When Pinterest launched back in January 2010, I was one of those curious early clickers who went on the platform to see what I could find. One of my very first ‘boards’ I called weird ads. Of course there were the usual picture-perfect avocado-toasts with softly boiled eggs, but what really caught my eye were the oddly fascinating vintage advertisements from the 1950s and ’60s—sometimes even from the roaring twenties.
These were your typical magazine ads, nothing extraordinary — except, well… they kind of were. Like women wearing face masks day and night to get dimples, or trying to erase their freckles by exposing their skin to something called oxygene (whatever that was supposed to be). Either way, it was totally normal for the time.
The lotus-foot phenomenon from China is perhaps the most well-known example of a beauty ideal that demanded extreme sacrifice, particularly from women. For nearly a thousand years, the practice of foot-binding was seen as a symbol of femininity, status, and desirability.
Young girls, often as young as five, underwent this painful and irreversible procedure to shape their feet into the coveted “lotus” shape—an arch so high and toes so tightly curled under that walking became a lifelong challenge. Despite the intense physical pain, lifelong disability, and health complications it caused, the practice endured for generations. It reflects the powerful influence of cultural standards and the extraordinary lengths to which women have historically gone to meet them.
Or take this Dimple Machine, invented by Mrs. E. Isabella Gilbert in 1936, which claimed to create dimples by wearing it briefly several times a day. Instructions advised users to laugh at themselves in the mirror to boost the effect. However, medical associations argued that it wouldn’t create or enhance dimples and warned that prolonged use could even lead to skin cancer.
What struck me is how these devices — back then seen as totally reasonable — aren’t that different from the beauty gadgets we see now. It’s just that, with time, the weirdness becomes more obvious. Standards shift, and so does our perspective.
Take freckles, for example. These days, we think they’re adorable. And most women I know (at least here in the West) would prefer a sun-kissed glow over trying to lighten their natural skin tone. Beauty ideals evolve, and when you look back, it’s kind of amazing — and a little hilarious — to see what we used to take so seriously.
By exploring special beauty rituals, painful cosmetic procedures, beauty standards, and dubious inventions, it becomes clear how much people are willing to go through just to have a good appearance. It really shows how deeply rooted our desire to look good—and be seen as beautiful—can be.
Under The Loupe Magazine demonstrates the continuous process of striving for beauty. As a result, the magazine shows the funny, absurd and sometimes painful side of the obsession with the body. Women, in particular, have long been invested in beauty. Anyone who looks at the history of women must conclude that this pursuit has always been present, but our understanding of beauty and the methods we use to attain it have evolved significantly over time.
Learning from the past is important. It can help us understand how we got here—why we live the way we do, and why we are the way we are. But such an exploration also enables us to learn from the mistakes of our predecessors, so that we can make more informed decisions.
For us women, knowing our history and culture can feel like finding pieces of ourselves we didn’t know were missing. It can help us build a sense of pride and belonging by letting us know where we come from – and who preceded us. I think it’s important to have that sense of pride and belonging because it can make you feel connected with the past and feel part of a group of like-minded women.
But humanity’s standards of beauty seem to slowly expand. The homogeneous Barbie that the baby boom grew up with seems to be replaced by a multitude that many more girls might appreciate.
This diversity is clearly reflected in pop culture—take Rihanna, for example, who in 2017 launched a foundation line with 500 shades to match a wide range of skin tones. And then there’s Kim Kardashian, who launched a shapewear line called Skims in 2019, designed for all body types. The call for more diversity in beauty seems to be louder than ever — from every color of skin and shape of eyes, every texture of hair; different noses, lips, and body types.
But in today’s world, we definitely continue to encounter a variety of unusual and often entertaining beauty products that offer a reflection of the beauty standards of our time.
In my Tiny Bits newsletter, I share ten little gems with you every two weeks. Mainly carefully picked ideas and recommendations you won’t find just anywhere. They’re meant to make you pause, smile, or see something in a new light. Stay tuned if you’re into quirky finds, including more of these delightfully weird vintage ads.
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