When you think of 70s fashion, what comes to mind? Let me guess—disco parties, bell bottoms, bold prints, and loose pants. While that’s true, it’s incomplete because 70s makeup was a thing in that era.
As Sam Kyle, Makeup artist at Mirabella, shared with Real Simple, “the 70s were such a decade of cosmetic exploration.” Retro beauty styles from that era have appeared in contemporary makeup aesthetics. We see them on TikTok, among Gen Zs and millennial influencers.
If you’d like to take a blast from the past for your next look, read on. Below, we dive into 70s-inspired makeup looks, showing you how they became a fad and what you need to pull them off.
How 70s Makeup Became a Thing
While the ’70s brought us disco, it also gave us beauty trends that are still trending. Back then, women’s cosmetics were diverse, often featuring glittery eyeshadows, glossy lips, and smokey eyeliners. From the pseudo-natural looks to the sparkling glam, 70s makeup trends were driven mainly by the following factors:
The Women’s Liberation Movement
Women’s liberation and feminism grew from the 1960s to the 1980s. This prevalence influenced the cosmetics industry and advertising as radical feminists boycotted makeup. According to them, the products objectified women. As a result, sales of beauty products dwindled in the 70s, and advertisers had to restrategize.
To salvage the situation, brands restructured their marketing messages, switching from portraying women as homemakers or sex objects to independent powerhouses. This, of course, was successful with brand’s like Revlon setting the pace in featuring a woman in trousers to depict the sassy, independent woman. Other brands imitated the move, dropping product lines aimed at “the liberated woman.”
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Women of Colour
During the 1970s, black women began fighting to be recognized in the beauty world. This led to the production of cosmetics specifically for black women. For instance, Fashion Fair cosmetics debuted in 1973 with Natalie Cole, Aretha Franklin and Diahann Carroll, featuring in its adverts. Similarly, makeup brands like Avon also expanded their ranges to include products for darker skin tones and featured women of colour in its adverts.
Also, black women began appearing on mainstream publications. For instance, model Beverly Johnson appeared on the cover of American Vogue in 1974. This was the first time an African-American woman graced a global fashion magazine. And that was how 70s makeup trends skyrocketed among women of all races with more black and tribal women began appearing in the media.
Pro-Natural
Since feminism inspired women to question the status quo, more women began to question makeup’s purpose. Was it truly to enhance their beauty or make them more palatable as sex objects?
Consequently, women began to opt for natural products, enforcing the belief that beauty lies within. The beauty industry adapted, producing cosmetics that bore a huge semblance to the natural face. This move created the best of both worlds, allowing women to wear makeup while retaining their natural look.
Furthermore, this happened when women became more interested in the ingredients of their cosmetic products. Therefore, beauty brands responded by highlighting the natural ingredients in their products.
Music
Music artistes like Donna Summer, Diana Ross, Debby Harry, Cher, etc., inspired a trend of similar makeup looks. Thanks to the decadent disco of the time, glittery, glossy and shimmery faces became the order of the day.
Similarly, Punk came with its upstart vibe, bringing about an expressive makeup aesthetic both men and women wore. It featured pale skin, harsh elements, dramatic brows, etc., that evoked a provocative and ferocious aura.
Film & Television
Films and television have always influenced fashion, and the 1970s beauty aesthetics were no different. For instance, Saturday Night Fever (1977) and its best-selling soundtrack by the Bee Gees increased disco’s popularity. Charlie’s Angels (1976-81) featured talented actors such as Fawcett, Kate Jackson, Jaclyn Smith, and Cheryl Ladd. These women had the perfect sassy attitude with their iconic makeup and hair.
Besides appearing on screens, they were also on the cover of magazines. Hence, they became role models as young women everywhere wanted to look like them.
10 ‘70s Makeup Products You Need to Get That Disco Look
Ready to channel the retro beauty star in you? Do these:
Lay Your Foundation
Is there any makeup look without foundation? As its name implies, it’s the foundation of every makeup. And to pull off a 1970 aesthetic, opt for sheer foundations with some glow. It’ll give your complexion a healthy-looking, sun-kissed glow typical of the bronzed bodies that graced the dance floors of the 70s disco parties.
Blush Things Up for a 70s Makeup Look
Apply your blusher prominently with defined stripes on each cheek or from your temple downward. The stripes will add more definition to your cheeks.
Add Depth with Your Eyeshadow
Depending on your choice, your eyeshadow can be matte or iridescent in colours such as blue, purple, green, or earthy tones, which were popular then. For an electric vibe, add a metallic finish to your eyeshadow.
ALSO READ: 35 Gorgeous Eyeshadow Looks For Stunning Ladies
Eyeliner to the Rescue
If you’re looking to make a bold statement that looks like you came right off the runway, get an eyeliner. Back in the 70s, it was a statement beauty accessory and still is. So, wear them on your upper and lower eyelids.
Feather and white eyeliners were popular during that period. The former involves adding a bottom lash line that runs as far as the top lash and creates a sultry look —think Priscilla Presley—while the latter makes your eyes look wider and brighter. Some younger women wore theirs directly behind black or blue eyeliner on the upper eyelid.
Draw the 70s Eyebrows
70s makeup brows were usually thin to medium thick, usually kept bushy and bold. In the 70s, brows were kept bushy and bold. To get the brow look, groom your brows to create a fluffier shape. Then, use the spoolie to brush your brow hairs upwards and maximize their shape. Afterwards, make short upward strokes with your pencil to get that bushy brow effect.
Enhance Your 70s Makeup Lashes with Mascara
Tube-and-wand mascaras have replaced the old block mascaras of previous decades. Back then, they came in various colours like black, brown, blue, green, grey, turquoise, raspberry, lavender, etc.
Apply your mascara to both your upper and lower lashes or just the upper one for some subtlety. For more effect and weight, wear false eyelashes and apply the mascara on them. But be sure to coat the lashes from root to tip to create that sultry, jet-black lashes with 70s finesse.
Use Your Lipstick
Red lipstick, deep fruit colours like plum, mulberry, cranberry, shiny lipstick, pastel hues, earthy tones, etc., trended in the early 1970s. Wear them on your lips and use a lip liner to define them better. But to make it 1970-ish, let the lip liner be the same colour as your lipstick.
Gloss Up Your Lips for 70s Makeup
The 70s saw a rise of super shiny lip gloss, mainly marketed to younger women. Also, these lip glosses were the perfect companion for nude lips and other colours, such as pink, plum, or clear. Also, 70s lip gloss experimented with different flavours like mint, cola, fruits, bubble gum, etc. Thankfully, we still have them all today. So, wear lipstick to achieve this aesthetic.
Bronze for Some Glowing Highlights
Once you’ve applied your bronzer, it’s time to create some disco glow. So, mesh your highlighter with your bronzer to create a seamless gradient that elevates your cheekbones, making it look sharper.
Wear 70s Makeup in the 2020s
The 1970s may be five decades behind us, but it remains an unforgettable era. It set the pace for daring looks from clothing choice to cosmetics. This era embraced beautiful, bronzed skin, lush glossy lips, bushy brows, blushy cheeks, shimmery eyeshadow, sultry eyelids, and many distinct elements women rocked back in the day.
Sometimes, contemporary trends may get bland. When this happens, the easy way to spice things up is to take a trip down memory lane and draw inspiration from the past. You don’t have to wait until you have a disco costume party to attend. Adopt the tips we’ve shared herein and go create that stunning 70s-inspired makeup look.
