hod

1860- 1900 AD

1849 AD

In 1891, she became the first in America to start mod-
ern retail franchising, allowing franchisees to open
salons under the Harper name.

1896 AD 1898 AD
Toothpaste tubes come BJ Johnson Soap Co. introduces
into existence. Palmolive Soap. Today, the Pal-
molive equity is sold in over 88
countries in 54 variants

1893 AD

New Zealand becomes first country in
the world to grant women the vote.

1895 AD

X-rays discovered by German physicist Wil-
helm Roentgen. Auguste and Louis Lumière
premiere motion pictures at a café in Paris.

Colgate dental powder

Martha Matilda Harper

1900s 1923AD
James Bruce Jr of Nashville,
1909AD Tennesse patented the first
Birth of Loreal swivel up tube lipstick

1909AD 1920AD
Helena Rubenstein, Eliza- Sporting a suntan was consid-
beth Arden and Max factor ered fashionable and healthy
opened cosmetic salons in with Coco Chanel being the
the early 1900s inspired by first to popularise the sun-
theatre and ballet commer- tanned look.
cial makeup.

1914 AD 1914 AD
Turkish women use Henna Maybelline introduced cake
to outline their eyes with mascara used with a mixture
Henna for the vamp look. of sodium stearate and pig-
ments. Cutex produced the
first liquid nailpolish.

1900s 1914- 1918AD

1920AD Makeup mogul of the time Helena
Helena Rubinstein began to Rubinstein created ads that would
produce their own lipsticks lecture women on how keeping up
incorporating their own their appearance was just as important
secret recipes and colours. as clocking in for work in the morning.
“Does your reflection give you quite
the same satisfaction it gave you in
1914?” asked her 1916 advertisement.

1927AD
Rouge Baiser, the first ‘kiss
proof’ lipstick was created
by French chemist Paul
Baudes Croux.

1914- 1918AD

Patriarchal society actually shot itself in the foot in 1914 when
it pushed women towards department store makeup counters
in an effort to uphold gender norms. As women started to pick
up jobs left behind by their fathers and husbands — becom-
ing everything from mailmen to tram drivers — there was an
uptick in makeup ads to reinforce their duty to stay feminine
(and not get carried away with their temporary hall pass into
a man’s world). Ads with copy like “Beauty on Duty Has a
Duty to Beauty” started circulating in newspapers, and women
were warned about the evils of stress and strain that led to
“war face,” which could only be fought back with lotions and
creams. Granted, they weren’t buying red lipstick at this point,
but this was the beginning of lipstick, and so much more.

1900s 1940AD
Leg makeup is developed in
1930 AD response to shortages of stock-
Max factor’s invention ings, due to war.
of lip gloss for Holly-
wood actresses

1933AD 1938AD
Lash Lure eyelash and Food, drug and cosmetic act
eyebrow dye, many wom- became a law.
en become permanently
blind due to aniline
eyelash dye in it.

1935 AD 1935 AD
Aerosol deodrant is The first commercial eyelash
introduced. curlercame onto the scene
called Kurl lash, it was expen-
sive and difficult to use but
didnot affect its popularity.

1900s

1940AD 1914- 1918AD
Führer hated makeup on wom-
en (when they would visit his Much like in the First World War, in
country retreat they would get WWII makeup was again seen as a
a list of things they couldn’t do, patriotic duty. Tax money was funneled
like wear red lipstick or color into propaganda ads which encour-
their nails aged women to put on red lipstick and
face powder to do their part in fighting
1944AD against Hitler.
First sunscreen was developed
by chemist Benjamin Green, Elizabeth Arden created a makeup
the product evolved into Cop- kit for the American Marine Corps
pertone suntan cream Women’s Reserve, with a red lipstick
that matched their uniforms. Helena
Rubinstein made the ever-popular
‘Regimental Red’ lipstick, and shades
that came out during that period
made sure to take on a nationalist
spin, with names like Fighting Red,
Commando, and Jeep Red. Beauty
was once again a woman’s duty, and
it gave her a chance to fight the war
from home.

The idea was that the Allied countries
could hold onto a little piece of their
pre-war lives if women only kept up their
appearances. It was an adamant declaration
that at any moment things were going to
go back to how they used to be





1900s

1952AD
Mum, a deodrant company
launches the first roll on de-
odorant which is inspired by
the design of another recently
invented product, the ball-
point pen.

1954AD 1970AD
Shiseido expands to become an In the United states, the first
international brand. Pancake products for Afro americans
makeup is launched in Japan. are launched in the market.

1958 AD 1961 AD
Revlon launched the Cover girl makeup, one of the first
first mascara in a tube brands sold in grocery stores and
with the spiral brush targeted to teens.
that is still used.

1900s
1960s

The black beauty industry boomed in the
lates 1960s. Before that, makeup designed
to compliment black skin was limited.

1960s- 1969

The liberation movements of the
1960s created an experimental
atmosphere that extended to
makeup. Heavy eyeliner, big false
eyelashes in wilds colour and
sometimes beaded were experi-
mented with.

1900s

1980AD
Full face with bright and exag-
gerated blush, the “punk” look
with neon lipstick and bright
eyeshadow, and big, wild hair
was the look.

1990AD 1995AD
Neutral tones, clean and pol- The FDA approves the first
ished, straight, sleek hair was hair removal laser.
the look.

touche eclat by Yves st 1993 AD
Laurent was launched The term anti aging is coined. It
and became the item to rapidly leaves the medical sphere and
have as a part of one’s establishes itself in the world of body
beauty regimen. care and wellness, launching the next
big chapter.

1900s
1980s

The 1980s were a fun time for experimenting
with makeup. Disco was still a thing and women
would glam it up in exaggerated tones to capture
their looks in saturated photos. Bright blush,
eyeshadow and lipstick were worn by male and
female rock stars alike. Perhaps more than any-
one, Madonna brought the “clubbing” look into
the ‘80s with neon eyeshadow and lipstick.

1990s

Following the ‘80s, when self-expression
through makeup was a major thing, the
‘90s took a different approach to cos-
metic trends. Foundation and neutral
eyeshadows and blushes became a trend.
Light mascara and fresh and subtle col-
ors were key. Women also began wearing
nude shades of lipstick along with lip
liner in pink and brown tones.

1990s

Fashion had more to do with the expression of
a personal style than the old fashioned “prop-
er” way to dress like a lady or a gentleman. The
effect became a wider range of styles to choose
from, and an understanding that fashion was a
way to signalize who you were, on a deeper level.

2000s

2000AD
Lancome ‘Juicy Tubes’ were
flying off the shelves into the
hands of high school girls who
overzealously applied them

Every member of boy bands Beauty brand Lancôme expanded
rocked frosted tips, including its bespoke skin tone matching
Justin Timberlake service within the United States
Males started applying makeup in 2016. The brand’s Le Teint
and expressed themselves. Particulier Custom Made Makeup
uses digital readings of a client’s
face to create a specially blended
foundation at the counter

For decades, luxury beauty The majority of cosmetics executives
brands have enlisted actress- believe that health-inspired beauty
es, singers and models to star along with personalization and digital
in their advertising campaigns. engagement will be driving themes in
Today, however, celebrities have the industry this year.
the agency and the following to
launch their own beauty lines,
sometimes with the help of more
traditional industry players.

2000s
2000s

According to a survey by Euromonitor, skin
health is a major factor within the beauty-manu-
facturing world today with an increase in brands
creating topical probiotics. More than half of
beauty execs believe that health in beauty, digi-
tal and personalization are the most important
aspects of successful launches

2000s

A report from Perfect 365 found that a
significant portion of Western consumers
condemn the testing of beauty products on
animals and will reject brands that do so.
Nearly 50 percent said they would be happy
if their state in the U.S. banned animal test-
ing and nearly a quarter said they regularly
use PETA’s Web site to see if a brand tests
on animals before they buy it.

2000s

Clean beauty is becoming another key word with-
in the personal care industry as sustainability
and wellness take over in all aspects of retail, and
luxury retailers are some of the first to take it on.

Bhairavi B
UG1709
DJ Academy Design