May 19, 2020

Most iconic American cosmetic brands

Proctor & Gamble
Catherine Rowell
3 min
Most iconic American cosmetic brands

America is home to an array of famous cosmetic brands which have expanded worldwide, incorporating a multitude other products which range from haircare, skincare and various other health products.


We take a look at some of the most iconic American cosmetic brands which aim to develop innovative products which will shape the cosmetic market and become international staples for both male and female markets.


Providing a multitude of products alongside a successful cosmetic line, Avon is one of the most well-known brands worldwide and is the second largest direct selling company worldwide.

With approximately six million women viewing an Avon brochure every three weeks, products are sold in over 100 countries, with a huge international market.

Estée Lauder

Founded in 1946 from humble beginnings, Estée Lauder is a force to be reckoned with in the cosmetics industry, with products sold in approximately 130 countries, with over 20 brands to its name, such as Bobbi Brown to Origins Cosmetics.

With a revenue of $10,968.8 million in 2014 alone, this figure is set to increase as a result of the company’s continuing success.


A subsidiary of Estée Lauder, Clinique delivers a range of products, from cosmetics to elaborate fragrances which are sold in high end department stores worldwide.

Created by daughter in law of Estée Lauder Evelyn Lauder, along with American editor Carol Phillips and Norman Orentreich, Clinique entered the market in 1968 and was advertised as the world’s first dermatologist focused line, highlighting the importance of a regular skin care routine.

The company is continually expanding to develop further products to cater for the increased demand for cosmetics and skincare products for its customers.

MAC Cosmetics

Although originating in Toronto, Canada, MAC Cosmetics has been part of Estée Lauder Companies since 1994, with headquarters in New York.

Created by makeup artist and photographer Frank Toskan and salon owner Frank Angelo, products officially entered the cosmetics market in 1984 and flew off the shelves.

Products are now sold worldwide, gaining popular fans such as Madonna, Rihanna and Vivienne Westwood, alongside makeup artists and fans alike.

Proctor & Gamble

With a revenue of $76.27 billion in 2015 which is set to rapidly increase, Proctor and Gamble have adopted brands which range from cosmetics and haircare, to daily household products. It has become a significant influence in the international market with over 100,000 employees.

Max Factor

Founded in 1909 under Max Factor & Company, Max Factor was an iconic figure in the film industry, creating glamorous makeup and looks for leading film stars in Hollywood. After selling eye shadow and eyebrow pencils to local citizens alongside Hollywood stars, he began to sell a full range of products, titling it ‘make up’, which is where the term originates, developing cosmetics not just for the theatre, but for everyday wear.

Max Factor is known for its innovative products and is a highly influential brand, inventing various products, such as lip gloss and waterproof mascara, which continue to be big sellers within the cosmetics industry.


Founded in 1909 by Eugène Schueller, L'Oréal has become the world’s largest cosmetics company, with the acquisition of cosmetics giant Maybelline, which strengthened the company’s position and trade within Asia, alongside over 400 brands under the L’Oréal group, such as The Body Shop and Urban Decay, at which their dominance in the market is set to continue.


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Jun 13, 2021

Marketing matters: from IBM to Kyndryl

Kate Birch
5 min
Former CMO for IBM Americas Maria Bartolome Winans was recently named CMO for Kyndryl. Maria talks about her new role and her leadership style

Former Chief Marketing Officer for IBM Americas, and an IBM veteran of more than 25 years, Maria Bartolome Winans was recently named CMO for Kyndryl.

Prior to joining Kyndryl as Chief Marketing Officer, Maria had a 25-year career at IBM, most recently as the tech giant’s CMO where she oversaw all marketing professionals and activities across North America, Canada and Latin America. She has held senior global marketing positions in a variety of disciplines and business units across IBM, most notably strategic initiatives in Smarter Cities and Watson Customer Engagement, as well as leading teams in services, business analytics, and mobile and industry solutions. She is known for her work with teams to leverage data, analytics and cloud technologies to build deeper engagements with customers and partners.

With a passion for marketing, business and people, and a recognized expert in data-driven marketing and brand engagement, Maria talks to Business Chief about her new role, her leadership style and what success means to her.

You've recently moved from IBM to Kyndryl, joining as CMO. Tell us about this exciting new role?

I’m Chief Marketing Officer for Kyndryl, the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business, expected to occur by the end of 2021. My role is to plan, develop, and execute Kyndryl's marketing and advertising initiatives. This includes building a company culture and brand identity on which we base our marketing and advertising strategy.

We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first. Once we are an independent company, each Kyndryl employee will advance the vital systems that power human progress. Our people are devoted, restless, empathetic, and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones. Our people are at the heart of this business and I am deeply hopeful and excited for our future.

What experiences have helped prepare you for this new opportunity?

I’ve had a very rich and diverse career history at IBM that has lasted 25+ years. I started out in sales but landed explored opportunities at IBM in different roles, business units, geographies, and functions. Marketing and business are my passions and I landed on Marketing because it allowed me to utilize both my left and right brain, bringing together art and science. In college, I was no tonly a business major, but an art major. I love marketing because I can leverage my extensive knowledge of business, while also being able to think openly and creatively.

The opportunities I was given during my time at IBM and my natural curiosity have led me to the path I’m on now and there’s no better next career step than a once-in-a-lifetime-opportunity to help launch a company. The core of my role at Kyndryl is to create a culture centered on our people and growing up in my career at IBM has allowed me to see first-hand how to prioritize people and ensure they are at the heart of progress in everything Kyndryl will do.

How would you describe your leadership style?

I believe that people aren't your greatest assets, they are your only assets. My platform and background for leadership has always been grounded in authenticity to who I am and centered on diversity and inclusion. I immigrated to the US from Chile when I was 10 years old and so I know the power and beauty that comes from leaning into what makes you different from other people, and that's what I want every person in my marketing organization to feel – the value in bringing their most authentic self to work every day. The way our employees feel when they show up for themselves authentically is how they will also show up for our customers, and strong relationships drive growth.

I think this is especially true in light of a world forever changed by the pandemic. Living through such an unprecedented time has reinforced that we are all humans. We can't lead or care for one another without empathy and I think leaders everywhere have been reminded of this.

What’s the best leadership advice you’ve received?

When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable – you have an authentic view and experience of the world that no one else will ever have, so don't try to be anyone else but you.

What does success look like to you?

I think the concept of success is multi-faceted. From a career perspective, being in a job where you're respected and appreciated, and where you can see how your contributions are providing value by motivating your teams to be better – that's success! From a personal perspective, there is no greater accomplishment than investing in the next generation. I love mentoring younger professionals – they are the future. I want my legacy as a leader to include providing value in work culture, but also in leaving a personal impact on the lives of professionals who will carry the workforce forward. Finding a position in life with a job and company that offers me a chance at all of that is what success looks like to me.

What advice would you give to your younger self just starting out in the industry?

I've always been a naturally curious person and it's easy for me to over-commit to projects that pique my interest. I've learned over years of practice how to manage that, so to my younger self I’d say… prioritize the things that are most important, and then become amazing at those things.

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