Finding Beauty Through the Decades: The 1970s

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Hey, makeup artists and beauty enthusiasts!

As we continue our journey through American beauty history, we've explored everything from the porcelain complexions of the 1920s to the practical fashion of the 1940s. Now it's time to dive into the bold, expressive world of the 1970s.

A Decade of Change

The 1970s were a decade of transformation. Richard Nixon was re-elected before resigning from office, Gerald Ford became president, and Jimmy Carter closed out the decade. The United States also faced the oil crisis, rising inflation, unemployment, and economic uncertainty.

Despite these challenges, fashion and beauty flourished as forms of self-expression. People embraced creativity by mixing designer pieces with thrifted clothing, hand-me-downs, and handmade fashion. Individual style became more important than following strict fashion rules.

Hair Trends

Hair was all about personality and texture. Layered cuts, feathered styles, afros, braids, cornrows, and wigs were all popular throughout the decade. Dorothy Hamill's famous wedge haircut inspired women across America to cut their hair shorter, while punk culture introduced bold looks like mohawks, liberty spikes, and jet-black hair.

At-home hair coloring also became increasingly popular. Frosting kits and DIY hair color gave people the freedom to experiment with their look from home.

Makeup Trends

Healthy, sun-kissed skin defined 1970s beauty. Tanned complexions were considered youthful and athletic, leading to the popularity of bronzers and subtle shimmer.

Daytime makeup focused on a natural appearance, while evenings embraced the glamour of the disco era. Inspired by places like Studio 54, glitter, glossy lips, and shimmering eyes became staples for a night out.

Brows remained full and natural, often brushed into place with clear mascara or even a touch of petroleum jelly. Frosted eyeshadows in blue, pink, purple, and green were especially popular, frequently paired with a frosted highlight beneath the brow. Colored eyeliners and mascaras added a playful touch, while mascara remained the key product for defining the lashes.

Beauty Reflects the Times

The 1970s became known as the "Me Decade," reflecting a shift from the collective spirit of the 1960s toward personal identity and self-expression. Music, film, and fashion celebrated individuality while many people also looked back to earlier decades for inspiration. Vintage clothing from the 1920s through the 1940s experienced a revival, proving that fashion trends often come full circle.

The decade also brought innovation to the beauty industry. The French manicure gained popularity and remains one of the most requested nail styles today.

As more women entered the workforce and pursued leadership roles, beauty continued to evolve alongside changing social expectations. Women were redefining what success looked like while expressing themselves through fashion, makeup, and personal style.

Why Beauty History Matters

As a makeup artist, studying beauty history provides more than inspiration. It helps you understand why trends emerge, how culture influences beauty, and how classic techniques continue to shape modern makeup artistry.

Want to see an iconic 1970s look recreated? Follow our Finding Beauty Through the Decades YouTube series, where we explore the history behind each era and recreate the makeup techniques that defined a generation.