Vintage Mascara Helena Rubinstein. Helena Rubinstein revolutionized mascara in 1958 with Mascara-Matic. This new innovative mascara was called automatic mascara due to its unique metal threaded applicator and became famous and highly collectible thanks to Marilyn Monroe’s use of it! In the early 1960’s Mascara-Matic was rebranded with an elegant gold packaging with a long brush with a spiral etched design and was called Long Lash, which is a very rare find today!!! The basic part is signed with the HELENA RUBINSTEIN logo and is a commercial PAT. Waiting for the place to open. The HR logo is embossed in the upper part of the cap. When unscrewed and opened, the original black mascara still adheres to the grooved metal applicator. Measures 4 5/8″ x 5/16″. This piece is in good vintage condition, with some scratches that are light for age. No makeup is allowed inside, it is for show purposes only. Please view all photos as they are an important part of the description.