Kiehl's
Corporate brand
UnclaimedA New York-founded apothecary-derived skincare, haircare, and body-care brand owned by L'Oréal.
Last updated November 4, 2026
AI crawler reads
No AI crawler has read this profile yet.
Overview
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.
History
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.
- 2025
Kiehl's enters intimate care
[1]The brand introduced the Personals line and later promoted it through the Pubic Display Type campaign.
- 2022
The original flagship is renovated
[1]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.
- 2010
The first Kiehl's Liferide for amfAR takes place
[1]The brand launched a charitable motorcycle ride supporting amfAR and AIDS research.
- 2003
A pear tree is replanted at Pear Tree Corner
[1]Kiehl's initiated the planting of a new pear tree near the historic flagship, recalling the landmark associated with the store's neighborhood location.
- 2000
L'Oréal acquires Kiehl's
[1]L'Oréal purchased Kiehl's to support the brand's capacity and international development while retaining its prestige positioning.
- 1988
Jami Morse Heidegger assumes leadership
[1]Jami Morse Heidegger began leading Kiehl's and expanded distribution through selective high-end retail while preserving the flagship-store model.
- 1960
Aaron Morse redirects the business toward skincare
[1]Aaron Morse took over during the 1960s and moved Kiehl's from a traditional pharmacy model toward specialized skincare and body-care products.
- 1921
Irving Morse acquires the pharmacy
[1]Former apprentice Irving Morse purchased the business and helped develop products that later became associated with Kiehl's.
- 1851
Kiehl's opens as a Manhattan pharmacy
[1]John Kiehl founded the business as a homeopathic pharmacy at Third Avenue and East 13th Street in New York City's East Village.
Products and positioning
Premium, apothecary-inspired skincare combining ingredient knowledge, practical product education, approachable service, and a strong sampling and community-retail culture.
Facial skincare
Calendula Herbal-Extract Toner
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.
Facial skincare
Ultra Facial Cream
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.
Body care
Creme de Corps
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.
Eye care
Creamy Eye Treatment with Avocado
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.
Facial skincare
Blue Astringent Herbal Lotion
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.
Intimate care · 2025
Personals
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.
Controversies
2025
Controversy over Personals advertising
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.
Marketing campaigns
- 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.
- 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.
- 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.
Brand decisions
2025
Launch the Personals intimate-care lineProduct launchBackground
Kiehl's sought to extend its skincare and body-care positioning into intimate personal care.
Action taken
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.
2022
Renovate and reinterpret the historic flagshipStrategyBackground
The original East Village store had become a key symbol of Kiehl's apothecary heritage and customer experience.
Action taken
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.
2000
Accept acquisition by L'OréalM&ABackground
Growing demand put pressure on Kiehl's ability to keep products in stock and fulfill orders under its small independent operating structure.
Action taken
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.
Recent events
Reported
Kiehl's announces Super Multi Corrective Anti Aging Eye Cream[2]
Kiehl's announced its Super Multi Corrective Anti Aging Eye Cream, with availability planned for March 14 at Kiehl's stores and Kiehls.com.
- Unconfirmed
Reported
Kiehl’s and CDFG partner on Hainan pop-ups[3]
Kiehl’s Travel Retail Asia Pacific and China Duty Free Group partnered to create ‘Live it up with Kiehl’s’ pop-up points of sale at two Hainan shopping locations during January and February.
Sources3 sources
Cite this profile: Cite the canonical profile. /brand-wiki/kiehls · Editorial policy · How profiles are compiled