The life of Helena Rubinstein holds incredibly enriching lessons. Truly, she sets a model for
anyone who desires to leave a monumental impact on the world.
This brilliant figure made groundbreaking contributions to the beauty industry. Also, her life and
work highlight the value of achieving excellence in business, promoting practical education, and
breaking down barriers for others.
Briefly delve into the guiding principles that made “Madame” Helena Rubinstein a genuine
bellwether of the modern era.
Committing to Excellence and Product Integrity in Her Business
Any organization that wants to endure must offer more than the many mundane and mediocre
options in the market. With this in mind, Rubinstein took the beauty industry to new heights.
She understood that personal appearance can be a significant factor in success. Our
presentation is a critical part of how we craft an identity and express our status to others. (The
prejudice against women meant that a lady’s looks were even more vital.)
However, most people relied on homemade treatments at that time. Professionally
manufactured makeup was only for actresses and escorts. Consequently, such products were
offensive to the general populace.
Rubinstein’s cosmetics empire made glamour a practical aspiration. Looking good and feeling
good were complementary characteristics. She repeated that beauty should radiate from the
inside and is within reach of any person willing to make the effort.
What she expressed to her clientele, she demanded of herself. She crafted and tested items to
ensure they were of the highest quality. She also understood the value of pricing her creations
at a premium to maintain their luxurious mystique.
(In this respect, her marketing genius fits what business experts have called “the Principle of the
Wealthy Magician.” She helped customers appreciate that they were getting an abundance of
value by skillfully directing their attention to the right concerns.)
This focus on quality and excellence can overcome even the worst economic downturns.
Despite the raging Great Depression, her stewardship ensured the brand not only survived but
also thrived.
The lesson for us? An entrepreneur must commit to achieving excellence in commerce.
Establishing high-minded principles for yourself and your team leads to making an impressive
impact and helps you weather any storm.
Review your operations and look for ways you might be putting concern for profits over truly
meeting (and exceeding) the needs of the market. Are you overly committed to a particular
method of doing things that fits your view of excellence instead of what helps others succeed?
Additionally, are you undervaluing yourself in a race to the bottom with price wars? Remember
to find a niche where you can concentrate your efforts and elevate that audience.
Promoting a Higher Level of Education and Free Thought
True bellwethers contribute toward a higher level of education that promotes free thinking
without oppression. Rubinstein’s business and lifestyle displayed a passion for educating herself
and others.
Rubinstein proclaimed that “the path of beauty is science.” Many of her tests and hypotheses
laid the foundation for modern dermatology as its own branch of study.
For example, her team heavily researched human skin. She was one of the first to classify skin
into distinct categories that require different products for care. (The American Academy of
Dermatology confirmed this assertion.)
Rubinstein also realized the need to educate her workforce. She insisted on training her
demonstrators and salespeople as brand ambassadors.
These individuals represented an ideal higher than pushing products. She was inspiring people
to a lifestyle where “beauty is power,” and moderation with makeup was key.
In turn, she insisted on educating her consumers. Beauty salons once had a less-than-savory
reputation. Rubinstein promoted her salons as beauty schools that taught women how to take
care of their individual selves. Classes included aerobics, promoting exercise as essential self-
care.
Finally, Rubinstein left behind a foundation that gave over $130 million to the arts, education,
health initiatives, and community-based causes for nearly 60 years. The organization’s first
focus was providing scholarship grants that encouraged women to pursue higher education and
nontraditional careers.
She focused on linking people to career opportunities, hoping others could lift themselves up the
way she did.
Modern bellwethers must strive to do the same. Instead of fearing the potential of subordinates
and up-and-comers, we must encourage everyone to embrace the power of education and
personal improvement.
This instruction does not necessarily have to take the form of higher education institutions.
Learners can avail themselves of other professional classes, courses, and certifications that
equip them to maximize their potential.
Organizational leaders should always make training a central part of their operations. Even
small business owners should find ways to support, train, and mentor others toward greater
goals so that they become their best selves.
Enabling a World Free From Discrimination and Paving a Path for
Positive Change
As a Jewish woman in the early 20th century, Rubinstein faced a great deal of anti-Semitism
and sexism. For instance, she wanted to purchase an apartment in the 625 Park Avenue
building in 1941. However, she was denied because the location did not allow Jews.
Her solution? She bought the entire building. In one amazing gesture, Rubinstein solved a
problem and left an inspiring story for others.
In other subtle ways, Rubinstein showed an appreciation for different people and cultures. She
loved art from various civilizations and collected culturally diverse pieces, even from African and
Oceanic countries.
Others of “high society” did not see these items as fine art. Rather, they were merely
anthropological relics. On the contrary, Rubinstein viewed these works as beautiful things that
she used to decorate her home and salons.
She stated that people “failed to understand the mysterious link that can exist between an
African mask, a romantic piece of furniture, and a painting by Matisse. But this link seemed
obvious to me.”
Bellwethers do not have to be political activists to push for positive change. However, in our
hearts and through our actions, we respect and honor others who are different from ourselves.
Make a personal commitment to these same ideals. For example, examine your team and ask
yourself:
“How many of my associates look and think like me? Are most of the same gender, race, or
alma mater?
How can I bring in diverse perspectives (without compromising the underlying principles of our
group)? How can I explicitly demonstrate that I value unique viewpoints?”
Genuine bellwethers do not take for granted that they are unbiased people. Instead, they make
concerted efforts to identify and counteract the inborn tendency every person has to seek a
comfort zone among those who look and think the same. Then they act positively on that self-
knowledge.
Building Ourselves Into Bellwethers
The path from migrant to millionaire was not simple for Helena Rubinstein. However, she
achieved it through an unwavering dedication to excellence, education, and equality.
Those efforts led to an enduring legacy, a legacy of generational wealth and generosity.
When we focus on such goals for ourselves, we too can become Bellwethers of society.