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1940sDuring the 1940s, eye makeup generally took a back seat to red lipstick, the signature cosmetic of the war years. Determined to return to normalcy after more than a decade of economic privation and conflict, post-World War II America fashioned for itself a conventional ideal, anchored in the importance of marriage and family. Reflecting the baby boom, makeup advertisements grasped the matrimonial zeitgeist of the time by emphasizing the priority of attracting a husband. A woman with unremarkably pale lashes or dull lids was simply unmarriageable, but this dilemma could be resolved with the application of the right eye makeup. With the proverbial blink of a well-groomed eye, any woman could become a housewife.
According to beauty advice featured in magazines like Vogue, Ladies’ Home Journal, and Redbook, the 1940s woman needed to catch the eye of her fellow without looking artificial. Following their natural arch, brows were to be maintained with tweezing and pencil. Cream-based eyeshadow in blues, greens, and purples was typically applied as a hint of color right above the upper lash line. Cream or cake mascara in brown or black was appropriate for daytime wear, but in the evening, more playful shades could be explored. |
ObjectsClose-Up Hollywood (Probably American, founding date unknown)
Beauty Kit: Mascara, Beauty Finish, Special Oil, Lip Rouge, Eye Shadow, and S.H. Swick Eye Pencil, ca. 1940 Courtesy of Gabriela A. Hernandez, Founder of Bésame Cosmetics Maybelline (Now Maybelline New York, American, founded 1915) “From Office to Altar” Advertisement, 1940–1942 Maybelline (Now Maybelline New York, American, founded 1915) “Sis Takes a Hand” Advertisement, 1940–1942 Maybelline (Now Maybelline New York, American founded, 1915) Cream Eye Shadow in Blue, ca. 1943–1949 Courtesy of Maybelline New York Maybelline (Now Maybelline New York, American, founded 1915) Cream Eyeshadow in Green, ca.1943–1949 Courtesy of Maybelline New York Maybelline (Now Maybelline New York, American founded, 1915) “Do this for Your Eyes” Advertisement featuring Betty Grable, ca. 1945 Maybelline (Now Maybelline New York, American, founded 1915) Soft Eyebrow Pencil in Dove Grey, ca. 1945 The House of Westmore (American, founded 1935) Ern Westmore (1904–1967), Bud Westmore (1918–1973) Beauty, Glamour and Personality, 1947 |
Max Factor (American, founded 1909)
Cake Mascara with Refill, ca. 1947 Kurlash Company Inc. (American, founded 1923) Kurlene Eyelash Darkener, ca. 1948 Graphics: "Key Your Make-Up Colors to Your Eyes," American Vogue (November 1941) |