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This was the first time such products were available outside of the movie industry. Max continued to be a driving force behind make-up until his death in 1938. In 1991, his company became a part of the Procter & Gamble family. [4] In the 1920s, different products were also developed that showed the decade's preoccupation with shaping the mouth. [3]
For women, face, figure, coiffure, posture, and grooming had become important fashion factors in addition to clothing. In particular, cosmetics became a major industry. Women did not feel ashamed for caring about their appearance and it was a declaration of self-worth and vanity, hence why they no longer wanted to achieve a natural look.
The Face of the Century: 100 Years of Makeup and Style. Rizzoli. ISBN 978-0-8478-1895-2.. Dumenil, Lynn (1995) The Modern Temper: American Culture and Society in the 1920s. New York: Hill and Wang. ISBN 978-0-8090-1566-5; Fass, Paula S. (2007) The Damned and the Beautiful: American Youth in the 1920s. 2007. ISBN 978-0-19-502492-0
During the early 1900s, makeup was not excessively popular. In fact, women hardly wore makeup at all. Make-up at this time was still mostly the territory of prostitutes, those in cabarets and on the black & white screen. [34] Face enameling (applying actual paint to the face) became popular among the rich at this time in an attempt to look paler.
Lydia O'Leary (1900-1982) was the inventor of foundation makeup designed to cover birthmarks and discolorations; she received a patent for her invention in 1932. [1] Her company, Covermark Beauty, is still in existence, [ 2 ] now a subsidiary of Pias Intercosmex.
The length of the hair, in particular, was a display of a woman's health and was well taken care of. Both men and women used products to promote hair growth. Since the use of cosmetics on societal women was limited, hair was kept well groomed. Victorian women would braid their hair, use hair wigs, and apply heat to make tight curls.
The International Pageant of Pulchritude, also known as Miss Universe or the International Beauty Contest, was a beauty contest that began in 1920, featuring contestants from multiple nations. This pageant originated the title "Miss Universe" and was the first international contest. The last pageant event in the United States was held in 1931 ...
One specific piece of clothing was the sporting pantaloon or the women's bloomer; [4] originally worn in America in the 1850s as a women's suffrage statement by Amelia Bloomer, it turned into the ideal costume for women riding bicycles - an activity that was considered acceptable for women to participate in during the late 19th century. This ...
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