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More than a century after its founding, Helena Rubinstein, which sets the standard on the anti-ageing segment, brings a world of contemporary beauty famous for its daring, audacity, high tech and glamour to the most exacting of women.
Throughout its history, an exciting international saga dating to 1902, Helena Rubinstein has repeatedly come up with breathtaking innovations that have gone down in the annals of the cosmetics industry. This bold approach continues to inspire the present and lay a foundation for the future as the brand successfully combines glamour with advanced technology to help women look younger and more beautiful.
Few creative geniuses have such an obvious impact on women's lives. Few know how to tap into their destiny to develop an attitude that is a resounding success. Fascinated by esthetics as well as science, resolute in her quest for beauty, Helena Rubinstein always surrounded herself with works of art and enjoyed discovering and getting to know the artists that she sponsored. She also traveled the world to talk to great minds at the cutting edge of science.
A tireless researcher, she was responsible for some of the greatest milestones in 20th-century cosmetic science. Her company invented the classification of skin types (1910) and developed the first moisturizer (1956), the first tube lipsticks, automatic waterproof mascara in 1939 and the first refillable automatic mascara in 1958.
Today, Helena Rubinstein is distributed in about 50 countries.
Helena Rubinstein’s motto, “Live Brillantly”, echoes its daring attitude, sublimely embodied by Demi Moore, a modern, independent woman who lives her life as an acclaimed beauty brilliantly and decisively. Like Demi Moore, Helena Rubinstein women are strong, seductive, smart and successful. They are looking for a brand to help them care for and enhance their beauty, a brand that offering them a comprehensive product range, tips and techniques to "gain time" in every meaning of the expression.
More than a century after its founding, Helena Rubinstein, which sets the standard on the anti-ageing segment, brings a world of contemporary beauty famous for its audacity, avant-garde science and glamour to the most exacting of women. Many of these fabulously sumptuous formulas have become classics that these exacting women simply cannot do without, such as PRODIGY and COLLAGENIST in the realm of skincare or the COLOR CLONE foundation, LASH QUEEN mascaras, WANTED GLOSS and WANTED ROUGE on the make-up front.