On November 10, the exposition “Celebrating 100 Years of Beauty” was inaugurated in Espaço Perfume Arte + História (Perfume Art & History Space), featuring the career of Elizabeth Arden, the most important woman in the history of the world’s cosmetics industry.

The exposition, localized on the mezzanine next to the Wheaton Space, is curated by Roberto D’Angelo, who researched the life and work of this icon of beauty of the twentieth century for more than 20 years. “We strove to highlight the life of this woman who resolved, in 1910, to take out a loan of six thousand dollars to start her business and in exactly six months managed to repay it. She was ahead of her time and we can see this in the products she developed, their packaging, their formulas and even in the advertising of the time. We were able to retrieve information and precious images, and we are bringing these to the Brazilian public.

Born Florence Nightingale Graham, she adopted the name of Elizabeth Arden. She made sure that people who cared for themselves from youth, would age with more beauty and dignity than those who did not. She was a visionary, a pioneer in the concept of complete beauty (spas) and she introduced, in the United States, makeup for the eyes as well as the first complete line of skin care products.

Politically active, Elizabeth Arden did not think only of feminine beauty. In 1912, she joined more than 15,000 American women to claim the right to vote.

During the decades of the 20s to 40s, Elizabeth Arden expanded the distribution of her business into Europe, Canada, South America and Australia. Today, Elizabeth Arden has affiliates in 18 countries and is available commercially in more than 100 nations.

Exposition Dates: November 10, 2010 to February 27, 2011

Entry: Free

Address: Rua Dr. Emílio Ribas, 110, Bairro Perdizes – São Paulo/SP

(beside the Santa Marcelina College)

Telephone: (11) 2361.7728

Hours of Visitation:

  • Tuesday to Saturday from 10 a.m. until 6 p.m.
  • Thursday from 10 a.m. until 8 p.m.
  • Sunday from 12 noon until 6 p.m.

(Last entrance every day – 40 minutes before closing)