Brunswick Apotheke opens as a neighborhood pharmacy on the corner of 13th Street and Third Avenue in New York.
This story first appeared in the March 30, 2016 issue of WWD. Subscribe Today.
Apprentice John Kiehl purchases the original East Village location and renames it Kiehl Pharmacy.
Irving Morse buys the pharmacy from John Kiehl, introducing skin and hair products under the name Kiehl’s Since 1851.
Under Morse’s influence, customer sampling is encouraged, and “try before you buy” becomes the pharmacy’s motto. Kiehl’s also begins listing its ingredients on product labels.
Aaron Morse takes over the family business from his father, Irving.
In an attempt to appeal to male customers, Aaron Morse begins displaying his collection of vintage Harley-Davidson and Indian motorcycles as decor inside the pharmacy.
Blue Astringent Herbal Lotion launches. Store regular Andy Warhol loves it so much that he only buys it in its largest size, a 32-oz.bottle.
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Kiehl’s Lip Balm #1 is launched.
Ultra Facial Moisturizer and Creme de Corps are introduced.
Bergdorf Goodman becomes the first wholesale account.
Jami Morse Heidegger, daughter of Aaron Morse, takes the helm of the family business.
As its first foray into “adventure testing,” Kiehl’s sponsors the first ascent of Mount Everest’s East Face without supplemental oxygen. Climbers are supplied with skin-care formulas from the company to protect skin from the elements.
After customer demand becomes overwhelming, Jami Morse Heidegger sells Kiehl’s to Cosmair, the American licensee of L’Oréal that will later become L’Oréal USA, for an estimated $180 million.
Kiehl’s opens its second freestanding store in the Pacific Heights district of San Francisco. Plans for Boston and Los Angeles locations are unveiled.
The first international freestanding store opens in London’s Covent Garden.
Dermatologist Solutions is launched with three items, including the Powerful Strength Line-Reducing Concentrate with a 10.5 percent level of stabilized vitamin C, said to withstand degradation.
Ultra Fac ial Cream, a richer version of the original Ultra Facial Moisturizer, is introduced.
With the launch of Midnight Recovery Concentrate, Kiehl’s becomes an early adopter of the facial oil trend.
LifeRide for amfAR, a 12-day charity motorcycle trip, is introduced to fund AIDS research. Routes over the years have ranged from San Diego to San Francisco to Miami to Washington.
The Oil Eliminator skin-care range, developed with a proprietary technology based in aerogel, an insulation material used by NASA, is introduced. An outer-space-themed social media campaign ensues, centered on the launch of a weather balloon carrying the new products to an elevation of almost 120,000 feet above the Earth.
The Smithsonian Institution adds 10 products to its Kiehl’s collection, which numbers more than 100.