Kiehl's is an American cosmetics brand retailer that specializes in making premium skin, hair, and body care products. Founded as a single pharmacy in New York City's East Village in 1851, Kiehl’s was purchased by the L'Oréal Group in 2000 and currently has more than 30 retail stores worldwide, supplemented by sales in high-end department stores.
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.
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." To this day, Kiehl’s signature products, such as its Blue Astringent, Creme de Corps and Original Musk Oil, continue to remain customer favorites.