13 Makeup Trends from the ’70s That Made a Statement
The 1970s were a decade of bold, vibrant makeup trends—from glossy lips and disco glitter to dramatic blue eyeshadow and bronzed skin. They redefined beauty with a mix of freedom, fun, and rebellion.
- Alyana Aguja
- 4 min read
The 1970s were a revolutionary decade for make-up, in which extravagant and adventurous trends were front and center, championing the decade’s optimistic mood of self-expression and freedom. Classic looks were shimmering blue eyeshadow, glossy lips and striking eyeliner, along with bronzed skin and natural, thick brows. Whether inspired by the disco era or the emergence of bohemian and punk styles, these adventurous beauty trends remain influential to this day, having a lasting legacy on contemporary make-up culture.
1. Blue Eyeshadow Everywhere
Image from Maybelline
Blue eyeshadow was the ’70s equivalent of a cool-girl makeup staple, which everyone from Debbie Harry to Farrah Fawcett built their look. It wasn’t reserved for evening glamour alone—women applied it day or night, sometimes all the way up to the brow bone. The glacial blue color represented fun, freedom, and the disco era’s fixation on shine.
2. Glossy Lips
Image from Pinterest
Forget matte—’70s lips were all about high-gloss shine in colors such as peach, coral, or even clear. Lip Smackers and Bonne Bell glosses were teen essentials, usually paired with fruity fragrances. This juicy appearance paired well with the dewy, fresh-faced makeup that became popular as natural beauty became a trend.
3. Heavy Bottom Lashes
Image from Eye Design Salon
Influenced by Twiggy and mod style leftovers of the late ’60s, women persisted in dramatically defining their bottom lashes in the early ’70s. Black eyeliner and caked-on mascara made eyes appear doll-like with an edgy touch. It produced an overstated, fearless, bold, and flirtatiously retro appearance.
4. Feathered Brows
Image from Anastasia Beverly Hills
Thick, natural, and slightly groomed brows replaced pencil-thin lines of previous decades. Inspired by actresses like Brooke Shields and Ali MacGraw, brows were brushed and barely tweezed. This trend embraced a more earthy, bohemian look that counterbalanced the glam lips and eyes.
5. Earth-Toned Eyeshadow Palettes
Image from SindeBella Beauty Store
Brown, bronze, taupe, and olive tones ruled eye makeup, particularly during the mid-to-late ’70s. These shades reflected the back-to-nature trend and were flattering on many skin tones. CoverGirl and Maybelline provided coordinated trios to make blending and layering a certainty.
6. Colored Mascara
Image from Charlotte Tilbury
In a flash of experimental fun, brightly hued mascaras in green, blue, and even purple swept onto drugstore shelves. Frequently applied solo without eyeliner, they provided a splash of color to otherwise plain eye makeup. This trend followed the psychedelic and cutting-edge style that still lingered from the ’60s.
7. Bronzed Skin
Image from Ginger Rose Beauty
A sun-kissed sheen was in, even if that meant pretending. Bronzer was a staple in makeup bags due to companies such as Estée Lauder, which introduced its “Bronze Goddess” range. The idea was to achieve a California tan—representative of health, prosperity, and beachy idleness.
8. Shimmer and Frost
Image from Byrdie
From lip to eyelid to cheek, shine was queen. Frosted effects—most notably in silver, pale pink, or lilac—granted a modern sheen. Disco culture introduced these high-shine highlights to the masses. They glittered under nightclub lighting, making dance moves more flamboyant.
9. Graphic Eyeliner
Image from Real Simple
Whether it was bold cat-eye liner or a stylized floating line, eyeliner became a vessel of artistic personal expression. Visionaries like Diana Ross and Cher sported dramatic liner in precision and flamboyance. It wasn’t makeup but a statement, usually complemented by theatrical lashes and glamour dresses.
10. Rosy Blush Draping
Image from The Fashion Spot
Instead of the apple-of-the-cheek method, blush was swept upwards towards the temples—a technique called “blush draping.” This technique gave depth and provided a chiseled, high-fashion look. Max Factor and Revlon made blushes in bright corals and pinks available to accomplish the look.
11. Statement Lips in Plum and Wine
Image from in.pinterest.com
While shiny nudes dominated much of the decade, toward the end of the ’70s, there was a rise in deeper, moodier lipstick colors. Plum, burgundy, and brick red were popular among the punk and disco crowd. These colors were starkly different from soft glam looks, projecting rebellion and sophistication.
12. Barely There Foundation with Freckles That Show
Image from Women’s Health
A reaction against all that coverage produced lighter bases and even tinted moisturizers. Imperfections—particularly freckles—were part of the decade’s natural beauty agenda. Jane Birkin’s unmade-up face contributed to making the “undone” look chic and desirable.
13. Disco Glitter
Image from Byrdie
When the disco ball rotated, so did the glitter. From Studio 54 to Saturday night dance floors, individuals applied glitter to eyelids, cheekbones, and even shoulders. It was celebratory, playful, and a marker that makeup was more than just prettiness—it was performance.