Helena Rubinstein was a Jewish woman born in Poland in 1872. She opened her first cosmetics business in Australia, then in Paris and London, and eventually one in New York. She was the first modern made woman and a famous entrepreneur, fashion icon, and patroness of the arts. By her death at the age of 92, her cosmetics company spanned four continents.

Rubinstein was a pioneer in her business because she changed the idea that makeup and beauty were only things that the wealthy could obtain. She appealed to the immigrant worker woman and to women of all types. She combined her love of art, fashion, and style into her salons and was very successful in getting her image out into the public. She also was very innovative in her cosmetics, being one of the first cosmetic lines to warn women of the dangers of too much sunlight on the skin.

Some of the beauty rituals shown in the video at the exhibition includes “The Rack,” where women would get their muscles and vertebrae stretched out on this rhythmic couch. The video also showed women smacking lotion on their arms and their faces as well as walking on their tip toes with books on their heads. A commercial was shown for Rubinstein’s lanolin formula for the face. The ad suggested women rub it on their faces, especially by their mouth and eyes.

“Advertisement: Mme. Helena Rubinstein (Helena Rubinstein, Inc.).” Vogue 53, no. 9 (May 01, 1919): 130. http://search.proquest.com/docview/904295568?accountid=12261.

Sketch of object from the exhibit:

Elsa Schiaparelli Bolero Evening Jacket – 1938

Rubinstein owned this embroidered bolero designed by Schiaparelli.

Rubinstein was one of Schiaparelli’s earliest supporters and owned many items by the designer who was inspired by surrealist art.

Rubinstein wore the bolero on her honeymoon with her second husband.

Elsa Schiaparelli, Orange Jacket with Straight Shoulders and Patch Pockets. Photograph. Philadelphia Museum of Art. From Baudot, Francios. Elsa Schiaparelli. New York: Universe/Vendome, 1997. Page 26.