#102 Leonard Lauder
$3.6 billionSource: Estee Lauder
Mother, Estee Lauder (d. 2004), sold skin cream concocted by chemist uncle. Emphasized personal customer attention, free gifts. Operation became cosmetics giant; today family's 70% stake worth more than $6 billion. Labels include Clinique, Aveda, Bobbi Brown, La Mer. Leonard serves as Estee chairman; hoping his "Lipstick Indicator Theory"-which claims sales of cheap luxuries like lipstick increase in times of economic stress-will hold up. Shares up 28% in past 12 months. Both brothers own large art collections; Leonard donated $130 million to Whitney Museum earlier this year.
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