50 Years of Great Beauty
and the lashes that defined every look
Just like the kind of clothes that hang in your closet, the kind of makeup you enlist in your routine changes a lot over the years — or so you think. It isn’t until you take a closer look at the trends that defined the decades that you’ll notice a bit of the past hiding in the present. It’s not often that while the trends slowly move through time that the products used to create them move with it. Perhaps the biggest exception to that rule is Maybelline Great Lash.
In 1971, Great Lash hit beauty shelves for the first time. Although mascaras had existed for years, if not centuries, it was this pink-and-green tube that would affect beauty routines forever. If the ’60s were about clumpy lashes that could be seen through the lights of Whisky a Go Go, Great Lash set a new tone, one that was all about natural but thick lashes and gave body and length where they were lacking. Fast forward to today, and Great Lash has managed to remain in the zeitgeist. We might not spend our Saturday nights at flashy discos anymore, but, 50 years later, we’re still eager to express ourselves in new and creative ways using makeup.
To prove our point, we took a trip down memory lane to revisit all of the best looks to come out of the past 50 years since the mascara launched. Because even as the decades continue to pass, Great Lash remains at the forefront of every new trend — from sparkly disco glitter to pop-princess pastels. To put it plainly: it’s a bona-fide beauty icon.
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“More is more” defined the decade. Neutral mono shadows were tucked away into vanities and replaced with electric pinks, purples, and blues. But not even neon makeup and draped blush could overshadow the statement lashes that dominated the ’80s. Great Lash may have helped many people achieve a natural lash look, but it’s also buildable, so one, two, even three layers of Very Black became essential for the extreme trends of this decade.
The '80s
Nightclubs were officially a thing, which meant the makeup had to turn up a notch. Eyeshadow got sparkly, lipstick got bold and shiny, and the ideal lash look could be defined as full-on glamorous. Even in the black-and-white photos of hotspots that were, the one thing that stands out the most is the sexy length à la Great Lash. A coat or two of the clump-free formula still creates that born-with-it look.
The '70s
The decade of the Supermodel — with a capital S — brought on sexy and cool makeup that could work just as well on a runway as it could off-duty downtown. Browns of all shades were favored — from lipsticks to shadows — and “bedroom” eyes were best created with lots of mascara, especially when focused on the outer corner to create that cat-eye effect. Pro tip: using Great Lash vertically is the quickest way to re-create this today.
The '90s
A new millennium meant new makeup. Gone were the days of moody dark lipstick and smoky eyes that made every mother furious. Thanks to pop princesses and punchy teen romantic comedies, sparkling and pastel finishes were the looks du jour. And the best contrast to a baby-blue lid? A flirty coat of Great Lash wiggled through the eyelashes. Whether you were a Regina or a Cady, this rich and pigmented formula helped you stand out with a classic look that felt like you.
The '00s
Makeup-lovers of 2021 are collecting and observing every look that’s defined the decades. Whether they steal their beauty inspo from paparazzi shots of their favorite hypebeast or turn to social media, they’re bound to run right into a reimagined twist on an old trend. In other words, everyone — from Gen X to Gen Z — is experimenting with their look again, whether that includes graphic eyeliner that takes a steady hand or nothing more than a swipe of tinted lip balm. As these looks evolve, the one thing that remains is the powerful impact of Great Lash and its formula that stands the test of time.
Today
EDITOR: Samantha Sasso
PHOTOGRAPHER: Matthew Zach
ART DIRECTOR: Meg Konigsburg
MAKEUP ARTIST: Grace Ahn
HAIR STYLIST: Nigella Miller
MANICURIST: Aja Walton
WARDROBE STYLIST: Alexis Badiyi
PRODUCER: Alex Friedlander
PRODUCTION COORDINATOR: Hannah Lee
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