It was through the book “Over the Top” by Suzy Slesin that I was first introduced to the private world and superb taste of Helena Rubinstein and to her stylish homes, where the modern and the tribal were harmoniously coordinated. Rubinstein was as true tastemaker cosmetics entrepreneur, whose extraordinary and flamboyance style set trends in fashion and beauty. Now, the Jewish Museum presents an exhibition devoted to the influential world of this mega trendsetter. Entitled “Helena Rubinstein: Beauty Is Power,” it comes to embody Rubinstein as a global icon, while the title suggests that to her, beauty was not only power, but also something that is ought to be accessible to everyone, as she took cosmetics from the hands of painted faces of actresses to the middle class. Born in a small Jewish town in Poland, the eldest of eight daughters, at the age of 32 Rubinstein emigrated to Australia, where she put the foundations to her cosmetics empire. She set up her first beauty salon in Melbourne in 1903, the same year that Josef Hoffmann founded the Wiener Werkstatte, and Frank Lloyd Wright designed his iconic Martin House in Buffalo, the same year in which Charles Rennie Mackintosh did his Hill House. Like them, Helena Rubinstein was a pioneer of modernist who challenged conservative taste and heralded a modern notion of beauty. She encouraged women to define themselves as self-expressive individuals of empowerment, and pioneered the use of modernist display at her salons when collaborating with Salvador Dalí and interior designer David Hicks to announce that cosmetics and great taste are the manifestation of modernity.