Clinique

A dermatologist wrote an article for Vogue in 1967 arguing that beautiful skin was a matter of science, not luck. The article became a counter at Sax Fifth Avenue. The counter became the world's first dermatologist-guided cosmetics brand. Carol Phillips, a Vogue beauty editor, interviewed dermatologist Dr. Norman Orentrick for the article. She and Estee Lorde's daughter-in-law, Evelyn Lorde, then convinced Estee to build a brand around his three-step routine of cleanse, exfoliate, and moisturise. Clinique launched in 1968 as the first mass market cosmetics brand certified by a licensed medical professional, with lab coats on the counter staff and an allergy tested, fragrance-free, positioning across every skew. Clinique's durable advantage is the three-step ritual itself. A single skincare product is a disposable purchase.