Convinced that European women were as “face-conscious” as they were “fashion-conscious,” Estée launched her brand at Harrods in London in 1960, after years of charming its buyer. Next came Galeries Lafayette in Paris, where Estée famously spilled Youth-Dew on the floor, prompting customers to ask about the intoxicating aroma, and securing her a spot at the counters. “They later said I did it on purpose. I’ll never tell,” she mused.
The brand would expand into the rapidly emerging markets of Moscow in 1981, and Shanghai in 1993. Today, Estée Lauder is sold in over 150 countries across the globe.