Helena Rubinstein Beauty Products Manufacturing Company becomes H. J. T. Beauty Products Manufacturing Company. T]wo little words “she paints” often sound like the passing of a sentence for some moral shortcoming. Prejudices are often groundless. None more groundless than the one against rouge, and none better founded that against bad rouge or rouge badly used. Cleanse with Valaze Pasteurized Cream, a wonder cream for freshening, revitalizing and youthifying the skin.

Apply Valaze Grecian Cream (Anthosoros) patting in well around the eyes, and whenever there is any tendency for lines or hollows. In 1927, as part of the new Water Lily make-up line, Rubinstein introduced Water Lily Face Powder. It came in the same shades as her earlier powders and was sold in both Complexion and Novena formulations making it suitable for all skin types. However, it retailed for a higher price, as did the later Enchanté Face Powder (1928) which came in a Silver (small-sized) or Chinese Temple (large-sized) boxes. Foundations For advanced cases: After cleansing use the highly stimulating Valaze Georgine Lacteé, the muscle and tissue tightener and follow with Valaze Anthosoros Cream.I can find no mention of Rubinstein offering red nose treatments for rosacea and rhinophyma, or continuing to fill up wrinkles and hollows with injections of paraffin wax but this does not mean that these were not offered to clients in her New York salon. Day: Cleanse with Valaze Pasteurized Cream, the only cleansing cream that accomplishes wonders for the oily skin, freshening and revitalizing it. Egyptian Mask:“[S]moothes out lines, gives youthful tension and firmness to the contour, immediately makes mat and clear the tone of the complexion, and helps the face radiate beauty.”

A major development at the end of the decade was Rubinstein’s introduction of the ‘combination’ skin type. She would later claim to have invented this category and to have first introduced it when she started in Australia in 1902. However, this appears to be another example of her rewriting history as the earliest reference I have for her mentioning combination skin is 1929. Valaze Complexion Powder and Novena Poudre came in four shades: Flesh, Rose, Cream, Rachel and White but Valaze Complexion Powder also came in Ochre for brunettes and Mauve for blondes to wear at night. Rubinstein also sold Valaze Compressed Powders, with puff and mirror, to enable women to powder when out and about.Treatments at Rubinstein’s Maison de Beauté Valaze continued much as before and included remedies for wrinkles and crows-feet, coarse and greasy skin, eye problems, lax facial contours and double chins with massage and face strapping still being of prime importance. The routine was altered again after the introduction of Valaze Water Lily Cream which, being more expensive, now became the preferred option for cleansing dry skin. Above: c.1928 Refurbished Helena Rubinstein salon at 24 Grafton Street, London. The building was destroyed by German bombing during the Second World War.