On an April afternoon in 1897, thousands of women packed the Boston Theatre to see the nation’s most beguiling female entrepreneur, a 45-year-old former homemaker whose talent for personal branding would rival that of any Instagram celebrity today. She called herself Madame Yale. Over the course of several hours and multiple outfit changes, she preached her “Religion of Beauty,” regaling the audience with tales of history’s most beautiful women, a group that included Helen of Troy, the Roman goddess Diana and, apparently, Madame Yale.
The sermon was her 11th public appearance in Boston in recent years, and it also covered the various lotions and potions—products that Yale just happened to sell—that she said had transformed her from a sallow, fat, exhausted woman into the beauty who stood on stage: her tall, hourglass figure draped at one point in cascading white silk, her blond ringlets falling around a rosy-cheeked, heart-shaped face. Applause thundered. The Boston Herald praised her “offer of Health and Beauty” in a country where “every woman wants to be well and well-looking.”
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