n 1900, Eaton's created a series of dolls known to millions as Eaton's Beauty dolls. A doll was featured each year in the company's Fall and Winter catalogue, which was delivered to homes across the country. The Eaton's Beauty was the dream of many little girls, who eagerly awaited the arrival of a new catalogue.

The doll usually wore a chemise or a Princess slip, and sported a red ribbon with gold lettering identifying it as an Eaton's Beauty. The early dolls, which had leather bodies and bisque shoulderheads, were replaced by dolls with bisque heads and ball-jointed composition bodies. During the First World War, European dolls were not available, so in 1915 and 1916 the Eaton's Beauty was made by the Dominion Toy Manufacturing Company of Toronto. During the Second World War, the doll was once again made in Canada, this time by the Reliable Toy Company of Toronto.

In the fifties and sixties, the Eaton's Beauty was an ordinary vinyl play doll, so it lost some of its charm. In the late seventies, the company offered limited editions of bisque dolls for the benefit of customers eager to add one more Beauty to their collections.