Estee Lauder founded this company in 1946 armed with four products and an unshakeable belief: that every woman can be beautiful. Today, more than 60 years later, that simple notion has literally changed the face of the beauty business. Beginnings Born Josephine Esther Mentzer, Estee Lauder was raised in Corona, Queens, by her Hungarian mother, Rose, and Czech father, Max. The name Estee was a variation on her family nickname, Esty. Always interested in beauty, she was mentored by her uncle, chemist John Schotz, and began her business by selling skin care products to beauty salons and hotels. The Power of Touch Perhaps Mrs. Lauder's most important legacy was her belief that in order to make a sale, you must touch the customer. She spent a great deal of time advising customers and teaching Beauty Advisors. "I didn't get there by wishing for it or hoping for it, but by working for it," she often reminded her sales force. A Great Leader Mrs. Lauder's leadership inspired thousands of people. She received scores of honors, including the United States' Presidential Medal of Freedom and France's Legion of Honor. However, Mrs. Lauder was happiest advising women during her in-store appearances. One of her favorite quotes was "Telephone, Telegraph, Tell-A-Woman," because she knew that once a woman tried an Estee Lauder product, she would love it and share it with her friends. Approachable Beauty When the company began to advertise, Mrs.Lauder insisted that its images portray beauty that was both aspirational and approachable. Over the years, supermodels Karen Graham, Willow Bay, Paulina Porizkovaand now Constance Jablonski, Liu Wen, Hillary Rhoda, Elizabeth Hurley and Carolyn Murphy have represented Estee Lauder. Elegant Style Mrs. Lauder was also deeply involved with the package design of her products. Among her many contributions was the choice of Estee Lauder's signature blue, which she believed would coordinate with the decor of most bathrooms and bedrooms.