INNOVATIONS IN MASCARA SINCE 1939: DECODING MORE THAN 50 YEARS OF EXPERTISE
The year 1939 saw the arrival of the first ever waterproof mascara. Link to mascara and WP mascara product datasheets. Madame Helena Rubinstein was the originator of this ingenious idea.
In 1958, she also made headlines by inventing MASCARA MATIC, the first ever automatic mascara in a tube
. This rechargeable jewel-like object was nestled within a sophisticated golden tube. Later renamed LONG LASH
, it is still an exemplary model of mascara today.
Since this first in the world of cosmetics, the brand has always been innovating by creating sublime and daring bijoux mascaras that compose a fascinating saga signed LASH QUEEN. Link to mascara product datasheets.
“To meet women's dreams for lavishness, and beyond the wealth of our formulas, we also work using high precision - as in luxury craftsmanship - to achieve the precious nature of our packaging,” explains Elisabeth Sandager, General Manager of Helena Rubinstein International.
In 2013, the HR mascaras family grew further with the arrival of SURREALIST EVERFRESH, the first mascara that does not dry out
. Learn more with the Surrealist Webserie
THE LASH QUEEN MASCARA SAGA
1939: Helena Rubinstein presented an outright innovation during the Aquacade Show water ballet given at the New York World’s Fair: the first ever Waterproof Mascara.
1958: With Mascara Matic, Helena Rubinstein invented the object and concept of rechargeable automatic mascara.
Mascara Matic became Long Lash, with its formula enriched with silk fibres and worldwide unique threaded-stem brush.
1993: Spectacular Mascara arrives on the scene combining the effects of an extendable film-forming formula with the technical nature of a precision-profiled brush, ensuring spectacularly long lashes. In 2009, Spectacular became Spectacular Extensions with a new strengthening formula for longer, stronger and denser lashes.
2004: Lash Queen, “fur coat” mascara offers majestic length and volume to lashes. The grand Lash Queen mascara saga is born.
2006: Lash Queen Waterproof and its “croc skin” look give for an outrageously lavish waterproof mascara that transforms this practical item into a veritable cult object.
2007: Lash Queen Feline Blacks, an intense and captivating member of the Lash Queen family, offers women the feline eyes exemplified by Demi Moore… a record top-selling HR mascara.
2009: Seventy years after the invention of the waterproof mascara, HR innovates again with the Lash Queen Feather Collection.
2010: Lash Queen Sexy Blacks, a most daring take on femininity! An ultimate object of desire, crafted like a jewel, with a daring 90x60x90 brush and push-up volume formula for provocatively curved lashes.
2012 : Lash Queen Celebration
, that offers lashes tailor-made volume. Designed like a goldsmith's work of art and entirely adorned in golden lacquered and varnished sequins, the bottle sparkles like a luxury jewel.