The opinions expressed in this article are the writer’s own and do not reflect the views of Her Campus.
This article is written by a student writer from the Her Campus at U Mass Amherst chapter.
Makeup has always been more than just a cosmetic tool — it’s a reflection of the social, political, and cultural moments that define each era. Whether it’s a representation of strength, rebellion, or conformity, beauty trends frequently change in response to societal shifts and provide us with a new perspective on the world.
Historical Reflections
- 1920s – The Flapper Era: The bright red lips and lined eyes that characterized 1920s makeup were a direct contrast to the subdued femininity of the Victorian era. Women in the flapper generation used makeup to express their independence and embrace their new social and political rights, like the right to vote. Cosmetic innovations, such as the metal lipstick tube, made makeup more accessible and easy to apply which allowed women to experiment with bold looks. The makeup of this time, influenced by film stars like Clara Bow, strayed from old-fashioned ideas and highlighted women’s growing autonomy.
- 1960s – Mod Makeup: With strong, doe-eyed lashes and nude lips, Twiggy’s famous mod look largely influenced the 1960s’ revolutionary makeup trends. This style, which rebelled against conventional beauty standards, reflected a turn toward uniqueness and echoed the cultural revolutions of the time, such as the Counterculture Movement. Women were eager to embrace their femininity while establishing their individuality, drawing inspiration from Twiggy’s raw and honest image. Makeup during this era grew into looks marked by geometric eyeliner and thick lashes, altering the beauty scene.
- 1980s – Glamour Excess: The 1980s were characterized by a cultural shift toward consumerism, which significantly influenced makeup trends of the decade. As parts of the economy grew stronger, people embraced a lifestyle centered around self-expression and visibility. This financial optimism led consumers to adopt bold makeup styles featuring bright colors, heavy blush, and glittery eyeshadow. People drew inspiration from pop culture icons like Madonna and David Bowie, as well as music videos.
current trends
- Gender Neutral Beauty: Gen Z is questioning conventional standards and embracing diversity, leading to a growing trend for gender-neutral beauty in today’s world. Rather than conforming to gender stereotypes, many people are using makeup as a means of self-expression, celebrating individuality across the gender spectrum. Research shows that nearly 40% of Gen Zers prefer gender-neutral beauty products, and 45% indicated they would stop using beauty products that lack inclusivity or social responsibility. This reflects a broader societal movement toward gender inclusivity, where makeup is no longer confined to one gender.
- Sustainability: Beauty products that are ethical and sustainable are becoming more popular. Consumers are opting for more eco-friendly, vegan, and cruelty-free brands as environmental concerns grow. The importance of a brand’s commitment to ethical standards is highlighted by the fact that 46% of Gen Z customers are willing to pay extra for sustainable products. With beauty packaging being a major contributor to plastic pollution, it’s crucial for brands to demonstrate their environmental responsibility to attract today’s socially conscious consumers.
- Political Statements: In today’s society, makeup serves as a medium for political statements, with individuals utilizing their beauty choices to convey personal and collective messages. For instance, Alexandria Ocasio-Cortez (AOC), a U.S. Congresswoman from New York, has made her red lipstick a symbol of defiance, empowerment, and cultural identity. She believes “femininity has power,” especially in the male-dominated realm of politics, where women’s appearances are heavily scrutinized. AOC challenges the idea that makeup and fashion are frivolous, calling them “some of the most substantive decisions” women make.
Makeup trends are constantly changing in context with society. What’s in now and out tomorrow is informed by cultural, societal, historical, and political contexts. A red lip and some eyeliner can just be a red lip and eyeliner, but it also conveys years of shifting world perspectives.
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