The Business of Beauty is a unique exploration of the history of
beauty, consumption, and business in Victorian and Edwardian
London. Illuminating national and cultural contingencies specific
to London as a global metropolis, it makes an important
intervention by challenging the view of those who-like their
historical contemporaries-perceive the 19th and early 20th
centuries as devoid of beauty praxis, let alone a commercial beauty
culture. Contrary to this perception, The Business of Beauty
reveals that Victorian and Edwardian women and men developed a
number of tacit strategies to transform their looks including the
purchase of new goods and services from a heterogeneous group of
urban entrepreneurs: hairdressers, barbers, perfumers, wigmakers,
complexion specialists, hair-restorers, manicurists, and beauty
"culturists." Mining trade journals, census data, periodical print,
and advice literature, Jessica P. Clark takes us on a journey
through Victorian and Edwardian London's beauty businesses, from
the shady back parlors of Sarah "Madame Rachel" Leverson to the
elegant showrooms of Eugene Rimmel into the first Mayfair salon of
Mrs. Helena Titus, aka Helena Rubinstein. By revealing these
stories, Jessica P. Clark revises traditional chronologies of
British beauty consumption and provides the historical background
to 20th-century developments led by Rubinstein and others. Weaving
together histories of gender, fashion, and business to investigate
the ways that Victorian critiques of self-fashioning and
beautification defined both the buying and selling of beauty goods,
this is a revealing resource for scholars, students, fashion
followers, and beauty enthusiasts alike.
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