Aesthetics Through the Decades

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Aesthetics is a story written in decades, never standing still. Discovery, promise, and the brands that shaped professional skin care into the thriving industry it is today gives it its unique edge. From groundbreaking product launches to shifts in education and technology, every era has left an imprint on how skin care professionals learn and practice their craft. While not all-encompassing, in this special anniversary section, we journey through the decades, highlighting the trends that became staples, milestones, movements, and market leaders whose vision has helped define the past, present, and future of aesthetics.

1960s

The 1960s changed the way Americans thought and cared for skin. Bronzed, sun-kissed looks were all the rage, fueling a boom in tanning products and self-tanners. Concurrently, the growing awareness of sun damage sparked sunscreens with sun protection factor ratings, giving consumers a way to measure protection against ultraviolet rays. That same decade, DMK founder, Danné Montague King introduced bioadaptable™ vitamin C to boost collagen production, and in a humble kitchen in 1968, Lydia Jordane whipped up her own depilatory wax, which ultimately grew to LYCON Wax, now a global favorite in over 75 countries, still employing the same resins she first used.

1970s

The 1970s celebrated natural beauty. With makeup taking a backseat, many Americans turned to skin care, and natural ingredients became hot commodities. Department store and mall counters made products and advice more accessible. Safety and standards advanced, too. The FDA’s Voluntary Cosmetic Reporting Program (VCRP), the Cosmetic, Toiletry, and Fragrance Association (CTFA)’s International Cosmetic Ingredient Nomenclature Committee (INCI) naming system, and the Cosmetic Ingredient Review (CIR) Expert Panel set new benchmarks for ingredient transparency and safety. However, none of this stood in the way of Montague-King’s 1976 Enzyme Treatment introduction, utilizing transepidermal delivery technology that allowed nutrients to reach the living cells.

1980s

The 1980s were all about bold statements, face and skin care included. Gone were the days of the natural, golden glow of the ’70s. Drawing inspiration from the iconography of the decade, women layered bright foundation shades and experimented with electric eye looks. Antiaging products took center stage as well, with tretinoin emerging as a prescription treatment cofounded by AIA Legend, Dr. James Fulton. Exfoliation became a routine, and acne cleansers with their signature tingling and stinging sensations were everywhere. Waxing innovation also grew, with LYCON introducing LYCON Pre-Waxing Oil, LYCON Sunshine Hot Wax, LYCON Apricot Wax, and LYCON Lycojet Lavendar Hot Wax between 1980 and 1984.

While the 1980s were defined by bold style and experimentation, consumer safety also became a focus. FDA reports highlighted contaminated cosmetics, prompting greater awareness of product safety. At the same time, charitable and ethical initiatives gained momentum, including the Look Good Feel Better program and the Johns Hopkins Center for Alternatives to Animal Testing, which supported research into cruelty-free testing methods.

1990s

The 1990s brought a wave of modernization that reshaped professional skin care forever. GlyMed Plus, founded in 1991, raised the bar by introducing pharmaceutical-grade alpha hydroxy acids into their treatments. That same year, Pevonia helped define the modern spa industry with science-meets-nature formulas. Among its many contributions were triphase water-oil-water microemulsions to enhance absorption, encapsulated enzymes in the iconic Enzymo-Sphérides® Peeling Cream, freeze-dried marine collagen, mineral-based self-heating masks, and alginate masks like Plantomer® and Luminous “C” & “Sea”®.

Alexandria Professional also began its rise as well, with Lina Kennedy acquiring full rights in 1995, cementing the brand as a professional staple. Éminence Organic Skin Care also entered the scene late in the decade, with brothers Attila and Boldijarre Koronczay spearheading organic skin care in North America. They ultimately showed professionals that organic formulas like the Blueberry Detox Peel and Strawberry Rhubarb Masque could deliver real, results-driven performance.

At the same time, consumer pressure pushed the beauty industry to move away from animal testing, sparking the development of alternative safety methods that would shape future product standards. Day spas also expanded during this decade, attracting a wider audience eager for advanced treatments in more accessible settings.

2000s

The early 2000s brought a flood of new consumer products promising quick fixes and instant results, from crushed walnut shell scrubs to the overly fragrant. While many trends focused on accessibility, the professional skin care market highlighted the importance of licensed aestheticians as trusted authorities.

Scientific innovation broadened the era. In 2002, the FDA approved Botox for frown lines, ushering cosmetic injectables into mainstream aesthetics. Dr. Peter T. Pugliese founded Circadia by Dr. Pugliese in 2001. His textbooks set the standard for science-based aesthetics, living on today through Circadia University, a free, on-demand learning platform. GlyMed Plus advanced professional care with sophisticated chemical peels and its Professional Only collection, empowering licensed aestheticians to deliver elevated in-treatment results.

Éminence Organics advanced professional treatments by combining potent botanical formulations with targeted techniques. Their Hungarian facial massage, “one of the most beloved by spa partners and clients,” boasts Boldijarre Koronczay, naturally increases circulation and stimulates collagen production.

Face Reality® forever strengthened professional acne care with personalized approaches anchored by the 8% L-Mandelic Serum, while Pevonia introduced specialized regimens for rosacea, a body collection, a men’s line, and SpaTeen® for acne-prone youth. The brand also transitioned its full range to paraben-free formulations with organic extracts.

Alexandria Professional added Hungarian Wellness Mud, Phenomen-all®, and Ménage a Trois, later becoming the Full Circle of Skin Conditioning®, elevating sugaring into a holistic treatment that improved skin health as well as appearance.

2010s

The 2010s opened with the spa industry slowly recovering from the effects of the Great Recession. Professionals had to navigate cautious consumer spending while reaffirming the value of skilled services. Later in the decade, beauty was defined by bold eyebrows, contouring, and the early rise of influencer culture. This new wave of beauty chatter created plenty of noise, so it was up to licensed professionals to clear the air. This was also the time when the Personal Care Products Council (PCPC) commissioned research illustrating the cosmetics industry’s large contributions to the economy, health, and environment.

In 2015, Société Clinical Skincare introduced the Rejuvenating Peptide Gel Sheet Mask to soothe and cool skin post-procedure, a must as microneeding rose in popularity. In 2017, they embraced the ease of pads for specific skin types with Clear Skin Boosting Pads for acneic skin, Skin Bright Boosting Pads for pigmented skin, and Age Defying Boosting Pads for aging skin.

The decade also saw the rise of sensitive skin as a defining concern. Hale & Hush, founded in 2015 by Kris Campbell, emerged from oncology skin care roots to specialize in barrier repair and calming formulas for sensitized clients. Michele Corley Clinical Skin Care, launched in 2010, listened closely to professionals’ ingredient concerns and developed peptide-rich, antioxidant-driven formulas that excluded parabens, sulfates, and synthetic additives. Their small, intimate education classes hosted in Napa, California fostered community as much as product knowledge at the time.

Face Reality scaled its acne expertise nationwide, certifying aestheticians and building a professional network around, what is now known as, their Clear Skin Method™. Meanwhile, devices got smarter. Ghada Abuhakmeh introduced MYSKINBUDDY in 2016, combining LED, ultrasonic vibration, heat, and ion care into one handheld tool, streamlining results for professionals and clients alike.

2020s

The 2020s opened with unprecedented disruption as the COVID-19 pandemic shuttered treatment rooms around the world. Yet rather than slow the industry, the crisis accelerated its evolution. Social media amplified skin care into a mainstream household craze, spawning influencers and unlicensed “gurus,” while professional brands doubled down on digital innovation to ensure licensed aestheticians remained at the forefront of the beauty boom. Online academies, revamped protocols, and underserved niches became essential lifelines for both clients and professionals.

Alexandria Professional expanded its reach through the Online Academy, where aestheticians could learn The Kennedy Theory® and the company’s 6 Steps to Perfect Sugaring. Éminence Organic Skin Care scaled its education to new heights, proudly training over 250,000 aestheticians and spa partners worldwide through both in-person and virtual programs. Hale & Hush continued embracing change, developing new protocols and sensitive-skin solutions that blend soothing comfort with visible results.

Michele Corley Clinical Skincare pivoted quickly during the pandemic, coaching aestheticians to launch online stores, host virtual consultations, and deliver at-home facial kits. Société refined their professional education with monthly webinars, and its exclusive Société University portal, providing aestheticians with step-by-step treatments, peel training, and marketing support.

Face Reality centered licensed aestheticians in its operations, with one-third of its employees being licensed professionals guiding product development and education. MYSKINBUDDY embodied the solo aesthetician spirit, launching Bee Bright All Day Serum and redefining business models with no minimums, direct dropshipping, and high-return on investment (ROI) support. More recently, improvements like Circadia’s patented HoneyBead technology and microbiome-focused formulations highlight their decades-long commitment to developing science-driven topicals.

Skin care has grown from mothers’ treasured cupboards to a force that shapes the entire personal care world. Trends come and go, influencers rise and fade, but at the center of it all, licensed aestheticians and the professional market remain the pulse.

References

CosmeticsInfo. “A History of Cosmetics.” CosmeticsInfo.org. Accessed September 25, 2025. https://www.cosmeticsinfo.org/history-of-cosmetics/. Cosmetics Info

Smithsonian Institution. “Skin Care.” In Health, Hygiene, and Beauty spotlight. Accessed September 25, 2025. https://www.si.edu/spotlight/health-hygiene-and-beauty/skin-care.