Amongst other products made for the cosmetic industry, Eugène developed a new mascara for eyelashes, based on a mix of coal dust and Vaseline petroleum jelly. As the new product was non-toxic for the eyes, very soon it became popular. The new mascara was a revolution in cosmetics, and was immediately adopted by many women in Europe. The company expanded to other countries and became a successful business. Eugène Rimmel died in 1887, being 67 years old, and leaving a powerful industry installed in the cosmetic market. The name "rimmel" was rapidly identified as a synonym of "mascara". In 1949 the brand Rimmel was purchased by a group from London, and in 1996 by Coty Inc.

Lola Montez, in her book "The Arts of Beauty, or Secrets of a Lady's Toilet", from 1858, discouraged the use of "white veil" (Vaseline) and recommended: "It is within the power of almost every lady to have long and strong eyelashes by simple chipping, with scissors, the points of the hair, once, in five or six weeks". 


At the times of Romanticism and during the Victorian Era (1837-1901), the use of cosmetics between women started to be popular. A time of luxurious adornments and splendorous glamour was left behind, at the 18th century. At the beginning of the 1840's, women began to darken their eyelashes and eyebrows and to wear more cosmetics. They still were using old home made methods, like ashes, or lamp black mixed with elderberry juice.


A French perfumer moved to London in 1830 and opened his own store, The House of Rimmel, with his son Eugène Rimmel, in 1834, on Albemarle Street. Eugène Rimmel was the most important perfumer of the 19th century, being the personal perfumer of the Queen Victoria. His perfumes were offered to the market in bottles of Baccarat crystal. In the Universal Exhibition in the Crystal Palace in Hyde Park, in London, in 1851, he designed a fountain of perfumes, decorating the Pavilion of entrance.


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