In the TikTok Era, Which Drugstore Beauty Brands Will Survive?

In the TikTok Era, Which Drugstore Beauty Brands Will Survive?

In 1932, Revlon launched the very first red nail varnish — at least, the very first red nail varnish to be made available commercially in the United States. It was conspicuous, sultry and classically chic, one small way for women to dote upon themselves in the midst of the Great Depression.

By the 1940s, the company introduced lipsticks, with fragrance arriving a decade later. Its campaigns were provocative, often casting a femme fatale archetype that, in heterosexual gender theory, emboldened women and aroused men. It was a new way to not just create makeup, but also to sell it, setting a precedent for the industry to follow for generations to come.

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