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Women's 1970s makeup was diverse. It gave a nod to retro smoky eyes and skinny brows, revolved around the glitter ball of corrupt disco, and pogo-ed into avant-garde punk. From the barely-in that location natural looks to super glam sheen, the makeup trends in the 1970s were as opposite as you could get. Here's our guide to the makeup colours and looks of this decade.

Influences on 1970s Makeup

Women's Lib

Women's liberation and feminism were growing in power.Consequentially, it had an impact on advertising and the cosmetics industry. The most radical feminists were for the abandonment of makeup as they felt it objectified women. Sales of cosmetics in the 1970s fell flat, then advertisers had to change course to make the most of it.

Never i to miss a trick (or a potential sale), brands started to steer away from old-fashioned portrayals of women as sex objects and domicile-makers to entreatment to the new independent woman.

It had its successes, including Revlon's fragrance Charlie, launched in 1973. The ad was the first to feature a woman in trousers – aimed at the sassy, contained woman. It was a best seller. Subsequently, other companies followed conform with their scents for "the liberated adult female".

Going Natural

Feminism and wearing makeup was a paradox for the liberated adult female. She didn't want to be seen equally a sexual activity object, but why shouldn't she wear makeup?

For many women, wearing makeup had been ingrained into the psyche since nascency. Information technology resulted in consumers wanting more natural products, assertive that beauty is from inside and not painted on.

Consequently, the dazzler industry was happy to provide products described as natural, barely-there or invisible. It was a clever sidestep, assuasive a woman to proceed wearing makeup and buying the products.

In that location was also an interest in self-improvement and well-being. More women were taking note of the ingredients in products and how to improve their health. The cosmetic brands responded by emphasising the and so-called natural ingredients in their products.

Nostalgia

Nostalgia was a big trend, especially for the looks and styles pop from the 1920s to the 1950s. For example, in the get-go half of the 1970s, in that location was a 1920s revival .

Menses films similar The Male child Friend (1971), The Cracking Gatsby (1974) and The Great Waldo Pepper (1975) brought the 1920s alive. They inspired doll-like faces with smoky eyes and skinny brows. Makeup brands (including Revlon and Mary Quant) used a 1920s-inspired look in their corrective adverts.

Similarly, the 1940s was also looked dorsum on with fondness. Nevertheless, the 1970s makeup take of the 1940s was more a nod to the main trends of that era, rather than beingness a directly re-create.

It was also a way for advertisers to jump on board the nostalgia train, ultimately to sell products.

Films

Films were as influential equally ever on manner – and those set in the 1920s and 1930s helped inspire the Fine art Deco revival. One picture show that had a significant affect on both the Art Deco revival and the pre-punk brigade was Cabaret (1972). It was a tale of divine decadence and androgyny in 1930s Berlin clubland. At that place was black and white styling, a boyish girl in massive false eyelashes and a man in loads of makeup.

Sabbatum Night Fever (1977) and its best-selling soundtrack by the Bee Gees contributed to augment disco'due south popularity. Information technology was the trip the light fantastic craze of the mid-1970s onwards until it savage out of style at the end of the decade.

Music

Disco was corrupt, with glittery, glossy and shimmery makeup designed to exist seen. In the mid-1970s, American makeup artist Way Bandy utilised the boogie-nights await of smoky eyes twinned with red lips, giving information technology his mark and techniques.

Donna Summer was the disco queen and always looked glamorous. Other singers that inspired makeup (and pilus) include Debbie Harry (with those carmine lips), Cher and, after in the decade, punk mistress Siouxsie Sioux.

While disco was sexy and brazen, punk was the music upstart of the decade. Punk seemingly crashed out of nowhere. It was initially a backfire to the difficult social and economic state of affairs of the 1970s, particularly for the young. However, information technology was not merely a sound, simply a lifestyle.

The makeup was highly expressive, worn by men and women akin. The harsh facial makeup was intentionally ambitious and included unnaturally pale skin with dramatic eyes, brows and cheeks. It was provocative, ferocious and tribal.

Television

Charlie's Angels (1976-81) showcased the talents of Farrah Fawcett, Kate Jackson, Jaclyn Smith, and Cheryl Ladd – all influential when it comes to pilus and makeup. They were traditional sex activity symbols but likewise sassy with mental attitude and freedom.

Not only did they adorn our screens, but the ladies featured on the cover of magazines galore. Young women and girls everywhere wanted to re-create their style.

Other strong female icons of 1970s television include The Bionic Woman (1976-8). Television also gave women access to tendency-setting pop stars via programmes like Top Of The Pops .

Makeup for Women of Color

During the 1970s, the makeup needs of women of color started to be meliorate recognised. It led to the launch of new makeup brands for blackness women. For case, Fashion Fair cosmetics debuted in 1973 and had adverts featuring Natalie Cole, Aretha Franklin and Diahann Carroll.

In 1974, modelBeverly Johnson appeared on the encompass of American Vogue – the get-go fourth dimension an African-American adult female had been on a mainstream style magazine. Additionally, more black and ethnic women started to exist seen in advertisements.

Established brands also started to aggrandize their ranges to include makeup for darker peel tones. Avon was style alee of other brands. For instance, it had black female representatives in the 1950s selling to its blackness customers. Avon then progressed to using women of colour in its international adverts, rather than but white models.

1970s Makeup Elements

Foundation

Having a sheen or pearlescent glow to the skin was popular – all part of the natural, youthful look. Heavy foundation was not part of the natural look either, making sheer products popular.

Blusher

Everyday blusher was quite natural throughout the decade in both application and the colours used. From the mid-1970s onward, blusher could be applied more prominently with divers stripes on each cheek, sometimes from the temples down.

Blusher came in various formulations, including powders, gels (like Charles of the Ritz gel cheek pomade) and creams (Yardley's The Apple Polishers ).

Having a tanned look was popular. Bronzer was applied all over the face to create a gentle sun-kissed look.

Eyeshadow

Dejection, greens, earthy tones and purpleswere the popular colours. White and argent eyeshadow added highlight under the eyebrows.

Eyeshadows could be matte, but a pearlescent or iridescent sheen was highly fashionable – illustrated with words like "frost" and "velvet".

Formulations included pressed powder, liquid and creams:

Foam eyeshadow came in small-scale pots, in stack tubes (offering various stylish shades) or equally a stick (like a lipstick).
Liquid eyeshadow – came in squeezy tubes and tubes with a castor applicator.
Powder eyeshadow – came every bit loose pulverization in tubes with a sponge applicator or as pressed powder in a pot. Compacts with several colours were as well available.
Eye crayons– looked simply like a kid's colouring crayon. Available from several brands, including Max Factor, Boots 17 and Revlon.

The darker eye crease, then definite in the 1960s, connected into the 1970s for some makeup looks. Yet, it was now composite to create a soft depth with a true cat-like or almond shape. Interestingly, many women didn't apply a crease colour, preferring one colour all over the lids with an optional low-cal shade under the brow.

There were no hard edges or unblended lines in 1970s makeup (except for punk). Information technology was soft and shimmery.

Eyeliner

Eyeliner might not exist worn by those who favoured a more natural wait. Otherwise, eyeliner could exist worn on the upper and lower lids as required.Punks, goths and the new moving ridge army favoured a heavy and well-defined arroyo.

Eyeliner came in pencil, equally well equally liquid formulations with an applicator. For instance, Yardley'southward Easy Liner came in black, blueish, green, grey, burgundy, and brown.

White eyeliner worn directly behind black or blueish eyeliner on the upper eyelid was pop with younger women and teenagers.

Eyebrows

Fashionable brows were thin to medium in thickness. Pencil thin browswere reminiscent of the Art Deco skinny forehead, every bit seen on Liza Minnelli in Cabaret .

Mascara

The one-time block mascaras of previous decades had now given way to the tube-and-wand mascaras. They came in diverse colours, including black, brown, blue, green, and grey. Brighter colours were also made, like turquoise, raspberry and lavander.

Mascara was worn according to the tastes of the private. For case, it could be practical liberally to both the upper and lower lashes or take a more subtle application. It also depended on whether the makeup was for daytime or going out.

Some women nevertheless wore false eyelashes. Nevertheless, the mode for large and extravagant imitation lashes had been left in the 1960s. A more natural approach was now favoured.

Lipstick

Deep fruit colours like plum, mulberry and cranberry were fashionable in the early 1970s. Pastel shades like peach, raspberry and pink were worn throughout the decade. Earthy colours and nudes were also pop –a part of the more than natural look.

Red lipstick made a comeback in the early on 1970s, thank you in part to nostalgia for the 1920s and 1940s. It was also pop in the afterward 1970s.

Lipsticks with a sheen were fashionable throughout the decade. For lipsticks without plenty sheen, a lip gloss was applied over the meridian.

Lip liner shaped and defined the lips. However, information technology was non visible one time the lipstick or gloss was applied. The same colour liner as lip product was used and then it did not stand out.

Lip Gloss

Super shiny lip gloss was highly fashionable and marketed in particular to teens and younger women. Gloss came in various sheer colours, including pinks, plums, nudes and clear.

There was likewise a bit of experimentation with flavoured lip gloss , albeit with mixed success. Popular flavours include fruity tangs, mint, and nutrient items like bubble glue and cola.

While glosses did come in pots or tubes with an applicator inside the lid, the rollerball applicator was particularly trendy. Rollerball products included Bonne Bell Lip-Smackers and Maybelline'due south Kissing Potion.

Nail Polish

Nail shine was available in a rainbow of colours, from lite to dark. In that location were also various finishes bachelor, including glittery and pearlised. However, n ails did non have to be brightly coloured. They could also exist left natural or just painted with a touch of clear gloss.

The French Manicure was created in the mid-'70s past Jeff Pink, founder of Orly, inspired past the Parisian models who rubbed white pencil under their nail tips.

Nails were manicured with a rounded tip. Square nails also started to come up into faddy, peradventure inspired past Cher.

New products and application methods came in for false nails (like plastic boom tips) via the manicure confined and beauty salons for those who could afford it.

The Suntan

Having a suntan was in and all the rage. Information technology started in the 1920s and had remained in vogue ever since.

People liked a suntan, spurred on by the salubrious glow associated with leisure time and beach holidays. Similarly, tanning was encouraged by the sun-kissed expect of the skateboarding and surf riding California crowd, tanned models in magazines and influential women such as Farrah Fawcett.

Suntan products accelerated the tanning process rather than protect the skin. Besides, tanning beds were becoming more than commonly available to the public in commercial tanning studios.

Many women (and men) used to sunbathe simply smothered in infant oil – and using foil reflectors nether faces was not unheard. Yup, skin BBQs were taking place on sunny beaches at home and in every package holiday destination!

Affordable package holidays took off in the 1970s, meaning many more families in Britain could become somewhere for holiday sunshine.

Sun Damage

Reports were reaching the media about the impairment caused by sunbathing. Dermatologists were starting to see the skin impairment done to the sun worshippers of the 1930s and 1940s.

Later, the beauty manufacture responded by making tanning lotions with more lord's day protection. It also made products to counteract sun damage. Interestingly, the sunday protection gene (SPF) rating organisation – withal used to this twenty-four hours – was implemented during the 1970s.

Withal, despite knowing about the danger of excessive tanning, or the links made to cancer, many people just ignored the warnings and carried on sunbathing without due intendance.

1970s Makeup Fads & Trends

There were a couple of short-lived fads or trends in the 1970s, including:

1971 – the highly painted doll face, inspired by the Art Deco revival.
1972 – the Walt Disney princess look, later makeup artist Barbara Daly created a Snow White look for Vogue using Mary Quant makeup.
1975 – The Pierrot. It included a heavy mask-like foundation and a Cupid's Bow mouth. British Vogue created the await for the Christmas comprehend.

Discover Out More

Women's 1970s Hairstyles: An Overview.
Pilus and Beauty Adverts from the 1970s.

Sources:
Corson, R. (2004). Fashions in Makeup: From Ancient to Modern Times.Peter Owen.

Inness, Sherrie A. (2003).Disco Divas: Women and Popular Culture in the 1970s. University of Pennsylvania Press.

Jones, G. (2010).Dazzler Imagined:A History of the Global Beauty Industry. Oxford University Printing.

Sherrow, V. (2001). For Appearances' Sake: The Historical Encyclopedia of Expert Looks, Beauty and Grooming.Greenwood Press.

Source: https://hair-and-makeup-artist.com/womens-1970s-makeup/

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