Little did Alida Rubin know that a visit to her 98-year-old mother in the nursing home would be a life-changing moment.
"The first thing she said to me was, 'Oh, I'm so glad you're here, Alida. Look what they put me in! It doesn't match!'" Rubin says.
To both Rubin and her mother, style is important. But she says even more than that is the ability to express oneself through fashion.
"Style brings out the inner soul. It brings out the personality in a person," Rubin says.
Now, she's helping other women in nursing homes rediscover that personality through makeup.
The former stylist and image consultant launched "My Makeover Mission" a year ago.
Rubin travels all over the city, even to Connecticut, to give these women new looks.
"It just makes me feel so good that I look so, well, because I'm at that age, I guess as you get older, you don't feel you have too much left," says Lorraine Zaboklicki, resident at the Forest View Center for Rehab and Nursing.
Rubin says what's also important are the connections she's making with these residents. Some, she says, have few visitors.
"I become a daughter, a friend, a confidant," she says. "People always say to me, 'Oh my God, what joy you bring to them.' They bring as much joy to me as I bring to them. It's true."
Rubin's friendship, a little bit of blush and lipstick go a long way, changing not only what's on the outside, but also how these women feel on the inside.
"Just simple makeup, a makeover, it just makes such a difference in their lives that they feel relevant again, they feel vivacious and vital," Rubin says.
So, for proving that fashion never goes out of style, no matter your age, Alida Rubin is the latest New Yorker of the Week.
For more information, please visit mymakeovermission.org