Elizabeth Arden opened her first beauty salon on 5th Avenue in New York at a time when women not only very rarely started their own businesses, but mostly didn’t even use makeup. Thus, the legendary innovator and businesswoman laid the foundations of the American cosmetic industry more than a century ago.
Arden was among the first to apply scientific innovation to cosmetics and advocated for a holistic approach to beauty. She urged women to moisturise their skin, avoid direct sunlight and exercise every day. The philosophy of the Elizabeth Arden brand was to take care of the skin, not to cover it.
Uncompromising in her vision, Elizabeth Arden made sure her products actually helped women and many of them quickly became icons, such as the favourite Elizabeth Arden Eight Hour Cream, the legendary Elizabeth Arden Blue Grass perfume, or the signature Elizabeth Arden bold red lipstick.
Every day, Elizabeth Arden products make people around the world feel more beautiful and more confident, and the story of Elizabeth Arden herself is still an inspiration to many.