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When Helena Rubenstein invented the first waterproof mascara in 1939, it marked a new chapter in women’s makeup routines. Strategically launched at the Acquade Show, a famous aquatic dance performance in New York, the mascara opened women’s eyes to the power of their own beauty.
There has been no looking back since then. Several decades later, Helena Rubenstein Research continues to follow the path of its eponymous founder through its series of innovations.
To commemorate the brand’s rich heritage, Helena Rubenstein has just launched its first hybrid mascara, the Lash CC Carbon Care. Bringing together the complementary properties of skincare and make-up, it nurtures our lashes while making giving them a voluminous, refined expression.
Unlike regular mascara that stiffens our eyelashes and gives them a slightly ‘fake’ look, Helena Rubenstein’s 750-bristle mascara (versus the standard 350-bristle ones) claims to give the lashes a feather-soft appeal.
Priced at HK$ 330 for a 7.3ml tube, you can lay your hands on Lash CC Carbon Care at most of Helena Rubenstein’s counters across select malls in Hong Kong, including Harvey Nichols, SOGO and Lane Crawford.

Enjoy a brush with the past with Helena Rubinstein’s rich heritage of mascara innovation

helena rubenstein

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Enjoy a brush with the past with Helena Rubinstein’s rich heritage of mascara innovation