Beauty Through the Decades: 1940s India to Now
A cinematic journey through seven decades of Indian beauty—exploring independence-era glamour, evolving textures, vibrant colors, and the spirit of each generation through makeup and motion.
16 Jul'25
By Yugadya Dubey
Beauty Through the Decades: 1940s India to Now
Picture your grandmother’s vanity drawer in the 1940s—lipsticks in bullet cases, kajal pots, powdered compacts under soft light. Fast-forward to today, and you see sleek glass bottles, multitasking tints, and cushion compacts.
Each generation leaves its mark, blending societal change with aesthetic ethos. To Gen Z, beauty isn’t just function—it’s narrative.
From wartime resilience in bold red lips to modern minimalism reflecting self-care, Indian beauty has always told a story of identity, spirit, and evolution.
Admigos animates these generational beauty stories—layering visuals, motion, and mood to connect past and present.
Ready to swipe through decades of style?
1940s: Independence & Bold Resilience
During India’s struggle for freedom, women embraced bold makeup as a symbol of self-expression and strength:
- Signature: Victory red lips, softly defined brows, and warm cheeks
- Hair: Victory rolls echoing the global pin-up era and symbolic of triumph
- Spirit: Lipstick stood for defiance and elegance amid scarcity—a wartime beauty staple
Makeup was bold yet purposeful: a gentle statement of power in uncertain times.
1950s–60s: New India, Grace Personified
Post-independence, cinema icons like Suraiya and Madhubala defined beauty with graceful restraint:
- Minimal eye makeup, full brows, and soft lips, as seen on Madhubala’s luminous visage
- Fashion-forward in the 1960s: Sharmila Tagore introduced dramatic winged eyeliner and warm lip hues
Elegance and femininity reflected the nation’s quiet confidence, as beauty echoed cultural revival.
1970s–80s: Experimental Spirit & Disco Glow
Global trends influenced Indian style, bringing colour and creativity to the forefront:
- 70s: Smudged kohl, nude lips, vintage minimalism—exemplified by Zeenat Aman in Dum Maro Dum
- 80s: Bright eyeshadows (pink, purple), glossy lips, and big hair—Madhuri Dixit’s Ek Do Teen era embodied stylish joy
Playful experimentation reflected an era of increasing media and pop culture influence.
1990s: Grunge Meets Tradition
The 90s married heritage with urban edge:
- Makeup: Earthy lips, brown smoky eyes, neat eyeliner—seen on Rani Mukerji in Kuch Kuch Hota Hai
- Hair: Sleek, straight styles with traditional jhumkas gave a modern-meets-mythic feel
A time where nostalgia and modernity mingled, harmonising global trends with cultural roots.
2000s: Shimmer and Subtle Mischief
Early 2000s beauty was about glow and glam:
- Smoky silver eyes, glossy two-toned lips, and a sparkly finish—Kareena Kapoor dominated this era
- Bold brows emerged; contouring began gaining popularity
It was glossy, slightly indulgent—an era of visible youth and star quality.
2010s–Present: Clean Skin, Cultural Confidence
Skincare and self-care became central:
- Minimal makeup: dewy skin, nude lips, gentle sheen—seen in Deepika Padukone’s signature glow
- Cultural revival: resurgence of scented oils, artisanal kohl, and vintage textures—even vintage cosmetics are trending again
- Cultural tech: Kajal/surma gets new life in digital culture and heritage conversations
Beauty is back to essence, tradition, and self-expression.
Technical Evolution of Product & Packaging
- 1940s: Bullet lipsticks and kajal pots by brands like Eyetex were early players in homegrown cosmetics
- Post-1950s: Lakmé’s launch signalled domestic pride and modernity
- 2000s: Foundations evolved from powders to creams and cushions
- Today: Skincare hybrids, minimalist tubes, refillable systems—form meets function with sustainable design
Evolution reflects demand, values, and aesthetics in each era.
Admigos: Building Generational Beauty Stories
Admigos recreates this heritage by:
- Cinematic detail: Sephistorical textures lit under dusk or candle glow, vintage vs modern juxtaposition
- Smooth transitions: layering a 1940s bullet lip into a modern balm through motion
- Parallel visuals: split-frame showing war-time makeup vs. digital-age glow
- Soundscapes: paged flaps, vintage recorder swirls follow digital zips
This motion journey honours tradition and celebrates evolution, making beauty feel alive, connected, and generational.
Final Thoughts
Indian beauty—across decades—is a visual history in motion. Each era’s look reflected social shifts, technological innovation, and evolving identity.
In 2025, Gen Z doesn’t just want to look good—they want to feel connected to the stories behind their products.
Through shade, texture, and touch, each generation’s beauty is a statement, and Admigos animates these narratives to bridge past and present, ritual and routine, emotion and image.
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