War

During the Second World War, shortages in Britain meant that everything from food to clothing was rationed. Yet, cosmetics, lipstick in particular, never appeared on the ration list and played a crucial role in uplifting spirits throughout the nation and on the battlefronts. The British government broadcasted and advertised a clear message: a woman's beauty was not just a personal concern but a national duty that contributed to the war effort. Officials believed that disinterest in one’s appearance could reflect a nation's low morale, posing a severe threat to the ongoing war efforts. By maintaining high beauty and fashion standards during such dire times, women were not just preserving their charm; they were embodying the nation’s resilience and unyielding spirit. Government an...