Here’s our look at women’s 1950s makeup. Following on from the ’40s wartime austerity, the ’50s was a time of growth and prosperity. Many economies around the world blossomed and grew. The end of rationing opened up the way for new products and consumers had more spending money available. New makeup products and colours appeared, and the luxury cosmetics market took off.
Influences on Women’s 1950s Makeup
Film Stars
The stars of the silver screen continued with their strong influence on the masses and impact on styles.
Leading ladies include Grace Kelly, Audrey Hepburn, Marilyn Monroe, Dorothy Dandridge, Doris Day, and Elizabeth Taylor. Additionally, Betty Grable and swimmer Esther Williams were influential as two of the biggest box office draws of the 1950s.
Television
Television broadcasts had resumed in the UK after total suspension during WWII.
By the early 1950s, most of the country could now pick up a TV signal, thanks to a post-war effort to increase signal coverage. Along with Queen Elizabeth’s coronation in 1953, it resulted in a sharp increase in TV ownership during the 1950s.
Watching TV was fast becoming a popular pastime for all the family – and the variety of shows brought new ideas and influence to the masses. In addition, early 1950s TV was predominantly live – and some adverts were no different!
Makeup Brands & New Products
Wartime restrictions had meant that many products were not available. Now that rationing was over, the cosmetic market bloomed. Moreover, products were of better quality, and new colours became available.
The luxury cosmetic market took off, led by fierce opponents Helena Rubinstein and Elizabeth Arden. Not only did they sell makeup, but they also had a vast range of skincare preparations with exotic and expensively-priced ingredients.
Max Factor was still the leading brand for invention. They made products everyday women wanted to use, inspired by the actresses who wore Max Factor on and off the screen. For example, in 1953, Max Factor introduced Creme Puff – the first all-in-one base and powder. They also launched the first retail concealer in 1954, a flesh-coloured stick called Erace.
In 1952, Boots relaunched its No. 7 range, which had almost disappeared during the war. Hollywood influenced its black and gold packaging.
Avon came calling round at people’s homes to demonstrate and sell their cosmetic products.
The Teenager
The “teenager” emerged as an independently recognised consumer group with spending power after World War II. Young people now had disposable income – be it through jobs or their weekly allowance. Subsequently, this income was spent on whatever they liked.
Of course, the cosmetic brands recognised this and set about getting some of that money. They marketed to this new consumer group with glee. For instance, skincare products aimed at “teenage problems” like acne became more common.
A teenage girl wearing some makeup became more acceptable during the ’50s, potentially a right of passage into womanhood. Teen girls mainly stuck to the basics like lipstick and nail varnish, rather than wearing a full face of makeup.
Women’s Classic 1950s Makeup
The classic 1950s makeup look consisted of red lipstick, with obviously made-up yet elegant eyes. It was essential to emphasise eyes while retaining a natural glamour.
Eyeliner and mascara created the definition of the eyes. Eyeshadow was simple, with only one colour worn. Brows were arched and pencilled in to define the eyes. Rouge was worn sparingly, a mere hint to add a soft warmth to the face, and is not the main feature of 1950s makeup.
