Elizabeth Arden was a trained therapist and travelled widely to learn the beauty and facial massage techniques used in the European beauty salons. She returned with a collection of rouges and tinted powders she had created and in an era when it was only acceptable for stage performers to wear makeup, Arden introduced modern eye makeup to North America and the concept of the "makeover" in her salons. This was the beginning of an expanding and prestigious beauty brand that always recognised the changing needs of the American woman, created a lipstick called Montezuma Red, for the women in the armed forces that would match the red on their uniforms.

Elizabeth Arden began expanding her international operations in 1915, and started opening salons across the world and by the end of 1930s, it was said that "There are only three American names that are known in every single corner of the globe: Singer sewing machines, Coca Cola, and Elizabeth Arden." Part of this estalished and renowned brand was a fragrance range that had captured the senses and needs of women the world over, a trend that continues into today.