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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.
Max Factor waterproof mascara creme in a tube with a brush, 1960. Years later in 1957, Rubinstein created a formula that evolved mascara from a hard cake into a lotion-based cream. She packaged the new mascara in a tube to be sold with a brush. For use, the cream was squeezed onto the brush and applied to lashes. [16]
Petroleum jelly (Vaseline) was mixed with soot or coal. The resulting solution was a dark gel that was then applied to the lashes with a fine brush. 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.
Long, long, long.” If our mascara hasn’t worked, we might as well try to manifest them, right? Falsies are a pain and often look way too dramatic or fake, and lash extensions are even more of ...
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 makeup manufacturers were established during the 1920s and 1930s.
Business structures were also in flux. Revlon acquired smaller cosmetics firms, while Max Factor, Elizabeth Arden, and Helena Rubenstein were purchased by larger conglomerates. [15] [31] Independent businesswomen such as Adrien Arpel, Suzanne Grayson, and Madeleine Mono established small, consumer-focused companies to challenge mega-firms. [30]
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