Makeup Trends Through the Decades: How History Inspires Today’s Runway Looks

Makeup is a living art form, constantly evolving yet deeply rooted in history. Each decade brought its own signature styles, shaped by cultural movements, iconic figures, and societal changes. For makeup artists, creative directors, and fashion insiders, these historical trends are more than nostalgia—they’re a well of inspiration that fuels today’s runway looks, editorial shoots, and even everyday beauty.

Having worked as a makeup artist at Paris Fashion Week and taught at Cosmetic Schule, I’ve seen firsthand how designers and artists revisit and reinvent past eras to create fresh, unforgettable looks. Let’s take a journey through some key decades and discover how their makeup aesthetics are shaping the trends we see on the catwalk today.

The Roaring ’20s: Glamour and Drama

Memorable Moment: The introduction of waterproof mascara by Maybelline in 1917 revolutionized eye makeup and allowed the dramatic smoky eyes to become a lasting trend throughout the ’20s.

Iconic Beauty Figure: Clara Bow, the “It Girl,” whose flapper style—dark kohl-rimmed eyes and bold lips—defined the decade’s look.

The 1920s were all about bold eyes, defined brows, and deep lips—think smoky kohl-lined eyes paired with dark, vampy lipstick. This era marked the rise of women’s independence, and makeup was a form of self-expression and rebellion.

Runway Influence Today:

Modern designers often channel this drama through intense eye makeup—think exaggerated smokey eyes and sharp brows. At Paris Fashion Week, I’ve seen these vintage elements paired with minimalist modern outfits for striking contrast. The ’20s also inspired the resurgence of glossy, plumped lips in deep reds and berries.

The ’60s: Playful and Graphic

Memorable Moment: Twiggy’s breakout 1966 look with her exaggerated lower lashes and thick eyeliner set the standard for the mod makeup revolution.

Iconic Beauty Figure: Twiggy, the British supermodel whose doe-eyed, graphic style became emblematic of the decade.

The ’60s brought a new wave of youthful energy—bold, graphic eyeliner, pale lips, and fluttery lashes defined the decade. Twiggy’s iconic mod look featured exaggerated lower lashes and heavy black liner, creating a doll-like, futuristic vibe.

Runway Influence Today:

Contemporary runway looks often take this graphic eyeliner and give it a modern twist—sharp wings, floating liners, or geometric shapes in bright colors. The playful spirit of the ’60s also appears in unexpected pops of color on the lids, cheekbones, or even the brows.

The ’80s: Excess and Expression

Memorable Moment: The rise of bold, neon-colored makeup and power dressing, famously popularized by Madonna and the “Dynasty” TV series.

Iconic Beauty Figure: Madonna, whose rebellious, unapologetic style defined the decade’s maximalist makeup and fashion.

The ’80s embraced vibrant colors, heavy blush, and bold brows—makeup was loud and unapologetic. Neon hues, glitter, and strong contours were the norm, reflecting the era’s energy and flamboyance.

Runway Influence Today:

Today’s designers sometimes revisit this maximalist attitude, creating looks with neon liners, multi-colored eyeshadows, and sculpted cheeks that pop. I recall working on shoots where the makeup echoed this era’s spirit but was paired with sleek, modern fashion, creating a striking juxtaposition.

The ’90s: Minimalism and Grunge

Memorable Moment: The “heroin chic” look popularized by models like Kate Moss emphasized pale skin, dark circles, and minimal makeup, representing a stark shift from the ’80s excess.

Iconic Beauty Figure: Kate Moss, whose natural, edgy look embodied the decade’s minimalist, grunge aesthetic.

In stark contrast to the ’80s, the ’90s introduced barely-there makeup, matte lips, and smudged liner—the grunge aesthetic celebrated imperfection and nonchalance. Nude lips and bronzed, natural skin were in, giving a “woke up like this” vibe.

Runway Influence Today:

The ’90s minimalism cycles back often. On the runway, I’ve helped create natural, fresh-faced looks with just a hint of bronzer and soft liner, sometimes mixed with unexpected modern accents like glossy eyelids or graphic lashes to keep it current.

How History Fuels Creativity Today

These decades are not just trends to copy—they’re starting points for innovation. When I collaborate with my creative collective or work as a docent, I emphasize how understanding historical context enriches the creative process. By dissecting what made each era’s makeup unique—whether it’s the cultural climate, the technology, or the icons—artists can reinterpret these elements to tell new stories.

Tips to Incorporate Vintage Trends Into Modern Looks

Mix eras: Try pairing ’60s graphic liner with a ’90s matte lip for a fresh fusion.
Update colors: Use the palette from the ’80s but apply it with modern techniques like airbrushing or sheer layering.
Focus on texture: Vintage makeup often had different finishes—matte, glossy, or glittery. Play with textures to create depth.
Make it personal: Don’t feel bound by historical accuracy; use these looks as inspiration to amplify your unique style.

Makeup is a dialogue between past and present. Each stroke carries history while creating the future. Whether on the runway in Paris, a creative shoot, or your own vanity table, embracing the legacy of decades gone by enriches your artistry and lets you connect to the larger story of beauty.

🎩 1920s: The Flapper Vamp Look

Products:

Kohl Liner – Rimmel ScandalEyes Waterproof Kohl Kajal in Black
Dark Lipstick – MAC Matte Lipstick in Diva
Brow Pomade – Anastasia Beverly Hills Dipbrow Pomade
Loose Powder – Laura Mercier Translucent Setting Powder
Rouge Tint (cream blush/lips) – Benetint by Benefit Cosmetics

Tips:

Use the kohl pencil to smudge around the entire eye—top and bottom—for a soft, smoky effect.
Keep brows thin and defined using pomade and a precise angled brush.
For that iconic 1920s cupid’s bow, use a lip brush to overdefine the top lip.
Finish with a dab of cream tint on the cheeks for a pinched-flush look.

💋 1960s: Mod & Twiggy Eyes

Products:

White or Nude Eye Pencil – NYX Jumbo Eye Pencil in Milk
Liquid Liner – Stila Stay All Day Waterproof Liquid Eyeliner
Volumizing Mascara – L’Oréal Voluminous Mascara
Pale Matte Lipstick – MAC Myth or Maybelline Nude Embrace
Matte Eyeshadow Palette – ColourPop Stone Cold Fox (greys & taupes)

Tips:

Apply white pencil on the waterline to open the eyes.
Use liquid liner to create a precise top line and optional drawn-on bottom lashes (Twiggy-style).
Use neutral shadows in the crease and avoid shimmer.
Skip blush or keep it extremely minimal for a doll-like finish.

💄 1980s: Bold & Blush

Products:

Bright Blush – NARS Blush in Exhibit A or Orgasm X
Colorful Eyeshadow Palette – Huda Beauty Electric Obsessions or NYX Ultimate Brights
Blue Mascara – Maybelline Snapscara in Deja Blue
Lipstick (bright pink or red) – Fenty Beauty Stunna Lip Paint in Uncensored
Brow Gel – Benefit Gimme Brow+

Tips:

Pack on blush not just on the apples but sweeping into the temples (draping).
Don’t shy away from blue, green, or purple on the lids—layer with intention and blend just enough.
Pair with bold lips and full brows for a power-face.
Skip contour; the drama comes from color and shape, not shadows.

🖤 1990s: Grunge & Minimalist

Products:

Brown Lip Liner – NYX Lip Pencil in Espresso or Urban Decay 1993
Matte Nude Lipstick – Charlotte Tilbury Pillow Talk Medium
Black/Brown Eyeliner Pencil – MAC Eye Kohl in Teddy
Soft Bronzer – Fenty Beauty Sun Stalk’r in Shady Biz
Clear Mascara or Lash Gel – e.l.f. Clear Brow & Lash Mascara

Tips:

Use the lip liner all over the lip for a blurred, ombré look before applying lipstick.
Lightly line upper and lower lashes with a pencil and smudge out with fingers.
Soft bronzer doubles as blush and contour—very minimalist.
Keep lashes natural with just one coat of brown or clear mascara.