A Brief History of Beauty

Beauty pioneers, 1907 to 1950s

At the turn of the century, the beauty industry boomed. Many of the popular companies and best-selling products of today first launched during these years. 

• 1907: French chemist Eugene Schueller creates the first safe commercial hair dye and forms L’Oreal.
• 1909: Max Factor, often called the father of modern makeup, opens his first store in the theater district in Los Angeles.
• 1910: Elizabeth Arden Salon opens on Fifth Avenue in New York City. In co-creating her signature face cream with a chemist, Elizabeth Arden (whose real name is Florence Nightingale Graham) revolutionizes the beauty industry. Science-based skincare becomes the standard, and the modern day spa is introduced.
• 1914: Max Factor perfects the first type of makeup for film — a “thinner greasepaint in cream form, packaged in a jar and created in 12 precisely graduated shades,” according to Procter & Gamble.
• 1917: Maybelline founder T.L. Williams launches the first modern mascara after getting the idea from his sister Maybel.
• 1920s: Eyebrow pencils become popular, thanks to Hollywood starlet Greta Garbo. The new ingredient, hydrogenated cottonseed oil, helps the pencil glide on more easily.
• 1932: Brothers Charles and Joseph Revson and chemist Charles Lachman create Revlon and launch a new kind of nail enamel.
• 1936: L’Oreal’s founder Schueller invents sunscreen.
• 1944: Miami pharmacist Benjamin Green develops sunscreen for soldiers fighting in World War II. The formula becomes Coppertone Suntan Cream.
• 1950s: Max Factor introduces the modern-day mascara with a tube and wand applicator. Hazel Bishop creates the first long-lasting lipstick. 

Greta Garbo

Beauty trends, 1960s to today...

Over the next 40 years, beauty trends continued to change with the times.

• 1960s: This decade brings exaggerated eye makeup and matte skin, influenced by style icon Twiggy.
• 1970s: As the feminist movement flourishes, focus shifts from color cosmetics to a natural look. Skincare takes a more prominent role as women toss out their tubes of red lipstick and liquid eye liner.
• 1980s: Women flood the workforce, bringing with them full cases of cosmetics, using dramatic colors to enhance the eyes, cheeks and lips.
• 1990s: The natural look is back, with skincare again taking top priority. Makeup companies increase their efforts to market products designed to achieve the “no makeup” look.
• Today: Beauty trends are swifter than ever, changing with the seasons. But the line between skincare and cosmetics has begun to blur with both featuring cutting-edge ingredients that aim to improve the look and feel of the skin. Many companies are also answering the latest consumer demand for natural and organic ingredients.

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