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The origin of the word makeup arises from the term maquillage which means “face painting of theater actors in 19th century France.” However, over time it has evolved to adapt to different needs and trends. Although it dates back to prehistoric times, the true boom as we know it today dates back to the beginning of the 20th century.

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The use of makeup was already developed although it was preferred that the result be as natural as possible. Helena Rubinstein's pink powders were the most suitable for giving color to the skin. At that time Elizabeth Arden founded her first beauty salon, who was Helena Rubinstein's American rival. Both convinced high society ladies that they should undergo regular facial treatments, which always began with the application of hot steam to cleanse the skin.

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The 1920s were one of the most revolutionary times of the 20th century. The female gender was completely transformed. The women sported red lips, short hair, and eyes painted with dark shadows. This was one of the most daring decades. It was a time of radical change. Max Factor was responsible for different cosmetic innovations such as the creation of the first makeup base and the use of false eyelashes.

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In this decade, makeup products were more available to women of all social classes, they were inspired by film icons such as Greta Garbo and Marlene Dietrich, with a very light face, with thin, round eyebrows and thin lips.

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The 1940s were a time of austerity in which women could not wear makeup due to the lack of products and crises, therefore makeup during this decade was completely simple and natural, if not nonexistent.
Women were dedicated to the home in times of war.

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The woman of this decade is always well-groomed, with very heavy and colorful makeup. The greatest exponent of this era is Marilyn Monroe, who conveys the joy of ending the war. The fluid foundation appears for the first time and is finally applied to the natural skin tone, the shadows are worn in blue or green tones, the eyebrows gain prominence and mascara is applied abundantly.

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Starting in the 60s, the revolution for women began and with it, the evolution of makeup. Women from that era look more extravagant and with more exaggerated makeup. One of the greatest exponents of it is Twiggy.

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The concept of beauty treatment is becoming more and more important and the Lancôme moisturizing cream appears. We opt for everything that is more natural. Dior, Chanel, Yves Saint Laurent and all the great designers surprised with her makeup lines. One of the main exponents of the 70s is Farrah Fawcett.

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It becomes a decade of revolution and excess. Crepe hairstyles and makeup with completely black eyes, lips in striking colors, tanned skin and a lot of mascara on the eyelashes were the keys to the makeup of this time without rules.

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Trends come and go, after a great excess comes a simple and minimalist trend. Although trends from the 30s, 40s, 50s, 60s or 70s were rescued. The skin becomes very tanned due to the introduction of UVA rays, and gloss appears.

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In the 2000s, top models were the ones who imposed fashion. At this stage, color returned, but discreetly, with peach, pink and gold tones, lip gloss and faint blush. Makeup is affected by the appearance of mineral products, black eyes, intense eyeliner and neutral lips.

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At this time, the new trends of "matte skin" begin.
All the makeup in trend had a matte finish, one of the best-selling lipsticks of the 2010s was Kylie Janner's matte lipsticks. Her new brand, Kylie cosmetics, was the best-selling brand between 2015-2016.

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Currently makeup trends have changed over time. Thanks to social networks like Instagram and TikTok, new makeup trends are being taken up. One of the trends now is natural makeup. One of the most outstanding women in makeup is Selena Gomez with her makeup brand "Rare Beauty."
Today's trend in the makeup industry is for women, whether artists, singers or content creators, to make their makeup brands.