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The heavily made-up look of the 1920s was a reaction to the demure, feminine style of the pre-war period.In the 1920s, an international beauty culture was forged, and society increasingly focused on novelty and change.Fashion trends influenced theater, films, literature, and art.
Women also found a new need to wear more make-up. A skewed postwar sex ratio created a new emphasis on sexual beauty.Additionally, as women began to enter the professional world, publications such as the French Beauty Industry encouraged women to wear makeup so as to look their best while competing with men for employment.
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