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The decade started with much of Europe at war, with other nations worldwide soon to be joining the battle. Shortages of alcohol meant less cologne; fats and oils were in in short supply (even soap was rationed) and glycerine was a key ingredient in making munitions. Even packaging was affected as metal and plastic were in much need for the war effort, and not readily available for the cosmetic needs of a nation. Rationing in the UK meant many everyday items were hard to get. But rather than go without, women got creative and used substitutes. Makeup substitutes included burnt cork for mascara, cochineal or beetroot juice for lipstick, bi-carbonate of soda for deodorant and gravy browning for leg tint were just some of the ways British women kept up appearances. When cosmetic supplies did reach the shops, the word would soon get out and women would queue for hours. Women were applauded for the use of lipstick (seen as keeping femininity while carrying out men’s work) and adverts encouraged women to wear lipstick. In the United States, lipstick survived rationing after women protested the War Production Board’s plan to ration it.
Rationing didn’t end as soon as the war finished and, for some items, continued until 1954 in Britain. Going to the pictures was a popular way to spend an evening and the glamour of the movie stars was admired and copied by women everywhere.
Film magazines showed the style of Hollywood stars, and fashion magazines had the latest trends and advice. The big selling makeup brands were Max Factor, Revlon, Helena Rubinstein, Elizabeth Arden and Estee Lauder.
The overall makeup look of the 1940s was natural, from pale to slightly tanned skin tones, penciled in brows, a lashing of mascara and a rosy glow to the cheeks, topped off with a splash of red lipstick glamour.
Whatever a woman’s background or class, they always made an effort to look groomed with what little they had. Lipsticks were also really staining meaning a little lipstick lasted a long time – perfect for wartime skimping. Lip pencils started to make their mark in the late 1940s, simply used to create a lip line which was then filled in with lipstick.
Initially developed for the film industry, once actresses saw the results on screen they wanted to use Pan-Cake off screen as well.
In 1948, Max Factor followed Pan-Cake’s success with the launch of Pan-Stik, a cream foundation in a tube that was easy to apply.
After the war, more coloured eye shadows started to be seen, especially blues and greens. Eye liner started to be worn on the upper eyelids in the late 1940s.
It came in little cardboard pots of compressed powder, and popular colours were in the peachy, coral and pink tones. As rouge was not always available during the war, women could use lipstick to add a hint of colour to their cheeks and, as lipstick was staining, it would last quite well.

Nail vanish was commonly worn by women of all classes and occupations in the 1940s, and women in adverts always had polished nails.
Other colours were available, such as gold, dark green, even black, but shades in red and pink were the commonest colours by far.
Nylon stockings were in short supply in wartime USA as nylon was taken for the war effort in 1942. Never to be beaten, woman created the illusion of stockings with leg makeup and an eyebrow pencil line drawn up the back of the legs to create the stocking seam. This was fiddly, so not all the girls used a line – even just colouring legs was better than nothing. For those without leg makeup, products like tea, gravy browning and watered down Camp Coffee (made from chicory) were used to stain the legs, and women may have even used it on their faces to add a tanned look. Hi Debbie, Thanks so much for commenting, really glad you love our site (we try hard to get the facts right!) and happy vintaging! Whether you want natural look eyeliner tattoo blended through your lash line to give the appearance of thick, full lashes or soft hair strokes to fill out a thinning brow, permanent makeup will give you a natural definition that lasts for up to five years. The ultimate procedure to lift and give colour to your brows, whilst improving definition and vibrancy for the whole face. Placed in-between your lashes, colour pigment creates the appearance of thick, dark & full eyelashes. Using an elegant fine line of colour or a soft subtle shade, correct contouring with eyeliner tattoo will enhance your eye shape and give you more defined and younger looking eyes.
A lip blend will give a full, defined shape to your lips with a beautiful smudged border that is perfect if you are a lover of lip gloss. All permanent makeup that has been done elsewhere but needs to be adjusted or re-touched to Lumiere’s premium standards will be costed at the free initial consultation.
If you don't have the time or skill to create a realistic looking injury, then this is what you want.
This, more than any other aspect of 1940s makeup, defines the era and spans women of all classes from all around the world. Even old theatrical make-up found in second-hands shops was used – it was better than nothing. Things slowly but surely came back into regular circulation after the war and more makeup products started to reach the shelves, eagerly bought by women whenever possible. Magazines also showed working women in their work attire, but still managing to look feminine.
This was the colour of the decade, though there was variation in the red, from the classic pillar box to reds with undertones of blue, brown, orange and pink. Lip Pomade made by Max Factor was used to add a glossy sheen to an actress’ lipstick.
Seeing an opportunity, the Max Factor brand launched Pan-Cake to the public in the late 1930s and it was a huge success.

It was another product first developed for the movies, before being released to the public. Inspired by seeing movie stars doing it in their films, ladies would happily top up their powder in public. For example, to create a soft and smoky eye shadow, women could burn a candle under a saucer, producing a sooty residue which could then be mixed with petroleum jelly. Women would spit onto cake mascara, work it into the colour with the brush before applying the resulting mix to their eyelashes.
Nail lacquer colours were mainly in shades of red and pink, including darker reds and corals.
A manicure that had been seen since the 1920s was the half moon, where the nail’s moon and tips were left unvarnished or whitened. Other makeup could also be used, such as cake makeup for the face. All was wonderful… until caught in the rain!
These permanent makeup treatments, including lip tattoo are ideal for busy women who have little time to spend on themselves. Permanent Makeup enables you to always look your best! Lining your lips with a lip tattoo via permanent makeup will give them an enhanced colour and a more fully defined shape.
Choose your favourite colour or a subtle tone to restore your original lip shape with permanent make up, giving your lips a full coloured and more youthful appearance. This is included in the above price and must be done within eight weeks of your initial treatment. These are photorealistic and do not have the "cartoony" look that some other wound tattoos have. You can even dress these up a little with some store-bought fake blood and bandages just to add a little realism. 1940s brows had more to them than the thin brows of the preceding two decades, but were not left overgrown or too wide or full. A soft, subtle shade behind the natural hairs of your brow, or a hair stroke technique to simply thicken their appearance will leave you looking refreshed. If you have a scar that needs correcting or simply have an uneven lip boarder this treatment is a great choice to correct this. Make sure you don't run out of time to have these shipped to arrive for your Halloween party.
Colour retention is subject to several different factors, including sun exposure, medication and face creams. If there has been a long period of time since your last treatment, a full cost service may be needed.

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