Here’s our guide to women’s 1920s makeup. Wearing makeup really took off again after being in the wilderness for some time. Lots of new makeup products came onto the market throughout the decade and items became more affordable. The stars of cinema were highly influential on fashion and magazines offered makeup advice.
Influences on Women’s 1920s Makeup
Society’s Attitude
Makeup had been deemed inappropriate for many decades and only worn by a certain type of woman (tarts and floozies!) and stage performers. In contrast, skincare was altogether a different matter and it was acceptable to look after one’s complexion and hair. In fact, not doing so was deemed irresponsible.
While many Victorian and Edwardian women did use makeup, it was used very discreetly to remain socially appropriate. It wasn’t until the 1920s that makeup came back with a vengeance.
At the start of the decade, makeup was still on the more cautious side, especially the wearing of lipstick. However, by the mid-1920s, makeup was openly worn and applied in public.
By the end of the decade, not only was wearing makeup fashionable and respectable, it was de rigeur.
Film Stars
Cinema and its leading ladies had a tremendous influence on women. Not only did actresses and their on-screen personas influence makeup and hair fashions, but they also demonstrated how modern women could now behave.
Actresses were seen as glamorous stars and, consequently, the faces of women such as Clara Bow, Gloria Swanson, Louise Brooks, Greta Garbo were much admired and copied.
Film fan magazines, like Photoplay and Motion Picture Magazine, followed the private lives of the film stars. They were also full of adverts for various cosmetic products.
Cosmetic manufacturers were quick to see the lure of the silver screen beauties. As a result, film stars were used in adverts to promote the products. Magazine advertising increasing dramatically throughout the decade.
The average woman may not have had such an adventurous lifestyle as portrayed by the leading ladies in films, but they could at least attempt to emulate how the stars looked.
Post War Boom
The economy of many developed/Western nations quickly recovered after World War I and started to bloom by the early 1920s. This prosperity leads to a massive increase in manufacturing.
The increase in manufacturing coincided with a fresh interest in makeup. It resulted in a huge number of new brands and cosmetic products becoming available as the decade progressed. However, makeup colours were still limited to basic shades.
The department store also influenced an increase in makeup sales. Chain stores, such as Woolworths, rapidly expanded across Britain and the United States. They offered women the chance to inspect and try cosmetic products in the flesh. Subsequently, women flocked to the stores to see what it was all about – and sales increased dramatically.
As sales increased, it encouraged manufacturers to improve packaging and quality. The compact was a great way to have portable makeup and a vanity case could contain all manner of makeup items. Quality continued to improve as the decade progressed.
Experience & Makeup Advice
The initial look of women making up their faces in the 1920s was not great. First of all, colours were limited, and products could be waxy or chalky. There was also no one to pass on experience in colourful and bold makeup application.
Home lighting was not as clear and bright as today – and we all know the importance of good lighting when doing makeup.
Things improved, however, as the decade progressed. Better quality makeup products and more colour options came to market.
There was also makeup advice galore to be found in little booklets that came with the products. These advised women on how to use the products and what shapes were acceptable.
