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Sophia Loren, Women & Beauty However, the arrival of the nineteenth century marked yet another shift in attitudes toward makeup, and rouge in particular. The declaration of England’s Queen Victoria that makeup was vulgar meant that a pale, virtuous look was now preferred. The resulting backlash against painted faces meant that women who wanted to create a rosy glow could either resort to pinching their cheeks and biting their lips to encourage a natural flush or be very cautious with their use of cosmetics. While pale, unmadeup skin and luxuriant hair were considered ladylike, obvious rouging was seen as belonging to the realms of the theater or signifying a woman of what was euphemistically phrased low morals. At the same time, by the 1850s the production of cosmetics had become a national industry with its center in Paris. This marked the beginning of commercially available rouge on a scale that had never been seen before, and by the turn of the century rouge was available to buy in dozens of shades and textures.