Who Was Helena Rubinstein? First Woman To Launch A Cosmetics Empire

Women have always been known for wearing makeup, loving cosmetics, and carrying them along. It has been a constant source of confidence for many. While women have been using cosmetics since time immemorial, have you ever thought about: Who was the first woman to have found a cosmetics company? The answer is Helena Rubinstein. Rubinstein, a Polish and American businesswoman, was the founder of Helena Rubinstein Incorporated cosmetics company, the first woman to have founded a cosmetics company.

Helena Rubinstein, the First Female Founder Who Transformed the Cosmetics World

Helena moved to Australia in 1896 and started a salon on fashionable Collins Street, She sold her unique styling tips and prescribed cosmetic treatments.  She expanded her business, and within 5 years, her operations in Australia started yielding big profits. Soon, she set up a Salon de Beauté Valaze in London and became the world's first cosmetic company. She also became one of the richest women in the world and used her enormous wealth to support various charitable institutions.

Major Jerk To Her Business

The First World War proved to be ferocious for Helena as well, she moved to the United States at the outbreak of the war and continued her business. In 1917, she began the wholesale distribution of her products.  The "Day of Beauty" at several salons proved to be a huge success. The projected image of Rubinstein in her advertisements was that of a genteel-looking middle-aged mannequin. Her success continued with profits increasing, but parts of her empire were sold off at times. Her brand was acquired by L'Oreal in 1984. 

The brand saw a rebirth in Asia, Europe, and South America but was unprofitable when it was relaunched in the US market in 1999. In 2003, the US operation was shut down. The L'Oréal brand has been repositioned as an ultra-premium skin care franchise since 2011. High-end Helena Rubinstein items are still available in foreign markets as of 2023, although they are still unavailable in the US.

 "There are no ugly women, only lazy ones."

Helena Rubinstein

Known as "Madame" by her coworkers, she shunned idle gossip, stayed involved in the company all of her life—even when she was ill—and hired her family to work for her.  The Helena Rubinstein Women in Science Awards are another name for the L'Oréal-UNESCO Awards for Women in Science.

Rubinstein left behind her charm and legacy, which is cherished to this day. Many writers have tried to write her biography; Ruth Brandon made one such attempt in her book Ugly Beauty.