Helena Rubinstein's exclusive beauty salons blurred the conceptual boundaries among fashion, art galleries, and the domestic interior. This study examines the decor and art displays in Rubinstein's American salons from 1915 to 1937, with a particular focus on her New York establishment. Rather than dismiss these sites as superficial venues devoted to “narcissistic” female adornment, this study argues that precisely because the salons catered to women, they lend insight into varying notions about modern “feminine” space and its audiences. Rubinstein's businesses deliberately strove to redefine standards of taste and fashionable femininity by using selected examples of modernism, in terms of interior decoration and art. The salons endorsed versions of modernism associated with the realm of fashion, and they actively helped cultivate a female public for certain types of new styles.