ELIZABETH ARDEN

Elizabeth Arden founded her eponymous brand in 1910 in New York, after waving goodbye to her native Canada to open her first beauty salon. Innovative and entrepreneurial by nature, it didn't take long for her to shake up the American cosmetics scene, breathing new life into a sector that was underdeveloped at the time. According to Elizabeth, beauty is about more than just make-up, and should seek to strike a balance between science and nature to bring out the best in every woman, as "to be beautiful is the birthright of every woman" according to the founder. She decided to invent a line of skincare products that would naturally enhance the skin without hiding it. In 1914, helped along by chemical engineer A.F Swanson, she developed an ultra-lightweight cream with a texture similar to whipped cream. This was a true breakthrough in a cosmetics industry that had never moved beyond very thick, greasy creams. Embarking on a never-ending quest for innovation, Elizabeth Arden travelled to Paris to learn more about the beauty techniques being used in the French capital. Upon returning to the States, she launched a full range of make-up products that had her New York client base instantly hooked. As a supporter of women with strategic nous, she continued developing her brand, and even launched her Red Lipstick in support of the suffragette movement. She was also the first to come up with the concept of the 'full' make-up look, encompassing everything from lips and cheeks to eyes and nails. Spurred on by her success, she set up beauty salons around the world and continued designing new products. Inspired by hair pomades, she launched her now-iconic Eight Hour Cream, a multi-purpose product considered to be nothing short of a miracle in a tube. It flew off the shelves, with one sold every ten minutes around the world. Elizabeth Arden's fate was sealed as one of the most desirable brands of the times. Today, Elizabeth Arden brings women a comprehensive beauty routine featuring both premium skincare and make-up to enhance their natural beauty.

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