How Trends Have Changed Over the Years: Part 2, Beauty

Aesthetic trends are always changing. While they have historically revolved around an idealized image of the feminine appearance, shifts in trends in female and male aesthetics may be seen over longer time frames, with each decade ushering in new beauty and grooming trends. Researching these changes can prove valuable for aesthetic treatment professionals allowing clinics to track patterns and predict new curves. This is useful as it informs your clinic which treatments may be in-demand and which key aesthetic devices may offer the greatest return on investment. Here, in the second part of our body and beauty trends series, we take a closer look at the top trends in beauty over the last 50 years and which treatments may offer new opportunities for your clinic moving forward.

Beauty Trends Over the Last 50 Years

The 1960s

Winged eyeliner, or a cat eye, and mascara applied to the bottom lashes were the top makeup trends of the decade. The techniques helped to open up and widen the eye, for a younger and more rested appearance. Overall makeup application was sophisticated and modern but simple, focusing on the lips and eyes. Trends like the beehive and bangs remained popular throughout the decade alongside shorter pixie-cut styles, though longer hair came in vogue towards the end of the decade. Electric face masks were introduced as a way to constrict and firm facial muscles for a temporary younger appearance. 

Men’s grooming began to see a significant movement in the 1960s with the “Mad Men” style gaining popularity. Slicked back and parted hair, clean-shaven faces, and a put-together appearance was common among businessmen and professionals. Meanwhile, music groups of the time helped to grow the popularity of the shag style with longer un-styled hair, and facial hair being just as common.

The 1970s

The feminist movement made waves in the ’70s and started a trend towards a less-is-more attitude. Beauty came from within. Simple, natural beauty trends reigned. Longer hairstyles, natural textures or beach waves, center parts, and simplistic no-fuss makeup were essentials of the bohemian look. Simple skin care routines and a golden tan were the foundation to the decade’s beauty trends for women.

Mutton chops were popular among men in the 1970s, a trend left behind at the decade’s end. False moustaches made an appearance as a popular and easy way to change one's look with little commitment. Longer hair, whether left naturally disheveled or styled, continued to grow in popularity and shampoo ads began to target the modern man and his lengthier locks.

The 1980s

Beauty trends of the ’80s emphasized voluminous hairstyles and full-face makeup. Even while working out, women typically had their hair styled and makeup applied. Makeup trends tended to lean toward higher hiplines in popular bodysuits, and bikini trends of the day influenced the popularity of the new Brazilian hair removal treatment.

Mullets, flat-tops, and fades were popular men’s hairstyles during this decade. Full beards had a long moment between the 1980s and 1990s before electric clippers were introduced and trimming became essential to maintaining facial hair.

The 1990s

A combination of matte and neutral brown tones, frosted lipsticks, and thinly plucked eyebrows created the top makeup of the 1990s, though blue eyeshadow also had its moments during the 1990s. Matte brown lipsticks that made their debut during this decade have recently made a comeback. Layered hairstyles that appeared shorter around the face helped to offer a softer appearance. Chemical peels started to gain popularity as providers began to explore their ability to address a variety of skin concerns.

The grunge look carried over to men’s grooming trends—or the lack thereof. Beards and hair were grown out long and left fairly unkempt. This was highly contrasted with the metrosexual look that gained steam mid-decade. Coined in 1994, “metrosexual” was a term used to describe a man who usually lived in the city and was particularly careful about his grooming routine, taking pride in his appearance and spending time and money on maintaining it. The two very different trends made for an interesting dynamic.

The 2000s

Beauty trends remained minimal and somewhat whimsical, with glossy lips, colored eyeliner, and crimped hair at the start of the decade. This gradually moved towards natural-looking makeup, thicker brows, and long, wavy hair in the 2010s.

Countering the grungy looks of the 1990s, men’s grooming followed along the lines of the metrosexual look moving into the new millennium. Chic haircuts, a greater use of styling products, “manscaping,” and male-focused skin care gained increased interest. A little bit of stubble was also a popular trend this decade.

The 2010s to the Present

Contouring and perfectly smooth, even-toned foundation applications alongside multi-step skin care routines placed an emphasis on flawless skin. Women had fun with makeup, mimicking 80s trends with pops of color in eyeshadow and mascara, alongside new and more dramatic graphic eyeliner inspired by the 1970s. Matte lipsticks are in vogue alongside bright pops of orange, red, and pink lipstick shades. Creativity and self-love reign in the beauty industry with a greater emphasis on personal expression.

Men’s grooming trends gain steam with beard and facial serums alike increasing in popularity. Men’s skin care remains simplified but the importance of exfoliating and moisturizing step into the spotlight. Men become increasingly interested in aesthetic treatments, particularly for the purpose of appearing younger and more rested to remain competitive in the professional landscape.

How to Adapt Your Aesthetics Clinic to Meet the Latest Trends

Heading into 2020 and a new decade, it is intriguing to consider where beauty trends might venture to next. While trends can certainly inform your aesthetic clinic’s strategies, particularly when creating marketing materials, it is important to note that they are always changing. Instead of developing a services menu of highly specific, trendy treatments, consider offering treatments that address a common thread throughout these beauty trends and can adapt to the latest changes via customizable treatment options.

Hair Removal

Throughout the decades, body hair trends have shifted a lot with prospective patients currently taking a personalized approach to maintaining hair growth in various areas. In other words, hair grooming choices are very personal as we head into 2020. Some patients may wish to maintain certain hair growth lines, while others may opt to remove hair across a particular area. Whatever they choose, having a hair removal device that offers interchangeable applicators to better suit both small, more defined areas and larger, more comprehensive treatments may be the best strategy to help carry your clinic through the next decade’s beauty trends.  

Venus Concept diode laser hair removal devices are safe for use on all skin types, including tanned skin, and offer flexibility with two modes of operation—PULSE and SLIDE modes. In PULSE mode, higher energy is delivered to targeted tissue at a lower repetition rate, supporting clinical efficacy in fewer treatment sessions and may be the best option for smaller treatment areas. In SLIDE mode, the applicator delivers a high repetition rate of short pulses for higher average power, full coverage, and patient comfort. Intensive cooling with heat accumulation enables efficient treatments for larger areas in SLIDE mode. The providers can choose between these two modes of action which allows for versatility, operator control, and the ability to shift treatment settings depending on the patient’s needs. More specifically, the Venus Epileve™ system offers a cost-effective and compact solution for MedSpas**, while Venus Velocity™ offers three different applicator tip sizes for greater flexibility for aesthetics practices.

Anti-Aging and Wrinkle Reduction Treatments

While beauty trends have come and gone, the appearance of smoother, firmer skin has been a goal for most prospective patients for decades. Many patients are seeking preventative treatments to smoothen the appearance of fine lines before they become deep-set wrinkles, and are looking for solutions that can help them maintain a youthful appearance for longer. The Venus Freeze Plus™ system* offers ease-of-use, advanced safety features, and synergistic (MP)² technology, making it an ideal system for MedSpas or clinics alike to address anti-aging needs of prospective patients. The combination of thermal Multi-Polar Radio Frequency (RF) and Pulsed Electro Magnetic Fields (PEMF) firms the skin by reducing the appearance of fine lines and wrinkles while stimulating neocollagenesis.

Skin Resurfacing

While popular views on stretch marks, scars, enlarged pores, and other skin texture concerns may shift with time, treating perceived imperfections will always remain a very personal choice. Regardless of the top makeup trend of the decade, a healthy, glowing, and smooth complexion has always been a beauty staple. For clinics interested in offering a skin resurfacing treatment, Venus Viva™ treats mild to severe skin texture concerns. A compact and customizable device, Venus Viva™ enables operator control of ablation, coagulation, and resurfacing for enhanced efficacy. Utilizing NanoFractional RF™ technology and a large spot size, energy is scanned and flows through the tip’s needle-shaped pins to penetrate deeply into the skin. The energy is distributed at variable densities with sufficient tissue left intact between the pins for fast healing of microdermal wounds, healthy skin cell renewal, reduced downtime, and a lower risk of post-inflammatory hyperpigmentation. Designed to resurface the skin and aid in the reduction of scars (including acne scars), striae, rosacea, dyschromia, deep wrinkles and rhytides, enlarged pores, and uneven skin texture and pigmentation for all skin types, the Venus Viva™ device is an investment that can help your clinic’s services shift with the next beauty trends. 

Get Started Today

Interested in learning more about these devices or getting a more customized recommendation for the right body aesthetic device to complement your clinic’s current offerings? Contact an expert today using the button below.

*Wrinkle reduction is an indication approved in the U.S. for Venus Freeze Plus™.

**Venus Epileve™ is only available in Canada and EMEA countries.