premise: that every woman can be beautiful. Armed with that philosophy, plus perseverance, creativity and passion, she changed the face of the cosmetics industry.

She was a challenger who proved that anything was possible — if you dared to dream it and had the guts and gumption to go for it. Ahead of her time in every way, she created and ran one of the world’s most prestigious and innovative companies while serving as a wife, mother and a loyal friend to many. And she did it all with charm, humor and exquisite style. She loved beauty with a passion and believed wholeheartedly in its power.

Born Josephine Esther Mentzer (July 01, 1908 – April 04, 2004), Estée Lauder was raised in Queens, New York, by her Hungarian mother, Rose and Czech father, Max. The name Estée was a variation of her nickname, Esty.

Her interest in beauty was sparked in high school when her Hungarian uncle, Dr. John Schotz, came to live with her family shortly after World War I erupted. Her uncle was specialized in making his own "secret" skin-care products. He began to concoct his creams in the kitchen, then in a laboratory in a stable out back with young Estée at his side.

In 1924, Estée Lauder started her cosmetics business selling her uncle’s Six-In-One cream. From her uncle, Estée not only learned how to concoct the wonderful creams but also started selling skincare and makeup in beauty salons, demonstrating her products on women while they were sitting under hair dryers.

"I recognized in my Uncle John my true path. I watched and learned." —Estée Lauder

In the late 1920s, Estée met Joseph Lauter. They were married in 1930 and moved to Manhattan. Shortly thereafter, the couple adopted the surname Lauder, correcting a misspelling that dated back to when Joseph's father emigrated from Austria to the United States.
She and her husband continued to make their creams in their factory – a converted restaurant – and Estée Lauder Inc. was formed in 1946. Their initial breakthrough came after they won a concession from Saks Fifth Avenue to sell their cream in 1948. After the initial products sold out in only two days, their path was set.

Explaining her success, she said, “I have never worked a day in my life without selling. If I believe in something, I sell it, and I sell it hard.”

This attitude, together with an uncompromising belief in her product and the beauty in all women, made Estée Lauder a respected household name.

Estée became friends with some of the most influential celebrities, royalty and artists of her time and was known for her impeccable style and warm, gracious entertaining.

Estée had innate instincts for what women wanted and was the consummate saleswoman and marketer. She believed that to make a sale, you had to touch the consumer, show her the results on her face and explain the products. That was the start of the company’s personal High-Touch service.

The real turning point for the company came in 1953, when Lauder introduced her first fragrance-Youth Dew, a bath oil that doubled as a skin perfume and that would bring her olfactory fame. This innovation took the cosmetics industry by storm, changing the way fragrance was sold! By the mid-1950s, Youth Dew accounted for 80 percent of Estée Lauder's sales and transformed the fledgling start-up company into a multimillion-dollar business.

As a visionary businesswoman, Estée Lauder was honored with many awards during her career. Receiving the United States' Presidential Medal of Freedom and France's Legion of Honor. She supported numerous civic and cultural programs and other charitable causes, including the restoration of the Palace of Versailles and the building of several playgrounds in New York City’s Central Park.

Estée was the quintessential entrepreneur who refused to listen to experts or settle for anything less than the very best. She constantly challenged the status quo and is described as someone you simply couldn’t say no to.

She oversaw the creation of five additional brands — Aramis, Clinique, Prescriptives, Lab Series and Origins — and always insisted that the Company’s products be made from the highest-quality ingredients.

Always stylish and well-dressed, she crossed the country to meet with store buyers and beauty editors and to talk to consumers. She loved to visit museums and art galleries, attend fashion shows and learn about her customers and their respective cultures. She was a one-person research department.

The only thing more important to Estée than the Company was her family, and she was thrilled that her children and grandchildren joined the family business. Estée retired in 1995 and passed away on April 26, 2004, but her contribution is still remembered.

Today the Estée Lauder Companies is one of the leading cosmetic companies in the world, which is known in 150 countries and generates a revenue of billions of dollars yearly.

In her 1985 autobiography, Lauder offered the following 15 rules as advice to aspiring entrepreneurs.
◆ Find the proper location.
◆ When you're angry, never put it in writing.
◆ You get more bees with honey.
◆ Keep your own image straight in your mind.
◆ Keep an eye on the competition.
◆ Divide and rule.
◆ Learn to say no.
◆ Trust your instincts.
◆ Act tough.
◆ Acknowledge your mistakes
◆ Write things down.
◆ Hire the best people.
◆ Break down barriers.
◆ Give credit where credit is due.
◆ Train the best sales force.

Mrs. Lauder's leadership inspired thousands of people. Starting with little more than a dream, through extraordinary ambition, impeccable taste, perseverance, innovative marketing and hard work, this creative visionary became the wealthiest self-made woman in America and created a family dynasty that continues today. 

Estée Lauder's life serves as a valuable lesson to all of us: If you have a vision and see it through, you're destined for success.

"I didn't get there by wishing for it or hoping for it, but by working for it." —Estée Lauder

We hope you’ve enjoyed reading Estée Lauder's success story and the amazing history about the Estée Lauder Companies Inc and we hope it’s inspired you to new discoveries.