During the day, the skin's brightness and elasticity decrease and the skin absorbs the benefits of your beauty routine less. After years of research, the Helena Rubinstein laboratories have developed an innovative formula that combines three types of vitamin C, 10% pure vitamin C and chrono-released vitamin C [vitamin CG and vitamin CMAP), in a serum with high antioxidant power. FORCE C's thermo-active formula maximizes the effectiveness of your daily skincare routine. Thanks to FORCE C at the end of the day the skin appears smooth and radiant. After a month, your skin is stronger and more radiant and your face will regain its elasticity.

Helena Rubinstein's new iconic mascara, for infinitely long lashes. Its flexible brush is combined with brushes specifically designed to capture all lashes. Her creamy formula rinses off easily with warm water.

Lash Queen Perfect Black dedicated to those who do not give up softness and do not give up on long wear, it is easily removed. Anti-smudging effect.

Helena Rubinstein creates a new defense weapon for the skin: discover the new Powercell Skinmunity Emulsion. With the same concentration of plant mother cells as Powercell Skinmunity cream, this powerful emulsion is enriched with spirulina, with strong antioxidant properties, to protect the skin from the attacks of external agents to which it is exposed daily. Even in conditions of urban stress, the skin appears protected, the skin texture refined. With 82% of ingredients of natural origin, applied after the serum, Powercell Skinmunity Emulsion strengthens and prolongs its effect: the daily refill of youth for your skin.

Helena Rubinstein has reached new heights in skin tightening with the creation of a technology developed specifically for Powercell capable of "arming" and defending the skin thanks to the use of plant mother cells. POWERCELL SKINMUNITY CREAM, a strengthening cream for: - "ARMARE": with plant mother cells to strengthen the skin; - "DEFEND": with DEFENSE COMPLEX for an optimal defense against attacks by external agents and the effects of urban life stress. The imperfections will appear smooth, the skin more resistant and radiant. Apply it after the serum for optimal effectiveness.

THE LUMINOUS TINT CONCENTRATE is the innovation in the Helena Rubinstein foundation, the latest perfecting step in the Prodigy Cellglow routine, a spectacular fusion of light and treatment for an even complexion, sublimated and radiant with youth. Not a simple foundation, THE LUMINOUS TINT CONCENTRATE is infused for 90% of skincare treatment: - the key technology of the Prodigy Cellglow line, The Cellular Supreme of EdelweissTM, with a revitalizing effect; - a high aqueous phase for a sensation of extreme freshness and hydration for up to 12 hours; - light oils for long-lasting comfort. The Luminous Tint Concentrate, with its innovative formula enriched with a complex of 3 illuminating pigments, reveals the fresh and natural glow of the complexion. A creamy texture in an ultra moisturizing formula for a second skin effect in application and a light and buildable coverage.