beauty secrets of the edwardian era

Want to know the beauty secrets of The Edwardian era?

The Edwardian era takes its name from the brief reign of King Edward VII, son of Queen Victoria. He ruled England from 1901 to 1910.

It also goes under the name of Gilded Age or Belle Epoque. It was an era of opulence and social changes, mass produced abundance and new revolutionary inventions, luxury and wealth, that ended in tragedy with the start of the First World War.

Here’s how the beauty trends changed during this bountiful period:

Cosmetics, Magazines And Makeup Counters

Once frowned upon in the Victorian era, cosmetics enjoyed a comeback. And not just because Queen Victoria wasn’t around anyway to proclaim her disdain for this sinful practice…

The Industrial revolution gave women access to mass produced cosmetics at ever lower prices. The middle classes now could afford what, for a long time, was only reserved for the elites.

They just didn’t want to be seen going home with a pot of rouge. They often entered salons by the back door, so no one would know their secret!

That all changed when Gordon Selfridges opened his famous department store on Oxford Street, London, in 1909. He was the first to place cosmetics on open counters, encouraging women to try them on before buying them. The shock! Women could now experiment with powders, rouges, and lip stains in public without shame.

The Edwardian era gave birth to beauty counters like we know them today. It also saw the rise of women’s magazines that gave women tips on how to take care of their skin, hair, and beauty. Publications like The Lady’s Realm and Harpers Bazaar not only showcased the latest trends but also provided how-tos for the modern Edwardian woman. This was revolutionary. Beauty tips weren’t just for the rich anymore; they were for everyone who could afford a magazine.

The combination of department stores and women’s magazines completely changed the landscape of beauty, turning it into a booming industry. Women were no longer ashamed to purchase beauty products; they were encouraged to express themselves and indulge in the latest trends.

The Edwardian Ideal Of Beauty (And How To Achieve It With Makeup)

But what was the ideal of beauty women in the Edwardian Era? Pale skin was still in, but blonde hair was out. The Edwardian beauty was a brunette with a pale complexion and rosy cheeks. Society’s obsession with pale skin was tied to status. If you were pale, you didn’t work outside, which meant you were wealthy.

To whiten their faces, Edwardian women used enamel, a white face paint made with white lead (which we now know is toxic). Despite its harmful effects, it was incredibly popular because it provided a flawless, porcelain-like finish. Rice powder or pearl powder could be applied on top of the skin as well, giving an even more ethereal look.

To get that healthy rosy flush on the cheeks, rouge was applied, while the lips were stained with geranium and poppy petals. Instead, eye makeup wasn’t that common. Burnt matchsticks were sometimes used to darken the eyelids but it was eyebrows that were the main focus for Edwardian women and eyebrow pencils were very popular.

So were belladonna drops, which would dilate pupils and brighten the eyes. Tinted powders and creams could be used on the nails as some sort of nail polish. The nails were then buffed shiny.

Skincare

Just like women today, Edwardian ladies wanted to keep the wrinkles at bay for as long as possible. At the time, they thought wrinkles were caused by a lack of oil in the body, which would damage skin tissue. This was partly true. Dry skin can cause wrinkles, but it wasn’t the whole story.

To fight wrinkles, they ate a diet rich in vegetables, fruits, and plenty of water. Using olive oil in salads and drinking rich milk and cream were said to help, too. Nutrition and beauty were closely linked in Edwardian society, and women believed that what they consumed directly affected their appearance.

But wrinkles weren’t the only concern women at the time had. Those who wanted to remove birthmarks, scars, superfluous hair, and moles resorted to the help of an electric needle (electrolysis). This was cutting-edge technology back then and laid the groundwork for modern laser treatments.

And if you just needed to remove excess shine from your face, you could use papier poudre, which were available in books of colored paper for that purpose. Concoctions and creams with Cocoa Butter, Coconut Oil, Almond Oil, Lanolin, Petrolatum, Witch Hazel, and Glycerin were also popular. These natural ingredients were seen as luxurious and effective, setting the stage for the skincare industry as we know it today.

Related: Beauty Secrets Of The Victorian Era

Perfume

Perfumes changed a lot in this period as well. While in the past fragrances were made with natural ingredients and essential oils, their supplies started to become scarcer and scarcer because of the exploitation of resources in colonized countries. These natural ingredients were then substituted with synthetic ones, with some perfumes containing both types of ingredients.

Synthetic fragrances were more affordable and had better staying power, making them accessible to a broader audience. Perfume became an essential part of a woman’s daily routine, not just for special occasions. Popular scents included florals like rose and violet, as well as musky, powdery notes that were considered sophisticated and feminine.

Brands like Guerlain and Coty rose to prominence during this era, and they are still influential today. Coty’s L’Origan, introduced in 1905, became the world’s first mass-market fragrance and revolutionized the industry.

Hair

In previous centuries, women didn’t wash their hair (or the rest of their body, eww) often. This too is something that changed in the Edwardian Era when women started to take better care of their locks. Clean, glossy hair became a symbol of beauty and health.

Shampoos started to appear around this time, although they were more like liquid soaps and often left residue. To combat this, women used brillantine, a hair gloss made of mineral oil, to give hair shine and tame frizz. This was the precursor to modern hair serums and conditioners.

Henna, spread with a small toothbrush throughout hair (which would then be wrapped up in a hot towel for at least 15 minutes), was used to dye hair in beautiful copper shades. It was considered exotic and sophisticated.

Sulfate of iron was used to darken hair, but if you wanted to bleach it instead, you would opt for dioxogen and ammonia, harsh chemicals that often damaged hair but were considered worth the risk for beauty.

And to prevent gray hair, which was thought to be caused by dryness, concoctions of glycerin, oil, rum, and oil of bergamot were applied on the locks. Haircare was taken seriously, with women spending hours maintaining their elaborate hairstyles.

Hairstyles were extravagant, often requiring hairpieces or “rats” (padding made from one’s own shed hair) to create the volume and height that was all the rage. The iconic Gibson Girl look – an elegant, upswept style that framed the face beautifully – became the ultimate symbol of Edwardian femininity.

The Bottom Line

The Edwardian era was a turning point in the beauty industry. It was a time of experimentation, innovation, and, most importantly, the democratization of beauty. Makeup, skincare, and haircare became accessible to more women, setting the stage for the booming beauty industry we know today.

From toxic lead paint to the first department store counters, Edwardian beauty trends were as fascinating as they were dangerous. Yet, they laid the foundation for modern beauty standards and practices. And while we’ve thankfully left lead face paint and belladonna drops behind, the desire to enhance our beauty is timeless.

About Gio

Hi, I'm Gio. I'm a no-nonsense, tell-it-like-it-is skin coach and writer on a mission to help you achieve your best skin day ever - every day. I bust skincare myths and debunk marketing jargon to help you figure out what's worth the splurge and what's best left on the shelf - using science, not hype. I also offer skincare consultations to help you create the best skincare routine for your unique needs.