Heliabrine

James Bond, Grand Prix, the much loved late Princess Grace, and of course, the Casino may all be “Trade Marks” of Monte Carlo, the centre of the tiny municipality of Monaco in South of France, but as far as the Beauty World is concerned, Monaco means Héliabrine!

Héliabrine is one of only a handful of major Professional Skin Care Houses in the world with a history dating back to over 65 years, when, in 1941, its parent company SED [Savonnerie et Dentifrice (Soap and Toothpaste)] was born. However, it was, in fact, two years earlier when the foundation of modern Héliabrine was laid!

In 1941, the Directors of Casino Monte-Carlo put a special request to the then well know Pharmacist Henri ADAM, the proprietor of “Phannacie Anglaise de Monte-Carlo” to develop a product to help ease the pain of the Casino’s Croupiers feet, whose job required them to stand on their feet throughout the night. The “Original” Héliabrine Foot Cream was, hence, born. The pain of croupier’s feet was eased and as the direct result, the new product was soon selling fast all over France.

Thanks to this simple request, for years, Beauty Therapist all around the world, have been able to offer their client’s, not only the most luxurious Beauty Pedicure available today, but a menu of the most advanced total beauty and spa treatments.

In 1945 the world famous ASEPTA Laboratories was founded by, of course, Henri ADAM, Paul LACROIX and his old friend from school days in Paris, Henri MAS.

[Originally, Henri ADAM had sold "Pharmacie Anglaise de Monte-Carlo" to Charles CAMPORA and Paul LACR0IX, who had been wounded on the seine in 1940 and was in the French Riviera as a consequence of war.]

Today, George MAS and Anne-Marie NOIR are the joint CEOs of the ASEPTA/SED enterprise, with Francois MAS as the International Director, and Aurelie Lucas as Francois assistant.

The group employs some 200 people in its Monaco facilities with about 9 million Cosmetic Items being manufactured annually!

Even though the company is represented World-Wide, France is, naturally, the Number 1 Market, followed by EEC countries and, of course, Australia.

With already a very strong representation world wide, Héliabrine was officially launched in Australia through Austradia International P/L in June 1990 at the Key to Beauty Exposition – World Congress Centre – Melbourne. The range is now being available Australia Wide, through some 500 salons.

Héliabrine’s philosophy is quite simple; to respond to the needs of the client. Today, this means; offering natural based preparations, shying away from animal by-products and testing. Being sensibly priced and, therefore, offering value for money with the highest level of Customer Service.

At the same time, Héliabrine, with their own extensive Research & Development department does not necessarily follow trends, and is not quick to develop new products without extensive testing.

No product is released until adequate in house testing as well as independent testing by major European Research and Scientific Establishments. Therefore, one can be assured that all products are tested under strict Dermatological Control.

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