Move To Australia
Rubinstein arrived in Australia in 1902, with no money and little English. Her stylish clothes and milky complexion did not pass unnoticed among the town's ladies, however, and she soon found enthusiastic buyers for the jars of beauty cream in her luggage. Spotting a market, she began to make her own. Fortunately, a key ingredient was readily at hand.
Coleraine, in Western Victoria, where her uncle was a shopkeeper, might have been an "awful place" but it did not lack of that ingredient. Sheep, some 75 million of them, were the wealth of the nation and the Western District's vast mobs of merinos produced the finest wool in the land, secreting abundant quantities of a grease, chemically known as lanolin, in the process. To disguise this essential component of her product's pungent odour, Rubinstein experimented with lavender, pine bark and water lilies.
She also managed to fall out with her uncle. After a stint as a bush governess, she got a job as a waitress at the Winter Garden tearooms in Melbourne. There, she found an admirer willing to stump up the funds to launch her Crème Valaze, supposedly including herbs imported "from the Carpathian Mountains". Costing ten pence and selling for six shillings, it walked off the shelves as fast as she could pack it in pots. Now calling herself Helena, Rubinstein could soon afford to open a salon in fashionable Collins Street, selling glamour as a science to clients whose skin was "diagnosed" and a suitable treatment "prescribed".
Sydney was next, and within five years Australian operations were profitable enough to finance a Salon de Beauté Valaze in London. As such, Rubinstein formed one of the world’s first cosmetic companies. Her business enterprise proved immensely successful and later in life, she used her enormous wealth to support charitable institutions in the fields of education, art and health.
Diminutive at 4 ft. 10 in. (147 cm), she rapidly expanded her operation. In 1908, her sister Ceska assumed the Melbourne shop's operation, when, with $100,000, Rubinstein moved to London and began what was to become an international enterprise. (Women at this time could not obtain bank loans, so the money was her own.)
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