Beauty has always been subjective. What one person finds attractive, another might not. However, each decade over the past century has exhibited distinct beauty standards, shaping how people viewed and presented themselves. From the corseted waists of the early 1900s to the body positivity movement of today, the evolution of beauty standards is a fascinating journey. This blog post delves into the prevailing beauty ideals of each decade, exploring how societal changes, historical events, and cultural phenomena have influenced what it means to be “beautiful.”
The 1920s: The Flapper Era
The 1920s were characterized by a dramatic shift in women’s fashion and beauty. Known as the Roaring Twenties, this decade embraced liberation and defiance against pre-World War I norms. The ideal woman had a boyish figure, with minimal curves, challenging the more voluptuous silhouettes that had dominated previous eras. Known as “flappers,” these women wore shorter skirts and embraced bobbed haircuts, a sharp departure from the long locks and rigid societal expectations of prior years.
Makeup during the 1920s took center stage. Women wore bold lipstick, dark eyeliner, and even rouged knees, as cosmetics became widely accessible and used. This decade symbolized a break from tradition, as women celebrated newfound freedoms and embraced modernity in both social roles and appearance.
The 1930s and 1940s: Glamour and War-time Practicality
The Great Depression and World War II that marked the 1930s and 1940s brought about shifts in beauty standards that emphasized practicality, but not without a touch of glamour. The economic hardship of the 1930s made luxury less accessible, yet Hollywood’s Golden Age offered an idealized version of beauty. Actresses like Greta Garbo and Marlene Dietrich popularized thin eyebrows, groomed hairstyles, and polished appearances.
During the 1940s, the war effort put many women into work roles traditionally held by men. This increased responsibility was reflected in utilitarian fashion choices. However, femininity was still maintained through structured silhouettes that emphasized the waist, symbolized by the influence of wartime pin-up girls like Betty Grable. Makeup, albeit more subtle than in the 1920s, remained essential, with Victory Red lipstick becoming a symbol of resilience and morale.
The 1950s: The Hourglass Figure
Post-war prosperity in the 1950s led to the return of traditional roles and an emphasis on an idealized domesticity. The hourglass figure, with its accentuated waist and fuller bust and hips, became the prototypical standard of beauty. This was epitomized by icons like Marilyn Monroe and Elizabeth Taylor. Hairstyling also accentuated femininity, with perfectly coiffed curls and a polished appearance.
Hollywood continued its influence as stars embodied a look that melded sophistication with all-American appeal. Make-up was knowingly applied, with winged eyeliner and rich lip colors being particularly popular, as women sought to emulate the glamour of their favorite actresses.
The 1960s: Twiggy and the Youthquake
With the rise of the “youthquake” in the 1960s, culture became dominated by young people, challenging older generations’ values. The beauty ideals of this decade flipped; ultra-thin and androgynous figures were epitomized by supermodel Twiggy, who became an icon with her pixie haircut, doe eyes, and slim figure.
As fashion became more experimental, make-up looks also became bolder. Dramatic eyeshadow, heavy eyeliner, and false eyelashes were characteristic of the era. The cultural revolution, along with shifting social and political landscapes, paved the way for a diverse interpretation of beauty, rejecting many past ideals.
The 1970s: Natural and Individualistic
The 1970s marked a shift towards more natural and individualistic beauty standards. Influenced by the countercultural hippie movement, people began embracing more natural looks with less focus on formal beauty rituals. Hair was often left to grow naturally, as styles like the Afro allowed people of color to embrace their natural textures, challenging European beauty standards that had dominated previous decades.
The disco era also brought its own trends, characterized by more gaudy, glimmering looks epitomized by the beauty of stars like Cher and Jerry Hall. The diversity in beauty icons spoke to an expanded range of what could be considered beautiful, as individuality became a significant cultural value.
The 1980s: Bold and Excessive
Reflecting the excess and consumerism of the decade, the 1980s celebrated bold and flamboyant beauty. Big hair, emphasized by perms and teased styles, vivid eyeshadows, and vibrant colors became hallmarks of the era. Supermodels like Cindy Crawford and Elle Macpherson dominated fashion runways, promoting a return to more athletic, toned bodies alongside the high-glam power-dressing image.
The idea of health and fitness became intrinsically linked with beauty, as icons like Jane Fonda popularized the fit, aerobicized look, emphasizing strength alongside outward beauty. The 80s epitomized the adage “more is more,” both in fashion and beauty.
The 1990s: Heroin Chic and Minimalism
The 1990s gravitated towards a more minimalist aesthetic. The “heroin chic” look, popularized by Kate Moss, displayed waif-like figures with pale skin, dark circles, and generally androgynous features, starkly contrasting the bold extravagance of the 80s. Grunge culture also influenced beauty standards, with more relaxed but edgy styles gaining prominence.
On the flip side, the decade also celebrated a more polished “girl next door” aesthetic, as seen in stars like Jennifer Aniston. This duality in standards reflected broader social changes, as beauty became increasingly democratized, represented through both high fashion’s edgy looks and television’s approachable stars.
The 2000s: Diversity and Celebrity Culture
The early 2000s were marked by varied beauty standards, inspired by celebrity culture and the rise of pop stars. The decade saw a prominent rise in the celebration of diverse body types and ethnicities, although mainstream media still often portrayed a limited scope of beauty ideals. Pop culture icons like Britney Spears, Beyoncé, and Jennifer Lopez shaped beauty trends with their voluptuous figures, emphasizing different forms of beauty.
Reality TV also contributed to the decade’s beauty standards; shows like “America’s Next Top Model” and the rise of “Keeping Up with the Kardashians” began to set trends, from hairstyles to body modifications. The 2000s broadened the spectrum of beauty, as varied representations made their way into more aspects of popular culture.
The 2010s and Beyond: Inclusivity and Body Positivity
The most recent decades have seen a significant shift towards inclusivity in beauty. A backlash against unrealistic standards led to the body positivity movement, emphasizing self-love and acceptance regardless of size, color, or personal style. The advent of social media platforms like Instagram and YouTube democratized beauty, allowing individuals to showcase their unique beauty to a global audience.
Brands, responding to consumer demand, increasingly embrace diversity, producing inclusive products and campaigns that cater to broader demographic groups. Figures like Rihanna with her Fenty Beauty line, which launched with 40 foundation shades, signaled a new era where beauty is individually defined and universally accepted.
The beauty standards of today symbolize a more inclusive age, acknowledging that beauty is diverse and subjective, shaped by individual expression, community, and cultural narratives. Understanding how beauty standards shift across decades reveals how historical events, societal change, and innovation repeatedly redefine our perception of attractiveness. As we look forward, the embrace of diversity and self-acceptance in beauty standards promises to shape future generations’ understanding of what it means to be beautiful.
