PROLOGUE

006 INTRO - To you who lives and loves
012 TIMES & KEYWORD - Our trendy makeup from the 1950s to the present

1950 HOPE

016 STORY - THE SKIRT, Women of Eternity
026 STORY - Beauty engraved on the ground
028 LOOK - Hollywood Star Makeup
032 STORY - Movie posters and women that colored the theater district
040 STYLE - New day, new hair
044 CLOSEUP - Dream Dressing Table

1960 EXPRESSION

048 COLUMN - Miss 'Style'
050 STORY - Women's Beauty Guide: The Story of "Cosmetics World"
(Insert) ARCHIVE - 1960s Torchon
055 LOOK - New Ladies' Makeup
064 STORY - The World's Perspective on Beauty
068 LOOK - Seoul Girl
072 CLOSEUP - Stay Cool Cold Cream

1970 LOVE&FREE Love and Freedom

076 LOOK - Three hairstyles that captured the 1970s
084 STORY - Time to announce makeup
090 COLOR PALETTE - Viewlux and Tamina, the colors of that era
092 CLOSEUP - High Tone, what color is your love?
100 CLOSEUP - Refreshing and soft base beauty items
(Insert) ARCHIVE - Beauty Corner
103 STORY - From your eternal novels and songs

1980 VITALITY

110 STORY - Your own color, your own feeling, your own beauty
120 COLUMN - Power Women, the World of Confident Adult Women
122 LOOK - Women of the Times as Seen Through the Eyes of Actress Geum Bo-ra
128 LOOK - The power of eyebrows
132 CLOSEUP - Are the colors of women the same?
(Insert) ARCHIVE - Beauty Created through Gymnastics
140 STORY - The Temple of the Signpost on the Road, Counselor Oh Myeong-suk
(Bookinbook) INDEX - Makeup Terminology Notes

1990 INDIVIDUALITY

154 INTERVIEW - Actor Kim Ji-ho
164 LOOK - Love and passion in the lips
168 INTERVIEW - First-generation makeup artist Go Won-hye
174 STORY - Healthy Beauty, Healthy and Beautiful
176 CLOSEUP - Beauty items that protect my skin
178 LOOK - Cyber ​​Attacks at the End of the Century

2000 LNATURALNESS

182 COLUMN - The New Millennium and Natural Makeup
184 LOOK - Moist and shiny face
188 TEENAGE - Welcome, Princess, by novelist Jongsan Lee
192 TEENAGE - Sophia and Heo Charming, the girls we loved back then
194 GET IT BEAUTY - The Golden Age of Beauty Trends, Beauty Editor Hwang Min-young
196 GET IT BEAUTY - A cheerful look at beauty, PD Kim Hye-young
200 CLOSEUP - The Cushion Revolution
202 LOOK - Smoky Paradigm

TODAY ADVANCE Evolution

208 STORY - A New Definition of Beauty
218 INTERVIEW - Beauty in Korea with Kim Jeong-seon, Seo Ok, and Han Ju-hee
226 CLOSEUP - The Evolution of Beauty Tools
234 INTERVIEW - Makeup artist and beauty creator Isabae Lee
242 INTERVIEW - About the lives of nine people and their own beauty

Beauty Curation Book 『Trendy Makeup』
Live Love, the trendy makeup we loved back then

“It makes me feel good to do this.

The catchphrase gained popularity after a short video clip from MBC News on September 17, 1994, went viral online.
As eye-catching as the confident fashion of the so-called 'Generation X' women of the 1990s were their sharp, strong eyebrows and brown lipstick.
In a time when it was 'fashionable' to freely express oneself in one's own way and with one's own voice, beauty was fully revealed through makeup.
Makeup is constantly influenced by different rules, values, tastes, and styles in each society and culture, and depending on various factors, certain makeup methods that are considered the most beautiful or relatable in each era become popular.
Amorepacific, which began as Pacific Chemical Industry in 1945, has been at the forefront of the trends and trends of Korean cosmetics culture, sharing in the shining moments of Korean women's love of makeup and the expression of their beauty.


『Fashion Makeup』, a collaboration between Amorepacific and Lowpress, is a beauty curation book that captures the trends of Korean makeup over the past 77 years.
It tells the story of how women have loved themselves through makeup from the 1950s to the present day.
From 1950 to the present, we select keywords that represent the era every 10 years, reconstruct makeup that reflects the times by archiving past materials, and present past makeup and popular makeup techniques through photo pictorials and illustrations. We also introduce a variety of content, including in-depth interviews with beauty industry experts, iconic figures of the era, and entertaining interviews with people from various professions living in the present.


Women added beauty to their lives by touching their faces.
On the faces drawn with color and light, there was also the romantic wish of those who always longed to be themselves.
『Fashion Makeup』discovers the face of the times in women's makeup.
I hope that 『Fashion Makeup』 will be a time to explore the beauty of the times and, furthermore, to look into your own beauty.