While the swinging Sixties were all about peace, love and flower power, the 1970s had their own personality. Tougher than its predecessor, it was the decade in which a new era of music, politics, fashion and beauty was ushered in. Punk and disco ruled the clubs, the film industry was booming and women’s magazines presented an aspirational life that suddenly seemed within grasp.
Women had new options, especially when it came to how they looked. In fact, it was women’s liberation and feminism that gave the ladies a fresh attitude which, in turn, influenced how they dressed their bodies, faces and hair.
Typical ’70s looks were divided into natural for the day and a more fun and glamorous image – think glitter eyeshadow, graphic eyeliners and big, bold hair – for nights. And as women used make-up to experiment with their individuality, the beauty industry boomed.
‘When I think of the ’70s, I think of artists such as David Bowie, Debbie Harry and Diana Ross in full glamour, punk and crazy colour,’ says Kate Goodwin, CEO and Founder of Illumin8 Media Make-Up Studio. ‘It was a decade of great change on many levels. Woman’s liberation reflected in make-up, showing freedom, power and sensuality.
‘As much as it was an era filled with glamour and glitter, natural barely-there make-up became a huge trend as women no longer wanted to be objectified. From the beginning to the end of the ’70s, there were extremes in how women wore make-up.’
It was also the decade that made tans desirable, thanks to Farrah Fawcett. ‘She led the sun-kissed beach style with glowing skin and warm tones of coral, bronze and copper on the eyes, cheeks and lips,’ says Kate. ‘The eyes were still in focus but everything blended and the result was feminine and sensual.’
The disco clubs inspired glamorous looks worked by icons such as Diana and Donna Summers. ‘We saw glossy skin, lots of blusher and heavy eye make-up with spidery false eyelashes, which resulted in a very feminine look to match the sequinned dresses and sparkly clothes,’ Kate explains.
Trends changed again in the late ’70s, when the rebellious punk era began. ‘Make-up became fashionable for both men and women who did not want to become part of established society,’ Kate adds. ‘It was aggressive and included pale skin with lots of black, not just on the eyes but lips too.’
During this time, the hair industry also welcomed great changes. ‘The ’70s were known for experimentation and diversity in hairstyles,’ says Joyce Amil, Owner of the Ricci Capricci salon at Conrad Dubai. ‘Layers, bangs, volume, backcombing, big curls, straight hair – it was all relevant.
‘We think of icons such as Farrah, Jane Fonda, Olivia Newton John, Barbara Streisand and Donna. Each of these women had their own unique look that complemented her style and was vital in shaping hair trends for decades to come. It’s difficult to decide on only one look that shaped the trend in the ’70s because hair fashion was evolving and the women were not afraid to evolve with it.’
Of all the looks trending, layers were one of the most popular. ‘They helped create volume and a vibrant look,’ says Joyce. ‘Curls and Afros were also a big trend in most pop cultures at the time and among some actresses – we loved curls on Barbara, Donna and Diana.
‘Bangs were essential too as they added a little je ne sais quoi to the style and were able to contour the face in a beautiful way – take Twiggy as an example. Farrah was influential here too – at one point it seemed every woman in the western world wanted her hair.
‘We can never forget her beautiful, layered, glamorous look,’ reflects Joyce. ‘Back in the day, we used to call this kind of haircut and styling the Lion Haircut because it was so full of layers and volume.’
As demand for cosmetics grew, make-up companies were forced to sit up and take note and find ways to keep up with fresh demand. Competition grew and companies invented innovative new products and procedures.
‘Developments in technology such as the high-shear mixer facilitated the production of cosmetics that were more natural-looking and had greater staying power than their predecessors,’ says Samira Olfat, Founder of Dubai’s Max Factor Make-up Academy.
Such developments not only affected consumers, but took women into the office, and feminism to another level. ‘The whole cosmetic industry opened up opportunities for women as entrepreneurs, inventors, manufacturers, distributors, and promoters,’ she adds.
One woman who dominated this era was fashion designer Diane von Fürstenberg. Fashion mogul, beauty icon and inspirational entrepreneur, she was the epitome of success. And as the beauty world experiences a ’70s revival, it’s no surprise that von Fürstenberg is leading the way.
At her S/S16 showcase at New York Fashion Week, she hired world-famous make-up artist Pat McGrath to create beautiful blue-green jewel-tone eyes for the models, bringing the ’70s look forward four decades in one night. Hair was Farrah-esque, with beach-chic curls and flower accessories.
Many modern-day celebrities are jumping on the ’70s bandwagon, including Kim Kardashian. In a recent shoot for Violet Grey’s The Violet Files, she showed off a bold gold eyeshadow – the epitome of the decade’s disco glamour.
It seems that what goes around comes around and the beauty industry is feeling nostalgic, so a ’70s comeback can only be a good thing. So put away your smoky palettes and bring out your pastel shadows, glitter and jet-black eyeliners. It’s going to be a fun ride!
Get the look
Kate Goodwin, CEO & Founder of Illumin8 Media Make-Up Studio, demonstrates how to create a striking ’70s look at home.
Step 1: Skin
Flawless skin is key so begin by applying strobe cream (MAC Strobe Cream) to the entire face and massage well. Follow with primer (Gucci Silk Priming Serum) and be sure to blend well with your fingers. Once absorbed, apply tinted moisturiser or foundation (Laura Mercier Illuminating Tinted Moisturiser) to the skin, blend in so it disappears into the skin completely. Use a synthetic brush and concealer (Gucci Luminous Perfecting Concealer) to cover any blemishes and under-eye dark circles, blend by tapping rather than rubbing. This technique gives the make-up longevity as it doesn’t rub it off.
Step 2: Eyeshadow
Apply eye base to the lids to prep the eye before the powder eyeshadow (Gucci Ottanio Eyeshadow). With a natural haired socket eyeshadow brush, apply the colour eyeshadow all over the lid and into the socket, blend upwards and outwards. Use a shimmery gold tone eyeshadow and apply a small amount on the upper eyelid in the centre, this helps to subtly open the eye and adds a little sparkle! Use a champagne shimmer in the inner corners of the eyes to make them brighter. If you want to take it up a notch, try adding a little gold glitter on top of the gold eyeshadow.
Step 3: Eyeliner
Use a black eye pencil (Gucci Impact Long Wear Eye Pencil in Iconic Black) to line the upper lash line and use a small brush to soften the line so it’s not harsh. Run a black kohl pencil along the upper and bottom water lines of the eye. Finish with two layers of black mascara.
Step 4: Cheeks
Using gentle strokes to blend the blusher (Bobbi Brown Apricot Blush) on the cheeks and upwards towards the ears. With an angled brush use a matte bronzer (Gucci Golden Glow Bronzer) just underneath the cheekbones for definition.
Step 5: Lips
With a brush, apply the lipstick (Gucci Cipria Luxurious Moisture-Rich Lipstick) for precise application.
Recreate this look at home or visit Illumin8 Media Make-Up Studio for a lesson with a professional make-up artist.
