Boomer Beauty Trends That Have Proved Their Lasting Power
From their traditional values to their love of Facebook, baby boomers have been on the receiving end of a lot of generational criticism. Some of this is undoubtedly warranted, but the cohort still deserves credit where it is due. Just as there are boomer fashion trends that have proved their lasting power, the age group also popularized beauty looks and skincare techniques that are still relevant today.
Named for a surge in U.S. birth rates, the generation was born between 1946 and 1964. They began entering adulthood in the mid-60s, with the youngest baby boomers reaching their majority in the early '80s. In this way, the old-timers lived through some social and political events that heavily shaped culture, fashion, and beauty. For example, the ongoing civil rights movement, multiple assassinations, and the U.S.'s entry into the Vietnam War were some of the most defining elements of the '60s.
The hippies are probably most associated with this period of history, wearing flowy silhouettes, natural textiles, and psychedelic motifs that reflected a peaceful lifestyle and an anti-establishment mindset. Second-wave feminism also influenced beauty standards while gender-based labor reforms shaped the idea of the everyday consumer. All of this and more gave birth to notable beauty trends — from eyeshadows and blushes to skincare regimens — many of which have definitely their demonstrated lasting power.
Boomers saw the popularization of the cut-crease
Cut-crease eyeshadow is a retro makeup trend that still holds strong today, and baby boomers lived through the rise of this beauty technique. While the origins of the cut-crease can be traced back to early Hollywood, an iteration of the style dominated the '60s. Instead of flowing into a wing, the cut-crease of this era looked more like floating eyeliner, sometimes appearing alongside bright blue shadow. Mod icon Twiggy is most associated with this look, but it was also worn by stars like Cher and Diana Ross.
The modern cut-crease features a line, typically created with eyeshadow, in the crease of the eye socket that flows outward into a wing-like shape, with contouring being a major element of the look. Such styles were especially popular in the 2010s, when the beauty community was thriving on YouTube. Though makeup trends have drastically changed from 2015 to 2025, plenty of celebrities still opt for the look on red carpets, and TikTok has plenty of how-tos for everyday beauty lovers.
The cut-crease has visually evolved since the mid-60s, but the reason for its popularity today is likely the same. This makeup technique heavily emphasizes the eyes, creating an enlarged appearance and elongating the upper lid. With this in mind, it's actually no surprise that this boomer beauty trend is firmly part of makeup regimens today.
The generation opted for pared-back makeup looks
The '60s and '70s saw beauty trending toward more natural looks, with some forgoing makeup altogether. This look was widely recognized on Farrah Fawcett, who sported a sun-kissed aesthetic, but was also seen on stars like Ali MacGraw and Joni Mitchell. CoverGirl first launched its "clean" makeup line in 1961, going on to release the Super Sheer Liquid Make-up, Translucent Powder, and Translucent Blusher in 1970. These campaigns appeared throughout the decade, promising a naturally beautiful look while promoting the benefits of Noxzema-infused products.
Just as boomers saw the rise of pared-back makeup, it has also manifested in some major contemporary trends. Specifically, the 2020s saw minimalist beauty exemplified in the "clean girl" aesthetic and the "no makeup-makeup" technique. This shift is reflected in the popularity of brands such as Glossier and Rhode, alongside products like sheer skin tints and lip tints. There are also plenty of celebs who favor minimal makeup, with stars like Hailey Bieber and Selena Gomez epitomizing the aesthetic.
The minimal makeup trend from when boomers were coming of age has definitely come back around, but there are some key differences between the movements. For instance, the "clean girl" aesthetic has been criticized for promoting a specific beauty standard tied to whiteness, while the ethos of the early '70s was much more concerned with breaking beauty ideals and embracing authenticity and natural beauty. That being said, pared-back beauty is one boomer-approved trend that carries a timeless feel.
Boomers were around for major developments in skincare
On top of minimal makeup, baby boomers also bore witness to a number of notable skincare evolutions. Even though tanning was super trendy in the '70s, strides were being made toward the responsible use of sunscreen. Coppertone became the first product to include an SPF label on its products, while the FDA introduced sunscreen regulations in 1978.
As mentioned, CoverGirl heavily advertised Noxzema (used to treat acne) in its beauty products, but it wasn't the only company to marry skincare and makeup. Clinique played a major role in evolving ideas around self-care products, becoming the first-ever dermatologist-developed, prestige beauty brand when it launched in 1968. It debuted with 117 products spanning skincare and cosmetics, marketing items as fragrance-free and allergy-tested. While brands like Almay explored dermatology-centered products at a lower price point, upscale Clinique soon became a big hit in the industry.
These developments are still ultra-relevant today, as ingredient awareness, sun-care consciousness, and skincare-infused makeup dominate the beauty sphere. The last phenomenon, known as
'skinification', has bred products like hyaluronic acid foundation, tinted sunscreen, and oil-infused mascara. Nowadays, you can't walk through a modern drugstore without seeing labels such as "fragrance-free" and "for sensitive skin." Without these boomer beauty developments, the landscape of makeup and skincare would look very different today.
The cohort's favorite lipstick is still popular today
Clinique maintained relevance by launching Black Honey Almost Lipstick back in 1971. The sheer product, then housed in a gloss pot, aligned with the natural approach to beauty that was popular among the young and hip baby boomers. Since then, both the color and glossy formula have proved to be a Clinique favorite with longstanding relevance.
Black Honey Almost Lipstick received a makeover in 1989, being repackaged into a tube and advertised as a cross between lipstick and gloss. It remains a favorite product today, gaining virality on TikTok when discovered by younger generations. It was even promoted by "Wicked" star Cynthia Erivo, who became the face of Clinique's Nude Honey campaign in 2025. They wore the Black Honey look at that year's Met Gala, sharing with InStyle that the plum hue was the perfect way to complete their ensemble.
"What I love about this shade is just how universal it is — it looks good on everyone," they continued. Undoubtedly, this product's versatility has fueled its staying power, making it a baby boomer beauty favorite that has stood the test of time.
Boomers knew the power of a bold blush
Bold blush is another major trend that baby boomers deserve a little credit for. The natural beauty of the '70s was contrasted by the steady rise in disco glam, soundtracked by figures like George McCrae, Donna Summer, and ABBA. Alongside metallic eyeshadows and thin eyebrows, bold blush became a popular element of the disco beauty look. Specifically, blush draping is credited to Cher's makeup artist Way Bandy, who applied rouge using a contouring and lifting techniquecalled "color glow."
@fancyfaceinc Cher's Blush Technique From The 70's 🎤 #blush #blushtrend #fallblush #rosyblush #blushing #pinkblush #makeuphack #makeuptutorial #beautyhack
Bold and experimental blush techniques had a resurgence in the 2020s, with a method called "transition blush" feeling like a natural evolution of blush draping. The technique, which was popularized by makeup artist Ngozi Esther Edeme, also known as Painted by Esther, involves using a combination of cream and powder products in different shades to create a blurred look. The expert has acknowledged the artists who've come before her, while specifically highlighting how her technique can be used on women of color.
With blush's long legacy, both cosmetic formulas and application techniques have changed and evolved throughout the twentieth and twenty-first centuries. Even so, current-day iterations prove the lasting power of the rosy-cheeked disco glam look.