Makeup changes through the decades. They evolve due to several powerful cultural, economic, and technological factors. Over the past few decades, makeup has witnessed dramatic changes. From the iconic chola makeup to the latest minimalistic dewy look, trends have shifted from bold to natural. Feminist movements, wars, economic recession, media/advertising, and global cultural exchanges shape the makeup trends.
The following is a detailed look at how beauty standards have changed over the years.
How Has Makeup Changed Through the Decades?
Many of these trends are now out of trend, but some have become iconic for the coming years.
1. 1920
Key Trends: Dramatic, smoky eyes + dark poppy lipstick + matte foundations
Iconic Look: Flapper aesthetic
This era is the time of using bold and dramatic makeup looks that exaggerate the features. The popular “Cupid’s bow” lip shape was iconic, and many women follow this trend today as well.
New makeup brands launch their unique products during this decade. Hence, you can say that many makeup standards were set then.
2. 1930
Key Trends: Pale matte base + thin brows with dramatic arches + lip liner slightly overdrawn
Iconic Look: Greta Garbo’s sophisticated and covered-up style
This was the era of Hollywood’s Golden Age. Many women follow the media personalities and celebrities for new makeup looks. Glamour and grace took centre stage, and makeup became more expressive and rebellious.
What made it iconic is the balanced combination of feminine sensuality with grace and sophistication.
3. 1940
Key Trends: Brown shadows + thin eyeliner + pink cream blush
Iconic Look: Rita Hayworth and Bette Davis
The 1940s were the era of World War II, and it changed the way women did their makeup. Thick eyebrows were preferred instead of pencil-thin ones, and bright red makeup became a symbol of resilience and national pride.
Because of the economic meltdown, people pivot from using heavy, oil-based foundations to a more matte look that gives a minimal vibe.
4. 1950
Key Trends: Subtle shimmers + dramatic cat-eye + vivid red lips
Iconic Look: Marilyn Monroe and Audrey Hepburn
In early 1950, color TV was launched, and it showed people how Hollywood divas were actually wearing makeup. World War ended, and women became more inclined to a more feminine and polished look to enhance their true beauty.
5. 1960
Key Trends: Heavy black eyeliner + hint of peach blush + soft pink lips
Iconic Look: Twiggy, the British supermodel
Eye makeup was the most dominant style in the 1960s. Women used to wear bold and exaggerated eyeliners, mascaras, and fake eyelashes as the Chola makeup style was trending.
What makes this era prominent is the replacement of red classic lipsticks with more nude and peach shades. That’s something you’d spot in vintage cholo movies, where beauty trends quietly made bold statements. Many of these practices are followed today as well.
6. 1970
Key Trends: Sun-kissed complexions + thick mascara + glossy nude lips
Iconic Look: Farrah Fawcett and Cher
People became more accepting during this decade, and women of color were also seen in media, films, and advertisements. This propelled women to set new standards to make them inclusive.
Dramatic smoky eyes with heavy eyeliner and shimmery eyeshadows were the focus for the disco look. Lip colors were changed from red to more earthy hues like browns and oranges.
7. 1980
Key Trends: Winged liner + heavy bronzer + hot pink blush
Iconic Look: Madonna, Whitney Houston, and Cher
This was the time of MTV when the media industry ruled almost everything. It has inspired many people to change their makeup style and become trendy.
Women used to wear bold and dramatic blush, eyeshadows with metallic sheen, and prominent lip outlines in the 1980s. Eyebrows became more natural-looking and fuller.
8. 1990
Key Trends: Dark brown liner + smudged mascara + minimal blush + thinly arched brows
Iconic Look: Britney Spears and Christina Aguilera
As part of the evolving journey of makeup through the decades, 1990 was the time when women loved to get the matte look with full-coverage foundation. Shades of brown dominated lip colors, ranging from warm, earthy tones to deep, moody hues. Thin and plucked eyebrows made a comeback.
9. 2000
Key Trends: Smudged kohl liner + shimmer-dusted cheekbones + glossy lips
Iconic Look: Tyra Banks and Jennifer Lopez
The 2000s makeup aesthetic is also called the Y2K trend. Bold, shiny, and frosty shades of eyeshadows and blushes were preferred. Glossy lips were a signature of the era. Although thin brows were trending, a feathery appearance was loved as well.
What makes it more attractive is the fact that glitter was applied not only on eyes and lips but also on shoulders and collarbones for extra sparkle.
10. 2010
Key Trends: Heavy bronzer + sharp cat-eyes + Beige and mauve lips
Iconic Look: Kardashian Glam, professional look
2010 was the time when Kim Kardashian and other beauty influencers set the makeup trend. Heavy contouring sculpted the face with bronzers and highlighters.
Well-groomed, thick, and full eyebrows were in style. The matte liquid lipsticks in nude, mauve, and deep red shades also dominated fashion.
By the end of the decade, the matte look took a backseat, and everyone started loving that dewy, glow-from-within vibe instead. After hours of flawless glam, it was just as important to properly remove makeup to keep the skin healthy.
11. 2020
Key Trends: Blush-heavy “sunburn” looks + faux freckles + doll-like eyeliner
Iconic Look: The “E-Girl” aesthetic
After TikTok and Instagram reels changed every industry, makeup styles also changed. Rosy cheeks and dewy complexions are getting more popular.
But now, people are emphasizing skincare-makeup hybrids (tinted moisturizers, lightweight concealers, and SPF-infused products) for healthy skin.
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