Born and raised in a poor jewish family in Poland, Helena Rubinstein settles in Australia in 1896, fleeing her condition and eager to make a living. Rapidly, observing Australian women’s skins attacked by the powerful sun of their country and admired for her very own pale complexion, she decides to open a beauty parlor and teach women how to heal their derma. Success is fast and Helena Rubinstein conquers the world from Paris to New York with her health and beauty advices - she celebrates the practice of gymnastics, invents the first waterproof mascara, establishes several skin tightening methods and even praises the use of vibrators - as she believes ‘there are no ugly women, only lazy ones’. Extremely rich, the businesswoman fills her closets with Elsa Schiaparelli and Paul Poiret designs - the French designer also decorates her Parisian institut - wears layers of opulent jewelry and collects the art of Marie Laurencin, Man Ray and Andy Warhol while Salvador Dali paints her portrait. Yet, the quintessential self-made woman and feminist, Helena Rubinstein is tyrannic and as if often happens in larger-than-life destinies, leads a discouraging intimate life. To her, what counted was that ‘beauty is power’.