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1960sBy the mid-1960s, the Youthquake in London had transformed fashion and the ideal eye on an international level. Vibrant new cosmetics encouraged women to use eye makeup as a tool for self-expression, rather than simply a means of enhancing natural beauty. In stark contrast to the sophisticated eye makeup of the 1950s, Swinging Sixties teens and women painted on their lids in bold, contrasting colors, with a defined eyelid crease and drawn-on lashes. This doll-like appearance was exaggerated by the use of false eyelashes, which exploded in popularity during this decade.
Although Maybelline accounted for a third of the U.S. eye cosmetics market during the 1960s, several significant brands emerged, including Cover Girl and Mary Kay. Like Avon in the 1950s, Mary Kay empowered women to earn an income by selling beauty products directly to consumers. Previously sold as singles, eyeshadow was now combined in playful palettes, promoting experimentation and individuality. Trendy new brands like Mary Quant began producing whimsical, multicolor eye products that resembled children’s watercolor and paint sets. More traditional brands like Yardley kept up with the times by collaborating with London “It” girls, such as Twiggy, so fans could imitate her highly publicized wide-eyed look. |
ObjectsPaji (American, founding date unknown)
The Wild Bunch False Eyelashes, ca. 1960s Yardley London (British, founded 1770) Twiggy Eye Paint Double Liner Duo in Navy/White, ca. 1960s Photograph by Irving Penn (1917–2009) “Beauty Bulletin,” Vogue, February 1965 Max Factor (American, Founded 1909) Brush Tip Lash-full Mascara in Brownish Black, ca. 1965 Courtesy of Max Factor Archive Collection, Coty Inc. The Bureau of Business Practice Inc. (American, founded 1915) The Secretary's Guide to Beauty and Charm, 1967 RealGirl by Tussy (New York, founded 1929) Hieroglyphics Makeup Palette, ca. 1968 Courtesy of The Makeup Museum makeupmuseum.org Mary Quant Cosmetics Ltd. (British, founded 1966) Pastel Eye Crayons, ca. 1969 Courtesy of The Makeup Museum makeupmuseum.org |
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Graphics: Donyale Luna, photographed by David Bailey for the cover of Vogue UK (March 1966); Max Factor “Talking Eyes” Advertisement (1967); Max Factor “Eye Make-up Collection” Advertisement, Cosmopolitan (June 1967); Peggy Moffitt Makeup Tutorial, Photographed by Edward Oleksak, Glamour UK (February 1968); Andrea “Eye-dentify” Advertisement, American Vogue (June 1969)