The ruse of using the Hindu Shuffle to apparently show different cards, but secretly showing the same card repeatedly can be found in two color-changing deck routines published in 1935:
The technique was later used with the faces to apparently show many duplicate cards in Jack Chanin's “Seven in One” card routine from Further Adventures of the Seven in One, 1938, p. 11. Advertisements for Chanin's booklet began appearing in April of 1938 (see The Linking Ring, Vol. 28 No. 2, Apr. 1938, p. 142). The following month, Harris Solomon suggested the same ploy in his trick “Nomolos” in The Jinx, No. 44, May 1938, pp. 301 & 303.
Also see Flushtration Count.