The 1960s was a time of great cultural change and shifting beauty standards. As women gained more freedom and power in society, the emphasis on conforming to traditional beauty norms began to loosen. However, there were still dominant beauty ideals that women felt pressure to live up to during this iconic decade.
Thin Was In
One of the most important aspects of 60s beauty was being thin. The ideal female body type was slim and free of curves. Models like Twiggy and Jean Shrimpton popularized an extremely slender frame often referred to as a “boyish” figure.
The emphasis on thinness was partly fueled by the youth culture of the era. Young people rejected the mature, voluptuous beauty standard of the 1950s in favor of a more adolescent, waifish look. Clothing styles like mini skirts and crop tops also placed focus on the legs and midriff, areas women hoped to tone and slenderize.
| Decade | Average Model Weight | Average American Woman’s Weight |
|---|---|---|
| 1950s | 140 pounds | 140 pounds |
| 1960s | 118 pounds | 140 pounds |
As shown in the table above, the expectation for models to be significantly thinner than average took hold in the sixties. Whereas the average model and American woman both weighed around 140 pounds in the 1950s, a 22 pound gap emerged by the 1960s.
Androgyny and Minimal Makeup
Along with thin bodies, the 60s beauty aesthetic favored an androgynous, natural look when it came to makeup and hairstyles. Heavy makeup and highly styled, elaborate hairdos were viewed as old-fashioned.
Twiggy popularized wide-spaced eyes coated in just a few layers of mascara and pale lips or lipgloss rather than bright red lipstick. Eyebrows were left natural rather than plucked into thin arches. Minimal eye makeup and tousled, un-styled hair gave women a carefree, youthful look.
The hippie and folk music movements also contributed to the preference for natural, low-maintenance beauty. As women embraced the hippie lifestyle, they rejected unnecessary beauty routines like girdles, rigorous hair setting, and restricted clothing. Long, straight, center-parted hairstyles were in vogue.
Tanned Skin Was A Must
In contrast to the pale, porcelain skin admired in the early 20th century, tanned skin became a status symbol in the sixties. It signified that you had the means to vacation somewhere exotic and sunny.
Having a deep tan was so desirable that products like tanning oils and reflector suntan lotions became popular. Lying out in the sun was the most common tanning method, though some used tanning beds as they were introduced in the late 60s.
Tanning enthusiasm also spread due to the greater acceptance of bikinis and more revealing swimwear. Women wanted bronzed skin to show off while lounging poolside in their new two-pieces.
The Rise of the Bikini
The bikini debuted in the summer of 1963 when Brain model Babette March wore a tiny white two piece in a poolside ad. This scandalous swimsuit exposed the midriff, thighs, and cleavage in a way never seen before.
Many publications refused to print bikini ads or photos at first. But the controversial garment grew popular among the younger generation as sixties fashion loosened up. By the late 1960s, bikinis were widely accepted as beach attire.
False Lashes and Bold Eyes
Though minimal eye makeup was common, false lashes and bold liner had their place in 60s beauty culture too. Young women used these techniques when dressing up for nights out.
Pairs of false eyelashes on both top and bottom lids created a doe-eyed, youthful look. Kohl eyeliner rimmed the eyes with thick black pigment. Blue and purple shadow brightened the eyes and added pop.
The overall impact was still more fresh and mod than the heavily painted eyes and pale lips of the 1950s. But 60s women enjoyed playing with eye makeup for fun, dramatic evening looks.
Short, geometric hairstyles
Saying goodbye to the perfectly coiffed, long hairstyles of the 1950s, women in the 1960s favored short, geometric haircuts. Two of the most iconic were the bob and the pixie cut.
British model Lesley Lawson, known as Twiggy, popularized the big-eyed, boyish pixie cut. Influential figures like first lady Jacqueline Kennedy also shaped trends with sophisticated bobs grazing the jawline. Short haircuts fit the mod style and gave off a bold, contemporary vibe.
To achieve the perfect geometric shapes of these cuts, women had their hair trimmed every 4-6 weeks and used products to enhance texture. The bouffant also emerged later in the decade as a voluminous short do.
Popular 1960s Hairstyles
- Pixie cut
- Bob
- Bouffant
- Long, straight, center-parted (hippie style)
Mod Fashion and Makeup
The mod subculture also made its mark on 60s beauty ideals. Mod women wore bright, colorful makeup with thick black eyeliner and lush false lashes. Their large doe eyes peered out under sharply cut bangs.
Vibrant cosmetics complemented their bold, geometric fashions in patterns like houndstooth and polka dots. Common mod makeup included:
- Black liquid eyeliner on top and bottom lids
- Heavy mascara
- Bright blue or green shadow
- Pale foundation
- Bright pink or coral blush
- Frosty pink or peach lipstick
This eye-catching makeup gave mods an edgy, avant-garde look that rebelled against traditional ideas of beauty.
The Cosmetics Industry Boomed
With a growing emphasis on youthful beauty and fashion, the 1960s saw enormous expansion in the cosmetics industry. Companies capitalized on new makeup trends by offering products like liquid foundation, mascara, eyeshadow, blush, and an array of lip colors.
Some of the top cosmetic brands of the era included:
- Maybelline
- Revlon
- Max Factor
- Yardley
- Covergirl
Modern mainstream makeup took off, and cosmetic advertising grew increasingly pervasive in women’s magazines. This beauty boom gave women more options to define their image and try new looks.
Top 1960s Makeup Trends
| Type of Makeup | Popular Products/Styles |
|---|---|
| Foundation | Liquid foundation, translucent powders |
| Blush | Pink, peach, coral shades |
| Eye Makeup | Liquid liner, mascara, blue & green shadow |
| Lipstick | Frosty pinks, muted nudes, coral |
| Fake Lashes | Dark, thick lashes top & bottom |
Conclusion
The 1960s saw the beginning of a move away from the hyper-feminine, glamorous aesthetic of earlier decades. The new beauty standard emphasized natural, youthful looks for both men and women. Thin bodies, minimal makeup, and short hairstyles defined the style.
At the same time, bold eye makeup, false lashes, and mod fashions added flair. The cosmetics industry boomed to offer women an array of makeup products. Tanning also became popular for the first time as exotic beach vacations rose in vogue.
This break with tradition reflected the changing role of women in society and growing counterculture movements. As ideas expanded beyond the mainstream, notions of beauty evolved in exciting new directions throughout this pivotal decade.