Sometimes the greatest success comes from doing what others think is crazy. This is what Estée Lauder did.
Imagine an ordinary woman, no business experience, only homemade cream.
Everyone around her said she wasn't going anywhere. The cosmetics industry was full of international giants, and department stores didn't even look at her.
But Estée did a strange thing that eventually made her brand one of the biggest in the world: she spontaneously held women's faces and applied her products.
In the 1940s, the business world was controlled by men.
Women are rarely seen as company founders, let alone in a highly competitive field like cosmetics.
Estée started small. She brought her own products from her uncle's formula. She went from house to house, from salon to salon, trying to convince people to try it.
But almost everyone says they dream.
"Women don't build companies."
“The cosmetics industry is too crowded.”
“You have no experience.”
While others might have stopped, Estée chose to do the opposite.
What sets Estée apart from its big competitors?
She knows one important thing: cosmetics are not for sale, but for feeling.
Instead of wasting time with posters or advertisements, Estée dared to do it her own way.
He kept approaching people – without waiting for the truth. Holding their faces, applying cream, letting them feel the difference for themselves.
Not just once or twice. He does it in salons, on the streets, even in restaurants.
He distributed thousands of free samples.
People say he's crazy. "You'll run out of money if you keep giving it away for free."
But Estée understands customer psychology: when women feel it, see the results on their own skin, they will definitely buy it.
In 1946, Estée and her husband officially founded Estée Lauder Companies.
His initial products were only four types. He tried to enter a large department store – but they all rejected him.
It wasn't until 1948 that he managed to get a pitch opportunity at Saks Fifth Avenue.
But the answer is: no.
For ordinary people, this might be the end.
But for Estée, it was just a detour.
She hosted a lavish charity event at the Waldorf Astoria. Many influential women attended.
There, Estée did what she always does – gave out free samples to all the guests.
A few days later, these women walked into Saks and asked about Estée Lauder products.
Saks had no choice. They called Estée back and offered her counter space.
And that's the starting point of everything.
In 1953, Estée created something that changed the market.
A product called Youth Dew – a combination of bath oil and skin perfume.
The price is lower than exclusive French perfumes, but there is still an aura of luxury.
In the first year alone, 50,000 bottles were sold.
From there, Estée continued to innovate:
Age is no barrier. Estée proves that the passion to create can last a lifetime.
Today, Estée Lauder Companies owns over 25 global brands including MAC, Bobbi Brown, La Mer, and many more.
Their products are sold in over 150 countries.
Annual revenue exceeds $15 billion.
It all started with a woman who dared to apply cream to a stranger's face, and never took "no" for an answer.
This story is not just about cosmetics.
It's about the mentality of building something from scratch.
Estée Lauder teaches us that success is not about who has the most experience or who has the most money.
It's about who is the bravest to try, the most consistent, and the best at turning "no" into "yes."
Sometimes a closed door doesn't mean the end, but a clue to find another window.
If Estée can build a global empire starting with homemade cream, what reason do we have not to try?
So, what projects have you put off because you're afraid of rejection?
What product are you trying to sell remotely, when you should be putting it directly into the customer's hands?
The Estée Lauder story proves: you don't have to wait for anyone's permission to start.
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