The changing standards of beauty throughout history

Beauty is a concept that's forever changing, and it's been this way throughout history. Beauty standards reflect cultural, social, and economic trends and go much further than just skin deep. Let's take a look at the standards of beauty through history, how beauty standards have evolved over the last 100+ years, and what favourite products have been along the way.

 

 

History of beauty standards around the world

Beauty standards have evolved significantly throughout history, reflecting cultural, social, and economic factors across different civilisations. From ancient civilisations to the modern era, ideals of beauty have varied widely, often influenced by beliefs, artistic representations, and societal values.

In ancient civilisations such as Egypt and Mesopotamia, beauty was often associated with symmetry, proportion and divine qualities. Both men and women used cosmetics made from natural materials like kohl for eyeliner and ointments for skin care. In Greece, beauty ideals centred around physical fitness, natural beauty and harmony of body and mind, as evidenced by statues depicting idealised human forms like the Venus de Milo.

During the Renaissance in Europe, beauty was synonymous with wealth and status. Pale skin, plump bodies (indicating prosperity) and elaborate hairstyles were fashionable among the nobility. However, the use of lead-based makeup and wigs often resulted in health issues, highlighting the risks people were willing to take to conform to these standards.

The Enlightenment and Industrial Revolution periods saw a shift towards more natural beauty ideals, influenced by philosophical movements emphasising reason and humanism. This era also marked the rise of early beauty industries, with the development of perfumes, soaps, and cosmetics that catered to a growing middle class.

By the late 19th and early 20th centuries, beauty standards became increasingly influenced by media, advertising and celebrity culture. The emergence of photography and later cinema propagated idealised images of beauty, often tied to Eurocentric features and slender figures.

For instance, in the Victorian era, pale skin was prized as a sign of refinement and purity, while in the early 20th century, the Gibson Girl epitomises the ideal American beauty with her hourglass figure and voluminous hair.

The mid-20th century witnessed a gradual diversification of beauty standards, partly driven by social movements such as feminism and civil rights. The 1960s and 1970s challenged conventional norms with the rise of counterculture movements, embracing natural beauty, ethnic diversity, and individuality.

Models like Twiggy in the UK and the Black is Beautiful movement in the US highlighted a broader appreciation for different forms of beauty beyond traditional standards.

In the 21st century, beauty standards continue to evolve, emphasising inclusivity, diversity and body positivity. Social media platforms have played a pivotal role in democratising beauty by showcasing a wide range of appearances, styles, and identities.

There is a growing rejection of unrealistic beauty ideals perpetuated by Photoshop and digital manipulation, and movements advocating authenticity and self-acceptance are gaining momentum.

 

Beauty trends in the UK through history

Let's begin the journey of standards of beauty in the UK from the early 1900s to the present day.

 

1900-1920: Edwardian beauty

At the turn of the century, the Edwardian era exuded a sense of refinement and opulence. In the UK, beauty was epitomised by pale skin, a full figure adorned with corsets and elaborate hairstyles often embellished with intricate hats and accessories. The ideal woman was characterised by a delicate complexion, an hourglass silhouette and a calm, serene manner.

 

1920s: The roaring twenties

The 1920s brought about a seismic shift in societal norms and aesthetics. The aftermath of World War I saw a surge in women's liberation and a rejection of Victorian modesty. Flappers, iconic figures of the era, embraced a new ideal of beauty characterised by a boyish figure, bobbed or short hair and a far more rebellious spirit. Makeup became more mainstream, with bold red lips, visibility dark eyebrows and smokey eyes symbolising women's newfound freedom and empowerment.

 

1930s: Hollywood glamour

Amidst the economic challenges of the Great Depression, the 1930s saw a return to a more refined and glamorous aesthetic. Film stars like Jean Harlow and Marlene Dietrich set the standard with their platinum blonde hair, pencil-thin eyebrows and sophisticated clothing. Beauty was all about elegance, being well-kept and groomed without a hair out of place. If you think of old-school film stars, that was the look of the 1930s.

 

1940s: Utility and natural beauty

The austerity of World War II dictated a more practical approach to beauty. With rationing in place, women embraced a natural look that emphasised health and practicality. Soft curls, minimal makeup, and a focus on skincare reflected a desire for simplicity and resilience amidst wartime hardships. Beauty products and aesthetic essentials were harder to come by, so women drew stockings on their legs or stained them with tea to look as though they were wearing tights. There was a "make-do-and-mend" attitude to everything, including beauty.

 

1950s: Post-war revival

The 1950s ushered in an era of post-war prosperity and renewed optimism. In the UK, beauty ideals mirrored the wholesome and feminine image epitomised by icons like Audrey Hepburn and Grace Kelly. Women embraced full skirts, cinched waists, and a polished appearance. Hair was high and perfectly placed, lips were red, and there was an overall feminine style. Redefined standards of grooming and sophistication became increasingly accessible through the rise of fashion magazines and television.

 

1960s: Swinging sixties

The swinging '60s brought about a revolution in beauty standards, with a youthful and avant-garde spirit. In the UK, icons like Twiggy embodied the era's mod aesthetic with her pixie haircut, doe eyes, and androgynous figure. The youth culture rejected traditional notions of beauty, embracing bold patterns, mini skirts, and vibrant makeup palettes—with plenty of eyeliner and lashes—that celebrated individuality and experimentation.

 

1970s: Natural and bohemian

The 1970s witnessed a return to earthier, more natural beauty ideals. In the UK, the bohemian trend embraced flowing hair, a teased-out afro style, sun-kissed skin, and a relaxed, free-spirited vibe. The influence of disco culture introduced glamour and glitter, while women sought to express themselves through cultural influences and self-expression.

 

1980s: Power and excess

The 1980s brought about an era of excess and power dressing. In the UK, beauty was synonymous with boldness, wealth, and assertiveness. The influence of icons like Princess Diana and Madonna popularised shoulder pads, bold makeup, and glam hairstyles. Fitness and health became central to beauty ideals, with aerobics and tanned skin representing vitality and prosperity. There were also punk and new romantic aesthetics during this time that were seen as anti-power and excessive.

 

1990s: Grunge and minimalism

The 1990s ushered in an era of grunge and minimalism, challenging traditional notions of beauty. In the UK, the rise of supermodels like Kate Moss redefined beauty with their waifish figures, natural makeup, and effortless style. Makeup was kept pretty subtle, with flawless skin and brown lipstick and lipliner high on the radar. Hair was relatively natural and long or cut into a blunt bob.

 

2000s and beyond: Celebrating diversity

As we move into the 21st century, beauty standards in the UK have become increasingly diverse and inclusive. Embracing a broader spectrum of body types, ethnicities and gender identities, contemporary beauty ideals celebrate authenticity, self-expression and empowerment. Social media platforms have democratised beauty, allowing individuals to redefine and challenge conventional norms in real time.

 

What beauty products were the most popular throughout history?

Here's a glimpse into some of the most popular beauty products in each of the eras to get a feel for what cosmetics and beauty products people were using at that time.

1900-1920s

• Cold Creams - popular for cleansing and moisturising the face.
• Rouge - used to add colour to cheeks and lips.
• Face Powders - to achieve a pale complexion.
• Perfumes - floral scents were especially popular at this time.

1930s

• Max Factor Pan-Cake Makeup - introduced in the 1930s, it revolutionised foundation application.
• Red Lipsticks - bold, matte red lips became fashionable.
• Mascara - became more widely used for enhancing eyelashes.
• Cold Creams and Cleansing Milks - continued to be popular for skincare.

1940s

• Rouge - used for a healthy flush on cheeks.
• Red Lipstick - a symbol of morale boosting during wartime.
• Petroleum Jelly - used for various skin care purposes.
• Hair Setting Lotions - essential for creating the curled and waved hairstyles of the era.

1950s

• Liquid Foundation - became more popular than powder.
• Eyeliner and Mascara - emphasising the eyes was key.
• Coral and Pink Lipsticks - soft, feminine colours were favoured.
• Hair Rollers and Setting Sprays - for achieving the glamorous hairstyles of the time.

1960s

• False Eyelashes - became a trend, especially for achieving the doe-eyed look like Twiggy.
• White Eyeliner - used to create the mod aesthetic.
• Pastel and Bright Lip Colours - experimentation with unconventional lip shades.
• Beehive Hair Sprays - essential for maintaining elaborate hairstyles.

1970s

• Bronzers - popular for achieving a sun-kissed look.
• Natural Makeup - emphasising a more effortless, bohemian style.
• Perfumes - earthy and musky scents gained popularity.
• Hair Dryers and Curling Irons - tools for styling natural, flowing hair.

1980s

• Bright and Bold Makeup - neon eyeshadows, vibrant blushes and glossy lips.
• Hair Mousses and Hairsprays - for creating voluminous styles.
• Designer Perfumes - Chanel No. 5 and other iconic scents.
• Acrylic Nails - popularised for achieving long, glam nails.

1990s

• Matte Lipsticks - neutral shades or deep burgundies were popular.
• Brown Eyeliners - used for a softer, more natural look.
• Body Glitter - emphasising the youthful and carefree spirit.
• Hair Gel and Wax - used for creating grunge-inspired styles.

2000s and Beyond

• BB Creams and CC Creams - all-in-one skincare and makeup products.
• Highlighters and Contour Kits - for achieving a sculpted look.
• Liquid Lipsticks - Long-lasting and highly pigmented lip colours.
• Dry Shampoos - to extend the time between washes while adding volume.

 

 

Weirdest beauty trends in history

Throughout history, beauty industry trends have often taken unexpected and sometimes bizarre turns.

In ancient Rome, men and women used lead-based white makeup called ceruse to achieve a pale complexion. This practice not only damaged the skin but also poisoned many who used it regularly. Similar to ancient Rome, Venetian ceruse, a combination of lead and vinegar, was used to whiten the face. The extreme whiteness was considered fashionable despite the health risks associated with lead poisoning.

Pomander balls were decorative, perfumed balls carried to ward off bad odours and diseases in Renaissance Europe. They were often made of aromatic materials and sometimes included ambergris (whale vomit) or musk.

Wigs became popular in Europe during the 18th century, particularly among the nobility and the wealthy. These wigs were often powdered with flour or starch to achieve a white or grey colour, which could attract pests and required frequent maintenance.

In the Victorian era, arsenic complexion wafers were consumed by women to achieve a pale complexion. Arsenic was believed to give the skin a translucent appearance, but it posed serious health risks and sometimes led to death.

In the early 20th century, hair dyes containing toxic chemicals such as ammonia, lead, and hydrogen peroxide were commonly used. These dyes could cause scalp irritation, hair loss, and severe health problems.

In the 1920s and 1930s, it was fashionable for women to tattoo their eyebrows or shave them off completely and draw thin, highly arched eyebrows instead. Hollywood stars and fashion magazines often influenced this trend. It still exists today, but not quite as thin.

The beehive hairstyle, popularised in the 1960s, involved teasing and styling hair high on the head to create a voluminous, hive-like shape. It required copious amounts of hairspray and sometimes even wire supports to maintain the height.

In even weirder beauty trends, in Japan in the early 2010s, a temporary trend involved injecting saline solution into the forehead to create a temporary swelling resembling a bagel. This bizarre practice was more of a body modification trend than a beauty standard.

These trends show the lengths to which people throughout history have gone to conform to or defy beauty ideals, often at the expense of health and comfort. Beauty trends continue to evolve, reflecting cultural shifts and societal norms, while some historical practices serve as cautionary tales about the dangers of extreme beauty practices.

 

 

Specialist hair and beauty insurance through Ripe

While beauty standards might have changed drastically throughout history, the desire to feel beautiful has remained.

As a hair and beauty professional, insuring your business through Ripe can help provide financial protection and peace of mind should the worst happen.

Ripe specialist hair and beauty insurance includes Public and Products Liability cover as well as treatment risk cover, with the opportunity to build your own policy so you're never paying for more than you need.

Find out more about specialist hair and beauty insurance through Ripe or get a quick online quote today.