Fragrance house

Bonne Bell

Founded in Cleveland in 1927 by cosmetics salesman Jesse Grover Bell, Bonne Bell was named for his daughter. The company began with creams and lotions before acquiring the formula and rights to 10-0-6 lotion, which became its leading product and helped broaden the business into skincare for young consumers. From the 1950s, it also developed sun blockers, moisturizers, and lip protectors for the outdoor market, sponsoring the U.S. Ski Team and other sporting events during the 1960s. After rejecting proposed mergers with large conglomerates in the late 1960s, the family-directed company pursued national and international growth. In 2010, longtime owner Jess Bell Jr. reorganized the business as Aspire Brands; in January 2015, Markwins International announced an agreement to acquire Aspire’s Bonne Bell and Lip Smacker assets, and contemporary reporting said the assets passed to Markwins. Its strongest defining product legacy is Lip Smacker, introduced in 1973 as a flavored lip balm, beginning with Strawberry, Lemon, and Green Apple and extending into partnerships with Dr Pepper, Coca-Cola, Mars, Paul Frank, and Disney.