Estée Lauder’s Idealist Even Skintone Illuminator won in the skin care category at the International PRIX d’Excellence de la Beauté awards. In celebration of their win, we look back on their amazing history:


1940 Estée Lauder: A woman with a dream

“Beauty is an attitude. There’s no secret. Why are all brides beautiful? Because on their wedding day they care about how they look. There are no ugly women – only women who don’t care or who don’t believe they’re attractive.” – Estee Lauder

Lauder starts her business with four amazing skin care products: Crème Pack, Cleansing Oil, Super-Rich All Purpose Crème and Skin Lotion, which she sold in beauty salons and hotels in the New York area.


1940 She distinguishes her product with “High-Touch”

Estée personally samples her products to make a sale. Even today, High-Touch still distinguishes their service. “It’s that rare touch, that person-to-person contact, that leaves the deepest impression,” she said.

1947 Starting the ‘Gift with Purchase’ 

Lauder pioneers a revolutionary marketing idea still used today: gift with purchase, giving customers a small sample of cream-based face powder with their beauty purchase. This idea is common with most cosmetic purchases today.

1953 Transforming the Fragrance Industry

The custom was not for women to buy their own perfume, so Estée creates Youth Dew, a bath oil that doubled as a fragrance. It opened-up a new world where women could smell intoxicating without feeling guilty.

1964 The Lipstick Frontier

Estée realised the importance of giving descriptive lipstick names. Some of the names she came up with: Coral Red, Flirtation Pink and Rose Wood.

1992 Breast Cancer Awareness

Evelyn Lauder and SELF magazine’s Editor-in-Chief, Alexandra Penney created the Pink Ribbon campaign to bring attention to breast cancer. The Company’s Campaign 1.5 million Pink Ribbons at 2,500 Estée Lauder counters.

2011 Going Global

The Estée Lauder brand goed global, offering skin care for all types of skins. The company signs three foreign spokesmodels: Liu Wen from China, Constance Jablonski from France and Joan Smalls from Puerto Rico, giving the company broader global appeal.

2012: Winner of the PRIX d’Excellence de la Beaute

The skin care product, the Idealist Even Skintone Illuminator is awarded the best skin care product in the world.

Photos via Heritage of Innovation.