industry personal care founded 1851 founder john kiehl headquarters 3rd avenue manhattan new york city u.s. area served worldwide key people aaron morse irving morse jami morse heidegger products cosmetics parent l or al website kiehls.com kiehl s is an american cosmetics brand retailer that specializes in premium skin hair and body care products . it started as a single pharmacy in manhattan at third avenue and east 13th street in 1851 . kiehl s was purchased by the l or al group in 2000 and currently has more than 250 retail stores worldwide and over 1 000 points of sale supplemented by sales in high end department stores select airport locations as well as independent stockists . in contrast to its market competitors kiehl s is distinguished for its unorthodox marketing approach exceptionally large male clientele base and its products simple and straightforward packaging . contents 1 history 1.1 foundation 1.2 acquisition by l or al 2 business 2.1 stores 2.2 products and sales 2.3 clientele 2.4 philanthropy 3 references 4 further reading 5 external links history edit foundation edit the corner of third and east 13th street known as pear tree corner in what is now the east village of manhattan circa 1900 where kiehl s has been located since its founding in 1851 . co presidents klaus heidegger and jami morse heidegger in 2014 . founded in 1851 by john kiehl kiehl s began as a homeopathic pharmacy located at 3rd avenue and 13th street in the east village of new york city . in 1921 irving morse a former apprentice and russian jewish migr who had studied pharmacology at columbia university purchased the store . morse was involved in the development of many kiehl s products that are still popular today including blue astringent herbal lotion and creme de corps . 1 2 irving s son aaron morse who also studied pharmacology at columbia university and was a former world war ii pilot citation needed took over the store in the 1960s . the younger morse was credited for propelling kiehl s from obscurity in the 1950s to international recognition as an upscale natural cosmetics shop in the 1980s . 1 2 aaron transitioned the store from the traditional pharmaceuticals his father preferred to develop skin care lines . after he died in 1995 his desk and some of his vintage motorcycles were prominently showcased in the store . 2 by then aaron s daughter jami morse heidegger had been operating the business since 1988 . described as a clever marketer she relied on word of mouth and extensive free samples and gifts to market kiehl s products rather than traditional advertising . 1 acquisition by l or al edit in april 2000 the french beauty and cosmetics company l or al acquired kiehl s for between 100 150 million . l or al had pursued the purchase of the company for more than two years but the real catalyst for a deal came when kiehl s had difficulty handling the growing volume of orders due to the company s growing popularity . morse heidegger then president of kiehl s said we took a long hard look at the situation and we felt that in order to keep up with the demand in order to not be out of stock in order to fulfill our destiny if you will we needed to take on a partner . 3 with the purchase l or al stated it planned to increase the brand s presence but maintain it as a luxury line rather than a mass market one . kiehl s would also be expanded internationally . 3 at the same time kiehl s newly appointed president michelle taylor said the thing most important to me is to keep kiehl s true to what it is . respect for old fashioned values is really who we are . 4 business edit stores edit vintage druggist relics displayed in the storefront window of kiehl s original pharmacy kiehl s in west edmonton mall kiehl s monmouth street covent garden london for the first 150 years of the company kiehl s only ran one store with its products also selling in high end department stores such as neiman marcus barneys bergdorf goodman saks fifth avenue and harvey nichols . 5 following its acquisition by l or al though the company expanded from its one manhattan flagship store to more than 30 stores today . 6 kiehl s sales have also more than quadrupled increasing from 40 million in 2000 to past 200 million in 2009 . 7 kiehl s original store located at 3rd avenue and 13th street in the east village of manhattan occupies the same space as when it was founded in 1851 . 1 the site of kiehl s location is known as pear tree corner for the pear tree peter stuyvesant governor of the dutch colony new amsterdam planted there in 1647 . 8 a wagon collision felled the tree in 1867 ; it was then known as the oldest living thing in the city of new york . 9 in november 2003 kiehl s initiated the replanting of a new pear tree in its spot . 10 today the store has evolved into a neighborhood institution ; frommer s 2010 new york city travel guide states kiehl s is more than a store it s a virtual cult . 11 distinguishing features of the store include its window display of vintage druggist relics and the collection of classic harley davidson and indian motorcycles housed within its doors . 1 12 products and sales edit compared to its competitors kiehl s states that it spends three to five more times on its upscale natural cosmetic products . at the same time kiehl s merchandise is priced at the lower end of prestige skin care while being distinguished for its simple and straightforward packing which speaks to the old apothecary concept . 4 to this day kiehl s signature products such as its blue astringent 13 creme de corps 14 and original musk oil 15 continue to remain customer favorites . to market its products kiehl s applies a non traditional marketing approach that relies heavily on free product samples word of mouth endorsements from existing customers and innovative marketing techniques . 16 particularly known for its generous sampling policy kiehl s gave away more than 12 million samples a year which represents 80 percent of their total marketing budget according to lynn upshaw in truth the new rules for marketing in a skeptical world . upshaw writes the kiehl s way of selling is not to sell at all they believe the products will do what they do and no hype will change that . 17 donations most prominently in charity event gift bags also attract customers . 4 on a local store level kiehl s works to understand each new location and develop a unique approach for that market . for example for the opening a new store in new york s upper west side kiehl s supported improvements to a local playground in central park a hot community topic at the time . 16 18 within the stores kiehl s is known for its focus on customer service and its retail brand experience . their lab coated staff undergoes an intensive four week residency schooling that drills them in the chemistry use and application of kiehl s products . 19 clientele edit a classic 1934 harley davidson rl motorcycle previously owned by american film actor clark gable displayed in kiehl s flagship store . kiehl s vintage motorcycles numbering more than 100 are displayed around the world . allan mottus the editor of the cosmetics industry magazine the informationist stated the kiehl s store always attracted a cutting edge younger crowd . 4 compared to other cosmetics stores kiehl s is also known for appealing to an exceptionally large male clientele which represents 30 to 40 percent of the company s customer base . 20 in cities like new york and los angeles nearly half of all customers are men . according to wendy liebmann chief executive of new york research firm wsl strategic retail kiehl s changes the paradigm with a health and wellness approach that demystifies cosmetics . there s no intimidating hocus pocus . it feels authentic and fun . 7 philanthropy edit kiehl s is recognized for its philanthropic activities . more than 40 years ago aaron morse wrote the mission of kiehl s a 137 word statement which committed the company to the objective of making for better citizens better firms and better communities . 21 22 today the cosmetics retailer is focused on three primary philanthropic causes aids research and prevention children s well being and the environment . 21 kiehl s stores have also begun to regularly host pet adoption events . 23 in august 2010 the company launched its inaugural kiehl s liferide for amfar the foundation for aids research . at the end of the six day charitable motorcycle ride up the coast of california chris salgardo the president of kiehl s usa who led the group on his own harley davidson presented an 85 000 check to amfar . 7 24 references edit a b c d e mike albo 18 january 2007 . critical shopper ; grand old apothecary version 2.0 . the new york times . a b c monte williams 7 may 1995 . neighborhood report east side ; farewell to the man behind kiehl s . the new york times . a b constance l. hays 18 april 2000 . kiehl s cosmetics company bought by france s l oreal . the new york times . a b c d alex witchel 12 august 2001 . counterintelligence ; new owners let kiehl s be kiehl s . the new york times . heather chaplin 1 july 2000 . selling out trendy kiehl s was the ultimate family firm . so why the heck cash out . cnn . joyce smith 17 august 2010 . kiehl s opens store within a store at dillard s in independence . kansas city star . a b c mark albright 17 august 2010 . kiehl s makes inroads into elusive male cosmetics market . st. petersburg times . 1867 pear tree corner . kiehl s. retrieved 23 august 2010 . jim o grady 9 november 2003 . a new pear tree will pay homage to old new york . the new york times . stuyvesant s pear tree replanted on 13th st. . the villager . 19 25 november 2003 . kiehl s . frommer s. the new york times . 2010 . retrieved 23 august 2010 . the 100 vintage motorcycle collection . kiehl s. retrieved 23 august 2010 . 1964 the blue stuff . kiehl s. retrieved 23 august 2010 . 1970s a rich buttery performance . kiehl s. retrieved 23 august 2010 . 1958 love oil is discovered . kiehl s. retrieved 23 august 2010 . a b deirdre sullivan 10 april 2006 . kiehl s executive reveals secrets of guerrilla marketing to fashion club . the wharton journal . upshaw lynn b. 2007 . truth the new rules for marketing in a skeptical world . new york ny amacom . p. 48 . isbn 978 0 8144 7376 4 . retrieved 23 august 2010 . upshaw . truth the new rules for marketing in a skeptical world . p. 48 . retrieved 23 august 2010 . upshaw . truth the new rules for marketing in a skeptical world . p. 47 . retrieved 23 august 2010 . upshaw . truth the new rules for marketing in a skeptical world . p. 49 . retrieved 23 august 2010 . a b kiehl s in the community . kiehl s. retrieved 23 august 2010 . kiehl s since 1851 inc. . funding universe . retrieved 23 august 2010 . emili vesilind 28