First Impressions
I’ll be honest: when I first saw a 100-year-old hair dryer, I laughed. Then I plugged it in, and it actually worked — warm, slow, and terrifyingly loud, but it worked. That little experiment set the tone for a deep dive I’ve been wanting to do for years: comparing vintage beauty products with their modern counterparts. I’ve tested thousands of products in my career, but nothing prepared me for the smell of 1970s Covergirl foundation or the texture of a 1920s cake mascara.
There’s something romantic about old packaging — the intricate metal tins, the tiny brushes, the promises of “automatic magic” that never quite materialized. But as I soon discovered, beauty history is full of surprises, some delightful and some genuinely alarming. Spoiler: I almost gave myself chemical burns testing a vintage foundation, and I learned that brown mascara isn’t a new trend — it’s been around since the 1970s, just with less impressive formulas.
The Deep Dive
Let’s start with foundation, because this is where the biggest evolution happened. The modern Covergirl Ageless Perfection Foundation ($20) is a fascinating hybrid: clear oil with pigment beads that burst when you blend. I was skeptical — the beads looked like they’d never mix — but once I worked it into my skin, it melted into a natural, medium-coverage finish. It’s lightweight, buildable, and surprisingly dewy for a drugstore product. This is clearly where Covergirl has put their R&D dollars, and it shows.
Compare that to the 1970s Covergirl Oil Control Liquid Makeup ($15 on eBay, originally $2.79). The packaging alone tells a story: a simple glass bottle with a screw top, no pump, no applicator. The instructions said to “dot small amounts on fingertips and smooth over face” — no beauty blenders, no brushes. The formula was thick, perfumed (think old-lady floral), and separated so badly I had to shake it for a full minute before each use. But here’s the shocker: once applied, it actually looked decent. Light coverage, matte finish, and it didn’t break me out — though my skin felt tight and dry after an hour. The “medicated” claim (thanks to Noxzema) meant it had a strong camphor scent that lingered all day.
Then there’s the 1920s “foundation” — which was basically cold cream or a lighter shade of face powder. Women back then believed paler skin looked more youthful, so they’d apply a shade or two lighter than their natural complexion all over. I tried a modern cold cream (Ponds, still available) and it felt moisturizing but did absolutely nothing for coverage. The vintage metal tins were gorgeous — intricate floral designs, refillable for 25 cents — but the product inside? Basically tinted grease. No SPF, no blendability, no staying power.
Real Results
After a week of testing both vintage and modern products, here’s what actually happened. The modern foundation wore beautifully for 8 hours with minimal touch-ups. It didn’t oxidize, didn’t settle into fine lines, and photographed well. The vintage foundation? It looked fine in the first hour but began to separate by midday, especially around my nose. And the smell never faded — I could still catch whiffs of Noxzema at dinner.
Blush was another eye-opener. The modern Milk Makeup Jelly Blush ($24) is a gel tint that blends like a dream — dewy, buildable, and long-lasting. I’ve been using it for weeks and love how it doubles as a lip tint. The 1970s Avon blush ($100 on eBay, originally a few dollars) came in a compact with a tiny brush that was more decorative than functional. The pigment was surprisingly good — a warm coral that applied evenly — but the texture was chalky and it faded within two hours. The 1920s cream rouge? I didn’t dare put it on my skin after reading about lead and arsenic in vintage cosmetics. Instead, I used a modern cream blush in a similar shade to recreate the 1920s “apple cheeks” look, which actually photographed beautifully in black and white — just like the vintage photos.
Mascara was the most dramatic failure. The modern Maybelline Lash Sensational Sky High ($10) in True Brown is a cult favorite for a reason: it lengthens, separates, and doesn’t flake. The brown shade is subtle but noticeable — perfect for a softer daytime look. The 1970s Maybelline Magic Mascara ($37 on eBay, originally 69 cents) was a tiny tube with a spoolie so small I couldn’t get a good grip. The formula was completely dried out — not a single drop of product came out. The backup Avon mascara was equally useless. And the 1920s cake mascara ($80 on eBay, originally 25 cents)? I tested it on white lash extensions to avoid putting century-old product near my eyes. After dipping the brush in water and working the cake, I got a watery black mess that barely tinted the lashes. It looked like dirty water — completely ineffective.
The Honest Truth
Let’s be real: vintage makeup is a fascinating historical artifact, but it’s not something you’d want to use daily. The ingredients in 1920s products were often toxic — lead, arsenic, mercury were common. Even 1970s formulas lacked preservatives and SPF, and the textures were either too greasy or too drying. The only vintage product I’d consider using again is the 1970s Avon blush, and only if I could find a sealed, unexpired version (good luck with that).
Who should skip this? Anyone with sensitive skin, acne, or allergies. The strong fragrances and outdated preservatives can cause reactions. Also, if you’re looking for performance, modern products win every time — better wear time, safer ingredients, and more shade ranges. The one exception might be packaging: vintage compacts and tins are gorgeous and often refillable, so if you’re into sustainable beauty, you could repurpose them with modern products.
Alternatives to consider: If you love the idea of vintage-inspired makeup, brands like Besame Cosmetics and Ilia offer retro aesthetics with modern formulas. For that 1920s pale look, try a luminous foundation like Ilia Super Serum Skin Tint. For 1970s vibes, the Milk Makeup Jelly Blush gives you that dewy, natural flush without the chalkiness.
Pro Tips
If you’re recreating these looks for content or personal use, here’s what I learned:
1. **For 1920s-inspired makeup**: Focus on pale, luminous skin (use a brightening primer or lighter foundation), red blush on the apples of your cheeks, and a dark, defined lip. Skip the cake mascara — use a modern waterproof formula in black for that dramatic lash look. Photograph in black and white for authenticity.
2. **For 1970s-inspired makeup**: Think earthy tones — olive, rust, gold. Use a cream blush in a warm coral or peach, and apply it high on the cheekbones, almost to the temples. For eyes, go for shimmery champagne on the lid and a matte brown in the crease. Don’t forget the frosted white under the brow bone.
3. **Product combos that work**: Pair the modern Covergirl foundation with a hydrating setting spray (it can look a bit dry otherwise). The Milk Jelly Blush layers beautifully over cream foundations or tinted moisturizers. For a vintage-inspired mascara look, try the Maybelline Sky High in Brown with a brown eyeliner pencil for a softer, more retro eye.
4. **Safety first**: Never use vintage makeup on your skin or eyes — you don’t know what’s in it. If you want to test for content, use fake lashes or paper. Always check expiration dates and avoid anything with a strong chemical smell.
Final Verdict
Would I buy vintage makeup again? Only for display or educational purposes — never for actual use. The modern equivalents are safer, perform better, and offer more shade options. That said, I’m glad I did this experiment. It gave me a deep appreciation for how far beauty technology has come — and a healthy respect for the women who used these products back in the day.
This comparison is perfect for beauty content creators who want to explore beauty history, try retro-inspired looks, or create engaging before-and-after content. Just remember: vintage is for inspiration, not application. Your skin will thank you.
