The evolution of the American brand "Kiehl's" serves as a prime example of the remarkable growth potential of a cosmetics brand over time. Initially founded as a small pharmacy by John Kiehl in 1851, the business underwent a significant transformation under the leadership of Irving Morse in 1921. Morse expanded the product offerings beyond pharmaceuticals, introducing healing herbs, ointments, oils, and teas, while enhancing customer loyalty through free samples and consultations. Despite its initial focus on the Manhattan area, the brand's reach expanded considerably when Aaron Morse, Irving's son, took over in 1962. As a chemist, Aaron developed a range of cosmetic products on a scientific basis, ensuring a standard of quality that garnered recognition, with many products being showcased in the "Collection of the Division of Medicine and Science in the Smithsonian National Museum" in 1979. Since 1989, Jami Morse Heidegger, Irving Morse's granddaughter, has continued to lead operations at "Kiehl's." Today, under the ownership of "L'Oréal," the brand's portfolio includes a wide range of facial, hair, and body cleansing and care products, in addition to a specialized collection for men. "Kiehl's" also offers limited edition gift sets and places a strong emphasis on providing comprehensive consultations as an essential aspect of its customer service philosophy.