Assistir TopFlix. Helena Rubinstein is rightly seen as one of the pioneers of a market worth millions - the female beauty market. Born in Krakow, Rubinstein started her career in the early years of the twentieth century in Australia, from where she quickly went on to conquer Europe and the United States. What began with twelve jars of her mother's beauty cream was to develop into a company with 100 branches in 14 countries and a workforce of 30,000 employees.