Historically, women darkened their lashes with everything from elderberries to resin, but mascara Products did not emerge until the 20th century when T.L. Williams founded Maybelline. The brand’s popular 10-cent mascara swept the nation. While makeup had once been considered immoral by some, Hollywood actress’s made it glamorous. Women were promised the sultry eyelash’s of there favorite actress, as in this advertisement from a 1929 “Motion Picture” magazine:
As more mascara products emerged, companies began making numerous claims about the lengthening and volumizing effects of their products. Major cosmetic companies have come under fire for misleading advertising methods, like using false eyelash’s on models.
Even so, the quest for longer lashes has grown into a full-fledged beauty and pharmaceutical market. “Five years ago, the lashes you had were the lashes you had and you threw mascara on. Today, you’re getting extensions, your eyelashes could always use another millimeter or two, right?