A Glamorous Tribute: 1940s Makeup and Beauty During Wartime
By Zena McCarthy – International Makeup Artist | Sussex Bridal & Event Hair and Makeup. Inspired from Stevie McGlinchey – written for Glamourdaze.com
As we mark the 80th anniversary of VE Day here in the UK, it's a perfect moment to reflect on the timeless beauty and resilience of 1940s women. As a Sussex-based international makeup artist, I’ve always been fascinated by the way wartime glamour endured through incredible challenges—and how it still inspires today’s bridal and event makeup trends.
The Iconic 1940s Beauty Look
The 1940s woman was effortlessly elegant, despite the hardship of war. With victory rolls, perfectly arched brows, and bold red lipstick, her look became iconic. Red lipstick wasn’t just a fashion statement—it was morale-boosting and empowering, used even on letters sent to soldiers.
Brands like Max Factor and Elizabeth Arden led the charge, and Victory Red became one of the most beloved shades. Women would slightly overdraw their lips for a fuller, glamourous shape, with Vaseline added for a subtle gloss.
Wartime Makeup: Creative and Clever
With rationing across Britain, many women got inventive. Max Factor’s Pancake foundation remained a must-have, thanks to its ease of use and long-lasting finish. Powder compacts replaced loose powders—perfect for women who were constantly on the go, whether working in munitions factories or on farms.
In the UK, where products were scarce, lipstick often doubled as blush. Some women even used Bovril or tea to draw stocking seams up the backs of their legs when nylons were unavailable.
Authentic 1940s Makeup: A Simple, Striking Routine
Forget the exaggerated retro pin-up look—true 1940s makeup was all about practicality and polish. Here's a quick guide to recreate it today (ideal for themed weddings or events):
Foundation: A shade darker than your natural skin tone
Powder: Light, matte finish, applied liberally
Brows: Thicker than in the ‘30s, shaped and groomed with Vaseline
Eyeshadow: Muted browns and beige highlights
Lashes: Cake mascara applied with a brush
Lips: Matte reds and orange-reds were essential
Blush: Rose tones blended outward from the cheeks
Nails: Almond-shaped, tips left bare for practicality
As an experienced bridal makeup artist in Sussex, I love incorporating vintage inspiration into modern wedding looks—the 1940s style is both glamorous and timeless.
Makeup for the War Effort
In the US, makeup was actually declared “vital to the war effort.” Elizabeth Arden famously created custom lipstick shades for the Marine Corps Women’s Reserve, matching military uniform details. Beauty became a symbol of strength and patriotism.
Here in the UK, we weren’t quite so lucky. Makeup wasn't rationed, but it was incredibly hard to find. Still, British women found ways to look polished, often crafting homemade versions of their favourite products.
A Lasting Legacy of Beauty
The 1940s weren’t just about surviving—they were about finding beauty in resilience. Many iconic brands like Estée Lauder, Hazel Bishop, and Eylure were born during this decade, helping shape the modern beauty industry.
As someone who specialises in bridal hair and makeup in Sussex, I find endless inspiration in this era—especially when working with clients planning vintage or VE Day-themed weddings and events.
Looking to Create Your Own 1940s-Inspired Look?
Whether you're planning a vintage-themed celebration, need flawless bridal makeup in Sussex, or want to recreate the elegance of the past for a special event, I’m here to help. With years of international experience and a deep love for historic beauty trends, I can help you bring this glamorous decade to life.
✨ Get in touch to book your consultation with Zena McCarthy – International Makeup Artist | Sussex Bridal & Event Specialist.
