What Kiehl's Since 1851 does

Kiehl's Since 1851 is a heritage skincare brand founded in 1851 in New York, operating today as a wholly owned subsidiary of L'Oréal S.A. The brand sells skincare, body care, hair care, men's grooming, and fragrance products via a direct-to-consumer e-commerce platform and physical retail across more than 40 countries, including an India storefront at kiehls.in operated jointly through FSN Brands Marketing Pvt Ltd and L'Oréal India Pvt Ltd. Its catalog spans more than 95 SKUs at price points ranging from approximately ₹675 to ₹10,000, anchored by proprietary ingredient stories built around Squalane and Glacial Glycoprotein, with recent extensions into retinoid and UV-serum actives.

The business model relies on premium DTC e-commerce as the primary consumer relationship layer, supplemented by third-party marketplace distribution through Nykaa in India and L'Oréal's global retail infrastructure internationally. Customer retention is supported by the My Kiehl's Rewards loyalty program, which accrues one point per rupee spent; that data layer is the brand's primary owned-customer relationship asset, although no programmatic personalization or recommendation engine is disclosed. Recent product launches include the Micro-Dose Retinol Serum, Better Screen UV Serum, and Calendula Serum-Infused Water Cream, alongside the Mission Renewal refill-pouch sustainability line and a Mini Sizes collection that opens a lower price-point entry tier.

Operationally, Kiehl's is a brand-led asset within L'Oréal rather than an independent company: it shares group-wide R&D, supply chain, and regulatory infrastructure, and it captures cross-category adjacencies through its positioning at the intersection of mass-market scale and luxury positioning. No AI/ML capabilities, no venture funding activity, and no standalone revenue disclosures are present in the available source material, so financial scale is inferred from SKU breadth, geographic reach, and parent-company context rather than first-party metrics.

Name

Kiehl's Since 1851

Legal name

Kiehl's India (operated by FSN Brands Marketing Private Limited and L'Oréal India Private Limited)

Website

https://kiehls.in

Company type

Private

Founded year

1851

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Kiehl's Since 1851 is a heritage skincare brand wholly owned by L'Oréal, selling skincare, body, hair, men's grooming, and fragrance products across 40+ countries via DTC e-commerce and retail partnerships such as Nykaa.

Ownership category

akta.pro rank

Product category

Premium Skincare and Beauty

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

K-Beauty/J-Beauty & Global Skincare Regimens (CRABAAAI)

akta.pro secondary industries

Men’s Facial Skincare (Cleansers, Moisturizers, Anti-aging) (CRABAGAD), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Conditioners & Hair Masks (CRABABAB), Fragrance Oils & Concentrates (Roll-ons/Attars) (CRABADAJ)

Keywords

• Premium skincare products
• Apothecary beauty brand
• Anti-aging serums
• Men's grooming products
• Body and hair care

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: E-commerce sales of skincare, body care, hair care, and fragrance products directly to consumers through owned online store and marketplace partnerships

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Kiehl's Since 1851 is a heritage apothecary skincare brand that formulates, manufactures, and retails premium skincare, body care, hair care, men's grooming, and fragrance products. The brand combines natural ingredients (Squalane, Calendula, Coconut Oil) with scientific actives (Retinol, Vitamin C, Peptides) and sells direct-to-consumer through owned e-commerce storefronts and marketplace partnerships across 40+ countries.

Product overview

Kiehl's Since 1851 is an apothecary skincare brand offering a comprehensive portfolio of skincare, body care, hair care, men's grooming, and fragrance products. The core product line includes the Ultra Facial collection (featuring the flagship Ultra Facial Cream with Squalane and the Ultra Facial Cleanser), the Clearly Corrective dark spot correction serums, the Midnight Recovery nighttime treatments, and the Calendula botanical skincare line. The brand also offers specialized offerings like the Better Screen UV Sunscreen, Amino Acid Shampoo for hair care, and the Creme De Corps body moisturizers. Products are categorized by skin concern (acne, anti-aging, hydration), skin type (dry, oily, combination, sensitive), and body area (face, body, hair). The brand emphasizes paraben-free formulations, natural ingredients like Squalane derived from sugarcane, and sustainable packaging initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• Kiehl's Ultra Facial Collection: Skincare collection featuring the Ultra Facial Cream with Squalane as the flagship product.
• Kiehl's Calendula Collection
• Kiehl's Midnight Recovery
• Kiehl's Clearly Corrective
• Kiehl's Facial Fuel
• Kiehl's Amino Acid
• Kiehl's Creme De Corps

Products and services

• Ultra Facial Cream Kiehl's signature face cream with 4.5% Squalane, Glacial Glycoprotein and Pro-Ceramides that strengthens skin's moisture barrier for softer, smoother skin with 72-hour hydration. Targeted at consumers seeking 24-hour facial hydration.
• Ultra Facial Cleanser A gentle, mild foaming cleanser with Squalane for all skin types that is non-stripping and helps maintain skin's moisture balance. Targeted at consumers seeking daily facial cleansing.
• Midnight Recovery Concentrate Serum A night-time facial oil with botanical oil blend that restores moisture for a radiant appearance and refined texture overnight. Targeted at consumers seeking overnight skin recovery.
• Clearly Corrective Dark Spot Solution A serum with Activated Vitamin C and Buffered Salicylic Acid that diminishes the appearance of dark spots and evens skin tone. Targeted at consumers seeking hyperpigmentation and skin tone correction.
• Powerful-Strength Line-Reducing Concentrate A potent anti-wrinkle serum infused with 12.5% Vitamin C and Hyaluronic Acid for reducing fine lines and improving skin health. Targeted at consumers seeking anti-aging treatment.
• Calendula Deep Cleansing Foaming Face Wash A classic foaming cleanser with Glycerin that helps smoothen and replenish skin while removing impurities. Targeted at consumers with combination or oily skin.
• Better Screen UV Serum SPF 50+ A lightweight sunscreen serum with Collagen Peptides that protects against sun damage and helps visibly correct early signs of aging. Targeted at consumers seeking daily sun protection with anti-aging benefits.
• Super Multi Corrective Anti-Ageing Cream A supercharged anti-aging face and neck cream clinically proven to reduce wrinkles, even skin tone, and smooth skin texture. Targeted at consumers seeking multi-benefit anti-aging treatment.
• Amino Acid Shampoo A mild shampoo with Coconut Oil and Amino Acids that cleanses and softens hair while adding body and fullness. Targeted at consumers with normal to dry hair.
• Creme De Corps Refillable Body Lotion A rich, fast-absorbing, non-greasy body moisturizer with Cocoa Butter and Shea Butter that leaves skin soft and smooth. Targeted at consumers seeking body hydration with sustainable refill packaging.
• Lip Balm #1 A moisturizing lip balm that helps soothe and smooth dry lips with a gentle, nourishing formula. Targeted at consumers seeking everyday lip care.
• Micro-Dose Anti-Aging Retinol Serum A potent retinol serum formulated with Pure Retinol in a daily-strength micro-dose along with Ceramides and Peptides to promote gentle skin surface turnover for youthful-looking skin. Targeted at consumers seeking retinol anti-aging treatment with minimal irritation.
• Calendula Serum Infused Water Cream A multi-miracle water cream infused with concentrated Calendula Serum that provides a burst of soothing hydration for fresh, radiant skin. Targeted at consumers seeking calming, soothing hydration.
• Turmeric & Cranberry Seed Revitalizing Radiance Masque A purifying glow face mask with turmeric and cranberry that unclogs pores while purifying skin to reveal luminosity. Targeted at consumers seeking radiance and pore-cleansing treatments.
• Original Musk Eau De Toilette Spray Kiehl's signature scent with aromas of Bergamot Nectar, Orange Blossom and Musk for both men and women. Targeted at consumers seeking unisex fine fragrance.
• Ultra-Light Daily UV Defense SPF 50 PA++++ Sunscreen A lightweight facial sunscreen with SPF 50 PA++++ and pollution protection that defends against environmental aggressors and helps correct visible signs of aging. Targeted at consumers seeking daily anti-pollution sun protection.

Quantifiable outcome

• 72-hour hydration with Ultra Facial Cream (4.5% Squalane formulation)
• +2 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• L'Oréal India Private LimitedcoreChannel Partner/ Reseller/ DistributorOperating entity and importer for Kiehl's brand in India. Handles customer data processing and platform operations alongside FSN Brands Marketing. Importer address: Marathon Futurex Building, N.M. Joshi Marg, Lower Parel, Mumbai - 400013.
• FSN Brands Marketing Private LimitedcoreChannel Partner/ Reseller/ DistributorCompany incorporated under Companies Act 2013 managing the Kiehl's India e-commerce platform. Registered office: A1-135, Shah and Nahar Industrial Estate, Sitaram Jadhav Marg, Lower Parel, Mumbai 400013. Co-responsible for processing customer personal data.
• L'Oréal S.A.coreTechnology or IntegrationGlobal parent company and manufacturer of Kiehl's products. Manufacturer address: 14, Rue Royale, 75008, Paris (France). Provides formulation technology, proprietary ingredients (Squalane, Glacial Glycoprotein), and brand IP.
• NykaaminorChannel Partner/ Reseller/ DistributorIndian e-commerce platform (operates [email protected] email domain) distributing Kiehl's products in India, providing marketplace presence and wider customer reach beyond owned e-commerce.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Origins: Estée Lauder-owned naturals-meets-science skincare brand with a heritage apothecary feel very similar to Kiehl's. Competes head-to-head on plant-based actives, masks, moisturizers, and counter/DTC retail in the US and selectively in India.
• Clinique: Estée Lauder-owned dermatologist-developed skincare brand sold through similar DTC e-commerce, department stores, and prestige channels globally. Overlaps directly with Kiehl's in cleansers, moisturizers, serums, and clinical efficacy positioning across India, US, and APAC.
• Lancôme: L'Oréal luxury stablemate of Kiehl's offering prestige skincare, fragrances, and cosmetics. Directly comparable product mix (serums, creams, anti-aging franchises) and shared global DTC e-commerce infrastructure through l'Oréal's luxury division.

Broad incumbents

• Estée Lauder: Global prestige beauty parent behind Clinique, La Mer, Origins, and MAC. Directly comparable to Kiehl's as a flagship prestige skincare house with similar ingredient-led, clinically-positioned product philosophy and global DTC + department store distribution.
• Shiseido:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/kiehl-s-since-1851

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kiehl's Since 1851