100 Years of Make-up, Part 4: 1930s

1930s
Cinema, now the most popular medium of news and entertainment, not only brings the world to our doorsteps but the first screen celebrities, too.

Hollywood sets standards for beauty, and everyone wants to look like movie idols. And every movie idol wants to have their look tailor-made by Max Factor, Hollywood's leading make-up artist, who is quick to pick up on the potential of celebrity endorsement.

Elizabeth Arden and Helena Rubinstein also establish popular cosmetic ranges. Despite the Depression, lipstick remains affordable and, to glamor-starved women, essential, and sales remain high.