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EXCLUSIVE: Helena Rubinstein Returning to the U.K.

The brand will open a corner in Harrods this month.

PARIS — Helena Rubinstein is returning to the U.K.

The L’Oréal-owned beauty brand will open a space this month in Harrods, WWD has learned. The 330-square-foot location is to be on the fifth floor of the London-based department store, and starting in December there will be a dedicated Beauty Suite for facials, as well.

The Helena Rubinstein space will carry the brand’s entire range, including the Powercell, Re-plasty and Prodigy Cellglow skin-care collections. There will also be makeup, such as Lash Queen Mascara.

Helena Rubinstein, which exited the U.K. in 2003, is to be exclusive to Harrods countrywide.

Elisabeth Sandager, global brand president of Helena Rubinstein, said in a statement that since leaving the U.K., the brand has achieved a repositioning.

“The brand sits well within the Hair & Beauty Salon space on the fifth floor, which provides the best location to showcase the exciting products and services that we know are clients are looking for,” said Imogen Porter, skin-care buyer at Harrods.

Helena Rubinstein launched her eponymous brand in 1902. Its first treatment cream was called Valaze, and the label produced the first waterproof mascara.

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