Foundation colours were geared towards “healthy glow” providing a natural look or a slight tanned look. Face powder- this was a slightly lighter shade. Eyes- natural look; grey and brown-toned eye shadows were used. Mascara brought attention to the eyes by darkening the lashes. Eye liner started to be worn on the upper eyelids in the late 1940s. Brows: were neatly groomed in a clean arch, Cheek colour was called rouge, the popular colours were peachy, coral and pink tones.
40's makeup: The glamorous era of the 1940s brought makeup to a new level of femininity. Despite war rationing, women round the developed world began applying makeup from their teen years. Only twenty years earlier this would have been unthinkable.