Helena Rubinstein

Helena Rubinstein

This exceptional woman has dedicated her life to making a real empire, she was a powerful woman. After she was married off, which she did not agree. She left home when she was 22 years old and left for Australia. Her mother, scared that she would lack face care, placed twelve small cans of face cream in her suitcases. Helena was asked for advice and she realised that she had a secret which could change her situation and life. Her idea: reproducing the formula of the face cream and explaining the beauty rules of the woman.

The history

When she opened her first beauty salon in 1902 in Sydney Helena Rubinstein found a space where beauty, aesthetic and care were at the centre. Meanwhile, focussing on her first cream, Valaze, to hydrate the dry skin. In London, she discovered that English people didn’t need the same skin care as the Australians, in 1912 she made the first classification based on the skin and specific needs for a revolution for that time. In 1934, determined to slow down the effects of time on the skin, she developed together with her chemists of the Saint-Cloud factory a cream with hormones.

The history of the brand also follows the history of the woman. First Helena was not appreciated, but makeup is during the century democratized and is recognised by a larger amount of women. Helena Rubinstein listened and anticipated on the trends. In 1958 she founded the first waterproof mascara and then the automatic mascara. Next, the brand adapted to the upcoming emancipation of women. Bought by L’Oréal in 1988, the brand kept following the ambitions and values of its founder.

Mission

The mission of the brand Helena Rubinstein stays equal to the one of its founder for the past 100 years: give women all power of the beauty thanks to progressive cosmetic interventions which are avant-garde, effective and sensible. Extraordinary attention for innovation does not matter for the pleasure of the senses. With Helena Rubinstein all cream textures are researched to the smallest detail: ultra-intruding serums, all covering creams and transforming textures. The sensible experiences always stays a revelation.

Nowadays

Since 2008, Helena Rubinstein associates itself with the medical expertise of LAclinic- Montreux, which offer the best aesthetic care and plastic surgery under one name. Thanks to that alliance the product range Re-Plasty was developed to replicate the care of the practical interventions at Laclinic.

In 2014 a new page of the history was written: in collaboration with Jean- Marc Lemaître, research director at Inserm, the brand researched to the innovations regarding the cellular reprogramming and application with its products.

According to the soul of its founder, Helena Rubinstein finds back echoes of the past in researches of today. Where they put the effectiveness of the science and medicine in service of the beauty

HELENA RUBINSTEIN products at Beauty Plaza

Beauty Plaza has a wide variety of Helena Rubinstein products. Whether you are searching for a luxurious skin care, or makeup, you will find it with us. If you order on business days before 17:00, you will receive your order the next day!