A “Madame” of perseverance and style, who not only broke the boundaries between commerce, beauty and art, but also became a symbol for modern women during the 1920s: building the concept of beauty salon as a place of education, personal growth and modernist culture, Helena Rubenstein empowered the aspiring modern women to define themselves through her own choices. She was a feminist heroine and a model of independence, rejecting the consolidated ideas about cosmetics and revolutionizing the industry.
Born in 1872 in Kraków, she departed for Australia at the age of 24, changing her name from Chaja into more poetic Helena Juliet. As her skin quickly caught the eye of Australian locals, in 1903 she started selling her miracle face cream “Valaze” at her debut salon in Melbourne. Following the modest beginnings, her global empire quickly grew to be present in over 30 cities including London and Paris. At the outbreak of World War I she relocated to New York City, a place where Rubinstein would become a true icon. She put specific beauty products, such as the waterproof mascara, on the map and was one of the early promoters of sunscreen. As unbiased as her approach to cosmetics, the eclectic taste showcased in the decor of her salons and homes served to expand the discourse around her peculiar idea of beauty. The Rubinstein salon was a unique place where women could go not only for beauty but to contemplate design, color, and art.
Helena Rubinstein: Beauty Is Power is an exhibition showcasing how Rubinstein’s approach changed the established conservative palate and created a modern twist to the world of beauty, making it accessible to all who desired it. The exhibition features over 200 art pieces from Rubinstein’s collection including works by Picasso, Andy Warhol and Frida Kahlo, jewelry and clothing designed by Elsa Schiaparelli and Paul Poiret as well as vintage advertisements and cosmetics products related to her iconic beauty brand.
Helena Rubinstein: Beauty Is Power will run until March 22nd 2015 at the Jewish Museum in New York.
Victoria Edman
