The Evolution of Makeup Products: From Vintage to Versatile
Makeup as we know it today is one of the largest industries in the world. To put it in perspective, Kylie Jenner’s cosmetic line is worth $1.2 billion – and she’s just one of the leading ladies in this industry.
YouTube and the rise of social media have taken the makeup world by storm; from watching tutorials by your favorite influencers to buying a palette produced by your favorite “guru” (as makeup lovers we’ve ALL been there!). While browsing my YouTube recommended lately, I’ve come across some videos by outlets such as Buzzfeed and other entertainment channels reviewing vintage makeup. Yes, that’s right, there were no Beauty Blenders. With more research, I came across a Vintage 1960’s Makeup Tutorial and while there was no blending of super-pigmented eyeshadows or contouring to reveal chiseled cheekbones, most of the products used we still know today.
The rosy cheek look, the infamous winged eyeliner look, and even the flawless matte foundation look are still loved today. Upon my research of vintage makeup, I found an online YouTube community of individuals who admire the vintage lifestyle. Their content is so wonderful, it looks like it belongs in Paris in the 1950s! After binge-watching YouTubers such as Jessica Villa and Shirinatra, I felt more educated on these antique products.
Below are a comparison of products from the ‘40s-‘60s to those that we know and love today in 2020.
Applicators
From my research of watching vintage tutorials and the information gathered from Google, I couldn’t find much on the application of makeup using brushes in the mid-1900s. However, I found that powder puffs were an essential way to apply powders and powder foundations. Our modernized version of the powder puff must be the Beauty Blender. This egg-shaped sponge tool is used to apply face products in 2020. The powder puff has evolved because many modern foundations have a liquid base for get a luminous finish - which a Beauty Blender seamlessly blends.
Foundation
As mentioned before, foundation has certainly changed over the years. In the mid-1900s, you would usually find foundation in a pressed powder form. One of the most famous foundations from the 1930s to 1940s was the Max Factor Pan-Cake Makeup, a pressed powder foundation with a pinky hue and few color selections. In 2020, Sephora’s top-selling foundation is the Fenty Beauty by Rihanna Pro Filt’r Soft Matte Longwear Foundation. The consistencies have changed as well as the shade range for these products.
Eyeshadow
A popular eyeshadow technique in the mid-1900s was to use Avon’s eyeshadow sticks. These sticks resembled a lipstick-like component produced in various colors. Today, eyeshadow sticks are used by makeup artists. However, they don’t give the flawlessly blended look as pressed eyeshadows do. One of the most renowned eyeshadow palettes of recent times is undoubtedly Urban Decay’s collection of “Naked” palettes. These eyeshadow palettes range in hues of neutrals, pinks, reds, purples, and yellows. The range of glitter and matte colors in both the “Naked” palettes and Avon’s Eyeshadow Sticks provide artists with an assortment of looks to come up with.
Mascara
One of the most well-known vintage beauty products is mascara. In the early to mid-1900s, mascara had a solid chalk-like consistency with a very thick brush, unlike what we know mascara to be now. Now, eyelashes are of the utmost importance in the world of makeup. False lashes, lash extensions, lash lifts and tints are all becoming part of a normalized grooming routine. For those of us who like to throw on mascara day-to-day, the most popular mascara, according to Business Insider, is Chanel’s Le Volume Mascara. While mascaras in the past simply tinted one’s lashes, this Chanel product is volumizing and long-wearing.
Lipstick
While lipstick hasn’t evolved too much over the years, the process of “prepping” our lips has. Currently, everyone aims to have the perfect pout which includes lip filler treatment, lip masks, lip scrubs, and lip liner. In the 1960s, this Coty Cosmetics advertisement for “Hot Lips” shows the component of a lipstick tube that is generally the same as to what we know today. However, lipsticks have evolved from a tube-formed solid to the versatility of liquid lipsticks that we know and love – that’s right Kylie Lip Kits!
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