The fascinating journey of makeup throughout history

Makeup has been a faithful companion of humanity, transforming over time and adapting to the cultural, religious and social currents of each era. From ancient rituals to the latest digital trends, the history of makeup reflects the evolution of beauty and identity over the centuries. We invite you to immerse yourself in a journey through the different stages of the history of makeup, exploring how it has evolved and how it has impacted people's lives over time.

We highlight a series of influential women from each era:

• The Egyptian pharaoh Cleopatra .
• The Iraqi priestess Enheduanna .
• The Roman Empress Livia Drusilla .
• French philosopher Christine de Pizan .
• Italian businesswoman Isabella de Medici .
• The German painter Anna Rosina de Gasc .
• British scientists Mary Anning and Mary Buckland .
• British flapper girl Clara Bow .
• The Spanish revolutionary Clara Campoamor.
• American journalist Oprah Winfrey .
• American model Kim Kardashian .

Makeup in ancient civilizations

Ancient Egypt: rituals and symbolism of makeup on the Nile

Ancient Egypt is one of the first places where makeup took on a deeper meaning. It was not only used for beauty, but also as a spiritual and protective tool.

This ritual was not only an aesthetic practice, but was also loaded with religious and social meaning. Both men and women used cosmetics, their skin was smeared with scented oils, and their eyes were outlined with kohl, a mixture of minerals such as galena; for the Egyptians it had spiritual connotations and was believed to provide divine protection against the “evil eye.” The Egyptians also used natural pigments to color their lips and cheeks, with shades obtained from minerals such as iron oxide.

Mesopotamia and Persia: Early innovations and their impact

Makeup was widely practiced among both men and women, with a focus on beauty and protection. In Mesopotamia, fine mineral powders were used to adorn the face, and kohl was applied to the eyes to enhance the look and as an amulet. Women also used scented oils and ointments to care for their skin and hair, reflecting a strong interest in hygiene and personal appearance.

In Persia, makeup played a similar role, with an emphasis on elegance and social status. Persians used face powders to smooth the skin and natural dyes to highlight the lips and cheeks. Both empires shared a belief in the power of makeup to attract beauty and repel negative influences.

Greece and Rome: aesthetics and health in ancient beauty

Makeup was a symbol of status and refinement. Roman women, in particular, were renowned for their elaborate beauty rituals that included facial masks made from honey and natural oils. However, makeup also had its detractors, and at certain periods in Roman history, excessive use of it was frowned upon by moralists. Despite this, the makeup techniques of these civilizations laid the groundwork for what was to come in later centuries.

Transformations in the Middle Ages and the Renaissance

The Darkness of the Middle Ages: Rejection and Resurgence of Makeup

During the Middle Ages, makeup fell out of favor in much of Europe, associated with vanity and sin. The Catholic Church frowned on its use, linking it with lust and deceit.

Despite these restrictions, noblewomen continued to use powders to lighten their skin, a sign of status and purity at the time. Flour and other mineral powders were used to whiten their faces, despite their health risks. Blush and lipstick were used sparingly, made from plants such as saffron and alkanet root.

Eye makeup was less common due to its association with vanity. However, in some regions, women darkened their eyebrows and eyelashes with charcoal or soot.

Renaissance: The rebirth of beauty and cosmetic excesses

During the Renaissance, makeup experienced a revival, reflecting the growing interest in beauty, art and fashion. Pale skin remained an ideal associated with purity and high social status. To achieve this, women used white lead powder, despite its toxicity. A subtle blush was applied to the cheeks, made from natural pigments such as carmine, to give a healthy appearance.

Lips were accented with soft shades of red or pink, while eyebrow grooming was essential; many women plucked their eyebrows completely or thinned them dramatically, then drew them on to achieve an ideal shape. The use of perfumes and aromatic oils was also popular, not only for beautification, but to mask odors. Makeup in this era combined artistry with sophistication, seeking a balance between natural beauty and elegance.

The 18th and 19th centuries: From aristocracy to the industrial revolution

Rococo and excessive beauty: influence of the French nobility

In the 18th century, under the influence of the French court, makeup became a real obsession. Women (and some men) used heavy layers of white powder and exaggerated rouge.

Makeup was a public statement, particularly with the use of false moles strategically placed on the face to enhance coquettishness and hide imperfections. Eyebrows were thinned and darkened to give greater expression to the look. This heavy makeup, along with exuberant hairstyles, reflected the opulence and playful spirit of the era.

The Victorian Era: Morality, Modesty, and the Fight Against Makeup

The Victorian era brought about a drastic change. Queen Victoria openly disapproved of makeup, seeing it as a vulgar tool of the lower classes. Despite this, social pressure to maintain a neat and healthy appearance meant that makeup continued to be used, albeit in a more subtle and private manner.

Blush was used very sparingly using home remedies or discreet products made from beetroot or rose petals and only to give a healthy hint of colour. The emphasis was on the appearance of purity and virtue, so make-up was minimalist. However, cosmetic care and beauty products were common, but always applied in a way that looked natural and effortless.

The 20th Century: The Age of Makeup Innovation

1920-1940: Flappers and the glamour of Hollywood

The 20th century saw the birth of modern makeup as we know it today.

Flapper makeup in the 1920s broke away from traditional norms, reflecting a new era of freedom and boldness. These young, modern women adopted a bold style with intensely red lips, smoky eyes, and thin, arched eyebrows. The use of dark lipstick and black eyeliner became iconic, creating a dramatic and seductive look that challenged traditional norms. This style was greatly influenced by Hollywood cinema, which began to popularize cosmetics on a scale never seen before.

Hollywood glamour in the 1930s and 1940s took makeup to new heights, popularizing the image of movie stars as symbols of sophistication and elegance. Flawless skin, red, well-defined lips, and long, curled eyelashes became the standard of beauty. This style, inspired by screen divas, greatly influenced makeup trends, making glamour an aspirational ideal for many women.

1950-1970: The Colour Explosion and Women's Liberation

In the 1960s and 1970s, makeup experienced an explosion of color, reflecting the spirit of change and female liberation. These decades saw women breaking away from traditional molds, adopting bold and creative styles that expressed their individuality and freedom. The eyes became the main focus, with vibrant shadows in shades such as blue, green and purple, combined with thick eyeliner and false eyelashes that accentuated the look.

Lips were also filled with colour, from nude shades to deep reds and pinks. Pop culture and fashion of the time, influenced by movements such as mod and hippie, encouraged unprecedented experimentation with makeup. This era marked a time when women began using makeup not only to enhance their beauty, but also as a form of self-expression and empowerment.

1980-2000: The era of extravagance and globalization

From 1980 to the present, makeup has become a symbol of creativity and cultural diversity. The 1980s were notable for their maximalism, with bold, contrasting colors, bright eyeshadows, bold lips, and bold contours. This decade embraced excess, reflecting a spirit of boldness and self-expression.

With globalization, makeup trends began to mix and spread rapidly through mass media, creating a melting pot of styles. From natural to more elaborate looks, everyone can find inspiration in any corner of the world. The influence of social media and influencers has democratized access to products and techniques, allowing makeup to be a tool of empowerment and a platform for diversity and inclusion, where each individual defines their own beauty.

21st Century Trends: Makeup in the Digital Age

2000-2020: From natural to experimental, makeup on social media

The 21st century has seen the digital revolution, which has transformed the way we consume and relate to makeup. Social media, in particular, has played a crucial role in popularizing new trends. From contouring popularized by Kim Kardashian to natural beauty looks promoted by influencers, makeup has become enormously democratized and diversified.

Today, makeup has become a form of artistic and personal expression, reflecting the diversity and individuality of each person. With evolving trends and the inclusion of innovative technologies such as long-lasting products and high-quality formulas, makeup offers a wider range of options to suit all styles and preferences. From sleek minimalism to bolder, more colorful creations, today's makeup celebrates creative freedom and authenticity. Additionally, growing awareness about sustainability and ethics in production has led to an increase in the use of cruelty-free and eco-friendly products. In short, modern makeup not only enhances outer beauty but also empowers people to feel confident and authentic in their own skin.