Article By: Ashlynn Dodson
Contributing Writer

The concept of beauty and the practices surrounding skincare have undergone significant
transformations since the 1900s. This evolution reflects broader social, economic, and
technological changes that have influenced how people perceive and maintain their
appearance.
Early 1900s: The Beginnings of Modern Beauty
In the early 1900s, beauty standards were heavily influenced by Victorian ideals. Pale skin was
considered a sign of wealth and refinement, as it indicated that one did not have to labor
outdoors. Women used various methods to maintain a fair complexion, including lead-based
face powders, which, although effective, were toxic.
The advent of the film industry in the 1920s played a crucial role in shaping beauty standards.
Actresses like Clara Bow and Greta Garbo became icons, and their makeup styles,
characterized by thin eyebrows and dark lips, were widely imitated. The introduction of
commercial cosmetics made it easier for the average woman to emulate these looks.
Mid-20th Century: The Golden Age of Glamour
The mid-20th century saw the rise of Hollywood glamor. The beauty industry expanded rapidly,
with brands like Estée Lauder, Max Factor, and Revlon becoming household names. The 1950s
were marked by the ideal of the “perfect housewife,” epitomized by actresses like Marilyn
Monroe and Grace Kelly. This era’s beauty standards emphasized flawless skin, red lips, and
perfectly coiffed hair.
Skincare routines in the 1950s and 1960s became more sophisticated, with a focus on
cleansing, toning, and moisturizing. Cold creams and vanishing creams were popular products.
The concept of anti-aging began to take hold, with the introduction of products designed to
reduce wrinkles and maintain a youthful appearance.
1970s and 1980s: Natural Beauty and the Rise of Personal Expression
The 1970s brought a shift towards natural beauty, influenced by the counterculture movement.
The use of makeup became more subdued, and there was a growing interest in organic and
natural skincare products. Brands like The Body Shop emerged, promoting cruelty-free and
environmentally friendly products.
The 1980s, however, marked a return to bold makeup and dramatic looks, influenced by pop
culture icons like Madonna and Cyndi Lauper. This era celebrated individualism and personal
expression, with vibrant colors and experimental styles dominating the beauty scene. Skincare
routines began to include more specialized products, such as exfoliants and serums, reflecting a
growing awareness of different skin types and concerns.

1990s and Early 2000s: Minimalism and the Globalization of Beauty
In the 1990s, the “supermodel” era brought a more minimalist approach to beauty. The focus
was on natural, healthy-looking skin, with makeup used to enhance rather than transform.
Skincare routines became more customized, with the introduction of products like eye creams
and targeted treatments.
The early 2000s saw the globalization of beauty standards, influenced by the internet and social
media. Beauty trends from around the world became more accessible, leading to a fusion of
styles and techniques. The K-beauty (Korean beauty) phenomenon introduced multi-step
skincare routines, emphasizing thorough cleansing, layering of products, and the use of
innovative ingredients like snail mucin and fermented extracts.
2010s to Present: Inclusivity, Technology, and Sustainability
The last decade has witnessed a significant shift towards inclusivity and diversity in the beauty
industry. Brands have expanded their product lines to cater to a wider range of skin tones and
types, driven by consumer demand and social movements advocating for representation. This
period has also seen the rise of “skin positivity,” encouraging acceptance of natural skin textures
and conditions, such as acne and hyperpigmentation.
Technological advancements have revolutionized skincare, with the development of high-tech
devices for at-home use, such as LED masks and microcurrent tools. The incorporation of
science-backed ingredients like hyaluronic acid, retinoids, and peptides has become
mainstream, with consumers seeking products that offer tangible results.
Sustainability has become a critical concern, with brands striving to reduce their environmental
impact. This includes using eco-friendly packaging, ethically sourced ingredients, and promoting
minimal waste. The concept of “clean beauty” has gained traction, focusing on non-toxic, safe
ingredients and transparent labeling practices.
The Future of Beauty and Skincare
Looking ahead, the beauty and skincare industry is poised to continue evolving in response to
technological innovations, changing consumer values, and global influences. Personalized skin
care, driven by advancements in AI and genetic testing, promises to offer customized solutions
tailored to individual needs. Additionally, the emphasis on sustainability and ethical practices is
likely to grow, as consumers become increasingly aware of their purchasing power’s impact on
the environment.
In conclusion, the journey of beauty and skincare since the 1900s reflects a dynamic interaction
of cultural, technological, and societal factors. From the early days of lead-based powders to the

current era of inclusivity and sustainability, the pursuit of beauty has continuously adapted to
meet the evolving desires and values of society.