When we think about the icons of American beauty, Revlon is right there at the top. It wasn’t just a brand that followed trends—it created them. From the glamour of the 1930s to the bold experimentation of the 1970s, Revlon helped define what beauty meant in every era it touched. Here’s how this powerhouse brand transformed the industry over four unforgettable decades.
The 1930s: A Revolution in Nail Colour
In 1932, Revlon entered the scene at a time when luxuries were few and far between. The U.S. was deep in the Depression. Yet amid the gloom, Charles Revson, his brother Joseph, and chemist Charles Lachman introduced a spark of colour—opaque, pigment-rich nail enamel. This was a massive shift. Before this, nail polishes were transparent, almost watery. Revlon’s formula delivered creamy, vibrant colour that completely covered the nail. It looked polished. It looked expensive. And perhaps more importantly, Revlon made it fashionable.
They drew colour inspiration from haute couture fabrics, something unheard of at the time. Matching your nail colour to the season’s fashion trends? A revelation. Their first shades—like “Cherries in the Snow”—offered glamour in a bottle, making beauty feel aspirational yet accessible.
By the end of the decade, Revlon was distributing to department stores and beauty salons, setting the tone for how modern beauty brands would market and position themselves. It wasn’t about utility anymore. It was about style, identity, and being part of something glamorous—even in tough times.
The 1940s: Red Lips and Wartime Spirit
With the outbreak of World War II, the entire tone of American life shifted. Yet beauty didn’t disappear. It evolved. For many women entering the workforce or supporting the war effort, a bold red lip became their armor. Revlon captured this moment perfectly with the launch of Victory Red, a lipstick designed to rally morale and patriotism.
“Victory Red” wasn’t just a clever name—it was a psychological tool. Studies and wartime messaging encouraged women to maintain their appearance as a sign of resilience and optimism. Revlon’s advertisements tapped into this spirit, with visuals that combined glamour with grit.
But Revlon’s contributions weren’t limited to makeup. They actively supported the military by producing dye marker kits for the Navy and medical supplies for the frontlines. This dual identity—glamourous yet practical—helped Revlon maintain both relevance and respect in a rapidly changing world.
In the post-war years, Revlon returned to luxury. Their lipstick and nail enamel lines expanded, offering shades like “Fatal Apple” and “Stormy Pink.” The packaging grew sleeker, the advertising more sophisticated. Their approach foreshadowed the elegant, aspirational branding that would dominate beauty marketing for decades.
The 1950s: High Glamour and Iconic Campaigns
The 1950s were Revlon’s golden age of glamour. Women returned to more traditional domestic roles, but beauty standards skyrocketed. The pressure to be perfectly polished became the norm—and Revlon was there to deliver it in spades.
The brand’s most iconic release of the decade was the “Fire and Ice” campaign in 1952, designed by famed art director Kay Daly. The ad featured model Dorian Leigh in a silver lamé gown, staring directly at the viewer with the provocative tagline: “Are You Made for Fire and Ice?” It was daring, seductive, and powerful. And it worked. Women flocked to buy the matching lipstick and nail enamel set.
Are you made for Fire and Ice?
But Revlon didn’t stop at color cosmetics. They expanded into face powders, blush, eye shadow, and even launched their own perfumes. The brand also went international during this period, securing its place as a global authority in beauty.
Advertising leaned heavily into Hollywood glamour. Revlon worked with celebrities and used lush visuals, full-color magazine spreads, and theatrical copywriting. They didn’t just sell products. They sold a fantasy, one of elegance, sophistication, and effortless beauty.
The 1960s: Swinging Colour and Scientific Skincare
In the 1960s, beauty turned youthful, experimental, and mod. Revlon adapted quickly, creating products that aligned with the decade’s rapid social shifts. Colour became more playful, and so did packaging and product names.
One of Revlon’s most forward-thinking launches was Moon Drops, a moisturising lipstick and skincare line that included wild colours—lavenders, pale pinks, corals—that suited the Twiggy era. These shades departed from the traditional reds and were designed to appeal to a younger, edgier market.
Meanwhile the Colorsilk range brought bold hair dyes to the masses. Revlon understood that the modern woman wanted to transform, not just touch up.
Revlon also dove into skincare innovation with Eterna 27, one of the first anti-aging creams to be widely advertised. It contained Progenitin, marketed as a scientific breakthrough for preventing wrinkles. Though not medically verified, the marketing resonated with women who were newly aware of skincare as a daily ritual, not just an occasional indulgence.
Their advertising featured fresh-faced models, pop-art influences, and fashion-forward aesthetics. Revlon embraced youth culture without alienating their more established customer base—a balancing act few brands managed so gracefully.
The 1970s: Global Expansion and Bold Moves
By the 1970s, Revlon was one of the most recognisable brands in the world. But the brand didn’t rest on its reputation—it evolved again. This decade saw the launch of Ultima II, a high-end luxury line that rivalled department store brands like Estée Lauder. With Ultima II, Revlon positioned itself not just as a mass-market brand but as a player in premium beauty.
This period also marked a shift toward more inclusive representation. Revlon was one of the first major brands to feature black models in national campaigns. The first of these was in 1970, with model Naomi Sims appearing in their advertising. They embraced a broader, more global idea of beauty—an important, if still imperfect, step toward industry-wide change.
Product-wise, Revlon continued to innovate. They introduced more shades of foundation and lipstick to cater to a wider range of skin tones. They experimented with shimmer, metallic finishes, and dramatic eye looks to reflect the era’s disco-fueled glamour.
In 1973, Revlon released a range of scents called Charlie, which quickly became the number one seller in the world within 3 years. Named after founder Charlie Revlon, the perfume was targeted towards young, working women and was launched to compete with Estée, a fragrance released by Estée Lauder. Models were chosen to represent the “new women of the era”, with Shelley Hack and Charly Stember being the first women to wear pants in an advertisement in fragrance ads.
By the end of the 1970s, Revlon had acquired several competitors, including Charles of the Ritz and Max Factor Europe, solidifying its place as a beauty powerhouse.
Legacy: Colour, Courage, and Culture
From a Depression-era nail polish to global prestige beauty lines, Revlon’s journey is a masterclass in innovation, timing, and knowing your audience. Each decade brought change, and Revlon didn’t just keep up—they led. They set the tone for what beauty could be: fashionable, empowering, inclusive, and always evolving.
And while makeup trends may come and go, the legacy of Revlon—those bold reds, revolutionary campaigns, and daring ideas—will always have a place in the beauty world.