What do you look for when choosing your skincare? For many, aside from excellent products, high-potency ingredients and cutting-edge science, the answer is a great reputation, which often, means having a long history behind it as being a brand you can trust.
Kiehl’s is a prime example of just what an esteemed history can do for you, having been seen as a reliable luxury brand in the beauty industry for more than 170 years. From its humble beginnings as a small apothecary in New York City, it has since gone on to become a globally adored high-end brand with a loyal customer base – but how exactly has it managed to stand the test of time in a field where so many others eventually fade into obscurity? Here, we take a look.
Natural ingredients
Since its early days, Kiehl’s has always been dedicated to the use of the highest-quality natural ingredients available – even before it became ‘de rigeur’ to do so. Whilst in 2023, customers are becoming increasingly conscious about the ingredients they use on their skin and where they come from, and demanding more of the skincare brands they shop with, it’s something they’ve never had to worry unnecessarily about with Kiehl’s, because it’s always been one step ahead of the game.
Over the years, the brand’s commitment to natural ingredients has only intensified, and fans know that each of its product formulations is centred around safe, effective and sustainably sourced additions. Thus, it’s not just considered a safe choice for skin, but an eco-friendly one, too – something that the discerning luxury skincare consumer is increasingly seeking in this day and age.
Customer commitment
The thing about luxury brands is, consumers don’t just demand great products of them. In fact, the key to retaining their custom long-term is providing a seamless customer experience, and Kiehl’s has always done just that.
Its customer-first approach has, over the years, earned it a devoted following, because as well as knowing they are buying high-performance products that do what they say they will, fans also feel like the brand listens to them and their needs, developing new, cutting-edge formulations that get results, as well as providing the beloved cult products that have been around for many years already.
Devotion to research
Never one to rest on its laurels, the brand has also always remained dedicated to ongoing research and development, with new and improved product formulations coming to market as the latest science evolves. Ever at the forefront of innovation within the beauty industry, this might be a brand that has been around for a long time, but that doesn’t mean its approaches or views on skincare are outdated – in fact, quite the opposite.
For this reason, Kiehl’s has always managed to stay one step ahead of the curve, despite the ever-increasing competition. There’s a reason that despite the industry having been flooded with new high-end beauty brands over recent years, Kiehl’s fans have remained resolute in their choices.
Staying true to its roots
Whilst it’s fair to say that the Kiehl’s brand has evolved over the years in alignment with customer demand, perhaps one of the major reasons it has stood the test of time is the fact that it has stayed true to its roots, no matter what changes are being made.
Any successful luxury brand knows that a strong brand identity is key, and Kiehl’s established its own early on. Its distinctive packaging and brand logo have remained relatively unchanged, and even today, its apothecary roots are in evidence. In fact, the brand still runs a small flagship apothecary in East Village, New York – in a testament to its original heritage and roots.
The bottom line
Whilst many luxury skincare brands have fallen by the wayside just a few years into operation, if there’s one that serves as a shining example of how it’s possible to stand the test of time, it’s Kiehl’s. By staying true to its values whilst continuing to adapt to ever-changing times, retaining a strong brand identity and putting customers first, always, it has cemented its reputation as an iconic brand we all know, love and trust, with a fan base spanning generations.
