The Institute is Born
With this success, Dr. Laszlo opened his first institute in Budapest, complete with a lab for creating personalized formulations and developing bespoke treatments.
In 1938, he and his wife Iren moved to New York and set up the first New York Institute in 1939 at 677 Fifth Avenue. Already popular with women in the know, the wait time for an appointment could be several months, and was a members only club closed to the general public. Some of his early well-known clients included Katherine Hepburn, Otto Preminger and the Archduchess Franz Josef. Greta Garbo paid her first visit in 1940, one year after the Institute was opened.
In 2012, the Institute was re-imagined and opened in the Soho Neighborhood on West Broadway, bringing out the brand’s heritage with a modern twist. For 5 years, women from all over the world would come for treatments and continue to covet the knowledge and vision Dr. Erno Laszlo shared with many clients before them. The Institute closed in the summer of 2017, but the treatments and experience continue to be shared in different pop-up locations globally. The brand continues to innovate products and advance treatments for a world class experience.