“THE HISTORY OF BEAUTY IN ROMANIA”. WOMEN’S MONTH IS CELEBRATED THROUGH A UNIQUE EVENT EXPLORING THE LOCAL BEAUTY INDUSTRY, PERFUMERS, ALCHEMISTS AND RESEARCHERS, ICONIC PRODUCTS AND ARTEFACTS FROM THE LAST CENTURY
Between 8–26 March 2023, Mega Mall Bucharest and ESCU Association invite Bucharest residents to embark on an exhibition overview
of a Romanian century of femininity and refinement. The event challenges you to explore accessories and adornments, fashion, cosmetics and perfumes
from the period 1890–1990, objects that belong to private and museum collections and present an idealised side of women’s lives, captured through beauty
objects, personal and cosmetic items, ads for “miraculous” products, and articles and stories about personal care and charm, collected from the press of the time.
This micro-museum dedicated to beauty (or to “dichis” and coquettishness) is a pop-up exhibition concept about the better and lesser-known beauty standards and practices
from Romania that have made history: starting with the Interwar period, with the famous Vorel Laboratory in Piatra Neamț,
the cosmetics factories Nivea, Legrain, Stella, S.A. Harnicul, with the drugstores and laboratories of Pap Karoly, A. Kovács and Nortier, then moving towards
the mid-20th century, to Ana Aslan and her Gerovital, and later to the largest cosmetics retailers such as Miraj, Farmec, Faun, Rouă, Favorit,
Jubileu, Oana, Doina, Cheia, Vis, Pell-Amar, Eva – all proper nouns that consolidate the legend of Romanian cosmetics from the second half
of the 20th century.
These products and objects, once seen on shop shelves and in the boudoirs of society ladies in the early 20th century, and later
[...]
