1902. Women have just obtained the right to vote in Australia when Helena Rubinstein opens the world's first beauty institutes. A wind of emancipation blows over the fairer sex. The concept of equality of the sexes and the independence of women is beginning to echo.
HELENA RUBINSTEIN: A MODEL OF AUDACITY AND ENTREPRENEURSHIP
It all starts when Helena Rubinstein is just 24 years old. Not expecting such a huge success, but with real drive, she perfects beauty products for women in search of perfect skin. Thanks to word-of-mouth and her communication skills, the whole world talks about her beauty products and make-up. Betting on innovation and high-end products, she manages to convince her female contemporaries that wearing make-up and looking after their appearance is perfectly respectable. Thanks to her, women learn to take care of their appearance for their own satisfaction and to use beauty as a strength in a world still controlled by men.
THE LIBERATION OF WOMEN
At the dawn of the 20th century, the French "couturier" Paul Poiret frees women from their corsets. From now on they would wear high waist dresses and be emancipated through their clothing. At the same time, Helena Rubinstein, his close friend, liberates the faces and minds of women. Her philosophy, "Beauty is power. And perhaps the most important power of all" demonstrates her desire to contribute to the emancipation of women. In 1950 she even launches her foundation for the promotion of women's rights and well-being.
In 50 years of work, Madame proved that will and ambition lead to success. Values that remain at the heart of Helena Rubinstein more than a century after the creation of the brand.