Charles of the Ritz
Charles of the Ritz was an American cosmetics and fragrance brand founded in 1926 and discontinued by Revlon in 2002.
Last updated August 31, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Charles of the Ritz was an American beauty brand built around salon expertise, luxury cosmetics, skincare, face powder, and fragrance. Its commercial history began with Charles H. Ritz, a hairdresser who opened a barber shop and ladies' hairdressing parlour inside New York's Ritz-Carlton Hotel in 1910. After selling the ladies' hairdressing business to his employee Charles Jundt in 1919, Jundt developed a branded cosmetics business under the Charles of the Ritz name in 1926. The name drew on the prestige of the Ritz-Carlton setting, although the brand was distinct from the hotel company. Jundt's first branded products included rouge and face powder, followed by fragrance in 1927. The company broadened its range in 1928, selling through its own salons and upscale retail outlets. Its early identity combined professional beauty services with personalized product preparation. The Charles of the Ritz Individual Powder Blending Service allowed department-store customers to receive face powder blended for their complexion, helping make customization a central part of the brand's luxury proposition. The company also developed the Rejuvenescence Cream line, later renamed Revenescence after a Federal Trade Commission action challenged advertising claims that the cream could restore youthful skin. The brand's best-known enduring lines included Jean Naté, a body-splash and fragrance range introduced in the mid-1930s, Revenescence skincare, and later fragrances such as Enjoli. Charles of the Ritz expanded from elite salons into leading American department stores, including Saks Fifth Avenue and Neiman Marcus. It entered France in the 1950s and opened a Paris salon on Avenue Montaigne, reinforcing its international luxury positioning. In the 1960s, the company became involved in the development and distribution of Yves Saint Laurent perfumes and cosmetics, acquired a major stake in the Yves Saint Laurent house, and participated in the creation of Yves Saint Laurent Beauté. Its corporate identity changed again after a 1964 merger with the Lanvin group, producing the name Lanvin–Charles of the Ritz. The company moved through several ownership phases. Squibb acquired Lanvin–Charles of the Ritz in 1971. In 1986, Squibb sold the division to the Yves Saint Laurent company for a reported $500 million, with the Charles of the Ritz business later sold to Revlon in 1987 while Yves Saint Laurent Beauté was excluded. Under Revlon, the brand's prestige weakened as distribution shifted toward mid-price retail and the company sought to attract new or younger consumers through products such as Express. Revlon also attempted later repositioning efforts, including the Timeless line and an endorsement arrangement involving Kathie Lee Gifford. These efforts did not restore the brand's former status. Revlon discontinued Charles of the Ritz in 2002, although several former fragrances, including Enjoli, continued to be marketed under Revlon's name.
History
The roots of Charles of the Ritz lay in a New York salon rather than in a conventional manufacturing company. In December 1910, hairdresser Charles H. Ritz opened a barber shop and ladies' hairdressing parlour inside the newly opened Ritz-Carlton Hotel at Madison Avenue and 46th Street in Manhattan. The business provided barbering, hairdressing, and manicuring, while also selling cosmetics and toiletries such as cold cream, cuticle cream, and hair tonic under Ritz's own label. In 1919, Ritz sold the ladies' hairdressing business to Charles Jundt, an employee who had trained and worked as a hairdresser in Europe before emigrating to the United States. Jundt began marketing products under the Charles of the Ritz name in 1926. The first products included rouge and face powder; fragrance followed in 1927, initially with perfumes identified simply as A, B, and C. In September 1928, the company introduced a more complete cosmetics range through its salons and retail outlets, supported by a substantial advertising program. Otto J. Cohen, who joined the company as a vice president in 1927, was important to the development of its product and retail model. He is associated with the Rejuvenescence Cream and with the Individual Powder Blending Service, through which face powder was prepared for individual customers. This made the brand distinctive in department stores and helped connect its salon origins with a more scalable luxury-cosmetics business. The company experienced a regulatory setback in 1938. The Federal Trade Commission objected to claims that Rejuvenescence Cream could rejuvenate the skin or restore a youthful appearance, concluding that such representations were false or misleading for a cosmetic product. The company responded by changing the product-line name from Rejuvenescence to Revenescence. This episode became one of the clearest examples of the limits placed on cosmetic efficacy advertising in the period. In 1936, Benjamin E. Levy and Richard B. Salomon purchased the company. Salomon, who had joined the business several years earlier, became president at a young age and remained its leading executive until his retirement in 1972. Charles of the Ritz expanded its product portfolio and market reach during this period. Jean Naté, introduced in the mid-1930s, became one of the brand's longest-running fragrance and body-splash lines. The company also acquired Alexandra de Markoff in 1949. Distribution broadened beyond salons to prestigious American department stores such as Saks Fifth Avenue and Neiman Marcus. The company entered France in 1955 and opened a salon at 51 Avenue Montaigne in Paris in 1956. In 1961 it became publicly traded. The following year it obtained worldwide rights to Yves Saint Laurent perfumes and cosmetics, and in 1963 it acquired an 80 percent interest in the Yves Saint Laurent house. It then launched skincare and makeup under Yves Saint Laurent Beauté. A 1964 merger with the Lanvin group led to the corporate name Lanvin–Charles of the Ritz. Makeup artist Way Bandy joined as salon director of makeup in 1969. The ownership structure changed again in 1971, when E.R. Squibb & Sons acquired the division. During the following decade the portfolio included major fragrance launches associated with both Charles of the Ritz and the wider corporate group. Yves Saint Laurent Beauté introduced Opium in 1977. Charles of the Ritz launched Enjoli in 1978, using a television campaign that characterized it as an eight-hour perfume for a twenty-four-hour woman. In 1984, the brand introduced Forever Krystle and Carrington, fragrances linked to characters from the television drama Dynasty. In 1986, Squibb sold the division to the Yves Saint Laurent company for a reported $500 million. Investment in the new men's fragrance Jazz did not produce the expected results, and the 1987 stock-market crash created additional pressure. Later in 1987, Yves Saint Laurent sold Charles of the Ritz Incorporated to Revlon, excluding Yves Saint Laurent Beauté. Revlon was simultaneously managing a broad portfolio of beauty acquisitions and brands. Under Revlon, Charles of the Ritz lost much of its earlier luxury image. The company sought a revival through products such as Express, introduced in 1991 for a more fashion-aware customer, and through the Timeless line and an endorsement arrangement involving Kathie Lee Gifford. Distribution increasingly included mid-price chains such as J. C. Penney, while the brand retained an association with mature consumers. These efforts failed to restore strong consumer recognition or the earlier prestige positioning. Revlon eventually discontinued Charles of the Ritz in 2002. Some former fragrances, notably Enjoli, continued afterward under Revlon's corporate brand.
- 2002
Brand discontinued
[1]Revlon shuts down Charles of the Ritz after unsuccessful efforts to revive its market position.
- 1991
Express line launches
[1]Revlon introduces Express in an attempt to reach a more fashion-aware customer.
- 1987
Revlon acquires Charles of the Ritz
[1]After Yves Saint Laurent's acquisition and an unsuccessful Jazz investment, Charles of the Ritz is sold to Revlon without Yves Saint Laurent Beauté.
- 1984
Forever Krystle and Carrington launch
[1]The brand introduces fragrances linked to characters from Dynasty.
- 1978
Enjoli launches
[1]Charles of the Ritz introduces Enjoli, supported by a prominent television advertising campaign.
- 1971
Squibb acquires the division
[1]E.R. Squibb & Sons purchases Lanvin–Charles of the Ritz.
- 1964
Merger with Lanvin
[1]The company merges with the Lanvin group and becomes known as Lanvin–Charles of the Ritz.
- 1963
Yves Saint Laurent Beauté is developed
[1]The company acquires an 80 percent interest in Yves Saint Laurent and launches skincare and makeup under Yves Saint Laurent Beauté.
- 1962
Yves Saint Laurent rights are secured
[1]Charles of the Ritz obtains worldwide rights to Yves Saint Laurent perfumes and cosmetics.
- 1961
Charles of the Ritz becomes publicly traded
[1]The company enters the public markets.
Products and positioning
Originally positioned as a prestige salon and department-store beauty house combining professional hairdressing expertise, personalized cosmetics, luxury skincare, and fragrance. Under later ownership, the brand was repositioned toward broader mid-price distribution and mature consumers, with limited success.
Personalized cosmetics
Individual Powder Blending Service
A made-to-order face-powder service associated with Charles of the Ritz's department-store counters. Powder was blended for individual customers, linking the brand's salon heritage with a personalized luxury-shopping experience. The service became one of the company's signature differentiators during its period of prestige expansion.
Skincare
Revenescence
The principal Charles of the Ritz skincare line originally marketed as Rejuvenescence. Following Federal Trade Commission action over claims that the product could rejuvenate skin and restore a youthful appearance, the line was renamed Revenescence. It remained an important part of the brand's skincare identity.
Body splash and fragrance · 1935
Jean Naté
A body-splash and fragrance line introduced in the 1930s. Jean Naté became one of Charles of the Ritz's most enduring product names and represented the company's ability to extend its salon and cosmetics heritage into accessible personal fragrance.
Women's fragrance · 1978
Enjoli
A women's fragrance launched in 1978 and promoted through a memorable television campaign describing it as an eight-hour perfume for a twenty-four-hour woman. Although the Charles of the Ritz brand was later discontinued, Enjoli was among the former Ritz fragrances subsequently sold under Revlon's name.
Women's fragrance · 1984
Forever Krystle
A fragrance introduced in 1984 and associated with the television drama Dynasty. It formed part of Charles of the Ritz's strategy of using entertainment properties and character associations to create recognizable fragrance launches.
Fragrance · 1984
Carrington
A 1984 fragrance connected with Dynasty character branding. Carrington was launched alongside Forever Krystle as part of the brand's television-linked fragrance program during the Revlon-era portfolio expansion.
Cosmetics · 1991
Express
A line introduced in 1991 as an attempt to modernize Charles of the Ritz and appeal to a more fashion-aware customer. Its launch reflected the broader effort to reverse the brand's loss of prestige under Revlon.
Controversies
1938
Federal Trade Commission action over cosmetic claims
The FTC issued a cease-and-desist order concerning advertising claims for Charles of the Ritz products, particularly Rejuvenescence Cream. The regulator found claims that the cream could rejuvenate skin and restore a youthful appearance to be false or misleading. The product line was subsequently renamed Revenescence.
Marketing campaigns
- 1990Timeless endorsement campaign
United States
Revlon used an endorsement arrangement involving Kathie Lee Gifford in an effort to support the Timeless line and refresh Charles of the Ritz's image.
Outcome. The attempted revival did not restore the brand's earlier prestige or provide a durable turnaround.
- 1984Dynasty fragrance tie-ins
United States
Forever Krystle and Carrington were positioned around characters from the television drama Dynasty, using entertainment recognition to support fragrance launches.
Outcome. The launches expanded the brand's celebrity and television-linked product strategy, although the later brand revival was not sustained.
- 1978Enjoli: the eight-hour perfume for the twenty-four-hour woman
United States
Enjoli was promoted through television advertising built around the idea that one fragrance could accompany a woman through multiple roles and activities. The commercial used a remake of Peggy Lee's song I'm a Woman.
Outcome. The campaign became one of the brand's most recognizable advertising executions and gave Enjoli lasting cultural visibility.
- 1928Comprehensive cosmetics launch campaign
United States
The expanded cosmetics range introduced through salons and retail outlets was supported by a reported $250,000 advertising campaign, helping establish Charles of the Ritz as a national prestige beauty name.
Outcome. The campaign supported early growth and wider department-store distribution.
Brand decisions
2002
Discontinue Charles of the RitzStrategyBackground
Revlon faced unsuccessful revival attempts, weak consumer recognition, and difficulty finding a buyer for the line.
Action taken
Revlon shut down the Charles of the Ritz brand.
Aftermath
The brand became defunct, while selected former fragrances, including Enjoli, continued under Revlon's name.
1991
Introduce the Express lineStrategyBackground
Under Revlon, Charles of the Ritz had lost prestige and was increasingly associated with mid-price retail and mature consumers.
Action taken
The company launched Express to appeal to a more fashion-aware customer and refresh the brand's image.
Aftermath
The repositioning did not produce a lasting revival, and later efforts including Timeless also failed to reverse the brand's decline.
1987
Sell Charles of the Ritz to RevlonM&ABackground
After the 1986 transfer to the Yves Saint Laurent company, weak performance from the Jazz men's fragrance investment and the 1987 market crash increased pressure to restructure the portfolio.
Action taken
Yves Saint Laurent sold Charles of the Ritz Incorporated to Revlon, excluding Yves Saint Laurent Beauté.
Aftermath
Revlon attempted several repositioning programs, but Charles of the Ritz progressively lost its luxury image and was ultimately discontinued in 2002.
Reported price paid by Squibb for the division in 1986. $500 million (1986)
1962
Secure worldwide Yves Saint Laurent beauty rightsStrategyBackground
Charles of the Ritz was expanding beyond its original salon and cosmetics base and sought stronger positions in luxury fashion-linked beauty.
Action taken
The company obtained worldwide rights to Yves Saint Laurent perfumes and cosmetics and later acquired an 80 percent interest in the Yves Saint Laurent house.
Aftermath
The move led to Yves Saint Laurent Beauté skincare and makeup and strengthened the company's role in fashion-associated beauty, although the businesses later separated through ownership changes.
1938
Rename Rejuvenescence as RevenescenceOtherBackground
The FTC challenged advertising claims suggesting that the cream could restore youthfulness, creating a regulatory problem around the product name and positioning.
Action taken
Charles of the Ritz changed the skincare line's name from Rejuvenescence to Revenescence.
Aftermath
The renamed line remained part of the brand's skincare portfolio, while the episode demonstrated the regulatory limits on cosmetic rejuvenation claims.
Recent events
- 2002
Revlon discontinues Charles of the Ritz[1]
Bankruptcy
After unsuccessful repositioning efforts and declining brand prestige, Revlon shut down the Charles of the Ritz line.
- 1978
Enjoli launches with an eight-hour perfume campaign[1]
Product launch · Campaign
Charles of the Ritz introduced Enjoli, promoted through a widely remembered television advertising concept aimed at the so-called twenty-four-hour woman.
- 1971
Lanvin–Charles of the Ritz is acquired by Squibb[1]
M&A
E.R. Squibb & Sons acquired the Lanvin–Charles of the Ritz division, beginning a new corporate ownership phase.
- 1962
Charles of the Ritz secures worldwide Yves Saint Laurent beauty rights[1]
M&A
The company obtained worldwide rights to Yves Saint Laurent perfumes and cosmetics and subsequently expanded its involvement in Yves Saint Laurent Beauté.
- 1961
Charles of the Ritz becomes a public company[1]
Other
The company became publicly traded during a period of expansion in luxury cosmetics and international distribution.
Sources1 sources
Cite this profile: Cite the canonical profile. /brand-wiki/charles-of-the-ritz · Editorial policy · How profiles are compiled