The Iconic Makeup Trends of Every Decade

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80 years might not seem like a particularly long time, but over the course of beauty history, a lot has changed since the beginning of the 20th century. It’s the difference between thinly plucked arches and thick fluffy brows, a sheer wash of colour and an extreme contour, or a classic black cat-eye versus the neon flicks you might be wearing right now. 

Scroll down to take a look at some of the most iconic beauty looks from every decade from the 1940s onwards. 

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_text_separator title=”1940s”][vc_single_image image=”70333″ link=”url:https%3A%2F%2Fwww.instagram.com%2Faimeestantonmakeup%2F%3Fhl%3Den||target:%20_blank” onclick=”custom_link”][vc_column_text]

Although the war affected product availability and meant the majority of the decade was defined by a minimal approach to makeup, there’s no denying that a rounded red lip is the first thing that springs to mind when you picture a 1940s makeup look. 

Image credit: @aimeestantonmakeup

[/vc_column_text][vc_text_separator title=”Get the 1940s look”][/vc_column][/vc_row][vc_row][vc_column width=”1/3″][vc_single_image image=”70365″ caption=”Revolution Lipstick Collection Reds” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Frevolution-pro%2Flipstick-collection-reds%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”70364″ caption=”Maybelline Great Lash Mascara” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fmaybelline%2Fgreat-lash-mascara%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”70363″ caption=”RCMA No-Colour Pressed Powder” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Frcma%2Fno-color-pressed-powder%2F||target:%20_blank” onclick=”custom_link”][/vc_column][/vc_row][vc_row][vc_column][vc_text_separator title=”1950s”][vc_single_image image=”70332″ link=”url:https%3A%2F%2Fwww.instagram.com%2F_naomi_nd_%2F%3Fhl%3Den||target:%20_blank” onclick=”custom_link”][vc_column_text]

In the fifties, women looked to glamourous beauty icons and movie stars like Grace Kelly and Audrey Hepburn for their makeup inspiration. We have Marilyn Monroe to thank for making the cat-eye liner look famous – most often paired with bold red lips and elegant curled updos. 

Image credit: @_naomi_nd_

[/vc_column_text][vc_text_separator title=”Get the 1950s look”][/vc_column][/vc_row][vc_row][vc_column width=”1/3″][vc_single_image image=”70362″ caption=”ZOEVA Cat-Eye Pen” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fzoeva%2Fcat-eye-pen%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”87238″ caption=”BY BEAUTY BAY FAUX EYELASH TRIO” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fbeauty-bay%2Ffaux-eyelash-trio%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”70360″ caption=”Briogeo Curl Charisma Control Gel” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fbriogeo%2Fcurl-charisma-rice-amino-quinoa-frizz-control-gel%2F||target:%20_blank” onclick=”custom_link”][/vc_column][/vc_row][vc_row][vc_column][vc_text_separator title=”1960s”][vc_single_image image=”70331″ link=”url:https%3A%2F%2Fwww.instagram.com%2Fkanchatbmakeup%2F%3Fhl%3Den||target:%20_blank” onclick=”custom_link”][vc_column_text]

Eye makeup – especially thick mascara and heavy eyeliner defines the sixties look. Pale blue and white eyeshadow was popular, lower lashes were emphasised and defined, and women contoured their eyes to create a hooded, rounded effect. 

Image credit: @kanchatbmakeup

[/vc_column_text][vc_text_separator title=”Get the 1960s look”][/vc_column][/vc_row][vc_row][vc_column width=”1/3″][vc_single_image image=”87189″ caption=”MAC COSMETICS MACSTACK MASCARA” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fmac-cosmetics%2Fmacstack-mascara%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”70358″ caption=”By BEAUTY BAY Crayon Eyeliner in Ink” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fbeauty-bay%2Fcrayon-eyeliner%2Fink%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”70357″ caption=”Stila Double Dip Liquid Eyeshadow in Blue Jean” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fstila%2Fdouble-dip-suede-shade-and-glitter-and-glow-liquid-eye-shadows%2Fblue-jean%2F||target:%20_blank” onclick=”custom_link”][/vc_column][/vc_row][vc_row][vc_column][vc_text_separator title=”1970s”][vc_single_image image=”70330″ link=”url:https%3A%2F%2Fwww.instagram.com%2Fjosalynandromeda%2F%3Fhl%3Den||target:%20_blank” onclick=”custom_link”][vc_column_text]

Things were pared back in the seventies when in line with the women’s liberation movement and an increased interest in the environment, a more neutral and bohemian look was favoured. Bronzer was used to create a warm, healthy glow, and hair was worn long and loose. 

Image credit: @josalynandromeda

[/vc_column_text][vc_text_separator title=”Get the 1970s look”][/vc_column][/vc_row][vc_row][vc_column width=”1/3″][vc_single_image image=”70356″ caption=”By BEAUTY BAY Powder Bronzer” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fbeauty-bay%2Fpowder-bronzer%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”70354″ caption=”LH Cosmetics Infinity Power Brow Gel & Mascara” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Flinda-hallberg%2Finfinity-power-brows-brow-gel-and-mascara%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”70353″ caption=”Revolution Pro Goddess Glow Fixing Spray” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Frevolution-pro%2Fgoddess-glow-fixing-spray%2F||target:%20_blank” onclick=”custom_link”][/vc_column][/vc_row][vc_row][vc_column][vc_text_separator title=”1980s”][vc_single_image image=”70325″ link=”url:https%3A%2F%2Fwww.instagram.com%2Fecho_michaela%2F%3Fhl%3Den||target:%20_blank” onclick=”custom_link”][vc_column_text]

Triggered by big changes in politics and economics, excess returned in the 1980s and makeup ping-ponged back to a glamourous extreme with bold, bright colours, heavy makeup, and big hair taking centre-stage. Heavy blush and jewel-toned eye looks were worn for a vibrant rainbow effect. 

Image credit: @echo_michaela

[/vc_column_text][vc_text_separator title=”Get the 1980s look”][/vc_column][/vc_row][vc_row][vc_column width=”1/3″][vc_single_image image=”70352″ caption=”By BEAUTY BAY Bright 42 Palette” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fbeauty-bay%2Fbright-42-colour-palette%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”87237″ caption=” BRIOGEO BLOSSOM & BLOOM GINSENG + BIOTIN VOLUMIZING BLOW DRY SPRAY” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fbriogeo%2Fblossom-and-bloom-ginseng-biotin-volumizing-blow-dry-spray%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”70350″ caption=”Viseart Rose Coral Blush Palette” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fviseart%2F02-rose-coral-blush-palette%2F||target:%20_blank” onclick=”custom_link”][/vc_column][/vc_row][vc_row][vc_column][vc_text_separator title=”1990s”][vc_single_image image=”70326″ link=”url:https%3A%2F%2Fwww.instagram.com%2Fmlmakeupby%2F%3Fhl%3Den||target:%20_blank” onclick=”custom_link”][vc_column_text]

In a backlash to the glamour of the eighties, nineties minimalism was born. Over-lined glossy lips, neutral tones, half-up-half-down hairstyles, over-plucked brows, and glittery smoky eyes were just a few of the popular trends that defined this decade. 

Image credit: @mlmakeupby

[/vc_column_text][vc_text_separator title=”Get the 1990s look”][/vc_column][/vc_row][vc_row][vc_column width=”1/3″][vc_single_image image=”70349″ caption=”By BEAUTY BAY Lip Liner in Vintage” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fbeauty-bay%2Flip-liner%2Fvintage%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”70346″ caption=”Kitsch Velvet Scrunchies” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fkitsch%2Fvelvet-scrunchies%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”87240″ caption=” MAKEUP REVOLUTION RELOADED SMOKY NEWTRALS PALETTE” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fmakeup-revolution%2Freloaded-smoky-newtrals-palette%2F||target:%20_blank” onclick=”custom_link”][/vc_column][/vc_row][vc_row][vc_column][vc_text_separator title=”2000s”][vc_single_image image=”70327″ link=”url:https%3A%2F%2Fwww.instagram.com%2Fcaitm.makeup%2F||target:%20_blank” onclick=”custom_link”][vc_column_text]

The 21st century began with an evolution of the nineties look – poker straight hair, pastel eyeshadows, nude glossy lips, and heavy eyeliner. ‘Pop princess’ was the vibe as the age of celebrity well and truly kicked in and people copied looks worn by the likes of Avril Lavigne, Jennifer Lopez, and Kim Kardashian. 

Image credit: @caitm.makeup

[/vc_column_text][vc_text_separator title=”Get the 2000s look”][/vc_column][/vc_row][vc_row][vc_column width=”1/3″][vc_single_image image=”70344″ caption=”By BEAUTY BAY The Pastels Palette” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fbeauty-bay%2Fthe-pastels-palette%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”70348″ caption=”Babyliss Rose Blush Hair Straightener” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fbabyliss%2Frose-blush-hair-straightener%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”70345″ caption=”By BEAUTY BAY Lip Gloss in Candy” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fbeauty-bay%2Flip-gloss%2Fcandy%2F||target:%20_blank” onclick=”custom_link”][/vc_column][/vc_row][vc_row][vc_column][vc_text_separator title=”2010s”][vc_single_image image=”70328″ link=”url:https%3A%2F%2Fwww.instagram.com%2F_byandra_%2F%3Fhl%3Den||target:%20_blank” onclick=”custom_link”][vc_column_text]

Thanks to social media, beauty trends became more accessible and achievable than ever. From the ‘Instagram brow’ through to the heavily contoured look popularised by Kim Kardashian, tutorials and product recommendations were just a swipe away. 

Image credit: @_byandra

[/vc_column_text][vc_text_separator title=”Get the 2010s look”][/vc_column][/vc_row][vc_row][vc_column width=”1/3″][vc_single_image image=”70343″ caption=”Anastasia Beverly Hills Dipbrow Pomade” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fanastasia-beverly-hills%2Fdipbrow-pomade%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”70342″ caption=”Sosu by Suzanne Jackson Cream Stick Contour” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fsosu-by-suzanne-jackson%2Fcream-stick-contour%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”70340″ caption=”OFRA Highlighter in Rodeo Drive” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fofra%2Fhighlighter-rodeo-drive%2F||target:%20_blank” onclick=”custom_link”][/vc_column][/vc_row][vc_row][vc_column][vc_text_separator title=”2020s”][vc_single_image image=”70334″ link=”url:https%3A%2F%2Fwww.instagram.com%2Fmandydoeshermakeup%2F%3Fhl%3Den||target:%20_blank” onclick=”custom_link”][vc_column_text]

So far, the 2020s are all about experimentation. Bright colours are back and makeup is well and truly considered an art form. You’ll even notice many MUAs taking inspiration from previous decades to create the looks that are trending on Instagram and TikTok… 

Image credit: @mandydoeshermakeup

[/vc_column_text][vc_text_separator title=”Get the 2020s look”][/vc_column][/vc_row][vc_row][vc_column width=”1/3″][vc_single_image image=”70339″ caption=”SUVA Beauty UV Taffies Palette” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fsuva-beauty%2Fuv-taffies-palette%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”70338″ caption=”Sample Beauty Ultra-Hold Brow Gel” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Fsample-beauty%2Fultra-hold-brow-gel%2F||target:%20_blank” onclick=”custom_link”][/vc_column][vc_column width=”1/3″][vc_single_image image=”70337″ caption=”Freck Faux Freckle” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fp%2Ffreck%2Ffaux-freckle-cosmetics-neutral%2F||target:%20_blank” onclick=”custom_link”][/vc_column][/vc_row][vc_row][vc_column][x2764tech_cta_button full_width=”yes” text=”SHOP MAKEUP” link=”url:https%3A%2F%2Fwww.beautybay.com%2Fl%2Fmakeup%2F||target:%20_blank”][/vc_column][/vc_row]