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In the early to mid 20th century, beauty brands such as Elizabeth Arden and Helena Rubinstein touted an ingredient that later became long-lost: Oestrogen. A 1949 ad for Arden’s Joie de Vivre hormone cream warned that “30 is often the critical age for beauty,” telling women just exiting their 20s that they needed the cream’s “abundant supply” of “natural hormones.”
Regulations classifying oestrogen as a drug helped to bring an end to the fad at the beauty counter. But more…
