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Elizabeth Arden and Helena Rubinstein, two giants in the American beauty industry, watched and kept abreast of its development. After the First World War, American consumers became eager for new products. [16] Sensing an opportunity, both Rubinstein and Arden launched their own brands of cosmetics that included mascara.
Helena Rubinstein (born Chaja Rubinstein; December 25, 1872 – April 1, 1965) [2] was a Polish and American businesswoman, art collector, and philanthropist. A cosmetics entrepreneur, she was the founder and eponym of Helena Rubinstein Incorporated cosmetics company, which made her one of the world's richest women.
During the middle of the decade, mascara was available in cake, tube, wax, and liquid form and applied with a brush. Surprisingly enough, there were even waterproof formulations available. The various forms of brush-on mascara served to darken the lashes but did not provide the sculpting abilities of modern-day mascara wands.
Stars such as Theda Bara had a substantial effect on the makeup industry. Helena Rubinstein was Bara's makeup artist; she created mascara for the actress, relying on her experiments with kohl. [42] Others who saw the opportunity for the mass-market of cosmetics during this time were Max Factor Sr. and Elizabeth Arden. Many of the present day ...
Cosmetics have various purposes, including personal and skin care. They can also be used to conceal blemishes and enhance natural features (such as the eyebrows and eyelashes). Makeup can also add colour to a person's face, enhance a person's features or change the appearance of the face entirely to resemble a different person, creature, or ...
Maybelline New York (formerly The Maybelline Company and Mabelline and Co.), [1] trading as and commonly known as simply Maybelline (/ ˈ m eɪ b ɪ l iː n / MAY-bil-een), is an American multinational cosmetics, skin care, perfume, and personal care company, based in New York City.
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