During the 1960’s and 1970’s many women in the western world who were influenced by feminism decided to go without cosmetics.
In 1968 at the feminist Miss America protest, protesters threw several feminine products into a ‘freedom trash can’ which included cosmetics.
Cosmetics in the 1970’s were divided into a natural look for during the day and a more sexualised image for the evening. Non-allergic makeup appeared when the bare face was in fashion as women became more interested in the chemical value of their makeup.
Modern developments in technology facilitated the production of cosmetics which were more natural looking and had greater staying power than their predecessors. The prime cosmetic of the time was eye shadow although women were still interested in lipstick colours such as lilac, green and silver. Blush-ons came into the market with Revlon giving them wide publicity. This product was applied to the forehead, lower cheeks and chin. Contouring and highlighting the face with white eye shadow cream also became popular.
Avon introduced the saleswoman. In general, the whole cosmetic industry opened opportunities for women in business entrepreneurs, inventors, manufacturers, distributors and promoters.
In the 21st century beauty products are widely available from dedicated internet-only retailers, who have been more recently joined online by established outlets, including the major department stores and beauty retailers.