“Beauty matters most, though,for reproductive success.”

A study by David Buss, an American scientist, logged the mating preferences of more than 10,000 people across 37 cultures. It found that a woman's physical attractiveness came top or near top of every man's list.

In 1911, Paul Beiersdorf, a Hamburg pharmacist, developed the first cream to bind oil and water. Today, it sells in 150 countries as Nivea, the biggest personal-care brand in the world.

In 1909, Eugène Schueller founded the French Harmless Hair Colouring Co, which later became L'Oréal.

Around the same time, in Tokyo's upmarket Ginza, Arinobu Fukuhara hit on euderminelotion—the first Japanese cosmetic based on a scientific formula, and the first product for the Shiseido company.

Great Rivalry Between Two Women

But it was the great rivalry between two women in America that made the industry what it is today.

Elizabeth Arden opened the first modern beauty salon in 1910

Helena Rubinstein, a Polish immigrant.

Elizabeth Arden

The emerging beauty industry played on the fear of looking ugly as much as on the pleasure of looking beautiful, drawing on the new science of psychology to convince women that an inferiority complex could be cured by a dab of lipstick. Even then, ruthlessness and outright quackery lurked behind the façade. On launching her famous eight-hour cream, developed for her horses, Arden quipped:

“I judge a woman and a horse by the same criteria: legs, head and rear end.”

Anything But Skin-DeepAnalysts at Goldman Sachs estimate that the global beauty industry—consisting of:

Skin Care - $24 Billion

And is growing at up to 7% a year, more than twice the rate of the developed world's GDP. The sector's market leader.

Make-up - $18 Billion

Hair-Care Products - $38 Billion

Perfumes - $15 Billion

Anything But Skin-Deep

L'Oréal, has had compound annual profits growth of 14% for 13 years.

Sales of Beiersdorf's Nivea have grown at 14% a year over the same period.

THE AVERAGE WOMANEXPOSES HERSELF TO

DIFFERENT CHEMICALS

ON HER BODY AND FACE

DURING HER DAILY

BEAUTY REGIME

MASCARA

EYE LINER

MINERAL

EYE SHADOW

CREME

EYE SHADOW

BLUSH &

BRONZER

NAIL

LACQUER

SKIN CARE &

ACNE CARE

MOISTURIZER

/LOTION

FRAGRANCES

COMPANIES

FROM

THAT MAKES

Beauty Sales:$1.9 billion

Mass market and

premium direct-sell Skin

Care, Color Cosmetics,

Fragrance, Personal

Care, Hair Care,

Accessories and

Wellness.

The One by

Oriflame makeup, HairX

TruColour, Ecollagen,

Vivacity Eau de Toilette,

Triple Core 3D Lipstick,

Giordani Gold Lash

Panorama Mascara.

New Products:

Fragrances, skin care and color cosmetics

Jeux de Regards Eye Collection, Bleu de Chanel deodorant, Le Blanc brightening makeup base, Coco Noir, Les Beiges makeup.

Sulwhasoo, Laneige, IOPE, Mamonde, Innisfree, Etude, AmorePacific, Hera, Aritaum, Primera, Lirikos, Hanyul, AnnickGoutal, Iope, Verite, Lolita Lempicka, Illi, Happy Bath, Mise-en-Scene, Ryo.

Mamode Total Solution Essence BB Balm, IOPE Plant Stemcell Emulsion, Apple Juicy Liquid Foaming Cleanser, Lirikos Marine Expert Restoring Cream, Laneige Water BANK Essence, Sulwhasoo Ageless Complexion with SPF 30, Sulwhasoo MicrodeepIntensive Filling Cream & Patch.

(parent company of Amway, Access Business Group LLC, and Alticor Corporate Enterprises)

Ada, MI

Corporate Sales: $10.9 billionBeauty Sales: $2.8 billion (est.)

(parent company of Amway, Access Business Group LLC, and Alticor Corporate Enterprises)

Ada, MIMajor Products:

Artistry skincare and

cosmetics, Laura Mercier, RéVive.

Corporate Sales: $10.9 billion

Major Products: Skin care and

cosmetic brands including Yves

Rocher, Dr Pierre Ricaud, Daniel

Jouvance, Kiotis, ID Parfums Paris, Flomar.

Anti-Wrinkle Day Cream, Anti-Wrinkle

Night Care, Ultra Long Lasting Crème Eye Shadow-

Waterproof, Red Berries Smoothie Eau de Toilette,

Flowerparty by Night Yves Rocher.

Sao Paulo, Brazil

Sao Paulo, Brazil

Major Products: Direct-sell cosmetics, fragrances and personal care, sold under brands including Ekos, Natura, Aquarela, Una, Chronos, Tododia, Maquiagem, Mama e Bebe, Kaiak fragrances, Vitaplant hair care, Natura fotoequilibriosunscreens and Amó fragrances, Aesop.

New Products: Natura UNA BB, Ekos Creamy Hand Balm, EkosAndiroba Massage Oil, Chronos Day Protective Face Cream SPF 30, Sou personal cleansers, Natura Faces Ousada DesodoranteFeminino, Mamãe e Bebê Leg and Foot Cream Care Gel.

Sao Paulo, Brazil

Columbus, OH

Corporate sales:$10.8 billion

Beauty Sales:$3.3 billion (est.)

Victoria’s Secret and Pink fragrances,

personal care and cosmetics; Bath & Body Works shower

gels and lotions, aromatherapy, soaps and

sanitizers, home fragrance and personal care accessories

Corporate sales:$10.8 billion

Beauty Sales:$3.3 billion (est.)

Bath & Body Works Pear and Cashmere Woods Autumn Body Lotion, Victoria’s Secret Bombshell Eau de Parfum, VS Fantasies Love Spell Fragrance Mist, VS Beach Sexy Self-Tanning Tinted Lotion, Pink travel size Wild at Heart Body Mist, VS Angel Eau de Parfum.

Corporate sales:$10.8 billion

Beauty Sales:$3.3 billion (est.)

Addison, TX

Beauty Sales: $3.5 billion

Major Products: Direct sell skincare, color cosmetics, body care, sun care and fine fragrances.

New Products: Mary Kay Timewise Repair Volu-Fill Deep Wrinkle Filler, MK At Play color cosmeticscollection, MK Men’s High Intensity Sport Cologne Spray, MK BelaraMidnight Eau de Parfum.

Beauty Sales: $3.5 billion

New York, NY

Major Products: Fragrances, colorcosmetics and skin and body care marketed under Coty Prestige and Coty Beauty divisions. Brands include Adidas, Calvin Klein, Chloé, Davidoff, Halle Berry, Jennifer Lopez Fragrances, Katy Perry, Lady Gaga, Marc Jacobs Fragrances, OPI, Philosophy, Playboy, Rimmel, Sally Hansen, Vera Wang Fragrances.

Katy Perry Killer Queen, Marc

Jacobs Honey, Downtown Calvin Klein, Halle Berry

Jasmine, JLove, See by Chloé, Rimmel Scandaleyes

Show Off Mascara, OPI San Francisco Collection,

Sally Hansen Fuzzy Coat.

Corporate Sales:$22.5 billion

Beauty Sales:$4.7 billion

Corporate Sales: $22.5 billionBeauty Sales: $4.7 billion

Major Products: Hair care, hair colorants, hair styling, body care, skincare and oral care sold under brands including SexyHair, Alterna, Kenra, Schwarzkopf & Henkel, Schwarzkopf, Indola, Clynol, Seah Hairspa, BC Bonacure, Clynol, Licor del Polo, Antica Erboristeria, Theramed and Denivit, Dial, Fa, Right Guard, Tone, La Toja, Coast, Dry Idea, Aok, Diadermine.

Corporate Sales: $22.5 billion Beauty Sales: $4.7 billion

Dial Vitamin Boost and Yogurt Body

Wash, Dial Kids Peachy Clean Body & Hair

Wash,Alterna Bamboo Kendi Oil, Igora Expert

Mousse, Clynol Kera Rebuild, Right Guard Total

Defense 5, Sexy Hair Big Sexy Hair Volumizing Dry

Shampoo.

Corporate Sales: $40 billion

Beauty Sales: $5.1 billion

Perfumes, cosmetics and skin

care brands including Christian Dior,

Guerlain, Givenchy, Kenzo, Benefit,

Fresh, Make Up For Ever, Acqua di

Parma, Parfums Loewe, Fendi and

Pucci—and LVMH’s DFS travel retail

network, which includes Sephora.

Corporate Sales: $12.5 billion Beauty Sales: $5.4 billion

Corporate Sales: $12.5 billion Beauty Sales: $5.4 billion

Cosmetics, skincare, facial

and body cleansers and hair care under brands

including Sofina, Kanebo, Molton Brown, Bioré, Jergens, Asience, John Frieda, Goldwell.

Corporate Sales: $12.5 billionBeauty Sales: $5.4 billion

New Products: Segreta VolumizingShampoo, Megurhythm steam mask, Sofina PrimavistaBase Makeup, Jergens Natural Glow sunless self-tanner, KerasilkKeratin Treatment, John Frieda Colour Refreshing Gloss.

Corporate Sales: $8.5 billion

Global skincare and body care brands from mass to prestige, including Nivea, Eucerin, Labello, Florena, 8X4 and La Prairie.

Corporate Sales: $8.5 billion Beauty Sales: $7 billion

Nivea In-Shower, Nivea Deodorant Invisible for Black & White, Nivea Face Cellular Anti-Age Face Care, Nivea Men Exfoliating Face Scrub, Florena Anti-Age Hand Care, Eucerin Volume Filler, EucerinAtopiControl, Labello Vitamin Shake, La Prairie Cellular Eye Essence Platinum Rare.

Corporate Sales:$8.5 billion

Beauty Sales:$7 billion

Corporate Sales: $10 billion

Beauty Sales: $7.3 billion

Corporate Sales: $10 billionBeauty Sales: $7.3 billion

Fragrance 4%

Color 6%.

Skincare 12%

Beauty 7%

Personal care 7%.

Overall Sales Decline from 2013

Corporate Sales: $10 billionBeauty Sales: $7.3 billion

Major Products: Direct sell color, fragrance, skincare and personal care products, including Avon Anew, Anew Clinical, Anew Genics, Clearskin Professional and Avon Solutions, Outspoken fragrances by Fergie, Derek Jeter fragrances, Hervé Léger Homme, Step into Sexy, Rare Diamonds, Eternal Magic, Far Away.

Corporate Sales: $10 billionBeauty Sales: $7.3 billion

Ultra Color Bold Lipstick, Big & Daring Volume Mascara, Avon Luck fragrance, Anew Clinical Skinvincible/E-Defense Deep Recovery Cream and Multi-Shield Lotion (SPF 50), Avon Papaya Whitening Cleanser, Clearskin Liquid Extraction Strip, Totally Kissable Lipstick, True Color Eyeshadows, Advance Techniques Hair Strengthen and Protect Collection.

Beauty Sales: $7.4 billion

Beauty Sales:$7.4 billion

Skincare, fragrance, hair care, sun care, body care and makeup sold in both mass and prestige channels, domestically and globally, through divisions and under brands including: Shiseido, Clé de PeauBeauté, Za, Aupres, Tsubaki, Senka, Haku, Elixir Superieur, Anessa, Maquillage, Sea Breeze, Beauté Prestige International (Narciso Rodriguez, Jean Paul Gaultier, Issey Miyake, AzzedineAlaïa, Elie Saab), Nars, Bare Escentuals.

Shiseido Ibuki, Shiseido Ultimune Power Infusing Concentrate, Za Cosmetics, Bare Escentuals bareSkin, Clé de PeauBeauté le serum, Narciso fragrance, Elixir Superieur Enriched Serum, NarsFall 2014 color collection, Maquillage True Cheek Blush, Adenovital Scalp Essence V.

Corporate Sales: $28 billionBeauty Sales: $7.6 billion

Skincare $3.7 billion

Baby Care sales $2.3 billion

By Product Sales Category:

Corporate Sales: $28 billionBeauty Sales: $7.6 billion

Major Products:Johnson’s Baby, Neutrogena,

Aveeno, Dabao, Listerine.

Corporate Sales:$28 billion

Beauty Sales:$7.6 billion

New Products: Aveeno Daily Moisturizing Lotion with Broad Spectrum SPF 15, Aveeno Men’s Face Wash, Aveeno Baby Natural Protection Lotion Sunscreen with Broad Spectrum SPF 50; Neutrogena Naturals, Neutrogena MicroMistAirbrush Sunless Tan.

Beauty Sales: $10.9 billion

Beauty Sales:$10.9 billion

By Product Sales Category:

Makeup $4.2 billion

Fragrance $1.4 billion

Hair Care $516 million

Other $48 million

Skincare $4.8 billion

Beauty Sales: $10.9 billion

Major Products: Prestige cosmetics, skin-care, hair care and fragrances sold under brands including Estée Lauder, Bobbi Brown, La Mer, Tom Ford, MAC, Prescriptives, Jo Malone, Smashbox, Clinique, Origins, Ojon, Aramis, Tommy Hilfiger, Kiton, Donna Karan, Michael Kors, American Beauty, Flirt!, Coach, Ermeneglido Zeda, GoodSkin, Grassroots, Lab Series, Aveda, Bumble and Bumble, Darphin.

Beauty Sales: $10.9 billion

New Products: Estée Lauder EE Cream, Estée Lauder Pure Color Envy Sculpting Lipstick, Clinique All About Shadow, Clinique Smart Custom-Repair Serum, Aveda Dry Remedy and Damage Remedy, Lorde color cosmetics mini-line.

Corporate Sales: $84.2 billion

Beauty Sales: $20 billion

Corporate Sales: $84.2 billionBeauty Sales: $20 billion

Major Products: Cover Girl, Max Factor, Olay, Old Spice, Safeguard, Secret, Head & Shoulders, Herbal Essences, Nice’ n Easy, Pantene, Rejoice, Lacoste, Pert, Sebastian, Gucci, Hugo Boss, SK-II, Wella, Head & Shoulders, Olay, Pantene, SK-II, Wella.

Corporate Sales: $84.2 billionBeauty Sales: $20 billion

New Products: Cover Girl Outlast Stay Brilliant, Clairol 5in1, Pantene Pro-V Anti-Oxidant Technology, Vidal Sassoon Pro Series ColorFinityCollection, Gillette Body, Old Spice grooming collection, Dolce & Gabbana Dolce, Old Spice Re-fresh body sprays; Pantene Expert Collection Age Defy Advanced Thickening Treatment.

Corporate Sales: $68.6 billionBeauty Sales: $24.9 billion

Major Products: Axe/Lynx, Dove, Lifebuoy, Pond’s, Rexona, Signal, Close-Up, TRESemmé, Sunsilk, Clear, Lux, Vaseline, Tigi, Iluminage.

Corporate Sales: $68.6 billionBeauty Sales: $24.9 billion

New Products: Dove True Tone, Dove Advanced Hair Series, Dove Men+Care, IOMA, Regenerate Enamel Science, Iluminage Youth Cell Skincare, TreSemmé 7 Day Keratin Smooth range, St. Ives Oatmeal Scrub & Mask, Vaseline Spray & Go, Axe Apollo.

Corporate Sales: $68.6 billion

Beauty Sales: $24.9 billion

Cosmetics $29.3 billion

Dermatology $1.1 billion

Body Shop $1.2 billion

Color cosmetics, skincare, hair care, sun care, and fragrance sold in a variety of channels under a large number of brands.

New Products: Polo Red by Ralph Lauren, Maybelline Color Elixir Lipsticks, Lancôme Lip Lover cosmetics, Giorgio Armani Si, Advanced Génifique, KérastaseInitialisteGarnier, Vichy NeovadiolElixir, Redken Fashion Waves 07, L’Oréal Professionnel Hairchalk, L’Oréal Paris Quera-Liso range (Brazil)

L’Oréal’s latest acquisition, NYX Cosmetics, provides the beauty powerhouse with a mass brand with an edgy makeup artist appeal.