Cosmetic History – Milestones of the Last Century

The discovery of the art of photography and film, in particular, provided the impetus for a sudden growth in cosmetics. As viewers saw images of famous people with flawless complexions and strong sex appeal, the beauty standards of a woman began to change. Cosmetics have become a means to beautify physical appearance.

During the 1920s, cosmetic history increased rapidly. Between 1927 and 1930, radio advertising expenses increased from $300,000 to $3.2 million. At first, many women’s magazines rejected ads for cosmetics. However, near the end of the 1920s, cosmetics had progressed, and cosmetic advertising in magazines became one of the largest revenue-generating resources in the magazine industry.

Here is a brief chronological overview of cosmetics from 1900 to 2010:

1900: Annie Turnbo, a black businesswoman, begins selling hair conditioners, hair treatments, as well as harmless hair straightening and hair growth products door to door.

1904: From Lodz, Poland, Max Factors moves to the United States, and 4 years later to Los Angeles, where it sells makeup for movie celebrities that doesn’t crack or cake.

1909: Eugene Schueller, a French chemist, creates the first harmless commercial hair dye. In the year 1910, his company was called L’Oreal.

1905: Sarah McWilliams begins selling hair products door to door. After marrying Charles J. Walker, she was recognized as Madame CJ Walker and integrated her business in Indianapolis in the year 1911.

1909 – Cosmetologist Elizabeth Hubbard and Florence Graham open a store on Fifth Avenue in New York City. After a while, Florence Graham changes the name of her store to Elizabeth Arden.

1914: Maybelline has been discovered by TJ Williams. Maybelline’s cosmetics company specializes in mascara.

1922: The hairpin was invented to control or treat short or thick hair.

1932: Charles Lackman, nail polish supplier, and Joseph and Charles Revson, nail polish distributors, discover Revlon. Revlon is a cosmetic company that sells nail polish in a wide range of colors.

1932: A New York chemist named Lawrence Gelb brings home a hair dye product that goes through the hair shaft. He also starts a business called Clairol. In the year 1950, Miss Clairol Hair Color Bath, a one-step hair coloring product, began.

1933: A cool new wave-bearing technique is introduced, using chemicals, that doesn’t need machinery or electricity.

1935: The famous Max Factor made Pancake makeup, initially developed to look natural on tint film.

1941: Aerosols aren’t really tested, paving the way for hairspray.

1944: Benjamin Green, a Miami Beach pharmacist, develops sunscreen to protect the skin of soldiers in the South Pacific.

1958: Mascara wands appear that eliminate the need to apply mascara with a brush.

1961: Noxema starts Cover Girl cosmetics, one of the first brands sold in grocery stores and aimed at teenagers.

1963: For the first time in cosmetic history, Revlon offers its first powder blush.

The next four decades of cosmetic history can be summarized as follows:

1970s: A softer look came into vogue with eyeliner and painted lashes which saw sales decline. White highlighters and soft eye shadows were popular.

1980s: Anti-aging, skin care, and beauty (therapy) treatments were the fashion trends that evolved, emphasizing tanning and the link to cancer.

1990s: Yves St. Laurent’s Touch© was launched and became the item to have as part of the cosmetic regimen.

2000 to 2010: History will make this the decade of certified organic and/or natural cosmetics. A period in which many companies around the world will launch safe and toxic-free products, but the United States will be left behind.

Regulations will be developed worldwide to certify cosmetic products as organic and/or natural, but through strong lobbying in Washington, DC, the US Cosmetic Industry will fight legislation to eliminate toxic ingredients in cosmetics , claiming that their products are perfectly safe. Ultimately, when the history of cosmetics is studied in the future, it will be shown that the industry put revenue and profit before the health benefits of consumers.

Certifying bodies will emerge, mostly from other countries, and although each one will use different criteria, in the end they will have provided the consumer with safe and toxic-free cosmetic products. The hope is that the $50 billion US cosmetics industry will somehow be encouraged to do the same.