Remember one of the most famous WWII posters of Rosie the Riveter? A woman in a red scarf with white polka-dots wrapped around her head and knotted at the top, in blue union uniform showing us her bicep with the tag line at the top that reads "We Can Do It!"? Well this Poster epitomizes the the woman's story during the century of WWII. This poster was put out by a government group named the War Production Co-ordinating Committee. The purpose of course was to enlist women's support back home in the war effort.

Like the decades previous this one had the war to set the tone and helped to define a woman's hair and makeup choices. Simplicity was the catchword of the day. For woman were being called on to do a lot during this decade. Makeup was more natural (i.e. creamy skin, smoothly powdered with a natural looking pinkish hue, lips in a patriotic red. The focus for 1940s eyes is the lashes as mascara had found its place during this decade.

Hair was longer and smooth, rendered in a more romantic, softer look than the previous decade. Simplicity may have been important but not at the expense of looking good. According to freebeautytips.org :

"1940's women were asked to do a lot, and working for the war effort took a toll. But glamour was in, fresh from Hollywood, and women who were earning their first paychecks were also shopping, dressing elegantly and using cosmetics like movie stars. Part of the rationale was that the nation's women couldn't afford to look frumpy in a time of war; the other reason for spending so much time and effort on one's appearance was to stay somewhat positive and optimistic. "Putting a brave face on" was more than an interior process: wearing makeup and nice clothes was a statement of self-worth and confidence. "