1922 Elizabeth Arden opens a salon on Bond Street in London.
1930 When she finds that her new cream can heal and improve the skin in a matter of hours, Elizabeth Arden names the product Eight Hour Cream. It remains a
best seller to this day.
1932 Revlon launches its first nail enamel.
1939–1945 World War II restricts the manufacture of cosmetics. Petroleum and alcohol, two principal ingredients used in makeup, are needed for war supplies.
1940s Joan Crawford’s heavily penciled-in, arched eyebrows become the trademark look for the 1940s career woman.
1943 Estée Lauder launches her company with a line of six products.
1952 Revlon’s Fire and Ice, an all-out sexy red lipstick color, is launched and becomes an instant success.
1960 The Color Additive Amendment requires that coloring ingredients in cosmetics be tested for safety and approved by the FDA.
1967 Estée Lauder launches a new line called Clinique, which emphasizes scientific skincare and cosmetics.
1967 The supermodel Twiggy popularizes a dramatic eye look; she draws lashes around the eye with a pencil and applies numerous false lashes, creating a doe-
eyed effect.
1970s Natural makeup is all the rage.
Models to know: Veruschka, Marissa Berenson, Lauren Hutton, Margaux and Mariel Hemingway, Cheryl Tiegs, Christie Brinkley, Beverly Johnson.
Beauty icons: Jacqueline Kennedy Onassis, Bo Derek, Farrah Fawcett, whose poster was the top-selling poster in history.
1972 Ilana Harkavi, a former professional dancer, launches Il Makiage. The line is positioned as “the makeup artist’s makeup.”
1974 Lauren Hutton becomes the first model to sign an exclusive cosmetics contract. Revlon signs her for $100,000.
1975 Trish McEvoy launches a line of makeup brushes to fill the demand for high-quality makeup tools.
1977 Calvin Klein launches a line of cosmetics, which relaunches in 2005.
1980s Makeup is strong and exaggerated. Color trends are bold—lots of blues and fuchsias. Avon and Mary Kay create palettes to take the guesswork out of
choosing a color scheme.
Models to know: Rosemary McGrath, Pat Cleveland, Esme, Lisa Taylor, Jerry Hall.
Beauty icons: Madonna, Grace Jones, Jane Fonda, Pat Benatar.
1984 Canadians Frank Toskan, a makeup artist and photographer, and Frank Angelo, a hair salon owner, launch Make-up Art Cosmetics, or MAC. Their line,
which is originally designed for use in fashion photography, wins a wide following with its socially conscious motto: “All ages, all races, all sexes.”
Make Up For Ever is launched by Dany Sanz and Jacques Waneph to meet the unique needs of the stage and fashion industries.
1985 Paulina Porizkova signs on as the face of Estée Lauder for six million dollars.
1990 Hollywood makeup artist Carol Shaw launches LORAC, a line featuring oil and fragrance-free foundations.
1988 Ultima II relaunches the Naked Collection.
1990s Makeup is all about looking natural.
Models to know: Linda Evangelista, Christy Turlington, Naomi Campbell, Cindy Crawford, Tatjana Patitz.
Beauty icons: Jennifer Aniston, Jennifer Lopez.
1991 New York makeup artist Bobbi Brown launches Bobbi Brown essentials with ten brown-based lipsticks at Bergdorf Goodman.
1994 Kate Moss appears on Calvin Klein Obsession perfume ads and billboards
Jeanine Lobell launches Stila cosmetics.
Fashion model Iman launches IMAN, a line of cosmetics for women of color.
François Nars launches NARS with twelve lipsticks at Barneys New York. In 1996 he shoots his first advertising campaign for his brand, and continues to do so