Chapter II

“There are no ugly women, just women who look drab. Bringing their beauty to light is our obsession.”

Maria & Rosy Carita

CHAPTER II
THE INVENTION OF
PROFESSIONAL SKINCARE

BEAUTY FROM HEAD TO TOE

“There are no ugly women, just women who look drab. Bringing their beauty to light is our obsession,” stated Maria and Rosy Carita. Above and beyond their hairdressing talent, the two sisters take an approach to beauty that is ahead of its time. Early on, they begin to think about beauty in its entirety:

If your hair is beautifully styled, but your skin and make-up are neglected, the effect fails. Beauty should be global, from head to toe!

Visionary entrepreneurs, the Carita sisters create their world of beauty and, for the first time, bring together all forms of care expertise face, body, hair and global beauty treatments in one place, at 11 rue du Faubourg Saint-Honoré. As early as 1956, they develop the care formulas necessary for their unique approach to beauty, overturning the way cosmetic treatments are typically used and applied. 1960 sees the launch of the Progressive range, an avant-garde name conveying the gradual improvement of the skin despite the passage of time. Their stroke of genius? They create a philosophy of skincare, still unique today, based on three pillars:

2. PRO-PENETRATE

Pro-penetrate the skin with a highly concentrated, rapidly absorbed formula. Since 1958, they launch five pro-penetrating fluids which form the basis of Carita’s famous make-up/care treatment. Full of active ingredients immediately assimilated by the skin, they offer in-depth action and instant effectiveness. Women immediately take to the fluids because they offer a customized approach to at-home skin care.
"No thick, greasy creams. Modern women use effective fluid textures!"

2. FLUID COSMETICS

Before everyone else, the sisters said, "No thick, greasy creams. Modern women use effective fluid textures!" In 1956, they launch Fluide 14, the first ultra-nourishing dry oil for face, body and hair on the market. In 1958 they launch five pro-penetrating fluids which form the basis of Carita’s famous make-up/care treatment. Presented in ampoules, these concentrates can be used alone or mixed with foundation. Full of active ingredients immediately assimilated by the skin, they offer in-depth action and instant effectiveness. The complexion is luminous and transparent. Women immediately take to the fluids because they offer a customized approach to at-home skin care.

THE CARITA TRAINING CENTER, AN EDUCATION
RECOGNIZED WORLDWIDE

Their approach to global beauty, so innovative in the world of cosmetics and skincare, leads them to open a dedicated training center in 1958. First located at 11 rue du Faubourg Saint-Honoré, the center is moved to 14 rue du Faubourg Saint-Honoré in 1960.

Maria and Rosy have a clear goal: to form an elite group of “modern-day magicians” for a Maison de Beauté where fashion is born, where Carita symbolizes not only creativity but, above all, global beauty expertise.

Estheticians are pure marvels, especially trained to enhance a woman’s beauty.

The learning program is intense and specialized, and it is internationally recognized. Courses are given in anatomy, cosmetology, dermo-psychology, dermatology, physics, chemistry, electricity and sales. Educating tastes and providing instruction in all things related to the philosophy of esthetics is also essential. The profession is modernized. Terry de Gunzburg, François Nars, Thibault Vabre and Laura Mercier attended classes at the center.