The 20th century

uring the early years of the 20th century, make-up became fashionable in the United States of America and Europe owing to the influence of ballet and theatre stars such as Mathilde Kschessinska and Sarah Bernhardt. But the most influential new development of all was that of the movie industry in Hollywood. Among those who saw the opportunity for mass-market cosmetics were Max Factor, Sr., Elizabeth Arden, and Helena Rubinstein.[13] Modern synthetic hair dye was invented in 1907 by Eugene Schueller, founder of L'Oreal. He also invented sunscreen in 1936.[14] Flapper style influenced the cosmetics of the 1920s, which embraced dark eyes, red lipstick, red nail polish, and the suntan, invented as a fashion statement by Coco Chanel.[citation needed] Previously, suntans had only been sported by agricultural workers, while fashionable women kept their skins as pale as possible. In the wake of Chanel's adoption of the suntan, dozens of new fake tan products were produced to help both men and women achieve the "sun-kissed" look.[citation needed] In Asia, skin whitening continued to represent the ideal of beauty, as it does to this day.[citation needed] During the 1960s and 1970s, many women in the western world influenced by feminism decided to go without any cosmetics. The anti-cosmetics movement was an outgrowth of this; feminists i

this movement object to cosmetics' role in the second-class status of women, making them mere sex-objects who must waste time with cosmetics. Cosmetics in the 1970s were divided into a "natural look" for day and a more sexualized image for evening. In the 1970s, at least 5 companies started producing make-up for African American females. Before the 1970s, makeup shades for Black females were limited. Face makeup and lipstick did not work for dark skin types because they were created for pale skin tones. These cosmetics that were created for pale skin tones only made dark skin more gray. Eventually, makeup companies created makeup that worked for richer skin tones, such as foundations and powders that provided a natural match. Popular companies like Astarte, Afram, Libra, Flori Roberts and Fashion Fair priced the cosmetics at reasonably due to the fact that they wanted to reach out to the masses.[15] Modern developments in technology, such as the High-shear mixer have facilitated the production of cosmetics which are more natural looking and have greater staying power in wear than their predecessors.[16] Cosmetic deodorant was invented in 1888, by an unknown inventor from Philadelphia,[citation needed] and was trademarked under the name Mum (deodorant). Roll-on deodorant was launched in 1952, and aerosol deodorant in 1965.