The world of esthetics is ever-evolving, with beauty treatments reflecting the spirit of every era. The journey of esthetic treatments over the decades is a testament to how society’s beauty standards change and how technological advancements influence the industry. Here’s a dive into the transformative timeline of esthetics.
1920s: Roaring Beauty
- Flapper Era Makeup: The 20s saw the rise of dramatic eye makeup, inspired by the silver screen. Kohl-lined eyes and red lips defined this decade.
- Bobbed Hair: Short, sleek bobs became the signature hairstyle, symbolizing the newfound independence of women.
1930s-1940s: Elegance in Adversity
- Max Factor’s Foundation: This era was revolutionized by the introduction of pancake makeup by Max Factor. It provided an even-toned, matte finish.
- Red Lips Rule: While the war limited resources, red lipstick became a symbol of morale.
1930s & 1940s in Canadian Beauty History
Viola Desmond is often celebrated for her pivotal role in the Canadian civil rights movement, but her contributions to the beauty industry are also significant. In the 1930s and 1940s, she established and operated a beauty salon in Halifax, Nova Scotia, that catered to Black women, offering services that were largely unavailable to them at other establishments due to racial segregation.
Viola’s beauty salon became a space of empowerment and community for Black women. Additionally, she founded the Desmond School of Beauty Culture, training a generation of Black beauticians who, due to racial barriers, were often excluded from mainstream beauty schools. In this way, Viola Desmond was not only a pioneer in civil rights but also a trailblazer in promoting inclusivity and representation in the beauty industry.
1950s: Classic Hollywood Glamour
- Creams and Lotions: The post-war boom saw an increase in commercially available skincare products.
- Cat-Eyes and Red Lips: Influenced by icons like Marilyn Monroe, this became the decade’s quintessential look.
1960s-1970s: Bold and Natural
- Twiggy’s Lashes: The Mod look highlighted dramatic, thick lashes and pastel eyeshadows.
- The Rise of Natural: The late 70s countered with a more natural, sun-kissed look, highlighting the beginning of the organic beauty movement.
Challenging Eurocentric Beauty Standards
Historically, global beauty standards have been significantly influenced by Eurocentric ideals. Colonization brought the imposition of European culture, values, and ideals on the colonized peoples.
These imposed ideals, including beauty standards, were sometimes internalized, making European features seem somehow more desirable. These ideals have permeated media, fashion, skincare, and even the cosmetic industry, illogically narrowing represented standards of beauty and ignoring diverse beauty standards and cultures.
However, the winds of change are in motion. Intentional recognition of the richness and beauty of diverse cultures, coupled with a more interconnected global community, is challenging and broadening these narrow standards. While it is a slow change, the beauty industry is undergoing transformation as a more diverse array of individuals are part of the discussions and decisions that go into research and development.
To remain successful and relevant, beauty brands are finding themselves having to evolve and innovate, especially when faced with competition from prosperous, emerging industry leaders actively bridging the gaps in beauty diversity.
This shift ensures that product decisions are more diverse, catering to the unique needs of every skin and hair type. For instance, cosmetic laser treatments, once primarily designed for lighter skin tones, are now being innovatively modified and optimized for a broader spectrum of skin colours, ensuring efficacy and safety for all.
1980s: Bold and Colourful
- Bright and Bold: Vivid eyeshadows and blushes were all the rage, with a “more is more” approach.
- Anti-Aging: The first anti-aging products began to surface, marking the beginning of age-prevention skincare.
1990s-2000s: Simplicity and Innovation
- Minimalist Beauty: The grunge era brought about muted tones, with a focus on clean, healthy skin.
- Technological Advancements: Lasers and modern esthetic equipment emerged, revolutionizing treatments like hair removal and skin rejuvenation.
Why should beauty students practice on all genders?
Over the past few years, the beauty and skincare industry has witnessed a transformative shift in its approach to gender inclusivity. Historically dominated by products and services targeting women, the industry is now embracing men and all genders as essential and growing demographics. This shift can be seen in the increasing number of skincare and grooming products formulated specifically for men, as well as makeup lines promoting gender-neutral branding.
A study by NPD Group found that 40% of men in the United States reported using skincare products, showing a clear shift in attitudes towards grooming and self-care. Skincare brands are recognizing the growing male demographic and are introducing products tailored to their specific needs. This includes products targeting issues like razor burn, ingrown hairs, and signs of aging.
The trend is not limited to a specific region. Countries around the world are witnessing increased interest from men in skin care products and routines. Men of various age groups are participating in this trend, with younger generations being particularly open to incorporating skincare into their daily routines.
Gaining experience with men’s unique skin and grooming needs while in beauty school prepares students for a diverse clientele, enhancing their versatility and marketability in the industry.
The outdated concept of gender essentialism in beauty is fading, making way for a more inclusive and progressive embrace of gender-fluidity. As the beauty industry evolves, it recognizes and celebrates individuality, blurring traditional gender lines and championing self-expression for all.
2010s-2020s: Personalized and Advanced Technology
- Bespoke Beauty: Treatments became more tailored, from serums to facials, addressing individual needs.
- Wellness-Driven Beauty: The connection between well-being and skin health began to be emphasized.
- Tech-Driven Treatments: Devices like microcurrent machines, LED therapy, and advanced facial tools have become standard in many treatments.
The Rise of Modern Esthetic Technologies
In recent years, there’s been a noticeable upswing in the adoption of technologically advanced treatments in the esthetics industry. Laser treatments, once reserved for medical settings, are now used by medical estheticians and have become mainstream in addressing various skin concerns, from hair removal to scar reduction.
Radiofrequency (RF) offers non-invasive skin tightening, cellulite reduction, and body contouring, presenting a popular alternative to more invasive procedures, while microneedling has garnered a reputation for its efficacy in promoting collagen production, improving skin texture, and treating acne scars. Additionally, Intense Pulsed Light (IPL) photofacials have become a go-to for those seeking to address hyperpigmentation, redness, and uneven skin tone.
These advanced treatments signify the industry’s move towards non-invasive, yet highly effective procedures that offer minimal downtime and deliver visible results. As technology continues to evolve, so does the promise of even more tailored and efficient beauty treatments.
The esthetic industry has come a long way, from kohl-lined eyes of the 20s to the tech-driven, personalized treatments of today. These transformations not only signify changing beauty standards but also the integration of culture, technology, and innovation. As we anticipate the future of esthetics, one thing remains certain: the desire to feel and look our best is timeless.
Loved seeing how beauty standards have changed over the years
Love seeing how this is an ever evolving industry and can’t wait to see what the next big beauty trend will be
seeing how all the beauty and makeup has changed over the year is incredibly.
It’s very interesting how beauty has evolved over time. I’m excited to see what trends will emerge in years to come!
The evolution of beauty is truly fascinating!