100 Years of Make-up, Part 2: 1910

1910s
Whereas cosmetics had previously been sold 'under the counter', the decision of Selfridges department store in London to sell powder and rouge openly proves hugely popular with women, though not with men.

As the suffragette movement struggles to win the vote, they also fight for the right to look as they please and wear red lipstick as a symbol of feminine defiance.

The work of women during World War I soften MPs' opposition and the right to vote is won – only for women aged 30 and over – in 1918.