Makeup's fascinating journey through history

Makeup has been a faithful companion of humanity, transforming 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 over the centuries. We invite you to immerse yourself in a journey through the different stages of the history of makeup, discovering how it has developed and how it has influenced people's lives over time.

We highlight a range of influential women from each period:

• 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 British "flapper girl" Clara Bow.
• 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 on the Nile

Ancient Egypt is one of the first places where makeup took on a profound meaning. It was used not only for beautification, but also as a spiritual tool and for protection. This ritual was not only an aesthetic practice, but was also charged with religious and social significance. Both men and women used cosmetics; the skin was anointed with perfumed oils and the eyes were lined with kohl, a mixture of minerals such as galena. To the Egyptians, kohl had spiritual connotations and was believed to provide divine protection against the "evil eye". The Egyptians also used natural pigments to color the lips and cheeks, with shades obtained from minerals such as 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 decorate the face, and kohl was applied to the eyes to enhance the look and as an amulet. Women also used perfumed oils and ointments to care for the skin and hair, reflecting a strong interest in hygiene and personal appearance. In Persia, makeup had a similar role, with an emphasis on elegance and social status. The Persians used facial powders to smooth the skin and natural dyes to accentuate the lips and cheeks. Both empires shared a belief in the power of makeup to attract beauty and ward off negative influences.

Greece and Rome: aesthetics and health in ancient beauty

Makeup was a symbol of status and sophistication. Roman women, in particular, were known for their elaborate beauty rituals, including facial masks made from honey and natural oils. However, make-up 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 foundation for what would follow in the centuries to come.

Transformations in the Middle Ages and the Renaissance

The Dark Ages: Rejection and Revival of Makeup

During the Middle Ages, makeup fell into disfavor in much of Europe as it became associated with vanity and sin. The Catholic Church disapproved of its use because it was associated with lust and deceit. Despite these restrictions, noble women continued to use powders to lighten their skin, a sign of status and purity at the time. They used flour powders and other minerals to whiten their faces despite the health risks. Blush and lipstick were used in moderation, made from plants such as saffron and alkanet root. Eye makeup was less common due to its association with vanity. Yet in some regions, women darkened their eyebrows and eyelashes with charcoal or soot.

Renaissance: the rebirth of beauty and cosmetic excesses

During the Renaissance, makeup experienced a revival, 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 such as carmine, to give a healthy appearance. The lips were accentuated with soft shades of red or pink, while care for the eyebrows was essential; many women removed their eyebrows completely or thinned them out drastically, only to redraw them for an ideal shape. The use of perfumes and aromatic oils was also popular, not only to beautify, but also to mask odors. Makeup during this time combined art and refinement, striking a balance between natural beauty and elegance.

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

Rococo and excessive beauty: influence of the French nobility

In the 18th century, under the influence of the French court, make-up became a true obsession. Women (and some men) used thick layers of white powder and exaggerated blush. Makeup was a public statement, especially with the use of artificial beauty marks strategically placed on the face to emphasize flirtatiousness and hide imperfections. The eyebrows have been thinned and darkened to enhance the expression of the look. This heavy makeup, along with exuberant hairstyles, reflected the opulence and playfulness of the time.

The Victorian Era: Morality, Modesty, and the Battle Against Makeup

The Victorian era brought a drastic change. Queen Victoria openly disapproved of makeup and considered it a vulgar tool of the lower classes. Despite this, social pressure to maintain a neat and healthy appearance meant that makeup was still used, albeit in a subtle and private way. Blush was used very sparingly, using home remedies or discreet products made from beets or rose petals, and only to provide a healthy flush. The emphasis was on an appearance of purity and virtue, so makeup was minimalist. Despite this, cosmetic care and beauty products were common, but always applied in a way that looked natural and effortless.

The 20th Century: The Age of Innovation in Makeup

1920-1940: Flappers and the Glamor of Hollywood

The 20th century saw the birth of modern makeup as we know it today. The makeup of the flappers in the 1920s broke with traditional norms and reflected a new era of freedom and daring. These modern, young women adopted a bold style with intense 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 challenged traditional norms. This style was heavily influenced by the Hollywood film industry, which began to popularize cosmetics on an unprecedented scale. The glamor of Hollywood in the 1930s and 1940s took makeup to new heights, popularizing movie stars as symbols of sophistication and elegance. Perfect skin, red and well-defined lips and long, curled eyelashes became the standard of beauty. Inspired by the divas of the silver screen, this style greatly influenced makeup trends, making glamor an aspiration for many women.

1950-1970: the explosion of color and female liberation

In the 1960s and 1970s, makeup underwent an explosion of color, reflecting the spirit of change and female liberation. These decades saw women breaking away from traditional patterns, embracing bold and creative styles that expressed their individuality and freedom. The eyes became the main focal point, with vibrant eyeshadows in shades such as blue, green and purple, combined with thick eyeliner and false eyelashes accentuating the look. The lips were also filled with color, from nude shades to intense red and pink. The pop culture and fashion of the time, influenced by movements such as mod and hippie, encouraged unprecedented experimentation with makeup. This period marked a moment when women began using 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 the 1980s to the present, makeup has become a symbol of creativity and cultural diversity. The 80s were characterized by maximalism, with intense and contrasting colors, glittering eye shadow, bold lips and pronounced contours. This decade embraced excess, reflecting a spirit of daring and self-expression. With globalization, makeup trends began to quickly intermingle and spread through mass media, creating a melting pot of styles. From natural looks to more elaborate styles, everyone can find inspiration in every corner of the world. The influence of social media and influencers has democratized access to products and techniques, making makeup a tool of empowerment and a platform for diversity and inclusion, where each individual defines their own beauty.

Trends of the 21st century: makeup in the digital age

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

The 21st century witnessed the digital revolution, which completely changed the way we consume and interact with makeup. Social media, in particular, has played a crucial role in popularizing new trends. From contouring, popularized by Kim Kardashian, to the natural beauty looks promoted by influencers, makeup has been vastly democratized and diversified. Today, makeup has become a form of artistic and personal expression, reflecting the diversity and individuality of each person. With the evolution of trends and the integration 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, modern makeup celebrates creative freedom and authenticity. Furthermore, the growing awareness of sustainability and ethics in manufacturing has led to an increase in the use of cruelty-free and environmentally friendly products. In short, modern makeup not only enhances external beauty, but also allows people to feel confident and authentic in their own skin.