Shiseido stepped into the world of cosmetics with the introduction of Eudermine in 1897, and established the Cosmetics Division and a store selling cosmetics in 1916. With the birth of new cosmetics, the definition of makeup started to alter in the 1920s. The cosmetics were not used exclusively by women.
Shiseido shifted from pharmacy-based products to cosmetics in 1897 with the introduction of Eudermine, a softening lotion to hydrate the skin, packaged in a ruby-red bottle worthy of a high-class perfume.
In terms of modern makeup brands, one of the earliest was Max Factor, founded in the early 20th century (1909), which popularized makeup for film and everyday use. Another notable mention is Elizabeth Arden, established in 1910, which became known for its skincare and cosmetics.
But before Mary kay there was Avon founded by David McConnell as the California Perfume Company in 1886. Originally the company only sold perfumes with a staff female sales agents who brought the products directly to women's homes.
L'Oréal is the leading beauty products company with over $40 billion in global sales (Statista) L'Oréal remains the top player in the beauty industry, with around $18 billion more in sales than second-place Unilever.
After getting hands-on experience with all of E.l.f.'s beauty product categories, our testers rate the brand's makeup and makeup-prep products, like primers and makeup brushes, best. In general, we recommend E.l.f. for its makeup products, makeup removers, and beauty tools rather than the brand's skin care.
Elizabeth Arden, 1910
Elizabeth Arden started her spa business in the early 1900s, and the brand grew to become one of the oldest American skin care and makeup companies.
In January 2020, Natura & Co closed the acquisition of Avon Products, Inc. The Natura & Co group also includes Natura, Aesop, and The Body Shop, and with the acquisition of Avon has created the world's fourth-largest pure-play beauty company.
Avon (6.16 Billion) Herbalife ( (4.47 Billion) Mary Kay (3.7 Billion)
6000 BCE. Makeup dates all the way back to 6000 BCE, starting with the Egyptians. They created it as they believed makeup was next to godliness and that it appealed to the Gods; both men and women of all social classes wore makeup.
Step 1: Prep with primer
As mentioned, applying primer should always be the first step in your makeup routine. This makeup step is key because it creates a smooth, even base for your products to adhere to and can help ensure your look lasts.
L'Oréal remains the world's most valuable cosmetics brand, with its brand value improving 11% to reach a staggering USD13. 4 billion. The iconic French brand continues to outshine its competitors, boasting a brand value approximately 80% higher than its closest rival.
It wasn't until 1935 that makeup icon, Max Factor, created the first modern foundation – a powder-based formula known as pancake, which is applied to the skin with a damp sponge. You can still buy pancake makeup today, but it's much less popular than modern alternatives.
Owned by LVMH Moët Hennessy Louis Vuitton, the world's leading luxury goods group, Sephora was founded in France by Dominique Mandonnaud in 1970 and is defined by its unique, open-sell environment with an ever-increasing assortment of products from carefully curated brands, featuring emerging favorites, trusted ...
(API), once a pioneer in direct selling and the original side hustle for millions of women, filed for Chapter 11 bankruptcy. This move was driven largely by a deluge of talc-related lawsuits that have plagued the company in recent years, culminating in a financial and reputational crisis.
To recap the back and forth of strategies: Natura bought Avon, then listed on the New York Stock Exchange, in 2019; it absorbed this operation and converted the shares into ADS of the consolidated group on the NYSE in January 2020, while maintaining its listing on B3.
What was New Avon is now The Avon Company. “The new name is effective immediately and kicks off Avon's 135th year in business. The former name was a by-product of corporate restructuring and will be officially retired,” explains Monday's media release.
Businesswoman, publisher, and philanthropist Eunice Johnson developed the leading makeup line Fashion Fair Cosmetics, once known as the largest Black-owned beauty company in the world.
Avon was the first in 1989, following PETA's “Avon Killing” campaign, a play on the company's then-slogan “Avon Calling.” Mary Kay came next, after being publicly lampooned by cartoonist Berkeley Breathed in a series called The Night of the Mary Kay Commandos in his hilarious Bloom County comic strip.
Most well-known cosmetics & make-up brands in the United States 2024. L'Oréal is the most well-known cosmetics and make-up brand in the U.S., followed by COVERGIRL, Revlon, and Maybelline New York.
The acronym ELF has been used in a variety of ways in English over the years, including as an abbreviation for Earth Liberation Front, Extremely Low Frequency, and indeed even Elvish Linguistic Fellowship!
Cosmetics: A Game Changer. Thanks to celebrities like the Kardashians and Kylie Jenner, big lips, flawless skin, and feathery eyelashes are mega popular.
Eg. if lip oils are popular, different brands start to release their versons of a lip oils. However, Elf straight up dupes other brands even similar packaging sometimes. Elf has straight up duped Charlotte Tilbury, Milk makeup, tatcha, etc.