RUBINSTEIN, Helena, initially Princess Gourielli, Polish/American beautician and entrepreneur, 1870-1965. She studied Medicine in Poland and Switzerland before going to Australia in 1902. Helena made an astute observation that her face-cream (Creme Valza), which she had brought from Poland, was just perfect for the Australian climate. Helena got the formula (since it was made to a specification for her family)and went into business, and also studied dermatology. Within a few years she had expanded to London, New York and Paris (1908-15). After WW2, she diversified into many other activities unrelated to cosmetics. A pioneer of mass-production and worldwide marketing of cosmetics.