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1950sDogmatic beauty guides and corrective face charts persisted from past decades, but the 1950s welcomed an emphasis on eyeshadow. Eyelids were now accessories that could match a woman’s irises and outfit. Blues and greens were popular natural shades; other options included lavender, mauve, and taupe.
The mid-century flood of convenient consumer goods produced several cosmetics innovations. “Automatic” eye pencils came with built-in sharpeners, and Mascara-Matic, created by Helena Rubinstein in 1958, featured a patented baton-style wand with metal ridges. Marketed in lipstick-like tubes, newly developed iridescent eyeshadow sticks derived their sheen from artificial pearl. Thick eyebrows and winged liner enhanced the personality and expressiveness of the eyes, which could project a sensual smolder like Marilyn Monroe’s or a wistful gaze like Audrey Hepburn’s. Brands also targeted distinct market segments, including the emerging teen demographic. Tapping into long-standing traditions of women’s exchange of beauty advice, Avon created opportunities for housewives to become businesswomen through door-to-door cosmetics sales. Reflecting Americans’ hesitations toward vibrant eye makeup, Avon’s 1953 catalogue dedicated just one page to it. However, such reluctance would dissolve in the 1960s. |
ObjectsVogue (American, founded 1892)
Irving Penn (1917–2009) Photograph of Lisa Fonssagrives, May 1,1950 Courtesy of The Irene Lewisohn Costume Reference Library, The Costume Institute, The Metropolitan Museum of Art Maybelline (Now Maybelline New York, American, founded 1915) Eye Shadow in Blue, ca. 1952–1953 Courtesy of Maybelline New York Avon (American, founded 1886) Catalog, 1953 Maybelline (Now Maybelline New York, American, founded 1915) Iridescent Eye Shadow Sticks in Sapphire Blue and Jade Green, ca. 1956–1963 Courtesy of Maybelline New York Max Factor (American, founded 1909) Hi-Fi Waterproof Creme Mascara with Brush in Brown, ca. 1957 Courtesy of the Max Factor Archive Collection, Coty Inc. Hazel Bishop (American, founded 1950) Lanolin Plus Automatic Eye Pencil in Black, ca. 1962 Eartha Kitt (1927–2008) Rumble Records, a trademark of MiruMir Music Publishing (Russian, founded 2004) First edition, His Master's Voice (British, founded 1899) Photograph by Philippe Halsman (1906–1979), 1954 Bad But Beautiful Record, 2014 (first edition 1962) |
Max Factor (American, founded 1909)
Refill for Mascara Wand in Jet Gray, ca. 1958 Courtesy of the Max Factor Archive Collection, Coty Inc. Graphics: Photograph of Jean Patchett by Erwin Blumenfeld, American Vogue (January 1950); Revlon Dreamy Eye Make-up Advertisement, Harper's Bazaar (October 1951); Helena Rubinstein Mascara-Matic Advertisement, American Vogue (June 1960); Mascara applicator patent, US3033213 A, H Rubinstein Inc. (1962) |