Makeup is our feminine perception of ourselves and the capitalist consumerist society we are a part of. Rouge was used by women on lips, fore head and cheeks and brand awareness came after the first world war.
Elizabeth Arden, Helena Rubenstein and Max Factor were the pioneers in the cosmetic industry. Actresses used Kohl eye shadow to emphasis their eyes in the theatres and brands like Revlon, Maybelline and Max Factor were born. Chalk was used for whitening the complexion, and rouge was worn on the cheek and Heena (used as hair dye).
The habit of putting on makeup was firmly becoming ingrained in the female psyche that it was a must to add a splash of rouge on her cheeks and a dash of kohl in her eyes.
Makeup has an interesting tale for showing us its mark on femininity’s search for self -expression.
In the vintage period women were confined to few brands and companies but today’s female has innumerable options to choose from. She can opt for young-looking treatments like skin hydrators and rejuvenators, advancing to chemical skin peels, the now-popular Botox, collagen injections, and ending with the more-drastic surgical face lift.
So ladies, makeup styles may die but what doesn’t is our own beautiful soul which lives forever!