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.