Elizabeth Arden (whose real name was Florence Nightingale Graham) founded this large firm about a century ago. Elizabeth was the typical American professionalism personified. She based her empire into four basic pillars for feminine beauty, exercise, diet, massage and good body posture. Pioneer in the cosmetics
industry, was the first to introduce eye makeup
among American women. In 1910 opened her first beauty salon "Red Door" on Fifth Ave., New York. The makeup products
had beneficial properties for the skin, which was totally innovative. The red lipstick that matched the uniform worn by American women who served during World War II, became a legend. In a short period of times "Red Door" salons were opened along the entire planet.