| Once relieved from the stifling Victorian era and in the aftermath of World War I, the American population was poised to embrace change in ways that would define the country's cultural appetite and overarching human values for generations to come. These changes physically manifested themselves in various ways, especially with regards to women's evolving physical appearance in the 1920s, which fueled the rise of the cosmetics industry in this same era. Although a seemingly superficial gesture, the application of makeup, once the purview of women of ill repute, began to symbolize the fight for equality in the 1920s, and women's desire to both be seen and heard. The usage of lipstick, rouge, mascara, and eyeliner, which began in 1919 as a daring way to express oneself, by decade's end would became part of women's daily routine across the country---a practice that retains its popularity to this day.;This thesis proposes that the dramatic and swift rise in the cosmetics' industry over the ten-year period between 1919 and 1929 was the result of a confluence of factors, including technological advancements, the parallel rise of the motion picture industry, the advent of radio, and the growth of the Advertising business. In addition, women's developing role outside of the home, their newfound emancipation, and urbanization required a physical transformation---and cosmetics provided the perfect fodder. This metamorphosis was part of deeper social changes, as cosmetics opened discussions on sensuality, gender expectations, and pleasing oneself versus pleasing men.;The cosmetics industry also afforded women the opportunity to lead in business, providing them employment and full credibility in a still male-dominated world. As the female population began to wield makeup brushes with zeal, they were at once empowering themselves with the freedom of artistic expression, exploring their sensuality, and simultaneously cementing their own objectification as they painted and powdered to please men. This thesis explores why the cosmetics industry became an economic powerhouse with unyielding longevity during the 1920s, how the beauty business shaped America's feminine ideals, and the deeper social relevance and implications of makeup's acceptance and embrace. |
