The 1920s, the elite of New York’s beauty business a sure formula for style and glitz. However, beneath the veneer of glamour and manners, a feud was brewing. A feud which was to last for over forty years, with two champions competing for the title The Queen of Beauty.

Helena Rubinstein was a Polish-born American business magnate, founder and eponym of Helena Rubinstein Incorporated, which made her one of the world’s richest women. Elizabeth Arden was a Canadian-American businesswoman who founded what is now Elizabeth Arden Inc. and built a cosmetics empire in the United States.

The contenders could not have been more different; an eccentric and over-the-top Rubinstein, versus the sophisticated and ladylike (sometimes) Elizabeth Arden. Each ready to take on each other and any new competition.

Everyone calls me Madame.
She’s an American beauty icon.
She’s the woman behind the beauty industry.
She’s the woman who invented the mascara wand!
That Woman. Helena Rubinstein.

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