Luxury Cosmetics Brand: Artistry

Artistry is a well-known skincare and cosmetics brand established in the 1950s. It was founded by Edith Rehnborg and is now a subsidiary of Amway, a multi-level marketing company specializing in beauty and home care products. Based in Michigan, Artistry is part of Alticor’s group of companies and has a reputation for offering high-quality products. The brand has a global presence, with a strong presence in over 60 countries, and is considered a prestige brand by Euromonitor International, ranking alongside Lancome, Estee Lauder, Clinique, and Chanel as one of the top 5 prestige brands, and the only direct-selling brand in the list.

The Establishment of Artistry

Artistry was established in 1958 by Edith Rehnborg, the wife of Carl Rehnborg, the founder of Nutrilite, a leading brand of minerals, vitamins, and dietary supplements. At the time of its founding, the brand was known as Edith Rehnborg Cosmetics rather than by its current name.

However, in 1968, the company was acquired by Nutrilite and rebranded as Artistry Cosmetics. This move also saw Artistry Cosmetics become a product line for skincare products within Nutrilite, allowing the brand to benefit from the facilities and resources of Nutrilite, including its quality research and state-of-the-art technology. As a result, all products sold by Artistry Cosmetics were supported by Nutrilite’s resources.

In 1972, Nutrilite merged with Amway, a multinational beauty and healthcare brand. Amway held a controlling interest in Artistry Cosmetics. The US brand also underwent another name change in the same year, becoming permanently known as Artistry. Before this, Artistry’s product range was relatively small and primarily consisted of skincare and cosmetics products developed by the brand’s founder, Edith Rehnborg. However, following its acquisition by Amway, the brand began its journey toward global success. In the 1970s, Artistry’s early sales included a six-product collection called “Something for Everyone.”

Amyway, the company that currently owns Artistry


Diversity in Artistry’s Product Range

It was a huge step forward when Artistry released a new line of skin care products in 1973. The skincare line offered a wide range of products targeting different skin conditions. Products for dry skin, oily skin, and mature skin were all available, as were antibacterial and oil-controlling formulas.

Artistry was among the very first worldwide luxury cosmetic businesses to provide a variety of product types in its lineup. The majority of businesses that are comparable to this one focus on what is now fashionable in popular media. At the time, the majority of celebrities and models in popular culture had light, white complexion because of how the times were.

Because of this, Artistry made a bold and successful move in launching a new line called Artistry II, which was specifically designed for people of diverse ethnic backgrounds. This line featured products developed for darker skin tones and marked a significant milestone in the brand’s history.

Following the launch of the skincare line, Artistry received a record-breaking number of favorable comments and ratings from members of its community. Because of its inventiveness in the fashion and cosmetics business, it entered the global market very quickly. As a result of the brand’s varied and devoted following, it was eventually able to establish a presence in countries such as France, the United Kingdom, Germany, Australia, the Netherlands, Malaysia, and Hong Kong.


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Expansion and Innovation at Artistry

In 1983, Artistry introduced the Northern Lights Collection as a product line as a direct reaction to the more sophisticated expectations of its clientele. The Collection debuted ground-breaking pigments that looked like holograms and quickly became the most talked about development in the world of cosmetics.

By 1985, Artistry had expanded to over 13 countries and constructed a sophisticated cosmetics plant in Ada. In 1986, the company made a wise decision to launch its goods in Japan, which was on track to become a major cosmetics market. Artistry had millions of followers worldwide by 1993 and produced a portfolio of over 200 cosmetics products.

Artistry was named one of the top five premium brands in the facial skincare category by Euromonitor International in 1998. The brand debuted the grapefruit-scented Spa Collection for “shower and bath” in 2003. In 2007, Artistry was announced as the official cosmetics and skincare sponsor for the Skate Canada national team and Skate Canada events.


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Factors Contributing to Artistry’s Success

Artistry is a successful cosmetics brand that has differentiated itself from its competitors in several ways.

First, Artistry is known for its high-quality ingredients and cutting-edge formulations. The brand uses state-of-the-art technology and research to develop its products, which are designed to address a wide range of skincare concerns.

Another key factor in Artistry’s success is its commitment to sustainability and social responsibility. The brand has several initiatives to reduce its environmental impact, including sourcing ingredients responsibly, reducing packaging, and supporting local communities.

Furthermore, Artistry is committed to providing a personalized experience for its customers. The brand provides a diverse range of products and personalized skincare regimens tailored to meet each customer’s unique needs and concerns.

In addition to producing high-quality and innovative products, Artistry is also known for its commitment to diversity. The brand was one of the first international luxury cosmetics brands to introduce products specifically designed for people of diverse ethnic backgrounds, a move that helped it to stand out from its competitors.

Finally, Artistry is well-known for its strong collaborations with top beauty influencers and celebrities, which aids in brand exposure and the attraction of new buyers. Artistry has a strong global presence, with a presence in over 60 countries around the world. This global reach has helped the brand attract a large and loyal customer base, contributing to its success.


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The Types of Products That You Can Buy From Artistry

Artistry sells a wide range of skincare, makeup, and fragrance products. Some of the types of products that Artistry offers include:

  1. Skincare: Artistry offers a range of skincare products that are formulated to address various skin concerns, including dryness, dullness, uneven skin tone, and signs of aging. These products include cleansers, toners, exfoliators, serums, moisturizers, and eye creams.
  2. Makeup: Artistry’s makeup range includes foundations, concealers, powders, blushes, highlighters, eyeshadows, eyeliners, mascaras, and lipsticks. The brand also offers a variety of makeup brushes and tools to help customers apply their makeup effectively.
  3. Fragrance: Artistry offers a range of fragrances for both men and women, including eau de parfums, eau de toilettes, and body sprays. The brand’s fragrances are developed by expert perfumers and are designed to be long-lasting and appealing to a wide range of consumers.

In addition to these core product categories, Artistry also offers a variety of gift sets and limited edition products, as well as skincare and makeup products specifically formulated for people with sensitive skin. The brand’s products are sold through a network of independent consultants and are also available online and in select retail locations.


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Artistry is a highly innovative cosmetics brand that is known for its wide range of over 400 product lines and its research and development team of over 900 scientific experts. The brand is dedicated to producing products that address several skin concerns and needs, including those of people of different ages, those with rare skin conditions, and those with diverse skin tones. As a result, Artistry has established itself as one of the leading cosmetics brands in the world.