The fascinating journey of makeup throughout history

Makeup has been a loyal companion to humanity, evolving over time and adapting to the cultural, religious, and social currents of each era. From ancient rituals to the latest digital trends, the history of makeup reflects the evolution of beauty and identity across the centuries. We invite you to embark on a journey through the different stages of makeup history, exploring how it has evolved and impacted people's lives over time.

We highlight a series of influential women from each era:

• The Egyptian pharaoh Cleopatra.
• The Iraqi priestess Enheduanna.
• The Roman empress Livia Drusilla.
• The French philosopher Christine de Pizan.
• The Italian businesswoman Isabella de' Medici.
• The German painter Anna Rosina de Gasc.
• The British scientists Mary Anning and Mary Buckland.
• The French artist Josephine Baker.
• The Spanish revolutionary Clara Campoamor.
• The American journalist Oprah Winfrey.
• The American model Kim Kardashian.

Makeup in ancient civilizations

Ancient Egypt: rituals and symbolism of makeup along the Nile

Ancient Egypt is one of the earliest places where makeup acquired deep significance. It was not only used for beautification but also as a spiritual tool and protection. This ritual was not merely an aesthetic practice but was also laden with religious and social meaning. Both men and women used cosmetics; their skin was smeared with perfumed oils, and their eyes were lined with kohl, a mixture of minerals like galena. For the Egyptians, kohl had spiritual connotations and was believed to provide divine protection against the "evil eye." They also used natural pigments to color their lips and cheeks, with tones obtained from minerals like iron oxide.

Mesopotamia and Persia: early innovations and their impact

Makeup was a widespread practice among both men and women, with a focus on beauty and protection. In Mesopotamia, fine mineral powders were used to adorn the face, and kohl was applied to the eyes to enhance the gaze and as an amulet. Women also used perfumed oils and ointments to care for their skin and hair, reflecting a strong interest in hygiene and personal appearance. In Persia, makeup played a similar role, with an emphasis on elegance and social status. Persians used facial powders to smooth the skin and natural dyes to highlight lips and cheeks. Both empires shared a belief in the power of makeup to attract beauty and repel negative influences.

Greece and Rome: aesthetics and health in ancient beauty

Makeup was a symbol of status and refinement. Roman women, in particular, were famous for their elaborate beauty rituals, including facial masks made from honey and natural oils. However, makeup also had its detractors, and in certain periods of Roman history, its excessive use was frowned upon by moralists. Nevertheless, the makeup techniques of these civilizations laid the groundwork for what was to come in later centuries.

Transformations in the middle ages and the Renaissance

The darkness of the middle ages: rejection and resurgence of makeup

During the Middle Ages, makeup fell out of favor in much of Europe, associated with vanity and sin. The Catholic Church disapproved of its use, linking it to lust and deception. Despite these restrictions, noblewomen continued to use powders to lighten their skin, a sign of status and purity at that time. They used flour powders and other minerals to whiten their faces, despite the health risks. Blush and lipstick were used sparingly, made from plants like saffron and alkanet root. Eye makeup was less common due to its association with vanity. However, in some regions, women darkened their eyebrows and eyelashes with charcoal or soot.

Renaissance: the rebirth of beauty and cosmetic excess

In the Renaissance, makeup experienced a resurgence, reflecting the growing interest in beauty, art, and fashion. Pale skin remained an ideal associated with purity and high social status. To achieve this, women used white lead powders, despite their toxicity. A subtle blush was applied to the cheeks, made from natural pigments like carmine, to give a healthy appearance. Lips were highlighted with soft shades of red or pink, while eyebrow care was essential; many women plucked their eyebrows completely or thinned them drastically, then drew them to achieve an ideal shape. The use of perfumes and aromatic oils was also popular, not only to beautify but to mask odors. Makeup in this era combined art with sophistication, seeking a balance between natural beauty and elegance.

The 18th and 19th centuries: from aristocracy to the industrial revolution

Rococo and excessive beauty: influence of the french nobility

In the 18th century, under the influence of the French court, makeup became a true obsession. Women (and some men) wore heavy layers of white powder and exaggerated rouge. Makeup was a public statement, especially with the use of strategically placed beauty marks on the face to highlight flirtation and conceal imperfections. Eyebrows were thinned and darkened to give more expression to the gaze. This elaborate makeup, along with exuberant hairstyles, reflected the opulence and playful spirit of the time.

The Victorian era: morality, modesty, and the struggle against makeup

The Victorian era brought a drastic change. Queen Victoria openly disapproved of makeup, seeing it as a vulgar tool of the lower classes. Despite this, social pressure to maintain a neat and healthy appearance meant that makeup continued to be used, albeit more subtly and privately. Blush was used very sparingly, utilizing homemade remedies or discreet products made from beets or rose petals, and only to give a touch of healthy color. The emphasis was on the appearance of purity and virtue, so makeup was minimalist. However, cosmetic care and beauty products were common, but always applied in a way that seemed natural and effortless.

The 20th century: the age of makeup innovation

1920-1940: Flappers and Hollywood Glamour

The 20th century saw the birth of modern makeup as we know it today. The makeup of flappers in the 1920s broke with traditional norms, reflecting a new era of freedom and boldness. These young, modern women adopted a daring style with intensely red lips, smoky eyes, and thin, arched eyebrows. The use of dark lipstick and black eyeliner became iconic, creating a dramatic and seductive look that defied traditional norms. This style was greatly influenced by Hollywood cinema, which began to popularize cosmetics on an unprecedented scale. The glamour of Hollywood in the 1930s and 1940s took makeup to new heights, popularizing the image of movie stars as symbols of sophistication and elegance. Perfect skin, well-defined red lips, and long, curled lashes became the beauty standard. This style, inspired by screen divas, greatly influenced makeup trends, making glamour an aspirational ideal for many women.

1950-1970: the explosion of color and women's liberation

In the 1960s and 1970s, makeup experienced an explosion of color, reflecting the spirit of change and women's liberation. These decades saw women breaking away from traditional molds, adopting bold and creative styles that expressed their individuality and freedom. Eyes became the main focus, with vibrant eyeshadows in shades like blue, green, and purple, combined with thick eyeliner and false lashes that accentuated the gaze. Lips also filled with color, from nude tones to the most intense reds and pinks. The pop culture and fashion of the time, influenced by movements like mod and hippie, encouraged unprecedented experimentation with makeup. This era marked a moment when women began to use makeup not only to enhance their beauty but also as a form of self-expression and empowerment.

1980-2000: the era of extravagance and globalization

From 1980 to the present, makeup has become a symbol of creativity and cultural diversity. The 1980s were characterized by maximalism, with intense and contrasting colors, bright eyeshadows, bold lips, and strong contours. This decade embraced excess, reflecting a spirit of boldness and self-expression. With globalization, makeup trends began to blend and spread rapidly through mass media, creating a melting pot of styles. From natural looks to more elaborate ones, everyone can find inspiration from any corner of the world. The influence of social media and influencers has democratized access to products and techniques, making makeup a tool for empowerment and a platform for diversity and inclusion, where each individual defines their own beauty.

21st century trends: makeup in the digital era

2000-2020: from natural to experimental, makeup on social media

The 21st century has witnessed the digital revolution, which has transformed how we consume and relate to makeup. Social media, in particular, has played a crucial role in popularizing new trends. From the contouring popularized by Kim Kardashian to the natural beauty looks promoted by influencers, makeup has become greatly democratized and diversified. Today, makeup has become a form of artistic and personal expression, reflecting each person's diversity and individuality. With the evolution of trends and the inclusion of innovative technologies, such as long-lasting products and high-quality formulas, makeup offers a wider range of options to suit all styles and preferences. From elegant minimalism to the most daring and colorful creations, today's makeup celebrates creative freedom and authenticity. Moreover, the growing awareness of sustainability and ethics in production has led to an increase in the use of cruelty-free and eco-friendly products. In short, modern makeup not only enhances outer beauty but also empowers people to feel confident and authentic in their own skin.