A video of a woman showcasing various hair and makeup styles through the decades has gone viral on Instagram.
The clip was posted by Jasmine Chiswell (@jasminechiswell) and has had 414,000 views since it was shared three days ago. A caption with the post says: "100 years of makeup & hair."
The footage goes on to show a woman switching her hair and makeup into several different styles that have been popular from the 1920s to the present day. The clip features some striking styles, from the blood red lipstick and dramatic wavy hair seen in the earlier decades, to the more neutral looks of the latter part of the century.
The post comes as the beauty market is expected to reach approximately $580 billion in retail sales by 2027, following "a solid recovery" since the height of the COVID-19 pandemic, according to a May 2023 report by McKinsey & Company, a global management consulting firm.
The beauty market, including skincare, fragrance, makeup and haircare, generated around $430 billion in revenue in 2022. The makeup and haircare industries are each projected to see 6 percent growth each year from 2022 to 2027, noted the report, which surveyed consumers in the U.S., as well as the U.K., France, Germany, Italy and China.
Asia and the U.S. are forecast to remain as the reigning two biggest beauty markets, while other countries and regions, such as the Middle East and India, show "distinct potential" for certain categories and price tiers, the report found.
'100 Years of Makeup & Hair'
The latest viral video begins with a woman looking at the camera while holding a hairbrush in one hand and a makeup brush in another. She later reconfigures her hair and makeup to mirror the style of various decades from the 1920s to the 2020s.
Some of the features highlighted include vivid red, dark purplish lipstick and rosy cheeks seen from 1920s to the 1950s, with varying iterations of front hair styled upwards in a dramatic wave.
Her 1960s look featured hair pulled up with softer waves at the top, paired with a cool-toned, white eye shadow and a darker border around the top eyelid.
The look donned for the 1970s hair and makeup interpretation also had a slightly more pared-back feel. The hair was untied and let down to the shoulders, while the makeup was paler, with a light purple eye shadow and a muted red/pink lip tone.
The style took another dramatic turn in her 1980s look, which saw the woman sporting bright purple and blue eye shadow, pink contouring around the cheeks and a hot pink lipstick. Her hair is seen tied up in a high ponytail using a scrunchy hair tie.
The style is toned down a notch for her 1990s look, with hair strands gently framing her face, which features dark eyebrows and a dark purplish lipstick.
For her 2000s style recreation, her makeup maintains a pared-down aesthetic, with neutral pink tones and a hint of blush on the cheeks. The 2010s look had a bit more dark shadowing around the eyes and a dramatic side part, with bangs draping over the left side of her forehead.
Her front hair is seen brushed upwards and away from the face for her final 2020s look, forming a wave at the front. Her makeup is more neutral, with light touches of pink on her cheeks and lips, before the clip ends.
'So Good'
Instagram users were impressed by the viral clip, such as svmerchild, who wrote: "This is so good!! I can't even imagine how long it took for you to make this."
User mellumimi said: "I miss the red lipstick eras. They look so good" and hunddoherty noted: "I wish I could do my hair. I envy you!"
"This feels authentic and not like an exaggerated version of what they use in the past," said carbajal8154.
"Maybe you just have one of those faces, but each one of these looks absolutely suits you perfectly. So fun!," theautumnicpossum wrote.
Newsweek has contacted the original poster for comment via email. This video hasn't been independently verified.
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Uncommon Knowledge
Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
About the writer
Soo Kim is a Newsweek reporter based in London, U.K. She covers various lifestyle stories, specializing in travel and health.
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