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The research and development of cosmetic products is closely related to society modifications, as it must fulfil constantly changing consumer needs. More than only using, people often seek the cosmetic market to express their individuality in a varied way. For the development of this study, a bibliographical review of the pertinent literature related to the cosmetic market was carried out. In addition, articles and books related to beauty, vanity and consumption were consulted to obtain information about the social and political changes that could influence the cosmetic market. From classic hygiene products to luxury articles, political expression of sexuality and feminine power, cosmetics followed the social evolutions of products that enslaved women, reaching a position of female empowerment, for example. It is also necessary to emphasize that men have changed their way of facing vanity and masculinity, utilization more cosmetics. Within this perspective, it became apparent how behavioural patterns of certain decades reflected on cosmetic choices and vice versa. In addition, it is possible to notice that the cosmetic market presents a potential more than merely commercial: it defines generations and assists in the process of understanding our own history within the perspective of beauty and social acceptance.

The social and scientifical evolution of the cosmetic science – a brasilein view