American Beauty makes True Beauty along with a simple skincare and makeup line. The skincare line contains both cleansing and exfoliating products as well as moisturizing and repair products. The makeup line offers products for lips, cheeks, eyes and face needs.
American Beauty was created in 2004 by Estée Lauder Companies as one of the original BeautyBank brands. American Beauty products are exclusively available at Kohl's department stores in the United States. The spokesperson and face of American Beauty was revealed by news release in June 2004 to be actress Ashley Judd. Described as glamorous, elegant and intelligent while still being warm and accessible, chief operating officer of The Estée Lauder Companies, William Lauder, believed Judd to embody all the qualities that defined the new brand. American Beauty launched nationally in October 2004 at select Kohl's stores with a complete rollout in the fall of 2005.
BeautyBank, the think tank division of Estée Lauder Companies, develops brands and products for consumers looking outside of traditional department store shopping. Brands that BeautyBank develops include Flirt, GoodSkin, Grassroots, Daisy Fuentes and Eyes by Design. All brands are exclusively available at Kohl's department stores in the United States and online excluding Eyes by Design, which has an exclusive distribution through the Home Shopping Network.