In 1952, Harriet Hubbard Ayer released Ayer Magic, a cream concealer. This changed with the arrival of Ayer Magic. On the whole, these products were only used to cover blemishes. Helena Rubinstein, for example, introduced Conceal in 1942, a cream that came in two shades (light and dark) to be used under regular make-up. The idea of a concealer opened up greater possibilities and some of the majors added them to their make-up lines. Apart from individuals with major skin blemishes the only other group likely to use camouflage make-up were morticians. This means that Covermark is generally regarded as the first modern concealer.Ĭamouflage make-up was always going to be a niche product of little interest to the majors. In 1936, she also introduced Spot-Stik, a stick form of Covermark specifically designed to be used by the general public for hiding minor skin blemishes. However, she was also a business woman and tried to widen the market for her products by suggesting that Covermark Cream could be used for more common problems such as dark circles under the eyes – one of the main uses for modern concealers. Lydia O’Leary was well aware of this issue and personally trained many women in the art. This needed more expertise than was generally available from a department store beauty demonstrator or salon beautician. Prior to this, the only commercial make-up that would cover these serious skin blemishes was greasepaint.įollowing the introduction of Covermark a number of other firms – most notably Clark-Milner’s – entered this market but sales of camouflage make-up were not large enough generate much interest from any of the major cosmetic companies.Īs well as its small customer base, individuals using camouflage make-up had to be educated about the correct way to apply it to produce a pleasing result. Called Covermark, it could be used to cover larger skin blemishes such as prominent birthmarks, rosacea, varicose veins and large scars. Towards the end of that decade, make-up specifically designed to conceal – now called camouflage make-up – was developed by Lydia O’Leary. See also: Liquid Face Powders and Powder Creams In the 1920s, for example, women with marked suntan lines could disguise them with a liquid powder or powder cream. Many forms of make-up can hide skin blemishes and pigmentation irregularities.
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