In 1924, Bourjois created a stir by using an imaginary muse: Babette. This attractive, opinionated and independent Parisian brought joie de vivre and humor. Through her illustrated adventures, she guided women in the art of effortless beauty. Inspired, Parisian women started to reinvent the definition of beauty in their daily lives. Bourjois epitomises Parisian beauty and the enjoyment of makeup.
During the roaring twenties, when women demanded independence, Bourjois shared a new outlook on beauty. Makeup was no longer about hiding flaws; it was about showcasing your personality through beauty.