Decades are defined and remembered by all sorts of trends, including fashion, architecture, and even lingo — and makeup is no exception. For all the forgettable trends (or trends we wish we could forget), many notable ones inspire today’s makeup artists. Here, we’ll look at the array of makeup styles and trends that have emerged over the past 100 years:

1920s: Movie Magic

Between 1900 and 1919, makeup was nearly exclusive to movie stars, musicians, and other entertainers. Despite its limitation in the consumer market, however, the cosmetics industry went under some major developments, as beauty labs for stars and metal-tube lipsticks were just being introduced and had a profound impact on favored looks in the early 21st century. Women who wore makeup opted for pale, powdered skin complemented by red-stained lips, often applied in a rounded shape on their bottom lips and sharply on top to highlight the cupid’s bow.

1930s: Wearing Thin

Pioneered by women who appeared in silent films, pencil-thin eyebrows’ inception started in the ‘30s and were used to help emphasize their on-camera facial expressions. At this time, less was more. The ideal makeup style started with powdered skin and minimal rouge, to which women applied petroleum jelly or olive oil to their eyelids for gloss and enhanced their eyelashes with dark henna. Plucking eyebrows into slim shapes was fair game, too, with high arches and winged-out edges reigning supreme. 

1940s: Women in Wartime

War rationing took its toll on countless industries and trends in the ‘40s — makeup and beauty standards included. Cosmetics during this time were often challenging to get one’s hands on and were taxed heavily as a luxury item. Overall, the ‘40s makeup look was reasonably natural, accentuated with a splash of red lipstick for an element of glamor. Foundation may have leaned toward a sun-kissed tone, with a subtle rosy glow to cheeks. Eyebrows were often shaped into a rounded arch, while eyeshadow and blush were worn sparingly.

1950s: Hello, Red Lips

Emerging from the dreariness of the war-centric decade, by the ‘50s, people began embracing color. Red lips, in particular, became chic and linked with women who boasted sensuality and beauty, such as Grace Kelly, Marilyn Monroe, and Audrey Hepburn. Emphasis on the eyes while retaining natural glamor also trended, with eyeliner and mascara increasing in popularity. Skinny eyebrows were no longer fashionable at this point; the ‘50s brow consisted of a strong arch and a decent thickness that tapered out.

1960s: Bat an Eye

If 1900-1950s popular makeup focused on lips, cheeks, and eyebrows, the ‘60s ushered eye makeup to center stage. The ideal face of makeup during this decade consisted of opaque eye shadow in pastel shades. While some women applied color to their eyelids, others created a shadow using a cut crease; a technique still popular today. This look was usually paired with winged black eyeliner. Renowned supermodel Twiggy was also a trendsetter at this time, with her dramatic eyelashes and bold eyeshadow gracing the ‘60s and widely imitated.

1970s: It’s Only Natural

It’s not easy to determine the ideal makeup face during the ‘70s, as some women carried on ‘60s trends while others leaned toward disco styles. However, many during this decade participated in the women’s liberation movement and rejected beauty stereotypes. Revolting against widespread sexism resulted in those who wear makeup aiming for a natural look — which cosmetics took notice of and tried to capitalize on with products marketed as “invisible” or “barely there.” Pastel eyeshadow — with shades such as peach and raspberry — became popular. Earthy colors and nudes were also trendy, fitting right into an au naturel era.

1980s: Introducing Neon

Much like fashion during this decade, makeup was bright and colorful. Pink, purple, and blue eyeshadows were especially popular, and pink blush was often worn heavily across the cheeks. Neon lips — a makeup style trend made widely admired by Madonna — were part of flagship fashion, as well.

1990s: Shimmer and Shine

Shimmering lips were all the rage throughout the ‘90s. For maximum shine, women would apply shiny lip glosses over a frosted lipstick — with some of the most popular colors, including deep browns and reds, easily making a statement. It was also common to wear rhinestones above the eyebrows or across the cheeks, as well as glitter gel across the neck and shoulders.

2000s: Go Bold or Go Home

Purple eyeshadow, colorful eyeliner, shiny lipstick, lip gloss, sparkly lids, white eyeshadow, and bright blush are just some of the early 2000s beauty trends that dominated the beginning of the millennium. Thin eyebrows had a resurgence as well, popularized by celebrities such as Gwen Stefani and Angelina Jolie.

2010s: Woke Up Like This

In the 2010s, bold and bushy was the newest fad — especially after British supermodel Cara Delevingne took to the runway with the look. People far and wide began to embrace their natural shape, letting their eyebrows remain unwaxed and untouched. From red carpets, music videos, and fashion magazines, heavy smoky eyes were featured prominently, too.

Somewhere in between dramatic eyeshadow, contouring, and Kylie Jenner’s Lip Kit came the “no-makeup” makeup look. That’s right; makeup designed to look like you’re not wearing any.

Are You Ready to Set Makeup Trends for the 2020s?

Makeup styles and trends through the decade don’t live in a bubble; some of them are considered vogue again years later, while others may be best left in the past. Are you ready to make your mark in the beauty industry? The Makeup Academy can help you embrace your unique style and provide you with the tools you need to invent the new smoky eye or soap brow with our Master Makeup program and Hairstyling Program for MUA’s.