Helena Rubinstein’s New Campaign Is a Rally Cry for Women Who Don’t Wait for Permission

Power isn’t always loud—but it’s undeniable. And if there’s one brand that knows this to its core, it’s Helena Rubinstein. This year, the pioneering beauty house has launched a campaign that doesn’t just talk about power—it hands women the mic. Beauty Is Power is more than a tagline. It’s a tribute to women rewriting the rules, breaking down barriers, and making success their own.

The name Helena Rubinstein itself is a masterclass in disruption. Born in a time when women were expected to stay silent and small, Madame Rubinstein carved out an empire with nothing but grit, vision, and a fierce belief in the transformative power of beauty. She wasn’t just one of the world’s first self-made female millionaires—she was proof that beauty could be a vehicle for autonomy, ambition, and defiance.

Fast forward to today, and the Beauty Is Power campaign spotlights a group of formidable women from Malaysia and Singapore who are walking in her footsteps—and forging their own paths.

Dr. Jezamine Lim is leading the way in biotech with a résumé that demands attention. As the first woman to earn a PhD in Stem Cells and Tissue Engineering at UKM and the CEO of Cell Biopeutics Resources, she’s using science to rewrite futures. Her work in stem cell therapy is not just groundbreaking—it’s life-changing.

Then there’s YH Dato’ Yasmin Yusuff. If the name rings a bell, it should. A former Miss Universe Malaysia (1978), acclaimed entertainer, and radio legend, Yasmin continues to evolve, influence, and inspire—decades after her first crowning moment.

And Elaine Daly? She’s the definition of multi-hyphenate. Actress, host, model—and now national director for Miss Universe Singapore—she’s built a career out of staying ahead of the curve and never settling for one lane.

These aren’t just faces in a campaign—they’re forces. Each one stands as proof that beauty is not about fitting in. It’s about standing tall, being seen, and making moves that matter.

Helena Rubinstein isn’t just celebrating women. It’s standing with them. Because true beauty, as the brand has always believed, is not about perfection—it’s about power.

You can experience the brand’s vision firsthand at their flagship location:

Helena Rubinstein
Beauty Galleria, The Exchange TRX
Persiaran TRX, Lot G.83.A
55188, Kuala Lumpur

To book a facial or consultation, call +603-30074133.