Subverting the conventional concept of beauty.
The concept of dry and oily skin is now common knowledge. However, Madame Helena Rubinstein first proposed incorporating skin type into skin care in the beauty world.
When she launched her first cosmetic product, the beauty cream Valaise, in Australia, she had already realized that different people had different skin types. She opened the world’s first beauty salon in Melbourne, the Helena Rubinstein Beauty Salon, in 1902.
Incorporating massage and science into her business, Madame Helena Rubinstein introduced one brilliant product after another and revolutionized the history of beauty.
She kept her innovativeness throughout her career.
The Helena Rubinstein brand in Japan continues this innovativeness.