Kiehl's is a cosmetics brand retailer from the USA that specializes in producing premium skin, hair, and body care goods. Established as a single pharmacy in New York City's East Village in 1851, Kiehl's was purchased by the L'Oréal Group in 2000 and has more than 250 retail stores worldwide, and over 1000 points of sale supplemented by sales in high-end department stores, select airport locations, as well as independent stockists.
Founded in 1851 by John Kiehl, Kiehl's launched as a homeopathic pharmacy located at 3rd Avenue and 13th Street in New York City. In 1921, Irving Morse, a retired apprentice and Russian Jewish émigré who had studied pharmacology at Columbia University, acquired the store. Morse was included in the development of many Kiehl's goods that are still famous now, containing Creme deCorps and Blue Astringent Herbal Lotion.
Aaron Morse, Irving's son, who studied pharmacology at Columbia took over the business in the 1960s. The younger Morse credited for moving Kiehl's from obscurity in the 1950s to global acceptance as an upscale common cosmetics shop in the 1980s. Aaron turned the store from the conventional pharmaceuticals his father preferred to produce skin care ranges. After he had died, his desk and some of his motorcycles were prominently exhibitions in the store.
By then, Aaron's daughter, Jami Morse Heidegger, running the business since 1988. Described as "a clever marketer," she relied on word of mouth and inclusive free samples and gifts to shop Kiehl's products, rather than traditional promotion.