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Icons Only: How the Estée Lauder Cos. Built Its Billion-dollar Brand Club

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Icons Only: How the Estée Lauder Cos. Built Its Billion-dollar Brand Club

The Estée Lauder Cos. marks 80 years in business, with six billion-dollar brands, more on deck and a focus on long-term growth.

Decked out with a slew of family photos, awards and fragrance bottles, Estée Lauder’s original office on the 40th floor of the GM building with its sweeping views of Central Park has been preserved since her eponymous beauty company first moved into the building in 1969.

Just down the corridor, Jane Hertzmark Hudis, executive vice president and chief brand officer, is reflecting on how the founder’s original principals translate to today as the company celebrates 80 years in business.

“She had a motto — ‘telephone, telegraph, tell a woman’ that still rings very true today,” said Hertzmark Hudis. “What’s changed in 2026 is we have to add ‘tell TikTok.’ But still, “it’s the same idea — Mrs. Estée’s virality.”

That ability to build iconic brands has turned a company that started with one — Estée Lauder — into a leading global player in prestige beauty, with a portfolio of more than 20 brands, six (Estée Lauder, Jo Malone London, Tom Ford, Clinique, MAC and La Mer) that are officially members of the billion dollar-plus sales club.

(Some of those are considerably larger than $1 billion: Estée Lauder Advanced Night Repair alone, launched in 1982, is many times the size of some brands out there, noted Hertzmark Hudis.)

For Hertzmark Hudis and her team, patience is key when it comes to building brands with longevity.



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