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Since 1902, the HELENA RUBINSTEIN commitment has been apparent and more avant-garde than ever in its “POWER BEAUTY” philosophy with over 110 years of anti-ageing skincare expertise at the service of the most demanding women. Both a scientist and an aesthete, HELENA RUBINSTEIN has formed an intricate link between the quest for beauty and the passion of science and created cosmetic success stories: the first beauty salon, the first invention of skin type classification, the first waterproof mascara, the first automatic mascara and the first cosmetics enriched with vitamins and more. Today, HELENA RUBINSTEIN offers every woman the most concentrated star ingredients and the most sumptuous textures for immediate long term results at the level of aesthetic medicine.