Noa Noa, launched by Helena Rubinstein in 1953, was a fragrance steeped in exoticism and romantic escapism. Its very name—Noa Noa—evokes a sensual world far removed from postwar modernity, drawing inspiration from the vibrant culture and intoxicating natural beauty of Tahiti as seen through the eyes of the artist Paul Gauguin. The name Noa Noa originates from the Tahitian language and is pronounced [NO-ah NO-ah]. It means "fragrant" or "scented," specifically referring to the sweet, warm aroma of monoi—a traditional Tahitian oil made by soaking tiare (Tahitian gardenia) petals in coconut oil. This perfumed oil was—and still is—used by Polynesian women to anoint their hair and skin, and was sensually described by Gauguin as the scent worn by his young Tahitian muse, Teha'amana.
The name Noa Noa was borrowed from Gauguin's 1897 manuscript, "Présentation de l’ancien culte mahorie: La clef de Noa-Noa" ("Presentation of the Ancient Mahori Cult: The Key to Noa Noa"), a poetic and dreamlike account of his time in Tahiti. This work, along with his vivid, color-saturated paintings, offered European audiences a romanticized vision of Polynesia—lush landscapes, golden skin, primitive ritual, and unspoiled sensuality. Rubinstein’s fragrance, by adopting this name, was tapping into the same emotional current: an idealized, tropical escape that would have resonated deeply with women in the early 1950s.
The postwar era in which Noa Noa was introduced was a time of significant transition. After the deprivations of World War II, there was a hunger for luxury, beauty, and femininity. The 1950s are often characterized as the return to glamour. Women’s fashion—led by Dior’s 1947 New Look—emphasized cinched waists, full skirts, and a romantic, ultra-feminine silhouette. Perfume followed suit, shifting away from the austerity and practical colognes of the war years toward more opulent, long-lasting scents that emphasized sophistication and allure. This was a decade that prized escapism and sensuality, which Noa Noa captured with finesse.
