Helena Rubinstein and L'Oréal's Eugène Schueller both started out in the beauty business during the first years of the twentieth century, and, by the time World War II broke out, had come to dominate it. However, their motivations could not have been more different. Rubinstein, a Polish Jew, claimed the world of paid work for women, and working women's enthusiasm for her products made her the first self-made female millionaire. Schueller, a French conservative in the Henry Ford mold, thought women belonged in the home, and during the Nazi Occupation he used his company as a source of cash to buy economic and political influence.
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