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The mascara revolution brand
surrealist everfresh

The first mascara that does not dry out
Exceptional lashes, from the first to the last day of use

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A unique brush - formula - tube trio that ensures the formula is constantly mixed, preventing it from drying out and offering perfect glide-on mascara, until the very last day of use.



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An unique trio - brush, formula and tube - ensures that the formula remains mixed.
This is what happens with a standard mascara : The textures tends to dry out on the brush and on the bottle. The mascara sticks and crumbles.
To avoid this chimney effect, Helena Rubinstein invented an unique trio to ensures that the formula remains mixed.

The surrealists
Empress of beauty*…and a revolutionary!

A passionate visionary, Helena Rubinstein devoted her life to pushing back the frontiers of cosmetics to show women the power of their beauty. And because one look can change the world, she made eyes - and mascara - the focus of her research. Like her Surrealist friends of that time - Salvador Dali, Tristan Tzara and Man Ray - she defied the boundaries of reality and introduced real revolutions in cosmetics. *title given by Jean Cocteau

Waterproof revolution: 1939
Ever attentive to the needs of the most demanding women of her time, Helena Rubinstein offered an absolute innovation to the swimmers of the Acquade Show water ballet given at the New York World’s Fair in 1939: the first ever Waterproof Mascara..

Automatic revolution: 1958
A time of cultural revolution, women during the “30 glorious years” took life head on as mothers, wives and workers… To support them and their tight schedules, Helena Rubinstein invented the first ever mascara in a tube, Mascara Matic..
Later renamed Long Lash, this visionary mascara still maintains its unique and slender design today.

2013, a new revolution…
Surrealist Everfresh, the first mascara that does not dry out
Exceptional lashes, from the first to the last day of use
A mascara like new, every day

With Salvador Dali
A friend of the artists. With Salvador Dali, who she met in New York in 1941.
Helena Rubinstein met a number of artists and writers of her time: Cocteau, Joyce, Hemingway, Man Ray, Marie Laurencin, Picasso and Dali, among others.

Painting by Dali
In 1942, Salvador Dali painted Rubinstein’s portrait as a sphinx;
he also painted a triptych wall decoration for the dining room of her Park Avenue triplex.

Surrealist lashes.
Surrealism had the spotlight in Helena Rubinstein’s home, but also at the Pompidou Centre which devotes an original retrospective to Salvador Dali and his work. Like Helena Rubinstein, he revolutionised the world in his own way.