Much of Estée Lauder's success stemmed from her laser focus on serving her target market: wealthy women who saw beauty as an investment.

With the advent of charge cards, Estée Lauder fought to get her products in department stores to benefit from impulse purchases

Because Estée Lauder focused on personal relationships and demonstrations as one of her primary sales strategies, getting her product in front of enough people was an early struggle. Similarly, many customers wanted to buy her products, but didn't always have the cash on hand. One of her biggest accomplishments was earning a retail spot at Saks on 5th Ave in Manhattan, which paved the way for her brand to become a household name and gave customers more flexibility to make purchases on the spot.

'Telephone, telegraph, tell a woman:' Listen to Estée Lauder's legendary vision for word-of-mouth marketing

Without a large advertising budget, Lauder focused her marketing strategy on making high-quality products that women would love enough to tell their friends about. Those friends would later inevitably buy Estée Lauder products.

Read Time Magazine's profile of Estée Lauder—the only woman named to a list of the most influential business leaders of the 20th century

Time Magazine's 1998 profile of Estée Lauder credited much of Lauder's global success to her incredible work ethic and her dedication to creating the highest-quality products, even if those products weren't trendy.

Estée Lauder's son, Leonard Lauder, transformed Estée Lauder into a global powerhouse

Leonard Lauder became president of Estée Lauder Companies in 1972 and is credited with much of the brand's expansion. Under his leadership, the company launched new lines like Aramis and acquired luxury brands to bolster its position in the luxury beauty market.

The Lauder family still controls more than 80% of the voting power in Estée Lauder Companies.

Estée Lauder used wealthy people's bathrooms to curate the color of the jars her products were sold in

While Lauder herself was just starting her cosmetics empire, she knew wealthy people who could afford high-quality products would always be her target market. In order to make her products as appealing to this market as possible, Lauder held up different colors of glass bottles in people's bathrooms to see what would look best with their decorations before landing on a turquoise bottle with a gold cap.

Explore old photos of Estée Lauder's life

Despite her humble upbringing, Estée Lauder's love of beauty and glamour helped propel her social climb. Lauder became friends with many elites over the course of her life—including the late Princess Diana—owned homes in the Hamptons and the South of France, and turned her family business into a cosmetic empire. (Some users may experience a paywall.)

Explore the brands owned by Estée Lauder Companies

While Estée Lauder remains the flagship brand and namesake of the cosmetic conglomerate, the company owns more than 20 premier brands. Some of the brands—like Clinique and Origin—were created in-house, but others—like Tom Ford and Jo Malone—are a result of the company's acquisition strategy, which often targets companies with high-end retail products.

Estée Lauder's family ran a hardware store in Corona, Queens

Estée Lauder grew up organizing the storefront window of her father's hardware store, which her family lived above. Lauder was reportedly a natural salesperson, and her experience working with her father is frequently cited as her earliest business training.

Estée Lauder was famously evasive about many personal details of her life

While Estée Lauder's name is known worldwide, many details of her life are shrouded in mystery, such as the year she was born. Lauder was criticized for her lifelong "social climb" and her drive to join "high society," which may be why she never shared many particulars about her humble childhood. (Some users may experience a paywall.)

Estée Lauder divorced and later remarried Joseph Lauder, her husband and business partner

After first marrying in 1933, Estée Lauder divorced Joseph Lauder, primarily because he wasn't as driven and ambitious as Estée. They ultimately remarried in 1942 and were rarely seen apart. While Estée was a visionary leader for the company, Joseph handled much of the behind-the-scenes work.

Leonard Lauder, one of Estée's sons, invented the slant on a tube of lipstick

Leonard Lauder was known for being an innovator, both in business and in product. He's credited with creating the now-standard slant of a lipstick tube, slicing the top off a then-bullet-shaped lipstick to better fit women's lips. (Some users may experience a paywall.)

Estée Lauder once broke a bottle of the hit perfume 'Youth Dew' to convince French department stores to carry the product

Youth Dew, originally launched in 1953 as a bath oil, was wildly successful in the American market and one of the early products that cemented Estée Lauder as a luxury cosmetics brand. When the Galeries Lafayette in Paris hesitated to sell the perfume, Lauder "accidentally" broke a bottle of Youth Dew, causing the smell to spread throughout the department store. Shoppers began asking for the scent, and the department store agreed to sell it.

To ward off competition from Revlon, Estée Lauder launched Clinique—the first dermatologist-approved skincare line—in 1968

Clinique launched in 1968 as an entire product line, as opposed to just a single product, which was rare for cosmetics brands at the time. Clinique marked Estée Lauder's first venture into a younger, less luxury-oriented retail market.

One of LVMH's key business innovations was widening the luxury market's target audience

While certain items under the LVMH umbrella can cost thousands of dollars, like large Louis Vuitton bags, others, like coin purses or lipstick, cost significantly less. Some argue that these comparatively lower-priced items allows LVMH's target audience to be much larger in size than it would have been if it only targeted the world's wealthiest shoppers, whereas others argue that it makes the brand more vulnerable to economic downturns.

Kevin Warsh married Estée Lauder's granddaughter in 2002

The newest Chairman of the Federal Reserve, Kevin Warsh, is married to Jane Lauder, who served as Estée Lauder Companies' chief data officer until late 2024. Her stake in Estée Lauder Companies is part of what makes Warsh the richest Fed chair on record.

See every brand that LVMH—the world's largest luxury goods holding company—owns, from luxury fashion and jewelry brands like Tiffany & Co., Fendi, and Louis Vuitton to beauty supply store Sephora and the hotel group Belmond.

Many of luxury holding company LVMH's acquisitions were due to chairman and CEO Bernard Arnault's search for undervalued companies.

Advent calendars have become a major seasonal driver for brands

Companies now treat Advent calendars as key holiday products, expanding production as demand surges across categories. Retail data shows beauty and self-care calendars consistently rank among the most popular, as some brands report selling out yearly, and retailers order months in advance.

Tiffany & Co. was among LVMH's most expensive—and complex—acquisitions

Three years after LVMH acquired Tiffany in 2021 for $15.8B, the jeweler's profits doubled to over $1B per year.

Hermes once usurped LVMH as the world's most valuable luxury company in April 2025

At the time, Hermes's market capitalization surpassed LVMH's after a tough earnings report for LVMH in Q1 2025. The news came roughly fifteen years after LVMH tried to quietly build a stake in Hermes.

American Express intentionally targets wealthy cardholders, who spend higher amounts per transaction and tend to make more transactions than the average cardholder, thereby reducing the company's risk.

Advertising powerhouse Mary Wells Lawrence became the first female CEO of a public company listed on the NYSE when her ad agency went public in 1968.

Dove’s ‘Real Beauty’ campaign sparked conversations about beauty standards in media

For the 20-year anniversary of the campaign in 2024, Dove conducted a brand-commissioned study to gauge how perceptions of beauty standards have shifted since its launch. While 81% of US women thought “the media and advertising set an unrealistic standard of beauty that most women can’t ever achieve” in 2004, the share had shrunk to 69% in 2024. Watch the ad here.

See LVMH's current market capitalization

As of early March 2026, LVMH has a market cap of $292.8B, making it the world's 49th most valuable company by market cap.

Despite many influencers having loyal followings, creator-led brands often fail when the hype from first-time buyers dies down and doesn't translate into repeat purchases.

Search this database of fashion and beauty brands to see how sustainable their business practices are.

Esther Howland built a Valentine's Day card empire in 19th-century New England

In 1849, Howland launched her card business, the New England Valentine Company, in her home, staffing an assembly line with her friends, who'd piece together the intricate valentines. The cards were elaborately decorated, with silk, lace, and romantic verse. Howland's annual sales eventually grew to $100K and helped popularize the holiday in the US.

Dollar Tree was increasingly targeting higher-income shoppers in 2026

Dollar Tree stores have been opening in wealthier areas in recent months, with its 9,000th store opening in 2025 within a few miles of a Louis Vuitton store and a Porsche dealership. A recent survey found that 19% of the money spent at dollar stores came from households with annual income exceeding $100,000.

Many of the 2010s girlboss-era founders experienced a public fall from grace in 2020

In the 2010s, dozens of female founders were celebrated on the covers of business magazines like Inc. for their recent startup success, from Emily Weiss’s Glossier makeup brand to Steph Korey’s Away luggage company. But many of these companies were also the subject of large takedown articles around the year 2020.

LVMH's roughly 75 brands are categorized into six distinct business groups

The groups are as follows: Wines and Spirits, Fashion and Leather Goods, Perfumes and Cosmetics, Watches and Jewelry, Selective Retailing, and Other Activities.

LVMH CEO Bernard Arnault's children are involved in the business

Arnault has five children, and each of them hold executive roles under LVMH. His daughter Delphine Arnault, for instance, is the CEO of Christian Dior Couture as of this writing.

What is the lipstick index?

The lipstick index is an economic theory that breaks down to this: when consumers think an economic downturn is looming, sales for affordable luxury items (such as lipstick) go up. While it's not an economically proven theory, it's still worth considering. So why do consumers exhibit this behavior? Read more about the lipstick index to find out.

LVMH's history can be traced back to 1854, the year Louis Vuitton was started

Louis Vuitton was founded by a craftsman's apprentice who specialized in trunk-making. Since its merger with Moët Hennessy in 1987, which created LVMH, the conglomerate has been considered a powerhouse in the business world. "I would argue that next to Apple, no other company on the planet dominates their industry as completely as LVMH," one financial expert said.

Girl Scout cookies are so successful because buying them feels like giving to charity.

The program generates $800M a year not because the cookies are exceptional, but because the salesforce makes refusal feel like a moral failure.

Louis Vuitton is considered LVMH's most valuable brand

Louis Vuitton consistently ranks among the world's top 10 most valuable global brands—it's worth an estimated $100B as of this writing.

Dual-class stock structures separate equity and decision-making authority

In the past few decades, dual-class stock structures have become an increasingly popular way for companies to raise capital in public markets without allocating traditional shareholder voting rights. Meta, Estée Lauder, and The New York Times are companies that are famously dual-class.

How big brands keep your loyalty

We perceive ourselves as rational decision-makers—but research about our consumption habits suggest we are easily played by clever marketing. Here's how big brands design their branding to keep you coming back.

Amazon's success is attributable, in large part, to founder Jeff Bezos’ vision

Bezos parlayed a career on Wall Street into founding an online bookstore that would evolve into the largest online retailer in the world. Bezos’ story is characterized by his relentless focus on innovation and on the customer experience at Amazon.

Technically speaking, Christian Dior SE is the primary holding company of LVMH

That's because it owns about 42% of LVMH's shares and controls about 57% of its voting rights. It's a complex relationship, given that Christian Dior the fashion house is one of LVMH's "maisons."

After making its US debut in 2015, Shein's sales surged during the pandemic—in 2023, the fast fashion company was valued at roughly $66B.

Former LuLaRoe vendors have accused the clothing multilevel marketing company of operating a pyramid scheme, resulting in more than 50 lawsuits and a $4.75M settlement.

Gen Z's love for perfume is boosting sales

Teen boys are the biggest driver in perfume sales as of the summer of 2025. They have increased their spending on fragrances 26% year-over-year as the trend blossoms on TikTok via #PerfumeTok. Additionally, users of weight loss drugs GLP-1 agonists are adding to sales, as they seek olfactory over culinary sensations.

Soap operas earned their name thanks to the sponsorships of soap brands

Many early 20th-century radio programs for women were sponsored by brands that introduced each new episode. Because these dramas were aimed at women, many of their sponsors were for household products, like soap. The association led some to refer to the shows as "soap operas," a title that stuck.

American Express was the first company to offer 'gold' cards to borrowers

American Express began offering gold cards to affluent consumers in 1966. However, other credit card companies began offering similar, premium cards in the 1980s, which quickly became a status symbol for wealthy Americans.

Talk show host Oprah Winfrey spent about $43M in 2015 to buy a 10% stake in Weight Watchers and join its board of directors, going on to lose 40lbs using the program.

One of the most important pieces of Amazon’s corporate empire? Its Prime subscription business

Prime drives customer loyalty and boosts Amazon’s revenue through its monthly and yearly fees. The key components included with a Prime subscription include free two-day shipping on eligible items, as well as access to services like Amazon Music and Prime Video.

American Express is one of Warren Buffett's top stocks

Buffett's long investment in American Express is indicative of his highly principled investment strategy. Buffett often invested in longstanding businesses with strong core products and services. As of 2025, Buffett owned around 20% of all American Express stock, and his investment in American Express made up around 16% of his portfolio.

Founded in 1959 by Jay Van Andel and Richard DeVos, Amway, a home goods company, is the largest multilevel marketing company in the world by revenue, generating more than $7B annually.

Modern Champagne owes much of its existence to one woman: Widow Clicquot

Barbe-Nicole Ponsardin, better known as the Widow Clicquot, might not have actually invented Champagne, but her innovative approach to winemaking yielded many techniques still used today. Taking over her husband’s failing business after his death, the Widow Clicquot combined business savvy and innovative thinking to make the process easier, more efficient, and, most important, more profitable.