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Helena Rubinstein and Elizabeth Arden defined beauty standards for the first half of the twentieth century. Brilliant innovators with humble roots, both were masters of self-invention who sacrificed everything to become the country's first major female entrepreneurs. They were also fierce competitors whose fifty-year tug-of-war would give birth to an industry. From Fifth Avenue society to the halls of Congress, their rivalry was relentless and legendary - pushing both women to build international empires in a world dominated by men.
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