Makeup Evolution
As the war and rationing of makeup products came to an end, this provided more research opportunities, therefore manufacturers had more time to identify what chemical recipes make a good product. Products started regenerating sales, therefore makeup grew in popularity and women started becoming more interested in trying new products. In the 20’s, Maxfactor was possibly considered the most popular makeup brand. Makeup trends of this era consisted of thin brows and a rounded shaped eyeshadow look, rouge was applied to the cheeks, lips and women aimed to make their lips quite thin looking and cold cream (a thick, pale substance) was used as a foundation. Coco Chanel famously went on holiday and returned with a suntan which influenced women, leaving them with a desire for a tan.
1930’s
The makeup industry continues to grow in popularity throughout the 30’s, Maxfactor still being widely used, alongside Maybelline, Basame and Helena Rubenstein. Skin appearance was of a massive importance to women in the 30’s therefore they would use Witch Hazel as a toner in an attempt to make pores in the skin appear smaller and less noticeable. Women even avoided making facial expressions such as frowning, smiling and laughing as they believed this would reduce signs of aging within their skin and prevent wrinkles. The trend of thin brows continued from the 20’s however the brows became more rounded, with a coat of olive oil or Vaseline jelly to make them appear glossy. Rouge was now applied to the ears to give the illusion of a heart shaped face and eyeshadow was worn in the evening and also had a Vaseline coat to give a glossy appearance. Pouty lips were desired in the 30’s therefore darker lipstick was applied to the top lip and a lighter shade was on the bottom lip.
1940’s
Maxfactor, Maybelline and Besame remained popular makeup brands in the 40’s however skincare didn’t seem to make much progression as women would remove their makeup using soap, water and cream. The makeup consisted of an overall natural look in this era however foundation was word one shade darker than their skin, and eyebrows were defined using 1-2 shades darker than their hair colour. Rouge was only applied to the apples of the cheeks and eyeshadow was kept natural using light browns and shimmers alongside either black or brown lashes. Some women simply coated their lashes with Vaseline to add length. Darker lipstick shades became more popular to wear in the evening and coffee, gravy and liquid / pencil eyeliner was used to draw stockings on their legs as stockings were still being rationed, however women was still expected to wear them.
1950’s
Popular brands from the 40’s such as Maxfactor, Maybelline and Besame continued to be used however brands such as Channel, Dior, Estee Lauder, Revlon, Avon and Elizabeth Taylor started to grow in popularity. Well known icons such as Marilyn Monroe, Audrey Hepburn, Elizabeth Taylor and Grace Kelly massively influenced the makeup trends in the 50’s. The 50’s era is famous for the classic red lip and black winged eyeliner. Women began to match their foundation shade to their skin colour, with a matte finish. The brows were thicker with a defined arch and eyeshadow was soft brown, shimmery and natural. Some women even decided to draw on a false beauty spot using pencil liner on their upper lip, taking influence rom Marilyn Monroe.
1960’s
Women in the 60’s continues to use brands such as Maxfactor, Maybelline and Revlon however Covergirl began to grow in popularity. Twiggy was a massive icon influencing makeup trends in this era. False eyelashes became more popular and pastel colours started making more of an appearance. The brows was still defined and groomed with an arch. For the eyes, crayon and matte eyeshadow was used to create a light eyelid with a dark cut crease. The cut crease wasn’t blended out and was usually a solid black line, whilst the bottom lashes were dramatically drawn on using black eyeliner. Pale, nude, pink lipsticks usually completed the makeup look in the 60’s.
1970’s
Whilst Maxfactor remained one of the most common brands, Biba took off and Avon began to release a wider variety of foundation shades. The tanned/bronzed look was more common in the 70’s which was an easy look to create due to the new Avon shades. Natural brows became fashionable alongside natural looking false lashes, however bright eyeshadows such as blues, yellows and pinks were used. In this era plump, plum coloured lips finished off the makeup look. During the 70’s the punk subculture emerged in the UK, which involved a diverse sense of fashion and other forms of expression such as makeup and hairstyles. Body modification such as facial tattoos and piercings was a big part of the subculture, as well as brightly coloured hair and mohawks. The subculture is massively expressive, therefore people used eyeliner to draw patterns onto the face and to create a large winged liner. Blacks and purples was commonly used on the lips and a pale complexion was popular for the foundation.
1980’s
MAC, Dior, Avon, Estee Lauder, Miss Selfridge and Maxfactor were all used in the 80’s to create a bright, extreme makeup look. Neon blues, pinks, yellows, greens and oranges were all popular in this era for the eyeshadow, however these colours were even sometimes used for contour! Bright pink lipstick was also common and these bright colours were also emphasized in the outfits at this time, as people wore bright accessories such as bows and scrunches in their hair after massively backcombing and crimping. Whitney Houston, Kylie Minogue, Boy George and Madonna were big icons in the 1980’s. The punk subculture was still very active in the 80’s (and nowadays too) therefore this remained an influence on the makeup trends at this time.
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