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Other Retro Pages


Time Magazine Cover January 17, 1944 - WACs Colonel Hobby
August 22, 1949

Hollywood's Hottest 1940s Stars

1940s Glam Photo of Lauren Bacall
Lauren Bacall

1940s Glam Photo of Joan Bennett
Joan Bennett

Ingrid Bergman

1940s Glam Photo of Joan Crawford
Joan Crawford

1940s Photo of Bette Davis
Bette Davis

1940s Photo of Olivia de Havilland
Olivia De Havilland

1940s Photo of Judy Garland
Judy Garland

1940s Photo of Greer Garson
Greer Garson

1940s Glam Photo of Betty Grable
Betty Grable

1940s Glam Photo of Rita Hayworth
Rita Hayworth

1940s Photo of Katharine Hepburn
Katharine Hepburn

1940s Photo of Deborah Kerr
Deborah Kerr

1940s Photo of Vivien Leigh
Vivien Leigh

Rosalind Russell

1940s Photo of Barbara Stanwyck
Barbara Stanwyck

Simmons Glam Photo
Jeanne Simmons

1940s Photo of Gene Tierney
Gene Tierney

1940s Glam Photo Of Lana Turner
Lana Turner


Beauty Secrets of the 1940s

Summer Beauty Issue of Vogue Magazine Appearing May of 1941.
Summer Beauty Issue of Vogue Magazine Appearing May of 1941.

The 1940s were heavily influenced by World War II, and beauty standards, cosmetics use and fashion were no exception. The 40s always make me think of Ingrid Bergman in the 1942 movie Casablanca; serious, glamorous but in a very subdued, sophisticated way. The look was wholesome, not showy. Both because people were still reeling from the effects of the Depression, and because the US was sending young men off to Europe to fight and die people just weren't in the mood for excess and flamboyancy.

American GI rows boat with his sweetheart

So, looking at the advertisements of the 40s you will notice a few Ingrid Bergman look-alikes here and there.1941 Don Juan Lipstick Military Red

On the right we have a 1941 Ad for "Don Juan" Lipstick, and their new color, MILITARY RED. ...stays on though you eat, smoke, drink or kiss...

Aching Feet Will Cause Facial Lines


The girls who stand on their jobs are tired of reading about the desk chair spread and hip slimming exercises and are writing in to say so. What they want is exercises to counteract aching feet, information on what kind of shoes to wear and foot aid in general. As one girl wrote, nothing puts lines in the face like aching feet!

1944 My Feet Are Killing Me - Care Of FeetThe best foot exercise is standing correctly. Stand with the weight balanced on both feet, toes pointed straight ahead with ankle bone squarely over the foot, and with the weight thrown slightly toward the outer borders of the feet. This is the strongest position for standing and walking. When the toes are turned out, the weight is thrown toward the inner borders, the weakest position.

Many girls buy stockings a half size too small. Stockings should be a half inch longer than the toes, when standing. A tight, short stocking holds the foot in a cramped position, it's almost as bad as short shoes. If stockings with rayon feet seem to "draw" ask for rayon with cotton feet. And wear a fresh pair every day.

About shoes: Dr. Louis Newman, secretary of a Chiropody Society of Pennsylvania, gives these requisites of a good shoe: Heel one and a half inches or less, with a broad base; a round toe but a snug fit at the heel; soft leather uppers and a flexible sole. For working, I like a sole that is flexible, but not too thin. The soft leather uppers insure shoes that are not too heavy.

Most women are inclined to wear shoes that are too small. A good rule to go by is to get shoes sufficiently large so they do not have to be broken in. It amounts to "breaking in" your feet.

One girl asks about shining up "loafers" around noon. It's a good idea to change shoes at noon, and to put on a fresh pair of stockings in some cases. But loafers, while they feel easy at first, do not give enough support and soon cause the feet and backs of the legs to ache. It is best to have two pairs of good comfortable work shoes, and leave the play shoes for loafing.

Contrast Baths

For feet that ache, contrast baths are a great help. Place the feet in fairly hot water, then in cold, then hot, then cold; or under the hot water tap then the cold. Scrub vigorously with a bath brush, dry with a rough towel. This stimulates the circulation.

Good exercise is to pick up marbles with the toes, or sort of gather up a towel, or pick up jacks, also to stretch the toes, separating them wide apart; for the arches, walking barefoot on outersides of the feet, toeing slightly in; and for massage, roll foot slowly across a large soda pop bottle.

In resting, it's a good plan for the girl who is on her feet all day, to lie with feet elevated on a stack of stiff pillows, to reverse the flow of circulation.

To keep corns and bunions from causing trouble, make regular visits to the chiropodist or the podiatrist.

The leaflet "Posture Makes the Figure", illustrates the correct walking stance. In sending for the leaflet, enclose stamped addressed envelope.

Wisconsin State Journal - September 15, 1944

Not a Look-Alike, the Real Deal! Photo poster of Ingrid Ingrid BergmanBergman.

A frequent theme throughout advertisements in the early to mid 1940s was the common effort to help "speed victory" by doing one thing or another. Whether it was by planting a veggie garden in the backyard (so the farmers could send their crops to the soldiers), or as in this ad for Camay, for women to join the WAC (Women's Army Corps).

Everybody pitched in, sacrificed, suffered and contributed in whatever way they could,  and in the end, we won. See how that works?

1944 Join the WAC - Speed Victory - Camay Bars 20 Cents.

Beauty Secrets

Many of the most glamorous stars do their own hair, that is, of course, when they are not working at the studios.

The ones that I know choose fine soap and always massage the scalp thoroughly. The Blondes use lemon rinses and the Brunettes use vinegar. They are all unanimous in their choice of lintless towels for drying the hair by friction and after a shampoo they always sit in the sun. Of course they have already, found their place in the sun!

The other day a Redheaded beauty revealed a real beauty secret. She says that when she shampoos she uses a real beauty sponge. The sponge is easy to prepare and it is well worth the effort. Blend together one cup of oatmeal, one tablespoon of almond meal, one tablespoonful of bicarbonate of soda. Put this beauty mixture in a small square or a bag of cheesecloth. Squeeze it in your bathwater and use it like a sponge to cleanse and soothe your body skin. This secret was handed down to her from a Victorian beauty.

The women of those days did not have all the cosmetics which are available today so they created some very effective beauty aids. At a party the other afternoon a clever little star was wearing a Navy Blue linen sunsuit, banded in rows and rows of White cotton braid. She says that she took a tip from her Navy boyfriend and cleans those rows of braid with a nailwhite pencil such as you use for bleaching your nails. Her braid is always spanking White.

A slim and slender star says that her nice body line is due to exercise. She never misses taking a few minutes exercise night and morning. Her routine is s-t-r-e-t-c-h-i-n-g.  Lois Leeds, The Charleston Gazette, 1949

1949 Beauty Salon Ad For Brush Curl Permanent Hairstyle

Beauty Secrets

Here is a homemade secret mask which was used by a beauty eighty years ago. It will soothe a rough, dry skin. To half a cup of buttermilk add just enough corn meal to make a stiff paste. Apply the paste to the neck, and face with the fingertip, working it in well. Leave on for twenty minutes, then wash away with warm water.  1949
1944 - Be Appetizing 5 Day Underarm Pads for 55 cents.

Estée Lauder - Behind the Brand

It began in 1946 with Mrs. Estée Lauder's belief that every woman can be beautiful. Today, the Estée Lauder brand is defined by its commitment to innovation and legacy of personal service. Whether you want proven skincare, makeup that transforms your look, or a favorite fragrance…you'll find it at Estée Lauder.

"Appetizing as a starched white organdy frill on a delicate wrist...that's the way you feel and look when a 5-DAY Pad makes your underarms dry as desert wind, odorless and sweet. And that's the way you keep on feeling right and looking because this positive anti-perspirent is really effective and the handiest method ever devised."

Voted the "Prettiest" Girl of her class, Girl's Latin School Class of 1948

She was voted as having the "Nicest Smile"


If you're beautiful, you must do your utmost to preserve your beauty. If you're not, you must do your utmost to make the most of what you have. The best methods of care for one's personal appearance, so as to aid nature in healthful development of every natural charm, have been compiled in the booklet, BEAUTY AND CHARM, available through this Bureau.

It tells how to care for the hair, eyes, teeth, hands, face, and figure, and how poise and personality may be developed to assist nature in presenting feminine beauty to best advantage - beauty secrets galore. Get your copy today, and aid Mother Nature in the preservation and creation of beauty.

Only 10 cents postpaid. Use This Coupon. The Sheboygan Press Information Bureau, Frederic J. Haskin, Director, Washington, D. C. I enclose herewith TEN CENTS in coin (carefully wrapped in paper) for a copy of the booklet BEAUTY AND CHARM. 1941

Pretty Kay Abernathy
Pretty Kay Abernathy of Dallas, Tex., has been named queen of the 1942 Drake Relays, to he held in Des Moines, Ia., April 24 and 25. She had also been selected as Texas relay queen.