In the 1860s, however, the pursuit of artificial beauty was still very much publicly frowned upon and the purchase of cosmetics and hair colourants was carried out 'under the counter', away from public scrutiny. So it was, that rich society women made their way heavily veiled by closed carriage to a luxurious premises at number 47a New Bond Street. The sign over the door promised them they would be 'Beautiful For Ever!' and they believed it. They hoped especially it would win them husbands or keep the ones they had.
