PBESProceedings of Business and Economic Studies2209-26412209-265XBio-Byword Scientific Publishing Pty. Ltd.10.26689/pbes.v4i1.1859Articlehttps://artdesignp.com/journal/PBES/4/1/10.26689/pbes.v4i1.1859FanJunchen2021412021-03-09Although the impact brought by COVID-19 pandemic is destructive to the majority of companies all over the world, Estee Lauder has proven itself to be an enduring brand that stands strong despite the pandemic headwinds. With its unique advantages over its competitors and efficient management, Estee Lauder is capable of dealing with the pandemic challenges effectively and emerging from the current crisis with an even stronger competitive position.