IMPORTANT COSMETIC INDUSTRY DEVELOPMENTS IN THE UNITED STATES
From its earliest days, the United States has been at the forefront of cosmetic innovation, entrepreneurship and regulation.
The timeline below represents a brief history of the important developments, advances, and American usage trends in cosmetics, as well as a regulatory history of cosmetics in the United States.
1848:
Congress passes the Drug Importation Act, the first such federal control over drugs in the United States, which mandates the U.S. Customs Service inspection of imported drugs to prevent entry of adulterated or contaminated drugs from overseas.1862:
President Abraham Lincoln appoints chemist Charles M. Wetherill to serve in the new Department of Agriculture. This laid the foundation for the Bureau of Chemistry, the forbearer of the U.S. Food and Drug Administration (FDA).1880:
Peter Collier, the chief chemist in the U.S. Department of Agriculture, recommends that Congress pass a national food and drug law. The bill is eventually defeated, but precipitated the introduction of more than 100 food and drug laws in Congress over the next 25 years.1886:
David McConnell founds the California Perfume Company (CPC) which was, strangely, then located in New York. Over time, the company continues to grow and experience great success, selling five million units in North America during World War I alone. In 1928, CPC sells its first products — a toothbrush, a talcum and a vanity set — under the name by which it is commonly known today: Avon.1894:
The number of U.S. firms manufacturing perfumery and toilet goods increases from 67 in 1880 to 262 in 1900. In 1894, the extremely competitive nature of the industry drives a group led by New York perfumer Henry Dalley to found the Manufacturing Perfumers' Association. The group evolved over time and in 1970 changed its name to the Cosmetic, Toiletry, and Fragrance Association (CTFA).1900:
By 1900, cosmetics are in widespread use in nearly all societies around the world, including the United States.1904:
Max Factor, a Polish-American cosmetician and former cosmetic expert for the Russian royal family, begins selling his rouges and creams in the United States at the St. Louis World's Fair.1907:
Eugene Schueller, a young French chemist, invents modern synthetic hair dye which he calls "Auroele." In 1909, Schueller names his company Societe Francaise de Teintures Inoffensives por Cheveux (Safe Hair Dye Company of France) — the company that today has become L'Oréal.1910s:
American women begin to fashion their own form of mascara by applying beads of wax to their eyelashes.1913:
Chemist T.L. Williams creates Maybelline Mascara for his sister, Mabel.1914:
Because of the onset of World War I, American women gain more disposable income and discretion over its use, leading to a boom in domestic makeup sales.1919:
Congress passes the 18th Amendment to the U.S. Constitution, commonly known as Prohibition. As originally drafted, the amendment might have outlawed perfumes and toilet goods because of their alcohol content. However, the MPA mobilized its forces and Congress clarified the language to exempt products that are unfit for use as beverages.1920:
The flapper look comes into fashion for the first time, and with it comes increased cosmetic use:
dark eyes, red lipstick, red nail polish, and the suntan, which is invented as a fashion statement
by Coco Chanel.
Cosmetics and fragrances are manufactured and mass marketed in America for the first time.
1922:
The Manufacturing Perfumers' Association changes its name to the American Manufacturers of Toilet Articles (AMTA).1924:
In U.S. v. 95 Barrels Alleged Apple Cider Vinegar, the Supreme Court holds that the Food and Drugs Act prohibits all statements, designs or devices on a product's label that may mislead or deceive, even if technically true.1920-1930:
The first liquid nail polish, several forms of modern base, powdery blushes and the powder compact are introduced.1928:
Max Factor, now living in Hollywood, develops and introduces pancake makeup because of the adjustments required to best capture faces on film.1930:
Due to the influence of movie stars, the Hollywood "tan" look emerges and adds to the desire for tanned skin made popular first by Coco Chanel.1930:
Max Factor unveils the first lip-gloss.
1932:
In the midst of the Great Depression, brothers Charles and Joseph Revson, along with chemist Charles Lachman, found Revlon. The founders had discovered a unique manufacturing process for nail enamel, using pigments instead of dyes. This innovation ultimately led to Revlon being a multimillion dollar corporation within six years.1936:
Eugene Schueller, founder of L'Oréal, invents sunscreen.1938:
Congress passes the Federal Food, Drug, and Cosmetic (FD&C) Act, implementing the following new measures:- Cosmetics and therapeutic devices were to be regulated for the first time.
- Drug manufacturers were required to provide scientific proof that new products could be safely used before putting them on the market.
- Colors were required to be certified as harmless and suitable by the FDA for their use in cosmetics.
- Factory inspections were first authorized.
- Cosmetics and medical devices, which the Post Office Department and the Federal Trade Commission had overseen to a limited extent prior to 1938, were put under FDA authority.
1940 and World War II:
Leg makeup is developed in response to shortages of stockings.1940:
The FDA is transferred from the Department of Agriculture to the Federal Security Agency. Walter G. Campbell is appointed as the first Commissioner of Food and Drugs.1944:
Congress passes the Public Health Service Act which, among other areas, covers the regulation of biological products.1950:
The Modern Era of the cosmetics business begins. Artificial skin tanning aids are developed, and television advertising is first implemented in earnest. Companies such as Proctor & Gamble begin to sponsor daytime television programs that will eventually be called "soap operas."1952:
Mum, the first company to commercially market deodorant, launches the first roll-on deodorant, which is inspired by the design of another recently invented product -- the ballpoint pen.1955:
Crest, the first toothpaste with fluoride clinically proven to fight cavities, is introduced.1958:
FDA publishes in the Federal Register its first list of substances Generally Recognized As Safe (GRAS), which contains nearly 200 substances.1960:
Congress passes the Color Additive Amendment, which requires manufacturers to establish the safety of color additives in foods, drugs, and cosmetics. The Delaney provision prohibits the approval of any color additive shown to induce cancer in humans or animals. The FDA attempted to interpret the new law as applying to every ingredient of color-imparting products, such as lipstick and rouge, but the courts rebuffed this proposal.1960:
False eyelashes became popular. "Natural" products based on botanical ingredients, such as
carrot juice and watermelon extract were introduced.
