The 1930s saw the apparition of sports education, the idealization of youth, modestly unveiled bodies and blurred forms. The influence of the cinema modified the criteria of beauty: eyebrows were plucked, eyelids made up
in brown or grey, lips had to be fleshy, solid foundations and gloss started being used, the first makeup removal disks appeared, etc. The elaboration of new formulas made all these innovative products possible.
The uses of beauty products kept democratizing. In large cities, as Paris, new, more modern places dedicated to care and beauty attested to this process: Beauty Academies and Beauty Institutions somehow foreshadowed
today’s esthetic care centers. The major houses followed the trend and created their own institutes. Face and body care remained in the focus of a particular attention.
