Makeup serves as a reflection of time. Since the 1960s, it has evolved from sharp lines and black eyeliner to the soft glow and naturalness characteristic of the 2020s. Each period brought its changes, showcasing cultural and social shifts, as well as the mood of society.
1960s: Eyes on the World and Lips to Match
In the 60s, the focus was on the eyes. The use of white, blue, and pastel eyeshadows, along with thick eyelashes, especially false ones on the lower lid, became the hallmark of the fashionable era. Lips remained softly pink or beige to avoid distracting from the expressive eye line, making model Twiggy a style icon.
1970s: Natural Glow and Disco Style
The early years of the 70s were marked by naturalness: bronzed skin, a light blush, and minimal makeup. However, by the end of the decade, disco glam had taken over the fashion runways. Makeup became bright and shiny, with an emphasis on metallic eyeshadows and glossy lips. This time symbolized freedom of expression and experimentation, as women sought to shine.
1980s: Bright Colors and Drama
The 1980s became an era of bold makeup. Neon eyeshadows, vibrant lips, and bright blush were at their peak popularity. Women drew inspiration from pop culture, emulating the looks of stars like Madonna, Cyndi Lauper, and Grace Jones. Makeup emphasized facial contours, reflecting strength and independence, allowing women to make a statement.
1990s: Minimalism and Natural Shades
After the tumultuous 80s, the trend shifted towards naturalness. Makeup became more restrained: matte skin, nude or brown lips, and minimal eyeshadow. Minimalism and the "clean face" became the main canons set by supermodels like Kate Moss and Naomi Campbell. This period was significant — makeup began to emphasize individuality rather than conceal it.
2000s: Shine and Glossy Finish
The beginning of the new millennium brought an era of shine and glamour. Smooth skin, pearlescent eyeshadows, glossy lips, and thin eyebrows became essential elements of makeup. Radiance was in focus — from eyes to lips. Trends were set by pop divas Britney Spears, Beyoncé, and Jennifer Lopez, turning makeup into a symbol of confidence and glossy perfection.
2010s: Contouring and Defined Brows
In the 2010s, the beauty industry underwent significant changes due to social media. Instagram became a platform for self-expression through makeup. Contouring, sharply defined brows, highlighters, and matte lips became popular. Celebrities like Kim Kardashian and influential bloggers launched the trend for the "perfect face," where every detail mattered.
2020–2025: Radiant Skin and Soft Accents
The last few years have been characterized by a return to naturalness. After an era of heavy textures and matte tones, lively skin has made a comeback. Full brows, a light blush, and shine, as well as creamy textures, are popular. Colored eyeliner and pink or lavender eyeshadows add playfulness. Modern makeup emphasizes natural beauty and individuality rather than concealing them.
Six decades in the world of beauty represent six different approaches to what it means to be oneself. While makeup once set strict standards, today it offers a variety of options. Contemporary trends highlight the importance of individuality, confidence, and authenticity, rather than rigid rules.
