Estée Lauder was the daughter of Hungarian Jewish immigrants.
According to the book Brand New: How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell, Estée Lauder was born Josephine Esther Mentzer in 1908 in Queens.
Her father was Max Mentzer, a Hungarian Jewish man who immigrated to the United States in the 1890s.
Her mother Rose also left Hungary in 1898, but came to join her first husband with their five children. The historical record is fuzzy, but within seven years of arriving she had left her first husband and married Max Mentzer instead.
She got her start by selling cosmetics in a beauty salon.
Estée's uncle John Schotz was a chemist with his own cosmetics company, New Way Laboratories. She would sell his products for him.
The story goes Lauder was getting her hair done and was approached by the salon's owner about her "perfect skin." Lauder says in her autobiography that she came back to the store and gave the salon owner a makeover with her uncle's products.
The owner was so impressed that she let Estée sell the creams and cosmetics out of the salon.
Her first "factory" was actually based out of an Upper West Side restaurant.
By the time Estée married Joseph Lauder in 1930, her business in Manhattan beauty salons was on the rise.
So she stopped selling her uncle's products in 1935 and started her own company — Estée Lauder, after her middle name.
The couple ran the business together out of a small office on 39 East 60th Street in Manhattan, and made all of the creams and cosmetics on gas burners in a former restaurant on 1 West 64th Street, according to Brand New.
They even attached the labels themselves.
She revolutionized the beauty world by becoming the first company to give out product samples.
After WWII, Estée wanted to reach a larger market, and moved her products to department stores such as Saks Fifth Avenue and Neiman Marcus.
She became an instant success thanks to her talent for sales — she believed in making contact with every customer and providing free makeovers. She also started giving out product samples with every purchase, something no one else was doing at the time.
Business expanded to revenues of $500,000 annually, according to Brand New.
next slide will load in 15 secondsSkip AdSkip AdA bath oil called "Youth Dew" skyrocketed the Estée Lauder brand into homes around the country.
Estée developed a bath oil called Youth Dew in 1953, and began selling it for $5 a bottle (compared to other perfumes at the time which retailed from $40-$65, according to Brand New).
She would leave the bottles on the department store counter and encourage women to try out the scent. Sales soared as more customers discovered the Estée Lauder brand through the fragrance.
Youth Dew was also great for the company's bottom line since perfume has better gross margins (80%) than makeup and skin care products (70%).
Throughout all this, Estée and Jo Lauder had two sons together: Leonard and Ronald.
Leonard was born in 1933, and Ronald in 1944.
Both boys became a part of the company throughout their childhood. They would fill jars, deliver packages, type invoices and answer phones in the brand's early years.
Leonard is now worth a reported $8.1 billion, and his brother Ronald is worth $3.6 billion.
In 1958, Estée Lauder reached its first $1 million in sales.
Estée Lauder expanded its line to include allergy tested brand Clinique in 1968.
Ronald Lauder followed his brother and joined the company in the mid-1960s. He was instrumental in establishing the company's Clinique brand in 1968.
The idea was for Clinique to become an in-house competitor with Estée Lauder products. It was the world’s first allergy tested, dermatologist-driven line.
Today, it's one of the most recognizable skin care brands in the world.
The Lauders became society fixtures, and were friends with the Kennedys, British Royalty, and world leaders.
next slide will load in 15 secondsSkip AdSkip AdBy 1995, the Estée Lauder company hit the New York Stock Exchange for $3 billion.
The Initial Public Offering of The Estée Lauder Companies Inc. Class A Common Stock was on November 16, 1995, at a price of $26 per share.
Today, it's upwards of $65 a share (not adjusted for inflation.)
Last year, Estée Lauder had sales of $9.7 billion, according to its annual report to investors.
Though Estée Lauder herself passed away in 2004, her brand is still strong today. The Estée Lauder company owns 29 additional brands in over 150 countries, including MAC, Clinique, Origins, Bobbi Brown, and Smashbox.
It's also associated with some of the most beautiful faces in the world who have repped for the brand, including Elizabeth Hurley, Ashley Judd, Gwenyth Paltrow, and Chinese model Liu Wen.
The company is now largely run by Leonard, Ronald, and their children.
Aerin Lauder is now a huge face in the beauty and fashion industries.
The sister of Jane, Aerin Lauder is a regular at society events, fashion shows, and premieres. She is currently the Style and Image Director at Estée Lauder and oversees all advertising, packing, and visual merchandising.
She's known for her sense of style and fresh face. In 2012, she even unveiled her own eponymous lifestyle brand Aerin that sells makeup, home goods and accessories.
And their cousin William P Lauder is the executive chairman after stepping down from CEO.
next slide will load in 15 secondsSkip AdSkip AdThe Lauder clan donates heavily to philanthropic projects.
Both Leonard and Ronald are major art collectors.
And the family also owns a vast amount of real estate.
The company still faces some controversy: PETA accused the brand of animal testing.
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