Helene Curtis Industries, Inc.

Helene Curtis Industries, Inc. was a cosmetics and beauty parlor products firm which was based in Chicago, Illinois. The company acquired a hair-coloring line by the acquisition of a competitor business. Later the retailer diversified into the field of personal care products, manufacturing Degree among other items.

Corporation history

Helene Curtis was founded in Chicago in 1927 as the National Mineral Company by Gerald Gidwitz and Louis Stein. The company started out manufacturing a facial mudpack product, sold to beauty salons nationwide. The partners soon shifted the company's emphasis to haircare products, starting with a line of "machineless" waving pads, drastically simplifying the permanent wave process.

The company developed Lanolin Creme Shampoo, one of the nation's first detergent-based shampoos, in the mid-1930s. The popularity of the shampoo, available only in beauty salons, prompted the company to follow it up with Suave Hairdressing in 1937. The demand for the hair tonic became so great, the company began manufacturing small retail sizes for salon resale.

During World War II, the company's name changed to National Industries, Inc., and factories were converted to manufacture non-haircare-related items for the war effort, including aircraft gun turrets, electric motors and radar equipment.

After the war, National Industries shifted its focus back to the manufacture of personal care products. The company was renamed Helene Curtis after partner Louis Stein's wife and son. Suave Hairdressing and Lanolin Creme Shampoo were soon introduced for retail sale and quickly began outselling the competition. In March 1948 Kraft Foods purchased property owned by the company to use for its offices and warehouses, and Helene Curtis relocated to a new corporate headquarters and manufacturing facility.

In 1950 Helene Curtis developed the generic term hairspray for its new aerosol product, Spray Net. Other successful, and effective, products introduced during the 1950s included the spray-on deodorant Stopette and a nonprescription dandruff shampoo called Enden. These two products were advertised on television during such shows as What's My Line? and Oh! Susanna, helping to make Stopette the best selling deodorant on the market, a position it maintained for several years.

The company expanded its product line with several acquisitions, including Kings Men male toiletries, Lentheric fragrances, and Studio Girl cosmetics. By the mid-1950s, Helene Curtis products were being manufactured and sold in 25 countries. In 1956, Helene Curtis went public after 32 years of private ownership.

In the early 1960s the company began to build on the success of its Suave brand, introducing shampoos, creme rinses, and wave sets. In 1961 Helene Curtis's stock was accepted on the New York Stock Exchange, and by the middle of the decade the company had licensed its products in 81 countries. Capitalizing on a consumer hair trend, the Professional Division of Helene Curtis launched the Wigette line of small hairpieces made of human hair, as well as synthetic versions under the Nature Blend brand name.

In 1961 Helene Curtis Industries began to challenge Avon in the field of door-to-door cosmetics sales.

In the 1980s, the Suave brand was one of the best selling personal care lines in America, and the company followed up on that success by introducing the Finesse and Salon Selectives brands.

In the 1990s, it became clear that Helene Curtis was too small compared to its larger rivals. The firm did not have the resources to compete on an international scale with the likes of Procter & Gamble and Unilever. In February 1996, Helene Curtis agreed to be acquired by Unilever for about $770 million.

In contract law, the company is known for the 1963 case, Helene Curtis Industries, Inc. v. United States, in which the Superior knowledge doctrine was born.

In 1998 the beauty manufacturer had a production site in Rolling Meadows, Illinois.