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2000sIn the new millennium, cosmetics brands enlivened decades-old products, like the traditional eye pencil and the baton-style mascara wand, through innovative packaging and celebrity collaborations. In 2003, Goldman Sachs analysts found that beauty companies spent just 2-3% of their sales on research and development, as opposed to the 20-25% on advertising and promotion. MAC released special-edition makeup lines, including Liza Minnelli and Barbie, among others, and Stila collaborated with The Pussycat Dolls on an assortment of products. Beauty icons ranged from reality television stars, to actresses, hip-hop artists, and Victoria’s Secret Angels. The lingerie brand launched an affordable cosmetics line in 1998, which conveyed the same sense of sexy fantasy as their extravagant runway shows. During the early 2000s, makeup trends were characterized by a youthful, shimmery mermaid-esque feel. White frost, bright blues, layers of purple, pastel palettes, roll-on glitter eyeshadow, and a pop of colorful eyeliner all graced the faces of America. Threading became a common method of hair removal, and eyebrows remained scanty.
This glitter-fairy aesthetic contrasted with the neutral-toned smokey eye popular at the end of the decade. Volumizing mascara, as well as dark, heavy eyeliner completed the glamorous look. |
ObjectsMAC Cosmetics (Canadian, founded 1984)
Rebel Rock Postcard, 2005 Courtesy of The Makeup Museum makeupmuseum.org Stila Cosmetics (American, founded 1994) Pussycat Dolls Palette, 2005 Courtesy of The Makeup Museum makeupmuseum.org MAC Cosmetics (Canadian, founded 1984) Barbie Mailer, 2007 Courtesy of The Makeup Museum makeupmuseum.org Avril Lavigne (Canadian, born 1984) RCA Records (American, founded 1901) The Best Damn Thing Album, 2007 Victoria's Secret Cosmetics (American, founded 1998) Sexy Little Things Please Dazzle Me Glitter Lash Overcoat in Showgirl, 2008 Benefit Cosmetics (American, founded 1976) BADgal Kohl Eyeliner Pencil in Black, ca. 2017 NYX Cosmetics (American, founded 1999) Roll On Eye Shimmer in Pink and Light Blue, ca. 2017 Sally Hansen (American, founded 1957) Hair Remover Wax Strip Kit for Face, Brows, and Bikini, ca. 2017 |
Graphics: Cover Girl Advertisement, American Vogue (March 2004); Photograph of Jessica Stam at John Galliano Fall 2009 show by Don Ashby & Olivier Claisse, Vogue.com (March 2009)
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