How Helena Rubinstein Used Tall Tales to Turn Cosmetics into a Luxury Brand

Harvard Business School professor Geoff Jones discusses his case entitled “Helena Rubinstein, Making Up the Modern Woman,” which examines the career of Helena Rubinstein, one of the trailblazing female entrepreneurs of the 20th century. Using guile, brilliant branding, and more than a few falsehoods, Rubinstein lifted cosmetics from an accessory item for prostitutes to a great luxury item during the Great Depression.