The 1970s was a transformative era in the world of fashion and beauty. The decade saw a shift from the polished, structured looks of the 1960s to a more laid-back, natural approach in both makeup and style. Women of the 1970s embraced individualism, freedom of expression, and a more relaxed beauty aesthetic, with a focus on bright, bold, and creative experimentation. As trends evolved, several makeup brands became iconic during this period, leaving a lasting impact on beauty standards for years to come.
The Rise of the 1970s Beauty Culture
To understand the makeup landscape of the 1970s, it’s essential to know that the beauty industry during this time was influenced by several factors. The 1970s were marked by cultural shifts including the feminist movement, the rise of disco culture, and an increased focus on individuality. Women were not only pursuing more natural looks but also taking bold steps in makeup artistry, experimenting with colors, textures, and styles like never before. Makeup became a tool for self-expression and rebellion, and many brands seized the opportunity to evolve and adapt to these changing preferences.
Here are some of the most popular makeup brands that flourished in the 1970s and helped shape the decade’s beauty trends:
1. Max Factor
Max Factor was already a well-established name by the 1970s, having pioneered many innovations in the cosmetics world, but the brand truly came into its own during this time. Max Factor was known for its vast range of products, from foundations and mascaras to lipsticks and eyeshadows, offering women the chance to enhance their natural features or experiment with bold new looks.
One of the standout products of the 1970s was Max Factor’s Pan-Stick Foundation, which was revolutionary for its ease of use and creamy texture. The 1970s was also a time when women embraced a more natural look, but Max Factor’s vibrant eye colors, such as blue eyeshadow and dramatic mascaras, allowed for creative freedom in the makeup routine. Max Factor had mastered the art of blending practicality with high fashion, and it was a go-to brand for both everyday makeup and glamorous evening looks.
2. Maybelline
Maybelline has always been a staple in the drugstore makeup market, but in the 1970s, the brand solidified its place in the beauty industry with innovative products and iconic advertising. One of the key product lines that Maybelline launched during the 1970s was its Great Lash Mascara, which became an instant classic. The bright pink and green tube became one of the most recognizable packaging designs in the cosmetics industry, and its signature formula helped define the bold, thick lashes look that was trendy at the time.
In addition to mascara, Maybelline also excelled with its Expert Eyes eyeshadows, which offered a wide variety of shades that allowed users to experiment with color. Bold eyeshadow choices were especially popular in the 70s, with purple, turquoise, and metallic shades dominating the scene. With its budget-friendly pricing and high-quality formulations, Maybelline became one of the most beloved brands of the decade.
3. Revlon
Revlon has been a prominent player in the beauty industry for many years, but the 1970s were a particularly significant time for the brand. Revlon’s Super Lustrous Lipstick line became iconic during the 1970s, offering rich, pigmented hues that complemented the earth-toned looks that were favored by many women during this time. Shades like “Fire and Ice” and “Cherries in the Snow” were among the brand’s most popular, and they became synonymous with the glamorous, sophisticated look of the 70s.
Beyond lipstick, Revlon also made waves with its ColorStay foundation, which offered long-lasting coverage without the need for touch-ups. The brand’s commitment to high-quality formulas at accessible prices made Revlon a household name during this period. Moreover, Revlon was one of the first brands to heavily promote the idea of beauty as both a personal choice and a statement of empowerment, with its strong advertising campaigns featuring women of various ages, ethnicities, and lifestyles.
4. Estée Lauder
Estée Lauder was synonymous with luxury in the 1970s. While it had been established as a high-end beauty brand for some time, the 1970s saw the company evolve into one of the most prestigious names in the industry. The brand’s Double Wear Foundation was particularly popular in the 1970s, providing full coverage and a flawless finish that many women desired for both daytime and evening wear.
In addition to foundation, Estée Lauder’s Pure Color Lipstick collection became a favorite for women seeking rich, sophisticated hues. Bold reds, pinks, and berries were all the rage, and Estee Lauder’s luxe lipsticks provided a long-lasting finish without compromising on comfort. The brand’s attention to high-quality ingredients and its ability to stay ahead of trends helped keep it at the forefront of luxury beauty throughout the decade.
5. Avon
Avon, a brand that offered both skincare and makeup, was incredibly popular in the 1970s, particularly because of its direct sales model. With a network of Avon representatives selling door-to-door, the brand had a unique approach that allowed women to sample products in the comfort of their homes. Avon’s Mood Lipstick, which changed color based on body temperature, was a fun, quirky product that captured the experimental and playful spirit of the 70s.
Additionally, Avon’s line of Eye Shadow Trios and Blushes became favorites due to their versatility and affordable prices. Avon played a significant role in democratizing beauty, offering high-quality products for a wide audience of women, including those who might not have had access to higher-end department store brands.
6. L’Oréal
L’Oréal, a major international brand, was a key player in the makeup scene of the 1970s. The company’s diverse range of beauty products offered both classic and innovative choices for women looking to create looks that reflected the free-spirited vibes of the era. L’Oréal’s Super-Bouffant Hairspray and Double Extend Mascara became essentials in many women’s beauty kits, and the brand’s broad marketing campaigns helped it gain significant popularity across the globe.
The introduction of L’Oréal Paris Color Riche Lipstick also changed the game for lip colors, with a large range of shades that catered to all skin tones. L’Oréal was ahead of its time in terms of inclusivity, making sure that all women could find a perfect match for their makeup needs. Additionally, the brand’s slogan, “Because I’m Worth It,” became iconic in the 1970s, aligning perfectly with the empowerment that women were beginning to embrace.
7. Elizabeth Arden
A brand known for its luxury skincare, Elizabeth Arden also made a significant mark in the makeup world during the 1970s. The brand’s Eight Hour Cream was a staple in every beauty enthusiast’s kit, and its makeup collection complemented the popular natural yet polished look of the time. Elizabeth Arden’s Ceramide foundation offered light, breathable coverage, allowing women to achieve the smooth, luminous skin that was sought after during the 70s.
The brand’s Luminous Lipsticks and Eye Shadows offered natural, understated tones that fit into the era’s preference for subtle, effortless beauty. With its blend of high-quality skincare and makeup, Elizabeth Arden continued to captivate women seeking timeless and elegant beauty solutions.
8. Clairol
Known primarily for hair care products, Clairol also became known in the makeup scene during the 1970s. Their Shimmer Mist spray was a breakthrough product that offered a sparkly finish to skin and hair, which was perfect for evening events and parties. The 1970s was an era of glamour and a love for all things shiny, and Clairol capitalized on that with makeup and products that gave a dewy, radiant finish.
Conclusion
The 1970s was a decade defined by the blossoming of individuality, experimentation, and self-expression in both fashion and beauty. The makeup brands of the time reflected the cultural changes happening all around, from embracing natural beauty to playing with bold, vibrant colors. The legacy of the 1970s beauty scene is still seen today in the diverse product offerings and the sense of empowerment that makeup continues to provide for individuals.
With iconic brands like Maybelline, Revlon, Max Factor, and Estée Lauder shaping the landscape, the 1970s gave rise to timeless beauty trends and paved the way for future innovations in the cosmetics industry. The bold looks and colorful experimentation that characterized the era may have evolved, but they continue to influence makeup culture to this day.