70's Makeup Inspiration | Independent Fashion, Beauty & Culture

by Mary Moynihan

To celebrate one of my favourite eras of beauty, I’m going to be looking at my favourite 70s makeup trends. I’m excited to share with you some of my favourite makeup looks from the 70s alongside some amazing modern takes on trends such as pastels, dramatic art-deco revival looks and glossy red lips.

Soft pastels

My love of pastels is a big part of what draws me to 70s beauty. When I think of 70s makeup, the first look that comes to mind is a single colour pastel eyeshadow and soft blush with defined lashes and minimal liner. I think this iconic 70s look, as seen below on Candy Darling and Cher, is both kitschy and dreamy.

Top – Candy Darling by Anton Perich, 1970.

Below – Cher, 1976.

These adorable early 70s Mary Quant and Yardley London ads perfectly encapsulate the kitchy and dream-like aesthetic that I love about 70s style.

When I found out the packaging for the Yardley Sigh Shadow looked like this, I was so excited.

I think pastel eyeshadow will always be in style. Here are some of my favorite pastel looks on Instagram that emulate the iconic 70s look

Esantoinette, Raoulalejandre, beautyspock

2. Retro doll-like makeup

Nostalgia for the 1920s and 30s influenced the popularity of doll-like features such as round blush, pencil thin (or sometimes absent) brows and rounded smokey eyes in the 70s. These stunning photos below by Barry Lategan, a photographer for British Vogue in the 70s, capture this nostalgic trend with makeup combining art deco elements with playful pastel colours. I’m obsessed.

Top – Twiggy for Vogue 1974.

Bottom – Ingrid Boulting for Vogue UK. Vogue UK, April 1971.

These incredible retro inspired pastel looks remind me of the makeup in Lategan’s photos because of their dreamy and dramatic effect.

emmah hedi holterhoff by emma craft @Nbga.mag, lady0pal, icecreameaterrr for the_inmag, dorian electra for the_inmag.

3. Biba makeup

1930s inspired fashion label Biba was so iconic in the 60s and 70s that it gave rise to its own distinctive makeup look. The ‘Biba look’ is characterised by deeply shaded eyes and rich dramatic colours reflecting the store’s art deco aesthetic and ‘make believe atmosphere’. The launch party for Biba’s makeup counters in the early 70s was celebrated with a ‘1930’s Tea-Dance’ themed party.

Here are some modern makeup looks that I think embody the rich and dramatic colour palette and glamorous retro feel of 70s Biba makeup.

Leo.chaparro, tatianaroseart, Fxmofcolor, sanam (mua: 404paige_notfound).

Biba Ad photographed by John Carter (Petticoat 1971), Twiggy, photographed by Justin de Villeneuve in a 1970 Biba makeup ad. Elle France, 1975, Photographed by Jean-Luc Buyo. The ‘70s no-eyebrow look – makeup by Joan Price for Harpers and Queen, December 1970. Photo by David Anthony.

4. Orange makeup

Glossy lips became popular in the 70s, and there is something that feels distinctly 70s to me about an orange-red shade of glossy lip, especially when worn with orange blush.

Bebe Buell photographed by Lynn Goldsmith, 1973. Donna Summer, 1979. Kate Bush, 1978.

Warm peach and orange tones complimented the radiant sun-kissed look that was in fashion in the 70s.

Pat Cleveland by Irving Penn, Vogue, 1971. Grace Coddington by Eric Boman September 1973. Bebe Buell portrayed by Clive Arrowsmith for British Vogue, 1976.

And here is some modern orange makeup inspiration. I love how glowy and radiant these looks are.