Beauty Through the Decades: The 1940s World War II Edition
In the 1940s, the beauty industry was booming. During the war in the ‘30s, women were subtle and simple with their makeup. However, in the 40s, they were back to wearing Hollywood-inspired looks.
Big brands such as Coty, Max Factor, Elizabeth Arden, Helena Rubinstein, and Maybelline were some of the top competitors. The effects of World War II were apparent on the economy and people, but women still took time to do their makeup.
Due to the war, people had to ration, and there was a shortage of ingredients to create products. Even with all the problems, women still managed to look fabulous.
So, let's look into some beauty trends, standards, products, and more of the 1940s.
The beauty industry had a shortage of many ingredients used to make products. Ingredients used in mascara and eyeliner were needed for war materials, so those products were scarce. But women around the country got creative by creating their own version of mascara.
They would use shoe polish and black boots with Vaseline for mascara, which is incredibly dangerous and something we’d never do now. They would also create liquid blush by soaking rose petals in alcohol and using rabbit skin as a makeshift powder puff.
This sounds like a nightmare for most of us now, but due to rationing, women would create random combinations for makeup. The demand for beauty products was so high that brands eventually started selling them again, and many women would wait hours to buy just a single product.
Pasty pale white foundations took a back seat as women started following Hollywood actresses. Tan foundation shades were a sign of luxury and wealth, so women began wearing shades closer to their skin color.
Lipstick had become one of the most popular products during this era.
Since men were at war, women had to replace them for hard manual work. They were encouraged to wear lipstick to boost the morale of the country.
Women in the military were expected to wear lipstick, so brands such as Helena Rubinstein and Elizabeth Arden created shades that matched their uniforms.
Besame Cosmetics came out with a brick-red lipstick called Red Velvet, which became popular then. Instead of a bright rouge, women opted for understated rosy shades to add color to their cheeks.
The Pan-Cake foundation by Max Factor became popular throughout the decade because it was compact and less messy than the loose powders used in previous decades.
Now that women have to work, they are always looking for quick, on-the-go products that are easy to apply. In the late 40s, the brand came out with its iconic Pan-Stik foundation, the same Pan-Cake formula but in a stick version.
This became popular among Hollywood actresses and everyday women, and it’s still being sold. Because foundation shades were often too dark, women would use a couple of shades of lighter powder to brighten and contour their faces.
The 1940s showcased women’s resourcefulness and determination to look glamorous despite the challenges of wartime. Many iconic trends and products from this decade inspire beauty standards today.