Kiehl's Since 1851

So here's the thing about Kiehl's-it's basically the skincare equivalent of that friend who's been around forever and somehow just keeps getting better with age. Founded in 1851 as a single pharmacy in Manhattan at Third Avenue and East 13th Street, this brand has been perfecting the art of not trying too hard for over 170 years.

What makes Kiehl's different? Well, for starters, they've never really bought into the whole flashy marketing thing. They rely heavily on free product samples, word of mouth endorsements from existing customers, and innovative marketing techniques, giving away more than 12 million samples a year, which represents 80 percent of their total marketing budget. That's not exactly your typical beauty brand playbook.

And honestly, that sampling thing is genius. You walk into any Kiehl's store, and they'll basically hand you enough samples to last a week. It's like they're so confident in their products that they're willing to let you try before you buy-which, let's be real, is pretty rare in the beauty world.

The brand is distinguished for its unorthodox marketing approach, exceptionally large male clientele base, and its products' simple and straightforward packaging. Notice how their bottles look more like they belong in a pharmacy than on your Instagram feed? That's intentional. Their 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."

But here's where it gets interesting-L'Oréal purchased Kiehl's in 2000, and since then the company has expanded from one Manhattan flagship store to more than 30 stores, with sales increasing from $40 million in 2000 to over $200 million in 2009, reaching $1 billion in 2016. That's some serious growth for a brand that basically refuses to advertise.

The original store is still there on 3rd Avenue and 13th Street, and it's become something of a cult destination. Frommer's 2010 New York City travel guide states "Kiehl's is more than a store, it's a virtual cult," with distinguishing features including its window display of vintage druggist relics, and the collection of classic Harley-Davidson and Indian motorcycles housed within its doors.

What really sets them apart is their approach to customer service and product development. Kiehl's states that it spends three to five times more on its cosmetic products than its competitors, which explains why their Ultra Facial Cream has such a devoted following.