In the ever-evolving world of beauty and personal care, certain classic brands stand out not just for their products but for their rich histories and enduring legacies. This blog delves into the fascinating journeys of four of Three Pears iconic brands: Cyclax, Stergene, Leichner, and Le Jardin.
From their humble beginnings to their current incarnations, these classic brands have weathered the changing tides of fashion and consumer preferences, each carving out a unique place in the market.
Join us as we explore the storied past and vibrant present of these beloved names. We’ll trace Cyclax’s transformation from a pioneering London beauty salon to a globally recognised skincare brand, examine Stergene’s legacy as the trusted handwashing solution for delicate fabrics, celebrate Leichner’s status as a makeup artist favourite with its camera-ready foundation, and rediscover the timeless charm of Le Jardin’s floral fragrance. This journey through time highlights how these classic brands have not only adapted to but also shaped the beauty and personal care landscape over the decades.
Classic Brands – Leichner
Leichner’s classic products have undergone significant development since their inception, reflecting both advancements in cosmetics and changes in consumer preferences. After Ludwig Leichner died in 1912, the company was managed by his sons, primarily Siegfried Leichner, who took sole control in the late 1920s. During this period, Leichner expanded its product range beyond theatrical grease paints to include general make-up and perfumes. The company’s focus on innovation is evident in the more sophisticated advertising and product offerings of that era.
Despite the disruptions caused by the First World War, Leichner continued to evolve. In the 1920s, the company began decentralising its production, establishing branches in Vienna, Paris, London, New York, and Buenos Aires. However, the fortunes of these branches varied, with the British branch ultimately becoming the most successful. Leichner (England) Ltd. was established in 1922 and became a significant part of the company’s operations, particularly with the opening of a manufacturing facility in Brixton in 1931. This move allowed Leichner to market its products as “British made,” which helped mitigate anti-German sentiment and avoid import duties during the Great Depression.
The advent of the motion picture industry presented new opportunities for Leichner. The company was among the first to develop make-up specifically for film, and its greasepaints were used in numerous early silent films, especially in Germany. By the 1920s, Leichner had expanded its range to include make-up for colour photography and later for television. Developing products like Panchromo and Allcromo demonstrated Leichner’s commitment to meeting the changing needs of professional performers.
Leichner also broadened its product range to include general cosmetics and skin-care items. The introduction of products like Leichner No. 1001 Slim Figure Bath and Leichner Beauty Hormones in the 1920s and 1930s showcased the company’s ability to innovate beyond make-up.
Additionally, Leichner modernised its packaging and advertising to appeal to a broader consumer base. By the 1930s, the company had developed a comprehensive skin-care system and an extensive range of make-up products, including foundation creams, powders, rouges, and eye cosmetics.
Original Leichner posters courtesy of Cosmetics and skin
Today, Leichner continues its legacy of innovation of classic brands with products like the Leichner Camera Clear Tinted Foundation range. This modern line offers a moisturising formula that delivers a flawless finish, perfect for achieving a camera-ready look. Packaged in sleek, black, compact containers, the Camera Clear Tinted Foundation maintains the professional quality that Leichner has been known for since 1873. Available in shades like Blend of Almond, Copper, Rose and more, these foundations are designed to cater to various skin tones while providing excellent coverage and a smooth, natural appearance. The sophisticated packaging and trusted formulation ensure that Leichner remains a favourite among professionals and everyday users.
Classic Brands – Stergene
Stergene, known as ‘The Perfect Handwashing Solution’, has been a trusted name in delicate fabric care since its introduction in 1948 by the creators of Domestos. This specialised product was developed by Wilfred Handley and his team to cater specifically to the needs of washing woollens, a challenging task requiring gentle yet effective cleaning. Stergene quickly became a household name, synonymous with carefully maintaining fine fabrics.
Poster courtesy of The Nostalgia Shop – Buy this print here
In addition to Stergene, a variant called Hytox was also developed for use in hospitals and garages, showcasing the brand’s versatility and dedication to hygiene and cleanliness across different settings. This innovation came at a time when the now-iconic slogan ‘Domestos kills all known germs’ was first introduced, further cementing the Handley family’s influence in the world of cleaning products.
The story of Domestos itself is steeped in family lore. According to the Handley family, Wilfred Handley sought his mother’s advice on naming his new product. When he explained that it was intended for domestic use, she suggested the name ‘Domestos,’ a blend of the words “domestic” and “most.” This simple, yet effective naming strategy laid the foundation for a brand that would become synonymous with powerful household cleaning.
Stergene has maintained its popularity over the decades, stocked in most notable retailers and beloved for its effectiveness in handwashing and travel wash scenarios. The brand has built a legacy of customer affection and trust, a testament to its consistent quality and reliability.
The modern-day iteration of Stergene Gentle Care Handwash is designed to keep your delicate fabrics looking like new. This gentle, non-biological handwashing liquid is suitable for wool, silk, and other delicate fabrics, meeting Woolmark standards for fabric care. Its rich, silky liquid formula cleanses, refreshes, and protects fibres, leaving them beautifully soft and fresh. Dermatologically tested, it ensures a gentle touch on both your fabrics and your skin.
Classic Brands – Cyclax
The history of Cyclax is a testament to the evolution of cosmetics and societal attitudes towards beauty. Established in 1896 by Frances Hamilton Forsyth, who operated under the alias Mrs. Frances Hemming, Cyclax emerged during a transformative period in beauty culture. At a time when Queen Victoria’s reign imposed strict modesty standards, makeup was largely frowned upon. However, towards the end of the 19th century, a shift occurred as cosmetics began to gain acceptance, paving the way for Cyclax’s entry into the industry.
Cyclax’s beginnings were humble yet visionary. Frances opened her first beauty salon in Mayfair, London, at 58 South Molton Street. Here, she provided beauty treatments and advice, gradually developing and selling her own line of cosmetics. By the early 1900s, Cyclax offered a range of over 40 formulas and preparations, including skin and hair products, face powders, eye lotions, lip lotions, and soaps. These products quickly gained popularity, and by the time of the First World War, Cyclax was available across Europe and parts of the UK, and later in Australia, New Zealand, and the USA, sold in prestigious department stores like Selfridges and numerous chemist shops.
Cyclax’s reputation and influence grew steadily, and by 1961, it had earned a Royal Warrant, underscoring its quality and royal patronage. The brand’s resilience and adaptability have allowed it to remain one of the world’s oldest cosmetic companies, enduring various changes in ownership. Initially a family-owned business, Cyclax was sold to Lehman Brothers in 1970 and subsequently passed through several notable owners, including British American Tobacco and SmithKline Beecham. In October 2018, Three Pears Brands acquired Cyclax, focusing on revitalising the brand while ensuring all products are manufactured in the UK.
Current Product Ranges
Cyclax continues to innovate, offering a range of products that cater to modern skincare needs while staying true to its heritage. The current product lineup includes:
Cyclax Nature Pure
The Cyclax Nature Pure range is a comprehensive skincare line that harnesses natural ingredients to promote healthy, radiant skin. Key products include night creams, facial scrubs, face and neck creams, hand and body lotions, and hand and nail treatment creams. The range is enriched with natural ingredients such as Certified Canarian Aloe Vera, Apricot Oil, Cocoa, Evening Primrose Oil, Green Tea, and Vitamin E, ensuring that your skin receives the nourishment it needs.
Cyclax Moistura
Cyclax Moistura is an anti-ageing skincare range designed to keep your skin hydrated and youthful. The line includes hand, face, and body moisturising creams, formulated with natural plant oils, vitamin complexes, plant extracts, collagen, and peptide complexes to combat the signs of ageing and promote smooth, supple skin.
Cyclax Natural Classic
The Cyclax Natural Classic range offers vegan-friendly treatment wax hair conditioners that provide nourishment and vitality to your hair. This timeless line has been trusted for generations, delivering consistent results that enhance the natural beauty of your locks.
Cyclax Sun
Cyclax Sun is dedicated to sun care, offering products that protect and soothe sun-exposed skin. The range includes soothing aloe vera gels that provide relief and protection, ensuring that your skin remains healthy and comfortable after sun exposure.
Cyclax’s commitment to quality and innovation has made it a beloved brand for over a century. With its extensive history and dedication to using natural ingredients, Cyclax continues to offer products that meet the evolving needs of its customers while maintaining the trust and affection built over generations.
Classic Brands – Le Jardin
Le Jardin, the iconic fragrance launched in 1982 by Max Factor, has made an indelible mark on the world of perfumery. This floral and green scent quickly captivated the hearts of many, becoming a sensation and earning its place as a timeless classic. Its unique blend of botanical notes offered a fresh, vibrant aroma that resonated deeply with women, making it a beloved fragrance for decades.
In the early 1980s, Max Factor introduced Le Jardin, a perfume that perfectly encapsulated the essence of a lush, blooming garden. The name itself, French for “The Garden,” evoked images of serene, natural beauty, promising a sensory journey through a world of flowers and greenery. This innovative scent combined floral and green notes in a way that was both refreshing and enduring, distinguishing itself in a market saturated with heavier, more overpowering fragrances.
Le Jardin’s initial launch was met with immense success, quickly becoming a favourite among women who appreciated its light, airy composition. The fragrance’s ability to evoke the freshness of a garden in full bloom made it suitable for any occasion, from casual daytime outings to elegant evening events. Over the years, its popularity solidified its status as a classic, with many cherishing it as a nostalgic reminder of the early ’80s.
Recognising the enduring appeal of Le Jardin, this iconic fragrance has been updated and modernised, allowing a new generation to experience its timeless charm. This revival ensures that the classic scent continues to be accessible, preserving its legacy and introducing its unique aroma to those who may not have experienced it before.
Le Jardin’s composition remains true to its original formula, maintaining the delicate balance of floral and green notes that made it famous. The fragrance opens with a burst of fresh greenery, reminiscent of morning dew on garden leaves. This initial freshness is beautifully complemented by a heart of lush floral notes, which add depth and complexity. The scent then settles into a soft, lingering base that captures the essence of a tranquil garden.
It offers a refreshing departure from the heavy, musky perfumes that often dominate the market, providing a light and invigorating alternative. The fragrance’s delicate balance of green and floral notes makes it suitable for women of all ages, appealing to both long-time fans and newcomers alike.
We hope you’ve enjoyed reading about the rich histories of some of our favourite brands and gain a deeper appreciation for the timeless appeal and innovation that have allowed these classic brands to remain beloved by consumers for generations. Get in touch to learn more about all of our brands.