There was once a man named Eugène Schueller, who was born in Paris. His parents ran a small pâtisserie on the Rue du Cherche-Midi in Montparnasse. He was an only child—his four brothers died in infancy—and his parents sacrificed to send him to a private school, subsidizing his tuition in cakes. After a successful academic career, he ended up teaching chemistry at the Sorbonne. But the leisurely pace of academic life bored him. “He would climb in and out though the window before and after hours, sometimes starting work at six a.m., sometimes staying on late into the evening—hours his colleagues inexplicably preferred to spend with their friends and family,” Brandon writes. One day, a hairdresser approached him, looking for an improvement over the unreliable dyes then in use. Schueller quit his job, and converted his apartment into a laboratory. By 1907, he had perfected his formula, and began selling it to local hairdressers. In 1909, he recorded his first profit. By the nineteen-thirties, he was one of the wealthiest industrialists in France, and had moved his headquarters to a stately building on the Rue Royale. He would rise at 4A.M., attend to company business for two hours, take an hour’s walk, and then later be driven, by Rolls-Royce, to each of his various chemical plants, ending his day at midnight. He called his company L’Oréal.