During World War I, her uncle John Schotz, a chemist, came to live with her family. He created skin creams in a makeshift lab behind their house, and Estée began helping him make and market them. Revolutionizing the beauty world by introducing strategies still used today, such as offering a "gift with purchase" and conducting personal, face-to-face makeovers. She was widely regarded as one of the greatest entrepeneurs in history.