Transform Hospital Group has recently looked into the evolution of beauty trends across the last century, exploring the impact that global events, celebrities, and social media have had on the development of popular trends, products, and treatments. They then worked with artist Jan Koudela to visualize the top trends from each decade.
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The 1920s
Flappers like Louise Brooks made a bold fashion statement with a youthful, attention-grabbing makeup look. More commercial face creams were developed too, including Pond’s vanishing cream, which gave the skin a pearly sheen.
The 1930s
Actresses like Bette Davis, Katherine Hepburn, and Marlene Dietrich inspired a bold new makeup look—and very thin brows—which were said to look better on screen. Around 1930, electrical currents with pulsating microwaves were used by beauty salons for facial treatments, in order to tighten and restore the skin.
The 1940s
Skincare favorites like Palmer’s skincare success ointment were used to create a flawless, fresh complexion. During the war, many products were hard to get hold of, so home-made formulas circulated. Victory red lipstick was a must, though, with brands such as Max Factor, Elizabeth Arden, and Maybelline developing new lines of bold lipsticks.
The 1950s
Makeup was glamourous, with a ‘peaches and cream’ complexion, orange-red lips, and ‘feline flick’ eyeliner. Skincare products to improve the complexion were also more popular, with Pond’s dry skin cream and cleansing creams considered ‘must-haves.’
The 1960s
The ’60s makeup look was all about the eyes, thanks to Twiggy. Chemical peels started to gain popularity along with multi-step skincare systems including moisturizers, toners, and cleansers.
The 1970s
Bronzer became more popular in the ’70s, along with glossy lips and colored eyeshadows. The 1970s also saw more natural ingredients being incorporated into cosmetics to satisfy the growing demand.
The 1980s
Hair and makeup were exaggerated and colorful, inspired by singers like Blondie and Madonna. The first anti-aging skincare products appeared during the late ’80s, with collagen cited as a wonder ingredient!
The 1990s
Actresses like Gwyneth Paltrow and Drew Barrymore inspired a fair-faced makeup look with a smudged eye and burgundy lip. The 1990s also brought us AHAs (Alpha Hydroxyl Acids), which was the first ingredient to affect aging skin.
The 2000s
The makeup look was feminine, with glossy lips and blue/silver eyeshadows. By the 2000s, hyaluronic acid moisturizers had also emerged and there was a noticeable shift towards more natural and organic ingredients in beauty products.
The 2010s
Dramatic and heavy makeup with full lashes, contouring, and highlighter to ‘fake’ a dewy complexion was made popular by social media makeup influencers and celebrities like Jeffree Star and Kylie Jenner. Plumper lips were also popular, with lip fillers becoming more mainstream.
The 2020s
From hydrafacials to dermarollers, it’s all about skin rejuvenation and barely-there makeup in the 2020s. Covid-19 has been a big influence—less time going ‘out’ has sparked a more low-key beauty look.
The 2030s
Skincare and anti-aging treatments will continue to be a priority, but makeup is expected to become more playful (particularly eye makeup, with jewel-toned eye liners).
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