A collection of authentic makeup colour charts from the 1940s. There are also some excerpts from brochures, These were produced by the cosmetic brands to guide women with their makeup application and colour choices. Seeing the colours used during this decade is useful for creating genuine vintage makeup looks.
Makeup Colours of the 1940s
1940
1941
Cosmetic brands used patriotism during World War II to promote their bright red makeup products. Red, it could be argued, is the most patriotic of all the colours – and brands never like to miss a marketing trick.
Palmolive’s guide to makeup application and colour advice.
1945
A couple of colour charts and guidance as to what colours to choose from Helena Rubinstein.
1946
A nail polish colour chart from Avon.
1947
1948
Nail colours from the 1948 Avon catalogue.
One thing that leaps out is the utter lack of women of color in these advertisements as if they did not exist at all. That is one thing that has changed for the better.
Hi JD. Indeed – you have hit the nail right on the head there. Thank you ?
As a small child (in the early 50s) I loved looking at these colour charts in the chemist, or my mother’s copies of Vogue – which I thought was called “voyage”.
The old colour charts are great – wish we could find more ?
Gosh they loved red in the forties!! I like old catalogues so this blog gives me some happy reading. Thanks!!
Thanks Susan – yes indeed those 1940s ladies loved their reds! ?