In all my reporting about French beauty tips, one thing reigns supreme: Simplicity. Fewer products on the vanity, and an emphasis on great skincare so you can wear less makeup. I’ve been applying this to my own life, and all I can say is…they’re right. 10/10 no notes. So, it didn’t surprise me when I saw luxe L’Oréal brand Helena Rubinstein as a top trending search in Google for both France and its neighbor, the United Kingdom. According to data, searches for the brand’s night cream were up 1,350 percent. Specifically, there was a 300 percent increase in search across France, and a 100 percent increase in the UK. Below, I’ve rounded up two creams available in the US—and now you’ve got an insider tip on your next trip to the European pharmacy.
European Women Can't Get Enough of This $300 Face Cream – But Is it Worth It?
what makes it so special???
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What Is Helena Rubenstein?
The question is more appropriately, who was Helena Rubenstein? The lore has it that she was archrivals with none other than Elizabeth Arden, and the two women’s makeup empires came of age at roughly the same time. After immigrating to Australia, the Polish entrepreneur launched her eponymous beauty line in 1902. Credits to her name include the first waterproof mascara in1939 and the the first “anti-aging” product, which debuted in 1956.
Though the brand, which sits in a similar tier to La Mer, is now part of the L’Oréal portfolio, it remains under the radar in the States, while enjoying popularity in European and Asian markets. (Michelle Yeoh was named brand ambassador last year.) Indeed, in partaking in one of my favorite activities—perusing French magazines—I couldn’t help but notice Helena Rubenstein products mentioned in the likes of Marie Claire and Vogue France. The latter even gave the brand a splashy write up to celebrate the launch of the new Powercell Skinmunity line that launched earlier this year. While not all of Helena Rubinstein’s products are available in the US, I did manage to find two (!) that we Americans can scoop up—and they just happen to be the top-searched products in Europe.
1. Replasty Age Recovery Night Cream
Helena Rubinstein
The Replasty Age Recovery Night Cream features a 30 percent concentration of the brand’s trademarked PRO-XYLANE ingredient. The velvety cream uses it to address three levels of your skin by reinforcing its elasticity, promoting cellular regeneration and the production of the extracellular matrix (proteins and other molecules that make up the skin). The brand claims that the night cream can address wrinkles, roughness, uneven complexion, sagging and dryness.
2. Replasty Age Recovery Day Cream
Helena Rubinstein
The Replasty Age Cream is the night cream’s companion. Like the night cream, the day option also has the “bandage” texture—an ultra-velvety cream that soothes all skin types. The key ingredient here is the brand’s proprietary ACTI-PLAST, in addition to PRO-XYLANE. ACTI-PLAST is formulated with madecassoside and D-Panthénol, both known for their soothing properties. In particular, madecassoside is a well-regarded component of Centella asiatica, a popular plant often also used in K-beauty for its anti-inflammatory properties. In a survey of 68 women, the brand found 85 percent reported soothed skin with a refined texture and reduced wrinkles.
