10 Best Makeup Trends For Medium Skin Tones

AVON, late 1960s, early 1970s: Avon made makeup fun and affordable for all whilst helping women to earn their own money.

ROUGE BAISER, 1940: Seductive one-handed mechanism: stroke the twister to open and the lipstick glides up.

GUERLAIN, 1940s: A thing of beauty, one pull on the tassel would slide the cap and propel the bullet up.

The glamorous act of touching up one’s lipstick with a beautiful mirrored compact became an important cultural gesture.

However, for women at the beginning of the twentieth century, wearing lipstick was largely seen as morally questionable and of the realm of prostitutes and actresses. For this very reason, it became linked to the women’s rights movement, with women campaigning for the right to vote at a march in New York in 1912 defiantly painting their mouths bright red. Revolutionary though it may have been, on a practical level, one couldn’t really transport lipstick safely in her handbag. This changed around 1915, when lipstick began to be produced in metal cartridge containers. The Scovill Manufacturing Company of Connecticut produced the first tube lipstick container in October 1915 with side levers enabling one to push up the lipstick. In 1923 a slightly different container was patented in the United States, which allowed lipstick to swivel out of its tube, and more than a hundred other variations would follow.

One of the most popular brands at this time, especially for younger women, was Tangee, which boasted that it changed color on application according to the individual (even though it appeared tangerine orange in the tube, giving it its name) and was therefore more natural than the other brash lipsticks available. Crucially, Tangee was also cheap around ten cents. As historian Madeleine Marsh points out, Whether you were in Europe or the United States, you could buy a Tangee lipstick at shops like Woolworths or five and dime stores, and for the first time it wasn’t hidden under the counter, you didn’t have to ask a sales assistant to get it for you making the whole process of buying a lipstick accessible and unintimidating.

While early ad campaigns had emphasized lipstick’s enhancing of natural beauty, in line with the aversion to makeup appearing artificial, by the Second World War, women were actively encouraged to paint their lips bright red and glossy in order to keep up morale. Red lipstick was a mark of patriotism and showed a will to win and this was reflected in the names of the lipsticks available at the time. In fact, having attempted to stop the production of cosmetics in 1942, the US War Production Board changed their tune and announced that cosmetics were necessary and vital.14 Rosie the Riveter became a wartime icon for a generation of women with her lipsticked mouth and painted nails (and strong arms), and Elizabeth Arden even created a makeup kit for the American Marine Corps Women’s Reserve with a red lipstick that matched elements of their uniforms.

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10 Best Makeup Trends For Medium Skin Tones

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