Here's why:
* Rimmel is considered a pioneer in mass-market cosmetics. He is often credited with popularizing mascara. He didn't *invent* mascara, but he developed a non-toxic formula using petroleum jelly and coal dust, making it affordable and widely available.
* His name became synonymous with mascara in many languages. In several languages (including Portuguese, Spanish, Italian, Turkish, Romanian, Persian, and Arabic), "rimmel" is the word for mascara.
* His company, Rimmel, still exists today and is a well-known brand.
While there were certainly individuals involved in creating and selling cosmetic products long before Rimmel (think of Cleopatra and her kohl, for example), Rimmel's impact on making cosmetics accessible to a wider audience and the lasting legacy of his name make him a prominent figure and arguably the closest thing to a "first name" in the modern cosmetics industry.
Therefore, the answer is Eugène Rimmel.