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Makeup through the Decades

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Updated: Sep 25, 2024

Rae Turberfield, '28


Makeup has been a staple in society throughout the last hundred years, having quite a hold over women. Over the years, there have been significant changes based on economic trends, popularity, events happening around the country, and media. Each decade has its own individual look, while also incorporating ideas and designs from previous decades. 


The 1920s: 


The ‘20s were a very prosperous time in America, and the makeup industry was no different. During this time, the first makeup counter opened, which let women try makeup before they bought it. This led the stigma around makeup and prostitutes to disappear, causing women to be able to enjoy makeup without judgment.  This era also resulted in the rise of popularity in brands such as Maybelline. 

The makeup look at this time consisted of… 

  • unrealistically pale skin with a rouge applied in a circle on the cheek 

  • as well as a dark, piercing eye look by using a cake mascara and kohl eye shadow 

  • and small, underlined red cupid’s bow lips, which were made popular by popular American Actresses, Mae Murray and Clara Bow


The 1930s: 

The ‘30s were known as the Golden Age of Hollywood glamor with new makeup inventions such as lip gloss, waterproof mascara, and cream eyeshadows. Throughout this decade, lipsticks were flying off the shelves; in 1931 1,500 lipsticks were being sold to women for every 1 being sold in 1921.



The 1940s: 

Throughout the ’40s, the makeup industry was exploding in business. Due to the war going on during this time and women getting jobs in rough conditions, the makeup offered was very “on the go”. Throughout the war, women were encouraged to buy makeup in bulk for “war efforts.” Additionally, the concept of “lipstick kisses” were invented, where women were encouraged to keep buying lipsticks so they could send letters with kiss marks to “boost the morale of soldiers.” 

The look throughout this time consisted of.. 

  • An arched brow, with vaseline that was used to groom it up 

  • Very red lips with a pencil lining around them to make them look bigger 

  • A foundation shade a little darker than your actual shade with plenty of powder on top 

  • As well a light brown eyeshadow


What makeup would have looked like    Makeup advertisement from the ‘40s 

at this time         


The 1950s: 

The ‘50s were a time where unknown models could shoot up in popularity and become the ‘face’ of makeup brands. This was the era of the ‘mask effect’ cream foundations, and eyeshadows became the go-to item at this time. Furthermore, the eyelash curler, brow stencil, and the first non-smear lipstick came into creation. 

The look throughout this time consisted of… 

  • The ivory skin look using a liquid or cream foundation 

  • Subtle shadows on the lid as well as shimmery browns 

  • During this decade the eyeliner wing came into trend companies with a little mascara on the upper lashes 

  • Light pink-ish blush shades on the apples of the cheek 

  • And lipsticks in reddish, pink shades

What makeup would have looked like at this time 


The 1960s:

The ‘60s look changed quite dramatically. This bold, yet elegant, look evolved to more of a simple and girly look near the end of this decade. Throughout this time, one of the common themes was eye contouring, where one would use different shades of dark browns and such to make their physical features appear different and more dramatic. 

The look throughout this time consisted of… 

  • A pale lip with a pencil outline 

  • Mascara placed on both the top and the bottom lashes to get that ‘20s flapper look 

  • The main eyeshadow colors during this time were blues, grays, and whites paired with a bit of eyeliner, which was seen as one of the most important eye tools during the ‘60s 

  • Eyeliner used to double up at the end of the lid and a white eyeliner drawn into the eye’s inner


What makeup would have                                         Makeup advertisement from

     looked like during this time                                                the ‘60s


The 1970s: 

This decade was all about lipgloss and luminous creams. Throughout this time, women took a more natural look with things such as foundations and heavier products put back up on the shelf.  The look throughout this time consisted of… 

  • Barley any foundation or very light creams

  •  Pinky blushes 

  • Lightly filled in and brushes eyebrows 

  • Big bold eye looks with a bit of gold in the conner and a whole lot of mascara

  • Lipsticks and lipglosses were worn in peach, raspberry, and pinky shades.


Makeup Advertisement from the ‘70s

 What makeup would have 

looked like during this time.

The 1980s: 

The ‘80s were all about being big, bold, and risky. Women were trying new styles, colors, and different types of glamor all while displaying it confidently. The ‘80s brought to life the look of blush placed high on the temples to the apples of the cheeks. The look throughout this time consisted of… 

  • Red and pink blushes all over, nothing was too much 

  • Bold eyeliners paired with brightly colored eyeshadows and quite a lot of mascara 

  • And colors such as bright or hot pinks and magenta being used to created that iconic ‘80s pout


What makeup would have looked like 

Makeup advertisements from the ‘80s during this time

The 1990s: 

The 1990s were seen as the golden age of supermodels. The jump from the ‘80s to the ‘90s was whiplashing. Women were more focused on getting that minimalist and pared-back, yet effortlessly, beautiful look. Not only that, but during the 1990s the first foundation that included SPF was made. The look throughout this time consisted of… 

  • The look of matte foundations 

  • Pencil thin eyebrows 

  • Moody brown lips and a bold lip liner 

  • A smokey, but sometimes shimmery, eye look


 Makeup advertisement from the 1990s

What makeup would have looked like

The 2000s: 

Y2K makeup was iconic, even starting to make a comeback now. This decade's makeup was all about being bright, bold, and colorful with one of the most iconic looks being a frosted look, where women would use highlighters on their lips and eyes to give them that icy and cold look. The look of this time consisted of…

  • Lip Gloss, lipgloss was one of the most popular items during this time with one being in at least every girl's bag

  • Very thin over plucked eyebrows 

  • Blue shadows paired with heavy eyeliner on both the water line and above the eye 

  • Bronzer came into play during this decade and it was a hit

  • Bubble gum lipsticks and blushes


What makeup would have looked like during this time               makeup advertisement 

                                                                                                                          from the 2000s

The 2010s: 

The 10s were all about being big, bold, and sharp. The 2010s had a lot of phases when it came to hair and style, but the one thing that never changed was the makeup. Throughout the decade the makeup was always thick and packed on, though this does not take away from the skill of this style. The 2010s are arguably the most difficult style of look to recreate. This decade and style consisted of… 

  • A big overlined matte lip in browns or mauve pinks 

  • Thick packed on foundations, that usually was a shade darker than the natural skin tone. 

  • Contour was very popular with it, like foundation, being packed on the face 

  • Setting powder came into trend with decade with it being used to keep the face set

  • Concealer was used to brighten the face, it was heavy under the eyes, in the center of the forehead and on the chin. 

  • The 2010s were big on eyes. Women used all sorts of colors and faded them together making ombre designs on the eyelid paired with a large cut crease and a thick cat eye 

  • The rise of false lashes came in this era, women would take fake eyelashes and place them along their eye line giving them wilding large lashes. 

  • And very thick filled in eyebrows


  What makeup would have looked like during this time                                     Makeup advertisement from the 2010s


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