Lady Esther
| Company type | Private |
|---|---|
| Industry | Cosmetics |
| Founded | 1913 in Chicago, Illinois, United States |
| Founder | Syma Cohen and siblings |
| Headquarters | Chicago , United States |
| Products | Creams, powders, cosmetics |
Lady Esther was a cosmetics manufacturer established in 1913 in Chicago by Syma Cohen, an entrepreneur originally from Germany, along with her siblings. The company was officially incorporated in Illinois in 1922 under the name Lady Esther Company and grew to become one of the foremost American cosmetics brands. Its marketing approach was notably innovative for the time, emphasizing in-store product demonstrations, print media advertisements, and sponsorship of prominent national radio broadcasts, efforts largely led by Syma and her brother Alfred Busiel.
In 1949, Syma divested her ownership stake to Alfred. After his passing, the company experienced several changes in ownership. Presently, the Lady Esther trademark is owned by a U.S.-based firm domestically, while a German cosmetics company holds rights internationally.
History
Syma Cohen founded the enterprise with her siblings, naming it after her sister Esther, who soon withdrew from the business. The Lady Esther trademark was registered by Syma in 1913. Initially, the company distributed creams and powders through door-to-door sales and Chicago-area drugstores. The business was incorporated as Lady Esther Company in 1922 and later operated as Lady Esther, Ltd. It implemented an assertive advertising strategy, investing $143,000 in 1923 and increasing expenditures to over $1.5 million by 1936, which corresponded with sales surpassing $36 million.
The brand’s involvement with national radio began in 1931 via sponsorship of the Lady Esther Serenade featuring Wayne King’s orchestra. After ending this partnership around 1939-40, Lady Esther sponsored CBS Radio’s The Orson Welles Show in 1941 and subsequently supported Lady Esther Presents the Screen Guild Players for six seasons.
Growth in business necessitated expansion of manufacturing facilities: by 1933, operations included a 20,000-square-foot plant in Chicago plus a leased factory spanning 65,000 square feet in Evanston. Syma Cohen also made personal investments such as acquiring a mansion on Sheridan Road in Glencoe, Illinois.
During the mid-1940s, Lady Esther faced declining market share due to intensified competition and legal disputes over trademarks. Syma exited the company after selling her shares to Alfred. Following Alfred’s death in 1951, ownership changed hands multiple times. Syma Cohen-Busiel resided at Chicago’s Drake Hotel until her passing in 1990 at age 99.
Currently, the Lady Esther trademark is held domestically by a U.S.-based pharmaceutical wholesaler that does not operate manufacturing facilities within the country; internationally, it is owned by Lady Esther Kosmetik GMBH based in Germany.
Wayne King
September 27, 1931 – January 25, 1941 Lady Esther’s inaugural national radio sponsorship was “The Lady Esther Serenade,” featuring Wayne King and his orchestra. King’s 1930 hit “The Waltz You Saved for Me” served as his signature tune. This program aired at least twice weekly during primetime on CBS and/or NBC, significantly contributing to Lady Esther’s prominence as a leading U.S. cosmetics brand.
The Orson Welles Show
September 15, 1941 – February 2, 1942 Also referred to as Orson Welles Theater or “Lady Esther Presents Orson Welles,” this variety series showcased Welles and his Mercury Theater troupe. A notable episode included the suspenseful “The Hitch-Hiker” (November 17, 1941), penned by Lucille Fletcher. The show featured stars such as Joseph Cotten, Ginger Rogers, and Rita Hayworth. Although planned for a 26-week run, it concluded prematurely when Welles departed for his Brazil project, which affected the sponsorship arrangement.
The Screen Guild Theater
October 3, 1942 – July 7, 1947 In pursuit of enhancing its brand image, Lady Esther took over sponsorship of the Screen Guild Theater, which had formerly been supported by Gulf Oil. The program was originally named “Lady Esther Presents the Screen Guild Players” and broadcast a total of 242 half-hour episodes on CBS every Monday. Truman Bradley served as the announcer while Wilbur Hatch conducted the orchestra. This radio series featured adaptations of prominent motion pictures, beginning with “Yankee Doodle Dandy” starring James Cagney and concluding with “My Reputation.” Among its distinguished presentations were iconic films such as “Casablanca” with Humphrey Bogart and Ingrid Bergman, “Sergeant York” starring Gary Cooper, and “Holiday Inn,” which included performances by Bing Crosby, Fred Astaire, and Dinah Shore.