8 Groovy ‘70s Makeup Trends That Are Trending Today
What’s old is new (and undeniably cool) again.
The groovy ‘70s were an iconic makeup era, characterized by bright and sparkly eyeshadow, dramatic graphic eyeliner, and an abundance of statement lashes. Since history repeats itself, we're not surprised to see 1970s makeup looks making their way onto our social media feeds today. In fact, we welcome it—natural skin, glitter accents, and all—because ‘70s makeup is just as wearable as it is charming.
If you want to revamp your daily makeup routine with a retro twist or are looking for a way to upgrade your go-to night-out look, taking inspiration from the ‘70s is a great place to start. Below, check out our favorite 1970s makeup looks that are just as iconic today as they were back when mom was tearing up the dancefloor.
What Kind of Makeup Was Popular in the 1970s?
'70s makeup was free-spirited, experimental, and varied across subcultures throughout the decade. Overall the makeup in this era was heavily influenced by the counterculture movement, representing a distinct dichotomy between makeup styles.
There were the all-natural looks that had a single, statement-making feature (think: a sheer complexion with jet black, spidery bottom lashes), but there were also the glamorous, more euphoric looks that were ready for the disco (like ultra-bronzed cheeks with pastel eyeshadow and glitter grazing the lids). Seventies eye makeup embraced frosty or pearlescent eyeshadows in bright, bold colors, but there was also an abundance of warm, earthy tones during certain years of this decade. The overarching theme wasn’t about following a specific trend, but rather, doing what made you happy—which is something we can always get behind.
The Most Popular 1970s Makeup Looks to Rock Now
Many elements of the decadent disco era have made their way into our present-day beauty routines. What can we say—the strong case that they make for color, fresh skin, bold lashes, and glossy lips have us smitten. Here are eight ‘70s makeup trends well worth recreating today.
1. Dewy skin
In the ‘70s, matte foundation took a backseat to a more glowing and natural complexion. Not only did it represent a shift in the way people were doing their makeup, but it served as the perfect backdrop to showcase the graphic eyeliner and glittery eyeshadow that is so synonymous with 1970s eye makeup.
The best way to achieve healthy-looking, glowing skin is with lightweight, dewy makeup products. Use the L’Oréal Paris Infallible 32 Hour Fresh Wear Foundation as your base—it offers buildable medium-to-full coverage and boasts a natural finish that wears for up to 32 hours. After blending out your foundation, tap a liquid highlighter, such as the L’Oréal Paris True Match Lumi Glotion Natural Skin Enhancer, onto your cheekbones, chin, and Cupid’s bow for an extra luminous finish.
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2. Bold bottom lashes
When it comes to mascara, we often focus on making our upper lashes the star of the show. If we’ve learned anything from all those iconic ‘70s makeup looks, though, it’s that your bottom lashes deserve just as much attention. Grab your favorite mascara—we love the L’Oréal Paris Telescopic Instant Lift Waterproof Mascara—and carefully apply it to your bottom lashes for long-lasting length, lift, and separation.
If you have oily skin or are prone to smudging, consider opting for a tubing mascara, like the L’Oréal Paris Double Extend Beauty Tubes Tubing Mascara. While tubing mascaras aren’t waterproof, they won’t smudge or transfer throughout the day. Plus, they’re super easy to remove with water—all the better at the end of a long night spent dancing.
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3. Sparkly eyes
Over-the-top sparkle was a key feature of classic 1970s disco makeup—and when it came to glitter, the more, the better.
For stay-all-day (or night) sparkle sans fallout or flaking, we suggest reaching for the L’Oréal Paris Brilliant Eyes Shimmer Liquid Eyeshadow Makeup. The lightweight formula comes in an array of shimmer-packed shades perfect for channeling your inner disco goddess.
If you’d rather a subtler shimmer effect, consider adding the L’Oréal Paris Paradise Le Shadow Stick in Ice Sparkle to your lineup. Use the easy-glide formula to color your lids from lash line to brow bone, then add a coat (or a few) of mascara for a glam yet easy ‘70s makeup look.
4. Rosy, flushed cheeks
If you’re a fan of bold, bright blush, this is the ‘70s makeup trend for you. During the decade, healthy-looking pink cheeks were everywhere, from disco dancefloors to hippie hangouts. We love this look because it’s flattering, natural-looking, and easy to recreate, no matter your makeup skill level.
To achieve the perfect retro flush, grab a vivid blush, like the L’Oréal Paris Lumi Le Liquid Blush in Dewy Bright Pink, and blend it onto your cheekbones with your fingers or a brush. This liquid formula is buildable—so if you want a dramatic flushed effect, feel free to add more than you usually would. Just be sure to blend it out well for a seamless end result.
For those who prefer powder blushes, we suggest opting for the L’Oréal Paris Infallible Up to 24H Fresh Wear Soft Matte Blush in Fearless Coral. The vibrant formula is sweatproof, heatproof, and waterproof, so you can wear it all day (or night) without having to run to the bathroom for touch-ups.
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5. Dramatic winged eyeliner
While the cat eye makeup trend may have started in the ‘60s, statement eyeliner really hit its stride in the ‘70s. Barely-there flicks were traded in for extra-long wings, bold colors, and graphic floating liner. No matter which iteration of the 1970s makeup trend you choose to embrace, you’ll need the right eyeliner to make it happen.
Among our top picks is the L’Oréal Paris Infallible Grip Precision Felt Waterproof Eyeliner. The precise felt tip effortlessly glides onto your lids for a controlled application, making it a great choice for beginners. It even comes in a few colorful shades for those looking to give their go-to black eyeliner some much-needed rest. If pencil liners are more your speed, try the L’Oréal Paris Infallible Pro-Last Waterproof, Up to 24HR Pencil Eyeliner, which comes in classic black and brown, plus an array of vibrant, party-ready shades for a bolder makeup look.
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6. Pastel eyeshadow
Piling on the glitter isn’t the only way to embrace 1970s eye makeup. For a softer take on the era’s most iconic looks, try reaching for a pastel eyeshadow—think baby pink, soft lilac, or mint green. These light hues are a great way to experiment with color, as they’re vibrant, but soft—which can make the bold hues feel more wearable for daytime.
You can also use eyeshadow to help enhance your natural eye color. If you have blue eyes, consider opting for a pinkish eyeshadow, such as the L’Oréal Paris Le Shadow Stick in Cloudy Rose. Purple tones, such as the L’Oréal Paris Le Shadow Stick in Magnetic Mauve, flatter green eyes beautifully. And if you have brown eyes, consider opting for a cool-toned shadow to help bring out the natural golden flecks in your eyes. We love the L’Oréal Paris Colour Riche Monos Eyeshadow in Argentic—a cool, icy blue with subtle silver shimmer. Pair your pastel shadow with bold black mascara for a high-contrast, low-effort look.
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7. Nude lips
While 1970s eye makeup tended toward bold and colorful, the opposite is true of lipstick. Many women favored a nude or sheer lip, which helped balance out the more colorful hues used on the eyes and cheeks.
For a hint of color and natural-looking shine, consider swiping the L’Oréal Paris Glow Paradise Balm-in-Lipstick with Pomegranate Extract in Blush Fantasy onto your bare lips. The lightweight formula hydrates and nurtures the lips while providing a sheer wash of luminous, buildable color.
If you favor a matte lip, try the L’Oréal Paris Colour Riche Intense Volume Matte Lipstick in a pinkish-nude shade, such as Le Nude Rebellious. The pigmented formula has a powdery matte finish that wears for up to 16 hours without leaving your lips feeling dry.
8. Bronzed cheeks
The 1970s saw a rise in super-defined cheekbones and an all-over bronzed complexion. Using bronzer was (and still is) a great way to fake a sun-kissed glow and balance out the larger-than-life lashes and full brows that defined the decade. To create a natural beachy effect, try sweeping the L’Oréal Paris Infallible Up to 24H Fresh Wear Soft Matte Bronzer onto your cheekbones, temples, and along the bridge of your nose. The soft matte formula comes in eight lightweight, wearable shades to flatter an array of skin tones, and it wears for up to 24 hours without transferring (even when you’re channeling your inner dancing queen).
Next Up: How To Get A Modern ‘80s Makeup Look With Purple And Blue Mascara
Photo credit: Samantha Meden, IG/@smedz.beauty
