Helena Rubinstein is a luxury beauty and cosmetics brand that specializes in anti-aging skin care and makeup. Helena Rubinstein’s vision was to create cosmetic products that emphasize each person's unique beauty. A source of inspiration was her travels to metropolises such as London, Paris or New York where there is a vibrant city life and beauty is redefined every day. She produced her first waterproof mascara in 1939 and thus took over the market as a pioneer in both the makeup and skin care industry.