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1930sThe beauty industry continued to thrive amidst the struggles of the 1929 stock market crash and the Great Depression. Established industry names such as Max Factor, Helena Rubinstein, Maybelline, and Princess Pat expanded their product lines, while an influx of new brands, including Revlon and Almay, debuted.
Ties between Hollywood and cosmetics companies grew stronger throughout the decade, as they depended on one another to present makeup in its most exalted state. Leading ladies like Claudette Colbert and Norma Shearer were beacons of American glamour, while Anna May Wong and Marlene Dietrich embodied the exotic mystique. The 1930s consumer strove to create an illusion of loveliness that was relatively softer than the previous decade. Eyeshadow erred toward earthy colors of browns, blues, and greys. Mascara came in a similar array of tones and was applied to create full upper lashes. Brows were heavily plucked and drawn in a pencil-thin arch, which conformed to the shape of the eyelid. Westmore’s Perfect Make-Up Guide and similar publications instructed readers about the proper eyebrow shape and eyeshadow placement based on the individual’s hairline, jawline, and coloring. |
ObjectsMaybelline (Now Maybelline New York, American, founded 1915)
Cake Mascara in Black, ca. 1930s Maybelline (Now Maybelline New York, American, founded 1915) Soft Eyebrow Pencil in Black, ca. 1930s Photograph of Dolores Del Rio applying makeup, ca. 1930s Princess Pat (American, founded 1907 as Gordon Inc.) Souvenir Vintage Cosmetic Label, ca. 1930s Modern Screen Magazine (American, founded 1930) Modern Screen, November 1934 Adelaide Grey Ltd., (London, founded ca. 1926) LaLeek Longlash Eyelash Grower in Midnight Blue, ca. 1937 The House of Westmore (American, founded 1935) Percival “Perc” Westmore (1904–1970), et al. Westmore’s Make-Up Guide, 1939 Graphics: Anna May Wong, photographed by Edward Steichen (1930); Method for the artificial elongation of eyelashes patent, US1831801 A, Marjorie A. Birk (1931); Marlene Dietrich, photographed by Edward Steichen (1936) |
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