Logo of This Morning
itv |

Weekdays 10am-12:30pm

The best beauty buys that have stood the test of time

During WW2, ‘beauty on duty’ makeup became a morale booster and was even psychologically worn as a sign of strength from the women supporting their husbands on the home front. This included lots of bold colours such as strong red lips, bright rosy cheeks and dark defined brows. Brands like Elizabeth Arden introduced ‘victory red’ lipstick and with many of these beauty trends still standing the test of time in today’s world, Nadine shows us how to get the retro 1940s look.

Advertisement. We earn commission from some links on this page. When you click on a link, our affiliate partner sets cookies - you can opt out here. Our full disclosure notice is here. Prices correct at time of publication.


NIVEA (1911)NIVEA Creme Moisturiser for Face Hands and Body£2.49, Superdrug

ELIZABETH ARDEN (1910)Elizabeth Arden Red Lipstick£28, Elizabeth Arden

BOURJOIS (1863)Bourjois Little Round Pot Blusher 95 Rose De Jaspe£5.30, Notino

MAX FACTOR (1909)Max Factor Creme Puff Powder Compact£9.99, Boots

RIMMEL LONDON (1834)Rimmel Professional Eye Brow Pencil£4.49, Boots

YARDLEY LONDON (1770)Yardley London English Lavender Eau de Toilette£18, Boots

COTY (1904)Coty L'Aimant Parfum de Toilette Spray£14.49, Boots

BOOTS (1849)Boots Traditional Glycerin and Rosewater£2.50, Boots


Clicking any links on this page will open an external website. ITV has no control over these external websites and has no responsibility for the content, subsequent links and how your data might be used therein. Please see our Terms and Conditions for more information.

Logo of This Morning
itv |

Weekdays 10am-12:30pm