7 Makeup Trends That Have Evolved Since the ’70s

Beauty standards have changed dramatically over the decades, and nowhere is this more visible than in makeup trends. What looked stunning in the 1970s might seem outdated today, while some classic techniques have made surprising comebacks with modern twists. From eyebrows to lips, the way we apply and think about makeup has transformed completely, reflecting shifts in fashion, technology, and our understanding of natural beauty.

1. Brows: From Thin Arches to Full and Feathery

Back in the disco era, women plucked their eyebrows into pencil-thin arches that barely existed. This minimalistic approach created a soft, delicate look that paired perfectly with the era’s glamorous aesthetic. Fast forward to today, and the beauty world has completely reversed course.

Full, natural brows are now the gold standard. Thanks to celebrities like Cara Delevingne, bushy brows became a symbol of youthful beauty and confidence. Techniques like soap brows and feathery styling help create that perfectly imperfect, brushed-up look.

Modern makeup lovers embrace their natural brow shape rather than fighting against it. The transformation shows how beauty ideals shift from controlled perfection to celebrating what you naturally have.

2. Foundation: From Matte to Skin-Like Glow

Heavy, mask-like foundation was the norm in the ’70s. Women layered thick, matte products to achieve a flawless but flat complexion that covered every imperfection. The goal was perfection, even if it meant your skin looked artificial under bright lights.

Today’s approach celebrates skin texture instead of hiding it. Lightweight formulas, tinted serums, and skin tints have replaced heavy coverage. The dewy, healthy glow is what everyone wants now—makeup that looks like you’re not wearing much at all.

This shift reflects a broader movement toward skincare-first beauty. Rather than masking skin, modern makeup enhances natural radiance while letting freckles, texture, and individuality shine through beautifully.

3. Eyeshadow: From Bold Disco Colors to Soft Neutrals

Studio 54 and disco culture brought electric blues, shimmery silvers, and bright greens to eyelids everywhere. Bold, colorful eyeshadow was a statement—the brighter and more dramatic, the better. Women weren’t afraid to experiment with wild color combinations that matched their sparkly outfits.

Modern eyeshadow trends have mellowed considerably. Neutral palettes dominate makeup bags, with soft taupes, browns, and champagne shimmers creating elegant, wearable looks. Monochromatic eye makeup and soft glam techniques focus on enhancing eye shape rather than overwhelming it.

While colorful eyeshadow still appears on runways and special occasions, everyday makeup has shifted toward understated elegance. The change shows how fashion moved from disco extravagance to minimalist sophistication.

4. Eyeliner: From Dramatic Wings to Subtle Definition

Thick, exaggerated winged liner defined the ’70s eye. Women drew dramatic lines across their upper lids and heavily lined their lower lashes, creating an intense, wide-eyed effect. The bolder your liner, the more fashionable you appeared at parties and events.

Contemporary eyeliner techniques offer more versatility. Some prefer barely-there tightlining that subtly enhances the lash line without obvious lines. Others embrace artistic graphic liner designs that turn eyes into creative canvases. Smoky, smudged liner also remains popular for softer definition.

The modern approach allows personal expression rather than following one strict rule. Whether you want natural elegance or bold artistry, today’s eyeliner trends accommodate every style preference beautifully.

5. Blush: From Powdery Rosy Cheeks to Creamy, Sculpted Flushes

Rosy cheeks were essential in the 1970s, with women applying powder blush heavily on the apples of their cheeks. Pink and coral shades dominated, creating a doll-like flush that was charming but sometimes overdone. The application was straightforward—just smile and swirl on color.

Today’s blush game has become far more sophisticated. Cream formulas blend seamlessly into skin, creating a natural-looking flush that appears to come from within. Draping techniques use blush to sculpt and lift the face, following cheekbone contours for a more dimensional effect.

This evolution demonstrates how makeup has become more strategic. Instead of simply adding color, modern blush application considers face shape, skin tone, and overall harmony with the rest of your makeup.

6. Lips: From Glossy to Matte and Back Again

Glossy, peachy lips were the signature of ’70s beauty. Women loved shiny, light-colored lips that complemented their bronzed skin and colorful eyeshadow. The shinier, the better—gloss was applied generously for that wet, reflective finish.

Then the ’90s brought matte brown lips into fashion, completely changing the game. Dry, velvety lips in earthy tones became the edgy alternative to glossy looks. This trend dominated for years before eventually feeling too harsh for everyday wear.

Now we enjoy the best of both worlds. Juicy lip oils, satin finishes, and tinted balms offer color with comfort. The modern lip trend focuses on effortless beauty—lips that look naturally healthy, hydrated, and kissable without extremes.

7. Highlight & Contour: From None to Sculpted Perfection

Contouring and highlighting barely existed in everyday ’70s makeup. These techniques were reserved for stage performers and professional photography, not something regular women did for a night out. Faces were kept relatively flat and natural, with focus placed on eyes and lips instead.

Everything changed with the rise of social media beauty influencers. Strategic contouring and highlighting became essential steps in modern makeup routines. Women learned to sculpt their faces with shadows and light, creating cheekbones, slimmer noses, and lifted features through clever product placement.

Today’s approach ranges from subtle everyday sculpting to full-on glam transformations. The technique has democratized professional makeup artistry, though some argue we’ve gone too far from natural beauty.