John Misto – “Madam Rubinstein”

John Misto – “Madam Rubinstein”
Director: Raimundas Banionis

In this theatrical adaptation by director Raimundas Banionis of Australian playwright John Misto’s comedy, the backstage of mid-20th century American beauty industry comes to life. The central character is the historical figure Helena Rubinstein (1872–1965), a cosmetics mogul and one of the world’s most influential businesswomen.

Though Rubinstein was a real person, Misto’s play is not strictly biographical; it draws on her life events but dramatizes them for theatrical effect. Born Chaja Rubinstein in a Jewish family from Kraków, she reinvented herself as Helena in New York, became a millionaire, and gained fame worldwide through her advertising savvy, diligence, and frugality. The play focuses on her last decade, 1954–1965, highlighting the final, vibrant chapter of her life.

The comedy opens with an intriguing incident: an elderly Madam Rubinstein unexpectedly meets Patrick, an Irishman who later becomes her secretary and closest confidant. The play explores her wit, determination, and the humorous twists of life in the glamorous yet cutthroat world of cosmetics.