Kiehl's

Kiehl's is an American premium skincare, haircare, and body-care brand whose identity is rooted in a single nineteenth-century New York apothecary. John Kiehl founded the original business in 1851 at the corner of Third Avenue and East 13th Street in Manhattan's East Village. The location remained central to the brand's identity: its old-fashioned pharmacy character, product-testing culture, educational staff, and displays of motorcycles and druggist memorabilia helped distinguish Kiehl's from more conventional beauty retailers. The business changed direction and expanded its expertise under the Morse family. Irving Morse, a former Kiehl's apprentice with pharmacology training, acquired the store in 1921. He helped develop and commercialize products that became enduring parts of the range, including Blue Astringent Herbal Lotion and Creme de Corps. His son Aaron Morse, also trained in pharmacology, assumed control during the 1960s. Aaron moved the business away from a traditional pharmacy model and toward specialized skincare, while preserving an emphasis on formulation knowledge, practical product education, and a direct relationship with customers. From 1988 to 2000, Aaron's daughter Jami Morse Heidegger led the company. During this period Kiehl's remained centered on its original store but broadened distribution through high-end department stores and other selective retail channels. Its growth depended less on conventional mass advertising than on recommendations, generous sampling, gifts, community involvement, and the perceived performance of its products. This approach helped the brand acquire a strong following while retaining an accessible, non-intimidating image. Kiehl's also became unusually popular with men for a prestige skincare brand; men have historically represented a substantial share of its clientele. L'Oréal acquired Kiehl's in 2000 after the brand's growing demand made its small-scale operating structure difficult to maintain. The acquisition gave Kiehl's access to international distribution, manufacturing, and retail resources, while L'Oréal stated that it intended to preserve the brand's premium positioning rather than turn it into a mass-market label. Kiehl's subsequently expanded from its original Manhattan store into a global network of boutiques, department-store counters, airport locations, and independent stockists. The brand's core business covers facial skincare, body care, haircare, men's grooming, and selected cosmetics and wellness-oriented products. Its best-known offerings include Calendula Herbal-Extract Toner, Ultra Facial Cream, Creme de Corps, and avocado-based eye care. Packaging commonly uses a straightforward apothecary aesthetic, and store employees receive extensive product and formulation training. Kiehl's has also used samples, consultations, local store initiatives, and charitable partnerships as important parts of its customer experience. Kiehl's remains positioned between clinical or pharmacy-inspired skincare and prestige beauty. Its communications emphasize ingredient knowledge, testing, efficacy, and approachable service rather than overt glamour. The brand is also associated with philanthropy, particularly support for AIDS research and prevention, children's well-being, environmental causes, and animal-related initiatives. Its motorcycle heritage and community-oriented retail culture continue to form part of its distinctive brand mythology. As an active L'Oréal brand, Kiehl's operates internationally while maintaining a strong connection to its East Village origins.

Kiehl's began in 1851 as a homeopathic pharmacy at Third Avenue and East 13th Street in New York City's East Village. The founding business was associated with John Kiehl and remained tied to the same Manhattan site, later known as Pear Tree Corner. The location's historic character became an important part of the brand's identity, distinguishing it from newer beauty chains. In 1921, Irving Morse acquired the pharmacy. Morse had worked as an apprentice at Kiehl's and studied pharmacology at Columbia University. Under his stewardship, the business developed products that later became longstanding elements of the range, including Blue Astringent Herbal Lotion and Creme de Corps. The company retained its pharmacy-derived image but gradually increased its focus on preparations for skin and body care. Aaron Morse, Irving's son, took over during the 1960s. A Columbia-trained pharmacologist and former World War II pilot, Aaron shifted Kiehl's from a conventional pharmacy toward specialized skincare. He helped establish the brand's emphasis on formulation knowledge, ingredient communication, product testing, and practical advice. His interest in motorcycles also became part of the retail environment; Kiehl's stores displayed motorcycles and other artifacts associated with his collection, creating an unconventional setting that appealed to customers beyond the traditional cosmetics audience. Jami Morse Heidegger, Aaron's daughter, operated Kiehl's from 1988 until its sale to L'Oréal in 2000. She preserved the original single-store model while placing products in high-end department stores and other selective outlets. Her approach relied heavily on word of mouth, product sampling, gifts, charity-linked activities, and store-level community relationships instead of conventional large-scale advertising. This helped Kiehl's grow while maintaining an independent and neighborhood-oriented image. The brand became particularly notable for attracting men, who historically accounted for an unusually large proportion of its customers compared with other prestige cosmetics retailers. By 2000, increased demand had created operational and inventory challenges for the small company. L'Oréal acquired Kiehl's in April of that year. The transaction enabled broader production, distribution, and international retail expansion. L'Oréal's stated intention was to grow the brand while keeping it in the luxury or prestige segment. After the acquisition, Kiehl's expanded beyond the original Manhattan store into boutiques, department stores, airport locations, and independent stockists in multiple countries. The post-acquisition business retained many of its pre-existing practices. Stores continued to present products in simple packaging influenced by old apothecaries, while employees received extensive training in product use and formulation. Sampling and consultation remained central to the customer journey. Rather than relying solely on abstract beauty imagery, Kiehl's used educational explanations, demonstrations, community events, and service to reduce the intimidation often associated with skincare. Kiehl's philanthropy developed from a mission statement attributed to Aaron Morse that emphasized better citizens, firms, and communities. The brand has supported AIDS research and prevention, children's welfare, environmental work, pet adoption, and related community programs. Its Liferide for amfAR combined the motorcycle motif with fundraising for AIDS research. The original East Village store continued to function as both a retail location and a historical symbol. In 2003, Kiehl's initiated the replanting of a pear tree at the site, recalling the tree traditionally associated with Pear Tree Corner. In 2022, the roughly 170-year-old flagship was renovated and linked to the 'We Skincare About You Since 1851' campaign. More recent brand activity has included expansion into intimate care and provocative advertising, including the 2025 Personals and Pubic Display Type initiatives. Kiehl's therefore combines a nineteenth-century retail origin with a contemporary international beauty business under L'Oréal.

1. 2025Kiehl's enters intimate care

   The brand introduced the Personals line and later promoted it through the Pubic Display Type campaign.

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2. 2022The original flagship is renovated

   Kiehl's updated its East Village store and used the 'We Skincare About You Since 1851' campaign to connect the renovation with the brand's heritage.

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3. 2010The first Kiehl's Liferide for amfAR takes place

   The brand launched a charitable motorcycle ride supporting amfAR and AIDS research.

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4. 2003A pear tree is replanted at Pear Tree Corner

   Kiehl's initiated the planting of a new pear tree near the historic flagship, recalling the landmark associated with the store's neighborhood location.

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5. 2000L'Oréal acquires Kiehl's

   L'Oréal purchased Kiehl's to support the brand's capacity and international development while retaining its prestige positioning.

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6. 1988Jami Morse Heidegger assumes leadership

   Jami Morse Heidegger began leading Kiehl's and expanded distribution through selective high-end retail while preserving the flagship-store model.

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7. 1960Aaron Morse redirects the business toward skincare

   Aaron Morse took over during the 1960s and moved Kiehl's from a traditional pharmacy model toward specialized skincare and body-care products.

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8. 1921Irving Morse acquires the pharmacy

   Former apprentice Irving Morse purchased the business and helped develop products that later became associated with Kiehl's.

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9. 1851Kiehl's opens as a Manhattan pharmacy

   John Kiehl founded the business as a homeopathic pharmacy at Third Avenue and East 13th Street in New York City's East Village.

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Premium, apothecary-inspired skincare combining ingredient knowledge, practical product education, approachable service, and a strong sampling and community-retail culture.

• Calendula Herbal-Extract TonerFacial skincare

  A botanical facial toner built around calendula extract and associated with Kiehl's apothecary-inspired skincare identity. It is one of the brand's most recognizable facial-care products and is commonly positioned as a gentle preparation step in a skincare routine.

• Ultra Facial CreamFacial skincare

  A daily facial moisturizer and one of Kiehl's best-known products. Its role in the range reflects the brand's emphasis on straightforward, broadly usable formulas and practical hydration rather than highly theatrical beauty positioning.

• Creme de CorpsBody care

  A body moisturizer developed during the Morse era and retained as a signature product. Creme de Corps represents Kiehl's expansion beyond facial products into routine body care and is closely associated with the brand's long product history.

• Creamy Eye Treatment with AvocadoEye care

  An avocado-associated eye-care product and a prominent example of Kiehl's treatment-led facial range. It extends the brand's ingredient-focused approach into the specialized eye-care category.

• Blue Astringent Herbal LotionFacial skincare

  An herbal facial lotion associated with Irving Morse's period of product development. It is part of the brand's historical product legacy and illustrates the transition from pharmacy goods to branded skincare.

• PersonalsIntimate care2025

  An intimate-care line introduced by Kiehl's in 2025. Its launch was accompanied by intentionally provocative advertising designed to question conventional beauty presentation and extend the brand into a more personal-care-oriented category.

• 2025Pubic Display Type

  International markets

  A provocative campaign for the Personals intimate-care line used a custom typeface made from human pubic hair. The work challenged conventional beauty imagery and generated debate after related advertising faced censorship in some retail and social-media contexts.

  Outcome. Received attention for its unconventional creative approach and controversy over taste, censorship, and publicity-driven marketing.

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• 2022We Skincare About You Since 1851

  United States

  A heritage campaign accompanied the renovation of Kiehl's original East Village flagship and emphasized continuity between the nineteenth-century pharmacy and the modern international brand.

  Outcome. Used to frame the flagship renovation as a celebration of the brand's history and customer relationship.

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• 2010Kiehl's Liferide for amfAR

  United States

  A multi-day charitable motorcycle ride along the California coast connected Kiehl's motorcycle heritage with fundraising for amfAR and AIDS research.

  Outcome. The event concluded with a reported donation to amfAR.

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• 2025Launch the Personals intimate-care lineProduct launch

  Kiehl's sought to extend its skincare and body-care positioning into intimate personal care.

  What changed. The brand introduced Personals and supported it with advertising that deliberately used unconventional depictions of body hair.

  Aftermath. The launch generated visibility and controversy, including discussion of censorship and the boundaries of beauty advertising.

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• 2022Renovate and reinterpret the historic flagshipStrategy

  The original East Village store had become a key symbol of Kiehl's apothecary heritage and customer experience.

  What changed. Kiehl's renovated the approximately 170-year-old flagship and connected the project to a heritage-focused campaign.

  Aftermath. The store continued to serve as a physical expression of the brand's origins and international growth.

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• 2000Accept acquisition by L'OréalM&A

  Growing demand put pressure on Kiehl's ability to keep products in stock and fulfill orders under its small independent operating structure.

  What changed. Kiehl's accepted a partnership with L'Oréal, which acquired the brand and provided resources for capacity, distribution, and international expansion.

  Aftermath. The brand expanded internationally while remaining positioned as a premium line rather than being converted into a mass-market brand.

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• 2025Controversy over Personals advertisingControversy

  Kiehl's faced criticism and public debate after Personals advertisements showed models with visible pubic hair and some executions were censored in stores and on social media. The follow-up Pubic Display Type campaign intensified discussion about whether the work challenged beauty conventions or functioned primarily as a provocative publicity tactic.

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• 2025Kiehl's introduces the Personals intimate-care line

  Kiehl's introduced an intimate-care range supported by advertising that used visible pubic hair and subsequently attracted debate after some executions were censored in retail and social-media settings.

  Product launchCampaignOther
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• 2025Kiehl's follows with the Pubic Display Type campaign

  The follow-up campaign used a typeface constructed from human pubic hair and was presented as a challenge to conventional beauty imagery, while also generating criticism as a publicity tactic.

  CampaignOther
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• 2025Kiehl's uses pubic-hair typography in response to advertising censorship

  The “Pubic Display Type” campaign used typography made from symbolic pubic-hair imagery after earlier Personals advertising was treated as sensitive content or removed in some contexts.

  CampaignOther
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• 2025Kiehl's responds to advertising restrictions with “Pubic Display Type”

  After imagery for Kiehl's Personals featuring visible body hair encountered censorship or sensitive-content treatment, the brand used pubic-hair lettering in a follow-up campaign promoting body positivity.

  CampaignOther
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• 2025Kiehl's responds to censorship with Pubic Display Type

  After some campaign imagery was removed or labeled sensitive, Kiehl's used typography formed from pubic hair to continue its body-hair and anti-censorship message.

  CampaignOther
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• 2024Kiehl's launches Kiehl's Personals intimate-care collection

  The brand introduced products for concerns including ingrown hairs, uneven tone and odor in intimate areas, supported by a social-first campaign.

  Product launchCampaign
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• 2024Kiehl's promotes refillable packaging with “Don't Rebuy. Just Refill”

  A campaign encouraged consumers to choose refill formats where available and highlighted the environmental consequences of single-use packaging.

  CampaignOther
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• 2024Kiehl's launches Kiehl's Personals intimate-care line

  The brand entered intimate care with products and educational content addressing body-hair and intimate-skin concerns.

  Product launch
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• 2024Kiehl's promotes refillable packaging in “Don't Rebuy. Just Refill”

  A stop-motion campaign encouraged consumers to choose refillable formats where available and highlighted the environmental costs of single-use packaging.

  Campaign
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• 2024Kiehl's launches the 'Kids should stay kids' campaign

  A Marcel Paris campaign used social, print, outdoor and digital-outdoor media to argue that children should be allowed to retain the innocence and healthy routines of childhood.

  Campaign
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• 2024Kiehl's Personals creative receives sensitive-content treatment

  Advertising for the brand's intimate-area-care line used candid depictions of bodies and visible pubic hair. Some store signage was reportedly requested to be removed and social platforms applied sensitive-content treatment, after which the brand continued the conversation through educational messaging.

  CampaignOther
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• 2024Kiehl's launches a campaign urging children to remain children

  A campaign used images of muddy children and messaging about the only mask children should wear to criticize the pressure for children to adopt adult beauty routines, while emphasizing basic hydration and sun protection.

  Campaign
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• 2024Kiehl's responds to censorship of intimate-care advertising

  After imagery for Kiehl's Personals was restricted or flagged in some placements, the brand created a provocative follow-up execution using typography made from pubic hair to continue its body-positivity message.

  CampaignOther
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• 2024Kiehl's promotes refillable packaging with Don't Rebuy. Just Refill

  The campaign encouraged customers to choose refill formats where available and highlighted the environmental cost of single-use packaging.

  CampaignOther
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• 2024Chris Salgardo discusses his transition from Kiehl's to Atwater

  A podcast episode examined former Kiehl's president Chris Salgardo's move from leading the L'Oréal-backed brand to developing his own men's skincare company.

  Leadership change
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• 2022Kiehl's renovates its original East Village flagship

  The original Manhattan store was revamped as a tribute to the brand's long history and growth, accompanied by the 'We Skincare About You Since 1851' campaign.

  CampaignOther
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• 2022Kiehl's unveils the “We Skincare About You Since 1851” campaign and renovated East Village flagship

  The brand reopened its historic New York flagship after modernization and introduced a campaign centered on heritage, personalized service, generosity, and community.

  CampaignOther
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• 2018Kiehl's expands programmatic and data-driven marketing

  Kiehl's increased its use of customer data, programmatic media, email, text messaging, and replenishment tools while continuing to emphasize experiential retail and relatively restrained paid advertising.

  Other
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• 2018Kiehl's introduces AI-supported replenishment messaging

  Working with OrderGroove, the brand began extending predictive replenishment prompts from email into text messages, encouraging customers to reorder products based on prior purchasing behavior.

  Other
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• 2017Kiehl's appoints Megan Grant as U.S. brand president

  Megan Grant succeeded Chris Salgardo as U.S. brand president, while Salgardo continued with the company as a brand ambassador.

  Leadership change
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• 2014Kiehl's sends a product into the stratosphere for a men's launch

  The brand used a balloon-powered vehicle carrying a new men's moisturizer and cameras as an unconventional product-launch and social-media stunt.

  CampaignProduct launch
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• 2014Kiehl's sends a men's moisturizer into the stratosphere

  For a men's skincare launch, Kiehl's used a balloon-powered vehicle equipped with cameras to carry the product into the stratosphere, linking the creative idea to an insulation material associated with spacecraft technology.

  CampaignProduct launch
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• 2014Kiehl's launches a stratospheric product promotion

  The brand promoted a men's skincare launch with a balloon-powered vehicle carrying product and cameras into the stratosphere, linking the campaign to aerospace-inspired product technology.

  CampaignProduct launch
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• 2010Kiehl's launches its first Liferide for amfAR

  Kiehl's organized a charitable motorcycle ride in California supporting amfAR, linking the event to the brand's motorcycle heritage and AIDS-research fundraising.

  Campaign
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• 2000L'Oréal acquires Kiehl's

  L'Oréal acquired the New York apothecary-derived brand to support its growing demand and international expansion while retaining its premium positioning.

  M&A
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• 2000L'Oréal acquires Kiehl's Since 1851

  L'Oréal announced the acquisition of Kiehl's, adding the New York apothecary brand to its luxury beauty activities and enabling broader international development.

  M&A
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• 2000L'Oréal agrees to acquire Kiehl's

  L'Oréal announced the acquisition of the privately held New York skincare company, bringing the apothecary brand into its international beauty portfolio.

  M&A
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• Kiehl's continues international expansion under L'Oréal Luxe

  The brand has expanded its direct retail, digital commerce and international distribution while maintaining a heritage-based specialist skincare identity.

  Other
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• Kiehl's expands its recycling and refill-related initiatives

  Kiehl's has promoted packaging-return, recycling, and refill-related programs in selected markets as part of its environmental and community positioning. Availability and program mechanics differ by country.

  Other
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• Kiehl's runs a Saudi Arabia drive-to-web campaign

  A programmatic campaign in Saudi Arabia used display advertising, audience targeting, retargeting, and a limited-time offer to generate qualified visits to Kiehl's e-commerce site.

  CampaignPricing
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• Kiehl's UK listed as an active affiliate merchant

  A third-party affiliate platform described the UK operation as active, covering skincare, haircare, body care, men's grooming and gift sets, with approved publishers able to promote products on a cost-per-action basis.

  Other
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• Kiehl's UK receives mixed customer-service reviews

  Customer reviews on Trustpilot include both positive and negative experiences, with some reviewers criticizing promotional gifts, seasonal products and online customer service. The reviews are user-generated and do not by themselves establish a regulatory or legal finding.

  Other
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1. Kiehl's
2. Kiehl's uses pubic-hair typography in response to advertising censorship
3. Kiehl's responds to advertising restrictions with “Pubic Display Type”
4. Kiehl's launches Kiehl's Personals intimate-care collection
5. Kiehl's promotes refillable packaging with “Don't Rebuy. Just Refill”
6. Kiehl's launches Kiehl's Personals intimate-care line
7. Kiehl's launches the 'Kids should stay kids' campaign
8. Kiehl's responds to censorship of intimate-care advertising
9. Chris Salgardo discusses his transition from Kiehl's to Atwater
10. Kiehl's unveils the “We Skincare About You Since 1851” campaign and renovated East Village flagship
11. Kiehl's expands programmatic and data-driven marketing
12. Kiehl's introduces AI-supported replenishment messaging
13. Kiehl's appoints Megan Grant as U.S. brand president
14. Kiehl's sends a product into the stratosphere for a men's launch
15. Kiehl's launches a stratospheric product promotion
16. L'Oréal acquires Kiehl's Since 1851
17. L'Oréal agrees to acquire Kiehl's
18. Kiehl's continues international expansion under L'Oréal Luxe
19. Kiehl's expands its recycling and refill-related initiatives
20. Kiehl's runs a Saudi Arabia drive-to-web campaign
21. Kiehl's UK listed as an active affiliate merchant
22. Kiehl's UK receives mixed customer-service reviews