Fragrance house

American Beauty

American Beauty launched in 2004 as one of the three original BeautyBank brands created by The Estée Lauder Companies. Developed as a makeup, skin-care, and fragrance label celebrating American style, it was designed to reach mass-market consumers through BeautyBank’s partnership with Kohl’s rather than Estée Lauder’s traditional department-store channels. Fortune described the label as having a wholesome identity related to Estée Lauder, with Ashley Judd as its spokesmodel. In 2008, American Beauty expanded beyond the United States with a launch in Target Australia. Its fragrance offering included Beloved, identified in late 2008 as the latest American Beauty women’s perfume. By June 2015, products had moved into Kohl’s clearance bins as the retailer phased out selected brands while changing its beauty assortment.