After opening her first skin care salon in Melbourne, Australia, in 1902, Rubinstein went on to expand her business, opening salons in Europe and in the United States. In 1917, her array of products, which had grown beyond facial cream, began selling in department stores. Under Rubinstein’s insistence, only women with professional training in cosmetics could sell her products, and this part of the business grew to be the largest. Retaining total control of her company until her death, Rubinstein’s business savvy afforded her a personal wealth of over $100 million.