In 1946 Estée officially launched her namesake line with four hardworking products—The Cleansing Oil, The Creme Pack, her uncle’s Super-Rich All Purpose Creme, and The Skin Lotion. She was her own publicist, often showing up to beauty parlors around New York City to perform makeovers while women sat under the hairdryers. Applying a grassroots marketing approach—“telephone, telegraph, tell-a-woman,” as she’d explain it—Estée expanded her customer base to other salons and hotels around the city.

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