As the Victorian era's conservative attitude towards cosmetics shifted at the close of the 19th century, the number of U.S. firms manufacturing perfumery and toilet goods increased by nearly 400 percent. The value of products sold increased from $2.2 million in 1880 to more than $7 million by 1900.
MODERN DAY SKIN CARE
Although skin care products such as Chapstick, Vaseline, and baby powder were invented in the 1800s, the 1900s (following on the heels of the industrial revolution) are really where we see the industry take off.
Over time, cosmetics moved a little closer to more common usage. But, it really wasn't until the late 19th and early 20th centuries, despite the strictures of Victorian morality, that cosmetics and other beauty aids became more generally accepted.
By the 1920s, it was fashionable for women, particularly in cities, to wear more conspicuous make-up. This shift reflected the growing influence of Hollywood and its glamourous new film stars, as well as the fashion of theater stars and flappers.
The pressure to look a certain way isn't new, but it's intensified with social media. Gen-Z is very aware of the importance of looking polished and attractive, both online and offline, which pushes them to invest in a variety of beauty products—from makeup and skincare to haircare and grooming.
“Emotionally and psychologically, not wearing a bra can be a statement about how you want to present yourself to the world, and also how you want to cover up very normal body parts,” she said. Dober said many women feel “liberated” by not wearing a bra, which is a sign of young women wanting to reclaim their “agency.”
Skincare experts warn that getting Botox or using anti-aging creams too early can cause unwanted side effects and that vaping and e-cigarettes, which Gen-Zers gravitate toward, can also cause premature aging.
Though cosmetics were used discreetly by many women, makeup in Western cultures during this time was generally frowned upon, particularly during the 1870s, when Western social etiquette increased in rigidity.
It wasn't until 1935 that makeup icon, Max Factor, created the first modern foundation – a powder-based formula known as pancake, which is applied to the skin with a damp sponge. You can still buy pancake makeup today, but it's much less popular than modern alternatives.
Though makeup was used throughout history, it first became socially acceptable for all classes in the 1920s. Maybelline Cake Mascara and the invention of the lipstick tube both came about in 1915, so by 1920 these newly easy-to-use cosmetics became popular.
Shiseido shifted from pharmacy-based products to cosmetics in 1897 with the introduction of Eudermine, a softening lotion to hydrate the skin, packaged in a ruby-red bottle worthy of a high-class perfume.
The top trends in the beauty industry for 2025 include AI-driven beauty technology, sustainability, clean ingredients, inclusive marketing, personalized recommendations, and smarter use of skincare products. These trends reflect consumers' evolving priorities and are transforming the industry in exciting ways.
Some women even make their own DIY turmeric masks, mixing one tablespoon of almond milk with a teaspoon of honey and a pinch of turmeric. They say turmeric masks can help reduce fine lines and wrinkles, and brighten their skin tone.
skinbetter science was formed in 2016 to establish a new biotech-based paradigm in skincare.
In 2023, millennials (consumers aged 27 to 42) spent an average of 2,670 U.S. dollars on beauty products. This is higher than the average yearly spend of beauty product consumers from all other age groups in the United States.
Who Made the First Lotion? The earliest evidence of the use of lotion-type salves can be traced as far back as 3000 B.C to the Ancient Sumerians and the Ancient Egyptians.
Concealer is a pigmented formula that works to cover and disguise imperfections and blemishes on the skin. Concealers are usually thicker than foundation formulas meaning it can be a game-changer for hiding everything from discolouration to dark circles.
During the 1920s, the "looks" of the Hollywood movie star began encouraging women to wear makeup. This caused the beauty industry to flourish and makeup began to be sold to the masses (and continues to in the present-day).
The Victorian Age occurred between 1837 and 1901. It was an austere and restrictive period. Makeup and showy clothes were discouraged.
Despite historical precedent that the opposite should be the case, makeup sales are beginning to decline. Data from NIQ shows that total makeup sales dropped 1 percent from January through October 2024, with the downturn accelerating particularly during the last 12 weeks of that period.
Historically, makeup was never something associated with gender in the first place. In Ancient Egypt, for example, the use of eyeliner and other cosmetics was a sign of wealth—usually one that men donned to signal their status to passerby's and strangers.
Exposure to light is a top cause of premature aging: Sun exposure causes many skin problems. Ultraviolet (UV) light and exposure to sunlight age your skin more quickly than it would age naturally. The result is called photoaging, and it's responsible for 90% of visible changes to your skin.
Botox is supposed to preserve youth, but for Gen Z, it's expediting the aging process. The botulinum toxin — meant to reduce the appearance and worsening of fine lines and wrinkles — is making Zoomers look older than they are, as an influx of young patients seek out preventative treatments such as “baby Botox.”
According to Dr. Karyn Grossman, a cosmetic dermatologist, it comes down to lifestyle and tools. Compared to decades ago, millennials know to avoid two major skin enemies: the sun and cigarettes. Studies link 80% of visible skin aging in Caucasian skin to UV damage, and smoking wreaks havoc on collagen.